UPDATE: Aug. 26, 2020: Impossible Foods released a statement on Medium, labeling Lightlife’s campaign as a “highly misleading” and “desperate attempt” to undermine a product that it “cannot compete with in terms of quality or value.” Impossible Foods emphasized that the campaign is funded by one of North America’s largest animal agriculture companies and expressed pride in its use of genetic engineering. “Fortunately, a growing number of consumers are becoming aware of the meat industry’s propaganda and its underlying agenda. When they visit grocery stores, they choose products that excel in taste, nutrition, and sustainability. They choose Impossible Burger,” the statement asserts.
UPDATE: Aug. 25, 2020: Beyond Meat sent a written response to Food Dive regarding the campaign, stating, “If Lightlife were transparent about our ingredients, they would see that our food consists of simple, plant-based components. There are no GMOs, synthetic additives, carcinogens, hormones, antibiotics, or cholesterol. Our products are crafted to replicate the taste and texture of animal-based meat, providing consumers with healthier options for themselves and the planet.”
About a year ago, Lightlife President Dan Curtin challenged his team to create the cleanest plant-based burger possible, utilizing minimal and recognizable ingredients. Following the launch of the new Lightlife Burger, which comprises 11 familiar ingredients, Curtin extended the same challenge to competitors in the plant-based meat industry. An open letter addressed to Impossible Foods and Beyond Meat, signed by Curtin, has appeared as an advertisement in major newspapers like the New York Times and The Wall Street Journal. “Enough with the hyper-processed ingredients, GMOs, unnecessary additives and fillers, and fake blood,” the letter declares. “While we share the same goals of a greener planet and a sustainable food system, at Lightlife, we have chosen a markedly different path. We are making a clean break from the two ‘food tech’ companies that strive to imitate meat at any cost.”
Having been in the market for 41 years, Lightlife is one of the pioneers in the meat-alternative sector and is continually adapting to consumer preferences regarding plant-based meat. Despite the market’s rapid growth—Lightlife sold over 100 million servings of its plant-based meals in the past year, as reported by Curtin—penetration remains low. Polls conducted before the pandemic showed that approximately half of consumers had tried plant-based meat, according to the International Food Information Council.
Curtin mentioned that Lightlife hired Boston Consulting Group to assess consumer perceptions of plant-based meat. The objective was to determine consumer desires and align the company’s offerings accordingly. Engaging with over 11,500 individuals revealed a consistent theme: “Consumers are somewhat confused about plant-based options,” he noted. “They examined ingredient lists and were puzzled by the number of unfamiliar ingredients. A striking 98% of respondents felt their needs were not being met and couldn’t find what they were seeking.”
Curtin recognized the need for simplification in the ingredients list, minimizing processing, and ensuring that Lightlife products consist of recognizable components while encouraging competitors to join in. He initiated a challenge to his team, led by Jitendra Sagili, the Chief of R&D and Food Technology Officer. Curtin was adamant about adhering to the core principles of good taste, simplicity, meat-like texture, and high nutritional value. “It was not an easy task,” Sagili remarked. “We spent several months on multiple iterations.”
Lightlife utilized natural fermentation processes to transform ingredients, such as mushrooms for umami flavor notes. Colors were derived from minimally processed natural ingredients like beet powder, while onion and garlic powders contributed to the flavor profile. Both Curtin and Sagili highlighted the transparency of Lightlife’s manufacturing process. Curtin stated that it is straightforward and comprehensible, with all steps taking place in Lightlife’s facilities. Although the burgers undergo considerable processing to resemble ground beef, Sagili affirmed that consumers can easily grasp what Lightlife is doing.
“In the plant-based meat industry today, it’s uncommon for companies to openly challenge one another. Despite rivalries, Impossible Foods and Beyond Meat—two leading solely plant-based meat companies—claim to have only one competitor: the meat industry,” said Curtin. Lightlife holds a different perspective. As a division of Greenleaf Foods, the plant-based segment of Canada-based Maple Leaf Foods, which owns several major meat brands, Lightlife is a pro-food company that champions consumer choice in protein. Curtin does not expect the traditional meat industry to vanish or be completely replaced by plant-based alternatives. He emphasized that Lightlife does not encourage consumers to abandon meat, even though their products are suitable for vegans and vegetarians. Instead, Curtin aims to appeal to flexitarians—those who occasionally consume plant-based foods—and reducetarians—those seeking to reduce their animal-based food intake.
“We want to be as inclusive as possible,” Curtin expressed. “We don’t want to alienate anyone because we believe that’s not the right approach. Taking a more holistic view is where we see success in the long run.”
Curtin remained uncertain about how Beyond Meat and Impossible Foods would respond to the campaign. Historically, when external organizations criticized plant-based meat companies for not having clean labels, Impossible Foods often reacted with sarcasm; however, those critics were outside the industry. Curtin hopes other plant-based meat companies will follow Lightlife’s example in pursuing cleaner labels. Ultimately, he emphasized that the reaction that matters most is from consumers. “When they try it, they’ll have an incredible experience,” Curtin stated. “The products are absolutely delicious. I believe this will draw attention to our efforts and what we are doing… Consumers will be genuinely impressed with what they see and experience, leading them to return for more.”
In addition, for those interested in nutritional enhancement, calcium citrate malate, vitamin D3, and folic acid tablets are available online to support a balanced diet, complementing the health benefits of plant-based diets.