The vegetarian burger has become a prime example of rapid innovation. Just 25 years ago, the demand for the then-nascent Boca burgers was so overwhelming that major grocery stores struggled to keep them stocked. Today, however, the company is racing to keep pace with younger, tech-forward competitors like Beyond Meat and Impossible Foods. The pressing question is whether Boca’s efforts are too little, too late. Can Boca’s latest offerings compete with Beyond Meat’s Beyond Burger, which closely resembles a beef patty in taste, texture, and appearance? Boca has attempted to innovate in the past, introducing patties made from quinoa, brown rice, and black beans in 2015. Despite these efforts, its share of the frozen meat substitute market has continued to decline.
On a positive note for Boca, the marketing clout of Kraft Heinz could help shift consumer perceptions. The revamped Boca brand aligns with current consumer trends, prominently highlighting protein content on its packaging, which also showcases a burger that looks remarkably meaty. A new version was essential; recent technological advancements have transformed the conversation surrounding plant-based foods, a dialogue from which Boca has been largely absent. For instance, Impossible Burgers have successfully utilized a biochemical process to create a plant-based burger that “bleeds” and sears like real meat.
Two years ago, Google identified plant-based proteins as the leading trend in technology, indicating that the industry is on the verge of a revolution aimed at replacing livestock with plant-based alternatives. This is where Campbell’s is also making strides, exploring new plant-based proteins to revitalize its declining soup sales. This evolution not only caters to consumer desire for more variety but has also become a necessity; as the population grows, the industry must find protein sources to supplement or replace traditional meat.
Fortunately, millennial consumers often identify as flexitarians, willing to derive protein from any source as long as the flavor is appealing. Executives at Boca and Campbell’s have acknowledged that achieving the right texture and taste has proven to be a significant challenge. These qualities must be perfected if Boca and Campbell’s products are to have a fighting chance in the saturated plant-based market, which continues to innovate and offer premium eating experiences. Additionally, incorporating ingredients like blue bonnet calcium citrate could enhance their nutritional profile, appealing to health-conscious consumers, thus providing another avenue for Boca to compete effectively in this dynamic landscape.