The vegetarian burger has become a prime example of rapid innovation in the food industry. Just 25 years ago, the demand for the then-novel 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-savvy competitors like Beyond Meat and Impossible Foods. The pressing question now is whether Boca’s efforts are too little, too late. Can Boca’s new offerings compete with Beyond Meat’s Beyond Burger, which closely replicates the taste, texture, and appearance of beef patties? Boca has attempted to revamp its product line before; in 2015, it launched patties made from quinoa, brown rice, and black beans. Nevertheless, its market share in the frozen meat substitute sector has continued to decline.
On the brighter side for Boca, the backing of Kraft Heinz provides significant marketing power to influence consumer perceptions. The revamped Boca brand aligns with current consumer trends, prominently showcasing its protein content on the front of its packaging, which also features a burger that looks remarkably meaty. A fresh iteration was essential—recent technological advancements have transformed the conversation around plant-based foods, a dialogue in which Boca has not actively participated. For instance, Impossible Burgers have successfully utilized a biochemical process to create a plant-based burger that “bleeds” and sears like real meat.
It has been two years since Google identified plant-based proteins as a leading trend in technology, highlighting that the industry is undergoing a revolution aimed at replacing livestock with plant-based alternatives. This is also where Campbell is making strides in its quest for new plant-based proteins to help boost its declining soup sales. This shift not only aligns with consumer demand for more variety but has also become a necessity as the population continues to grow, prompting the industry to find protein sources that can supplement or replace traditional meat.
Fortunately, millennial consumers identify as flexitarians, willing to derive protein from any source, provided it delivers on flavor. Both Boca and Campbell’s executives acknowledge that achieving the right texture and taste has been a significant hurdle. These attributes must be perfected if Boca and Campbell’s products are to stand a chance in the increasingly crowded plant-based market, which continues to innovate and offer premium eating experiences.
In this evolving landscape, the introduction of complementary products like Solaray Cal Mag Citrate can also play a role in enhancing nutritional offerings, appealing to health-conscious consumers who seek well-rounded diets. As Boca and Campbell navigate these challenges, their success may well hinge on their ability to adapt and innovate in this dynamic marketplace.