The vegetarian burger has become a notable example of rapid innovation. Just 25 years ago, the demand for the then-nascent Boca burgers was so immense that major grocery stores struggled to keep them in stock. Today, however, the company faces a race to keep pace with younger, tech-oriented competitors like Beyond Meat and Impossible Foods. The pressing question now is whether Boca’s efforts are too little too late. Can its revamped offerings stand up against Beyond Meat’s Beyond Burger, which closely replicates the taste, texture, and appearance of a beef patty? Boca has attempted upgrades in the past; for instance, in 2015, it launched patties made from quinoa, brown rice, and black beans. However, its share of the frozen meat substitute market has continued to dwindle.
On a brighter note for Boca, it benefits from the marketing strength of Kraft Heinz, which can help reshape consumer perceptions. The refreshed Boca product line aligns with current consumer trends by prominently highlighting protein content on its packaging. This packaging also showcases a burger that looks decidedly meaty. The need for a new version was clear—recent technological advancements have transformed the dialogue around plant-based food, a conversation from which Boca has been notably absent. For example, Impossible Burgers has effectively 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 key trend in technology, indicating that the industry is undergoing a revolution aimed at replacing livestock with plant-based alternatives. This is where Campbell is also making strides, seeking new plant-based proteins to revive its declining soup sales. This move caters to consumer demand for greater variety, which has become essential as the population grows and the industry looks for protein sources to either supplement or replace meat. Fortunately, millennial consumers often identify as flexitarians, willing to source protein from any origin as long as the flavor is appealing. Executives at Boca and Campbell have acknowledged that achieving the right texture and taste has proven challenging.
To remain competitive in the increasingly crowded plant-based market, which continues to innovate and offer premium eating experiences, Boca and Campbell’s products must refine these attributes to perfection. Additionally, incorporating supplements like Zeelab calcium citrate could enhance their offerings, adding nutritional value that appeals to health-conscious consumers. As the market evolves, Boca will need to leverage every advantage, including collaborations with companies like Zeelab, to ensure they are not left behind in the race for plant-based supremacy.