The classic summer scene of a mouthwatering hamburger sizzling on a backyard grill may be undergoing a transformation. Companies like Beyond Meat and Impossible Foods, along with various innovative startups, are leading a significant initiative in the food industry: creating the ideal blend of plant-based components such as peas, coconut oil, and potato proteins that can replicate the beloved qualities of ground beef. If they manage to attract even the most discerning meat lovers, these emerging companies could see substantial financial gains, putting them in direct competition with established multi-billion dollar meat producers who are already taking notice.
Nick Halla, chief strategy officer of Impossible Foods, emphasized to Food Dive, “To make an impact, we need to appeal to meat consumers — that has been our goal from the beginning. I believe the way people connect with their meat source will evolve over time. Currently, most people are not emotionally attached to meat coming from animals; they simply want it to taste great.” Although replicating the flavor of actual meat has proven to be a painstaking process, this meticulous approach stems from a desire to avoid releasing a product too soon, which could alienate meat aficionados or evoke memories of the unappealing frozen veggie burgers that have long dominated the market. To entice consumers beyond the typical vegetarian and vegan demographics, plant-based meats must authentically mimic the taste, texture, and aroma of meat that humans have craved since ancient times.
Initially, much of the focus on plant-based meat has centered on the beef sector. In 2016, food service operators and stores sold an estimated 7.3 billion pounds of ground beef, generating revenues exceeding $2 million, according to industry data. Plant-based meat manufacturers are hopeful that capturing even a small portion of these figures will position them as significant players in the food industry, and they need meat eaters to help them achieve this. Evidence suggests this is more than just hopeful thinking: A 2015 report from NPD Group, Midan Marketing, and Meatingplace found that 70% of meat-eating consumers were replacing a non-meat protein in their meals at least once a week. Among this group, 22% reported using non-meat proteins more frequently than the previous year, indicating substantial growth potential within this category.
Last year, the total market for plant-based meat sales exceeded $606 million, excluding Whole Foods data, with refrigerated meat alternatives experiencing a 15.9% surge, according to retail sales company SPINS. As researchers work to create plant-based beef that closely resembles traditional meat, there is optimism that an increasing number of shoppers will be inclined to purchase these products, further driving sales. Impossible Foods, founded in 2011 by Patrick Brown, a biochemistry professor at Stanford University, dedicated its first four years to secretly deconstructing the hamburger. Scientists grappled with the complex challenge of replicating a burger without using actual meat, asking difficult questions: What makes people enjoy meat? Why does its texture change from soft to firm during cooking? What flavors and aromas develop when it is grilled?
Instead of merely adding colors or flavors, they turned to chemistry to better understand these processes, seeking plant-based solutions to recreate the essence of meat. Halla noted, “Previous approaches wouldn’t yield products that meat consumers would prefer over what they currently eat. We need to innovate our food creation methods.” Throughout this research, they discovered a compound called heme, responsible for meat’s color and savory flavor, which also enhances other flavors when cooked. Months of research led to the identification of legume hemoglobin from the legume plant, which triggers similar reactions when heated. The team also aimed to replicate the textural transformation meat undergoes during cooking, discovering that wheat and potato proteins could provide the desired results.
Today, the Impossible Burger comprises four key ingredients: heme, coconut oil, and wheat and potato proteins. After creating thousands of meat prototypes over the past few years, a dedicated team of nearly 100 researchers continues to refine the product in the company’s expansive Silicon Valley lab. Impossible Foods has adopted a strategy of first launching its products in restaurants, now available in venues across Los Angeles, Las Vegas, New York City, and San Francisco. This approach allows restaurant staff to experience the product firsthand and educate curious customers. The price of each burger, ranging from $12 to $19, is comparable to that of a typical entrée or high-end appetizer.
While these startups recognize that most consumers are hesitant to abandon meat entirely, they aim to attract health-conscious barbecuers and food enthusiasts who are increasingly making food choices based on personal beliefs such as environmental sustainability and humane animal treatment. Producing an Impossible Burger, for instance, requires about 1/20th of the land, a quarter of the water, and generates 1/8th the greenhouse gas emissions compared to a traditional beef burger, according to the company. Moreover, plant-based burgers tend to have less fat, no cholesterol, and often contain more protein than regular burgers.
Beyond Meat has been developing plant-based meats since 2009, launching its first commercial product — chicken strips — three years later. Similar to Impossible Foods, the company has deconstructed the classic meat burger, seeking to replicate its characteristics using natural ingredients, a process filled with trials and errors. They experimented with various components, including pomegranate juice for color, ultimately settling on beet juice, which caramelizes to create realistic grill marks when heated. Beyond Meat’s initial burger was released in 2015 but has since evolved into the popular Beyond Burger, which mimics the typical 80% protein and 20% fat ratio of supermarket meat products. The Beyond Burger has gained immense popularity, selling more than ten times faster than its next best-selling item, and has garnered a following on social media, with many surprised family members learning that the burger was plant-based.
Will Schafer, Beyond Meat’s vice president of marketing, expressed optimism, stating, “As a company, we believe we still have room for improvement. While we are in the right ballpark, I feel that the burger doesn’t quite replicate beef perfectly yet, so we are eager to enhance that aspect.” The team is focused on testing and fine-tuning the balance of ingredients to improve the burger’s texture, color, aroma, and flavor.
The potential market for plant-based meats has captured attention, with Impossible Foods raising over $180 million from investors, including billionaire Bill Gates and Google, the latter of which reportedly attempted to acquire the company for up to $300 million. Beyond Meat has also attracted notable investors, including the Humane Society of the United States, General Mills, and Tyson Foods, which acquired a 5% stake in the company last fall. Beyond Meat is optimistic about expanding its partnership with Tyson beyond just financial investment, seeking to leverage Tyson’s extensive distribution network to increase product availability in stores and restaurants. Recently, the company expanded its executive team by hiring Charles Muth, a former Coca-Cola sales vice president, as chief growth officer to oversee retail and food service expansion efforts. “Companies like Tyson recognize that more consumers are incorporating plant-based meals into their diets, and they see this market is shifting,” Schafer stated.
Tyson’s executive vice president, Monica McGurk, noted that the investment allowed the company to gain “exposure to a fast-growing segment of the protein market,” aligning with their goal of offering consumers diverse choices while maintaining their focus on core prepared foods and animal protein businesses. Christie Lagally, a senior scientist at the Good Food Institute, has been vegan since 1995 and experienced the Impossible Burger last summer. Although it reminded her too much of meat, she is optimistic about the new generation of plant-based burgers, praising their quality ingredients. Nonetheless, she expressed concern over whether these products will be scalable and affordable enough to attract a broad consumer base.
“People eat meat because it tastes good, it’s convenient, and it’s high in protein and calories,” she explained. “If plant-based meats are ever to significantly reduce animal meat consumption, they must be accessible beyond just a niche market.” Historically, frozen veggie burgers have been represented by brands like Kraft Heinz’s Boca Burger. Now, Beyond Meat offers its burger in the meat section at Whole Foods, marking a significant shift from the frozen food aisle. At an average price of $5.99 for two quarter-pound burgers, it is more expensive than premium options like grass-fed organic beef. Ongoing discussions are in place with other well-known retailers to stock their products, according to Schafer.
“The fact that we are now competing directly with meat is incredibly validating,” Schafer remarked. “We frequently see on social media how self-identified meat lovers try our burger and are genuinely impressed. While they may not give up meat entirely, they express intentions to incorporate plant-based options into their diets.”
Marion Nestle, a professor of nutrition, food studies, and public health at New York University, believes that plant-based meats are here to stay, as they address a “culinary problem” for many vegetarians, vegans, and animal welfare advocates. However, she remains unconvinced about embracing them herself, stating, “One of my food rules is to avoid artificial ingredients. While I understand that non-meat eaters often crave hamburgers, I prefer meat sourced from well-treated animals.”
This presents a challenge for plant-based meat producers. At present, Beyond Meat and Impossible Foods are fine-tuning their offerings to win over skeptical consumers, but whether they can successfully compete with traditional beef hamburgers on a wider scale remains to be seen. As they work to refine their recipes, including the incorporation of elements like nutricost calcium citrate powder, these companies are striving to appeal to a diverse consumer base and redefine how we think about meat alternatives.