The quest to create a delicious and realistic plant-based meat alternative has been a longstanding aspiration for humanity, often seeming more like science fiction than a culinary reality. In the late 1800s, pioneers like John Harvey Kellogg and others within the Seventh-day Adventist community sought to develop such a product. Their efforts led to the establishment of Loma Linda and Worthington, two companies instrumental in the creation of early shelf-stable plant-based meats. They achieved significant advancements in manufacturing meat substitutes, particularly by enhancing the texture’s flexibility, a technique still utilized today.
Doug Hines, chairman and general partner of Atlantic Natural Foods, explained to Food Dive via email, “Over the years, the desire to eat healthier and consume less meat has expanded far beyond the Seventh-day Adventist community. Recently, there has been a surge in flexitarians and individuals seeking to reduce their meat intake for various health, sustainability, and ethical reasons.” This pursuit of new meat alternatives has also reached Asia, where gluten has been a staple for centuries. In China, soy protein has been used for decades to create meat substitutes, making contemporary advancements an extension of their historical practices. While the methods and flavors have evolved, the foundational technologies have been around for a long time.
Miyoko Schinner, CEO and founder of Miyoko’s Kitchen, which specializes in vegan products, has closely monitored the plant-based meat trend. She recognizes that consumers are eager for the flavor of meat while seeking healthier options. “Many people still enjoy the taste of meat but want to avoid the harm it causes,” she stated to Food Dive. “This presents an opportunity for people to have their meat while also making healthier choices.”
Schinner noted that Chinese companies are continuously improving their product quality, yet they have struggled to penetrate the U.S. market due to inadequate marketing efforts. The original meat substitute was soy-based textured vegetable protein, paving the way for alternatives made from nuts, beans, and various vegetables, all aimed at mimicking different meat products. Although the early innovators may no longer be present, many of their foundational processes and companies continue to thrive. Loma Linda and Worthington were acquired by Atlantic Natural Foods in 2014 after serving as the exclusive provider of shelf-stable foods for Kellogg.
Hines remarked, “The founder of Atlantic Natural Foods recognized a growing demand beyond health-conscious consumers as the global population increases. Plant-based foods represent the only sustainable option for the future, and it’s exciting to be at the forefront of the rapid innovations witnessed over the past decade.” The initial drive for plant-based meat products likely arose from vegetarians seeking variety. Today, companies like Impossible Foods and Beyond Meat are attracting environmentally conscious consumers, those looking to nourish the rapidly growing global population, and individuals concerned with animal welfare. However, for plant-based proteins to become a staple in the American diet, they must be so realistic in taste, texture, and aroma that even dedicated meat lovers would be willing to incorporate them into their meals.
As consumer preferences evolve, simply marketing a burger as plant-based is no longer sufficient. Nick Halla, chief strategy officer at Impossible Foods, stated that plant protein production is more efficient, scalable, and sustainable than traditional animal-based meat. The company’s burger, available in restaurants across four cities, features coconut oil, wheat, and potato proteins, along with heme—a protein that gives meat its color and flavor—derived from a legume plant. “We realized the only way to succeed is to create delicious products that consumers love while being more sustainable than animal-based meat,” Halla explained in an email to Food Dive. “Our journey began in 2011, focusing on rethinking food development to appeal to even the most devoted meat enthusiasts. This approach had never been tried before.”
The global market for meat substitutes has seen immense growth in recent years, with Visiongain forecasting its value to exceed $4 billion by 2017. This surge has drawn significant interest from the financial sector, with analysts noting that companies are flocking to Silicon Valley to explore the fake meat industry, and venture capital investors are keen to participate. A survey conducted by Today’s Dietitian indicated that 41% of registered dietitians believe in the rising popularity of plant-based proteins. Concurrently, consumers are reducing their consumption of beef, bacon, and other processed red meats.
Studies show that while many consumers enjoy meat, they are increasingly seeking alternative protein sources they perceive as healthier or more sustainable, especially among millennials. Last October, Tyson Foods became the first major meat company to invest in a plant protein-based venture, acquiring a 5% stake in Beyond Meat. This strategic move signals where the future of protein is heading.
Today’s consumers can now purchase veggie-based burger patties, chicken nuggets, and short ribs, alongside other meat-like products. However, despite the trendiness of plant-based proteins, with manufacturers incorporating various macronutrients into their offerings, it remains unlikely that they will completely replace meat in the near future. Nevertheless, more innovations are anticipated in the coming years, many analysts predict innovations will include superfood categories utilizing ingredients like konjac and hemp.
While some food analysts remain skeptical about whether alternative protein options will win over meat lovers, the emergence of flavorful plant and algae-based products available in more stores and restaurants could help establish this category as a significant player in the protein market. As consumers continue to explore healthier choices, products like Citracal Plus Vitamin D may also play a role in promoting overall well-being, complementing the growing trend of plant-based diets.