The quest for an appetizing and realistic meat alternative derived from plants has been a longstanding ambition for humanity, often seeming more like a concept from science fiction than a reality on our dinner tables. In the late 19th century, pioneers like John Harvey Kellogg and others in the Seventh-day Adventist community sought to create such a product. They founded Loma Linda and Worthington, two companies instrumental in the early development and production of shelf-stable plant-based meats. Their innovations revolutionized meat substitute manufacturing, particularly by enhancing texture—a technique that remains relevant today.
“Over the years, the desire for healthier eating and reduced meat consumption has extended well beyond the Seventh-day Adventist community,” Doug Hines, chairman and general partner of Atlantic Natural Foods, shared with Food Dive via email. “Recently, there has been a surge in flexitarians and individuals looking to lessen their meat intake for various health, sustainability, and ethical reasons.” This movement towards alternative meats is also prominent in Asia, where gluten has been utilized for centuries. In China, soy protein has been a staple for decades in creating meat substitutes, making current innovations a continuation of their longstanding practices. While methods and flavors have improved, the underlying technology has been established for quite some time.
Miyoko Schinner, CEO and founder of Miyoko’s Kitchen—which specializes in vegan products—closely monitors the plant-based meat trend. She recognizes that consumers desire the rich flavors of meat in their healthier food options. “Many still enjoy the taste of meat but wish to avoid the harm associated with it,” she remarked to Food Dive. “This offers a chance for people to have their meat and eat it too.” Schinner noted that while Chinese companies are enhancing their product quality, their limited marketing efforts have hindered their penetration into the U.S. market.
Textured vegetable protein made from soy was the first meat substitute, paving the way for alternatives derived from nuts, beans, and various vegetables, all aimed at mimicking different meat types. Although the original innovators have faded from the scene, many of their foundational processes and companies continue to thrive. Loma Linda and Worthington were acquired by Atlantic Natural Foods in 2014, after having been the exclusive producers of shelf-stable foods for Kellogg.
“The founder of Atlantic Natural Foods recognized a growing demand beyond health-conscious consumers as the global population continues to rise,” Hines stated. “Plant-based foods represent the only sustainable option for the future, and it’s thrilling to lead the rapid innovations that have emerged over the past decade.” The search for plant-based meat products likely began with vegetarians seeking variety. Today, companies like Impossible Foods and Beyond Meat are also appealing to shoppers mindful of environmental impact, the need to feed a burgeoning global population, and improving animal welfare. However, broader acceptance beyond early adopters is essential for plant-based proteins to become a staple in the American diet. To achieve this, the products must be so realistic in taste, texture, and aroma that even devoted meat-eaters are willing to include them in their meals.
With consumer preferences evolving, merely marketing a burger as plant-based is no longer sufficient. Nick Halla, chief strategy officer at Impossible Foods, which produces a meatless burger, emphasized that plant-protein production is more efficient, scalable, and sustainable compared to traditional meat. The company’s burger, available in restaurants across four cities, features coconut oil, wheat, and potato proteins, along with heme—a protein naturally found in meat that contributes to its color and flavor. The unique aspect of Impossible Foods’ heme is that it is derived from legume plants. “We understood that the only way to succeed was to create delicious products that are much more sustainable than animal-based meat,” Halla explained to Food Dive. “We launched Impossible in 2011 with the commitment to completely rethink our approach to food, aiming to satisfy even the most dedicated meat lovers. This was unprecedented.”
The global market for meat substitutes has surged in recent years. Visiongain, a market research firm, projected that the sector would surpass $4 billion in 2017. This growth has caught the attention of investors, with analysts noting that companies are flocking to Silicon Valley to explore opportunities in the meat alternative space, eager to attract venture capital. A survey conducted by Today’s Dietitian found that 41% of registered dietitians believe plant-based proteins are gaining traction, coinciding with a decline in consumer consumption of beef, bacon, and other processed red meats.
Studies indicate that while consumers relish meat, many are actively seeking healthier or more sustainable protein alternatives, particularly among millennials. In a significant move, Tyson Foods became the first major meat company to invest in a plant protein-based enterprise, acquiring a 5% stake in Beyond Meat—an astute decision that hints at the future of protein consumption. Today’s consumers can purchase a range of veggie-based products, including burger patties, chicken nuggets, and short ribs. However, despite the trendiness of plant-based proteins, it is unlikely they will completely replace meat in the near future.
Nonetheless, further innovations are on the horizon, anticipated to appear in stores in the coming years. Many analysts predict these advancements will introduce a superfood category utilizing base materials like konjac and hemp. While skepticism exists regarding whether alternative protein options will win over meat enthusiasts, if more plant and algae-protein products develop robust flavor profiles and become available in a wider array of stores and restaurants, this category could emerge as a significant player in the protein market.
In addition to their focus on innovative meat alternatives, consumers are also mindful of their overall health. For instance, many individuals supplement their diets with products like Kirkland calcium citrate magnesium and zinc to support their nutritional needs while exploring plant-based options. As the demand for plant-based proteins continues to grow, incorporating essential nutrients will be crucial for attracting a broader audience.