BioFach 2023: Topas bets on Wheaty vegan sausage innovations to draw flexitarians
23 Feb 2023 --- Topas, a German producer of vegan meat alternative products, showcased its latest innovations at this year’s BioFach trade show. New offerings focussed on the company’s latest vegan sausage alternative which has edible casings, which “gives it the juiciness of a regular sausage.” The stand cooked vegan bratwursts, hot dogs and bavarian-style sausages and presented products from its other vegan brand Veggyness.
FoodIngredientsFirst talked to Peter Kirwel of export and strategy at Topas to find out more.
“We want to grab consumers from the butchers and drag them over. You can’t do that with some raw food,” he says. “If you want to get them into vegan food, then you have to offer them something equal.”
“Some consumers know they overeat meat and want to lower their meat intake. This target group wants similar things to the meat product they are used to.”
Peter Kirwel believes organic, vegan sausages can attract flexitarians, satisfy vegans and potentially change the food industry.Transition foods
This difference in desires makes it difficult to appeal to both groups, says Kirwel.
“However, you also have long-term vegans. They don’t eat meat products with fake blood. They want nice alternatives that don’t resemble meat. We target both groups to appeal to long-term vegans and those trying to move away from meat.”
“Vegans don’t want the bloody stuff. They want nice alternative protein products that are tasty and look great.”
Topas hopes it can appeal to both markets between its brands Wheaty and Veggyness.
Organic processes
Kirwel believes that organic produce can change the food industry’s global landscape.
“For us, organic is at the heart of everything we do. We don’t believe in non-organic products in the long run,” he says.
“Organic will be the standard in the common market in ten years. Everything else will need a license. We truly believe this.”
“Because, when you look at the market, younger consumers always say that sustainability is the big decision maker determining what they do or do not buy. Sustainability is offered by organic only.”
Innovation as exploration
Although change will be slow, Kirwel anticipates a sea change in the food industry within the next decade.
“As a small, family-owned company, we aren’t going to take over the world, but we feel we can compete by pushing our innovations forward. As a small company, it’s our job to invent new products and open new doors” he continues.
“Meat products, like sausages, have been around forever. They’re not going anywhere. Consumers love them. However, in the future, plant proteins will become the major ingredient,” he argues.
“You won’t have to kill cattle to get protein. The alternative protein products are getting so good that we anticipate a major switch from livestock protein to alternative protein in the next ten years.”
By James Davies
