Plant-based giants weigh in on “meaty” labeling ban, emerging markets and climate-neutral agenda

05 Oct 2020 --- The plant-based movement is branching out into new culinary formats as industry looks toward the maturing Asian market and more opportunities in the emerging alternative seafood category.

In Europe, the push to prohibit the use of “meaty” terminology in meat-free branding has stakeholders talking. Impossible Foods and Naturli’ Foods are decrying the move as a competitive hindrance, while arguing for the nutritional viability of meat analogs against traditional animal produce.

“A monopoly on words is an absurd notion. We have no desire to distance ourselves from conventional farming or take on the meat industry. There are far more important issues at stake for the planet we all share,” Michael Pilgaard, marketing director at Naturli’ Foods, tells FoodIngredientsFirst.

“The EU seems to be on its way to an elephantine mistake if the meat industry is allowed a monopoly on words such as ‘sausage’ and ‘burger.’ This will leave the consumers in the lurch because they will find it more difficult to identify alternatives to climate-impacting goods. This will wipe away the focus on the climate crisis.”

Pro-plant-based NGOs previously slammed the EU-proposed ban on meat terminology in vegan products, saying this is an “insult to the public’s intelligence.”In July, pro-plant-based NGOs slammed the EU-proposed ban on meat terminology in vegan products, saying this is an “insult to the public’s intelligence.”

“Big Beef’s labeling bills have absolutely nothing to do with ‘preventing consumer confusion,’” asserts Rachel Konrad, chief communications officer at Impossible Foods.

“Regulation to ban the word ‘meat’ from Impossible Foods’ products is simply a lame attempt at competitive hindrance by an incumbent industry facing its existential threat.”

All Impossible products clearly state that they are ‘made from plants.’ Konrad argues that the sales and growth trajectory of Impossible Foods are due to the fact that consumers know exactly what they are getting (high-quality ingredients, vitamins, minerals and protein from plants) and what they are not getting (cholesterol, trans fats, hormones, antibiotics, gristle and fecal bacteria).

In the plant protein segment, Innova Market Insights data show a 9 percent growth in plant-based protein NPD (Global, 2014 to 2018). Meanwhile, according to research by agri-food supplier ADM, 18 percent of alternative protein buyers in the US bought their first plant-based product during the COVID-19 pandemic, with 92 percent likely to continue purchasing.

No-catch seafood makes waves
Plant-based seafood is ripe for opportunity with growing acceptance in the meat alternative category. 

“Whether it’s a simple breaded fishless fillet application or something more complex, like a vegan clam chowder or fish-free crab cakes, replicating the fresh notes and subtle flavors inherent in seafood requires extraordinary technical expertise,” remarks George Perujo, director of product management specialty ingredients at ADM.

“An important first step in replicating the uniqueness of seafood is to choose the correct protein base to achieve the right flavor and color as well as texture,” he highlights. 

ADM selects protein ingredients that are very light in color, neutral in flavor and have low levels of nitrates to avoid pink or red color development in alternative seafood applications.

Novel texturizing agents spotlighted
In North America, ADM has just announced the addition of new textured wheat and pea protein solutions to its portfolio of plant proteins. 

“These highly functional protein solutions improve the texture and density of meat alternatives and are particularly useful for achieving a consumer-preferred, meat-like texture,” says Perujo.

In North America, ADM has just announced the addition of new textured wheat and pea protein solutions to its portfolio of plant proteins.Prolite MeatTEX textured wheat protein and its non-textured counterpart, Prolite MeatXT wheat protein, are formulated with a clean taste and a “blank-slate” color base. They also offer water absorption and hydration speeds that enhance processing efficiency and reliability.

Meanwhile, ADM’s Arcon T textured pea proteins include one blend with chickpeas and another with navy beans. “With minimized off notes and a light color, these proteins are ideal for a wide variety of meat alternatives. They also do not require allergen statements, so they’re perfectly suited for allergen labeling-free products,” notes Perujo.

Globally, ADM also offers ProFam pea protein powder that delivers improved texture through its high gel strength, binding and solubility. It also offers neutral color and superior clean flavor.

“We find that blending two or more plant proteins can help achieve the desired texture and functionality characteristics that a single protein source cannot deliver. For example, bean powders and ancient grain ingredients blend well with soy and pea proteins to improve texture and add perceived nutritional value to the product,” explains Perujo.

Asia is the next plant-based frontier
The Plant-Based Revolution, crowned a Top Trend for 2020 by Innova Market Insights, is predominantly led by launches of analogs for burgers, chicken nuggets and a few other North American staples. 

“Yet there are many international dishes like Italian ravioli or Chinese dumplings that are not yet available using the latest plant-based meats, at least not on a wider scale,” says Bebber.

Impossible Foods underscores that China – consuming 28 percent of the world’s meat – is pegged for a plant-based boom.Impossible Foods underscores that China – consuming 28 percent of the world’s meat – is pegged for a plant-based boom. Chinese consumers are expected to eat about 76 million metric tons of pork, beef and poultry in 2020. 

“Demand for meat is growing faster in Asia than anywhere else on the planet – and satiating the continent’s insatiable demand has disastrous consequences for the environment,” stresses Konrad. 

Earlier this month, Impossible Foods selected Hong Kong for the international launch of Impossible Sausage. “The region is a one of the world’s top culinary hotspots – home of the most discerning foodies and chefs, and a global bellwether for cultural and food trends,” highlights Konrad.

Beyond Meat has similarly echoed that China is a vital market for plant-based meat growth. 

Since entering this market in April, Beyond Meat has announced partnerships with Starbucks, Yum China’s KFC, Pizza Hut and Taco Bell. The company has also entered retail at Alibaba’s Freshippo as well as METRO China and engaged Sinodis, a local distribution partner.

Future of meat-free
Foodservice is a key growth market for plant-based players. “Foodservice is more than the quick-service restaurants – we are thinking more in the line of non-public institutions like canteens and street food assembling,” Sonia Huppert, global marketing lead at DuPont tells FoodIngredientsFirst.

Last month, speakers at the Vitafoods Virtual Expo underscored “longer-lasting” shifts from foodservice to retail and e-commerce. Similarly, Kerry highlighted a “rapidly blurring” line between retail and restaurant channels in its recent report.

“What is coming as the result of COVID-19 is the acceleration of food delivery at home and e-commerce offering new opportunities for the industry,” echoes Huppert.

In line with this trend, Impossible Foods launched a new e-commerce site for its US consumers to purchase family-size quantities of the plant-based Impossible Burger.

Another highly interesting innovation potential for the meat-free space and across all food categories is to establish and position an emission or CO2 neutral product, highlights Bebber at Ohly.

“Even though COVID-19 and its fallout currently dominates the news, the consequences of global warming have arrived in the consciousness of a large share of consumers in many countries, with millions already being personally affected.” 

Bebber continues that this makes choosing climate-friendly products even more relevant for consumers, which ties in with  the plant-based meat category.

“We need not look into the crystal ball,” adds Pilgaard at Naturli’ Foods. “If we are to provide enough food for the world’s 10 billion mouths by 2050, entirely new ways of thinking about food are called for.”

By Benjamin Ferrer