The proliferation of plant-based meat products at restaurants and grocery stores across the US has expanded the dining options available to vegans and vegetarians – but their appeal is not limited to those following niche diets. What’s driving more and more omnivores to gorge on meat alternatives?
Henk Hoogenkamp is a world-renowned protein technology expert, trusted advisor for food companies and academies, and a contributor to leading food journals. He helps companies across a wide spectrum develop new, exciting, and sustainable protein sources to meet business and consumer needs. He is also the author of the 2018 book ‘Protein Transition: Technological, Economic & Societal Impact of Global Protein Sustainability’.
Nick Cooney is a Managing Partner at Lever VC, an investment fund focused on alternative protein companies. He co-founded The Good Food Institute and was the co-founder and managing trustee of New Crop Capital.He is the author of three books: ’Change of Heart’, ’Veganomics’, and ‘How To Be Great At Doing Good’.
Zach Soudan is an interaction designer, user researcher, and behavioral analyst who practices between London and New York. Previously a designer at IDEO, he has worked with start-ups, US governmental agencies, and leading Fortune 500 companies to assess, plan, design, and launch innovative products. His recent work looks to utilise non-linear processes within a 360-design approach to address the increasing complexity of social interactions within emerging technologies and the shifting political landscapes in which design operates.
Growing interest in plant-based diets helped the market for ‘imitation meat’ grow by 23% between 2017 and 2018, yet there’s still confusion over what’s in these products. With the majority of Americans finding product labels confusing, how are brands making alternative meats easier to digest?
The ongoing debate regarding the appropriate language to denote plant-based meat substitutes is a growing threat for brands like Beyond Meat. Consumers seek clarity and transparency in labels, therefore, a linguistic agreement is necessary to encourage and maintain trust.
American fast food chain White Castle has added Impossible Food’s plant-based patties to menus at select restaurants nationwide. Vegetarian alternatives that look and taste like meat are becoming increasingly popular as mass market veganism comes to the fast food sector.
Good Catch’s tuna is sacrifice-free seafood focusing as much on sustainability as it does on taste. As veganism hit the mainstream and the market flooded with meat-free options, plant-based sales are rising as people realize that a daily catch needn’t include ‘chicken’ from the sea.