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Category: Alt Protein

  • Weeks After FDA Approval, Wildtype Expands Cultivated Salmon Across US

    wildtype salmon
    5 Mins Read

    Californian food tech startup Wildtype is taking its cultivated salmon to restaurants across the US, showcasing its potential with award-winning chefs.

    More and more Americans can now get their hands on cultivated seafood, thanks to San Francisco firm Wildtype’s expansion drive.

    The company’s cell-cultured coho salmon, which received approval from the Food and Drug Administration (FDA) in late May, is now available in four restaurants, with another soon to be announced.

    The product is available at eateries in Oregon, California, Washington, and Texas – in the latter, it’s a limited-time offering, given the incoming ban on cultivated proteins next month. With these rollouts, Wildtype is aiming to enhance consumer acceptance by letting award-winning chefs get the best out of its innovation.

    kann wildtype salmon
    Courtesy: Kann

    How America’s chefs are serving Wildtype salmon

    The first restaurant to feature the Wildtype salmon was Kann in Portland, Oregon, where it’s paired in a summery dish with pickled strawberry, spiced tomato, strawberry juice, and an epis rice cracker.

    “We take pride in the ingredients we utilise,” said chef-owner Gregory Gourdet. “Introducing Wildtype’s cultivated salmon to our menu hits the elevated and sustainable marks we want our menu to offer guests who share a similar value system to ours.”

    The sushi-grade cultivated salmon then made its debut at Otoko, led by Yoshi Okai. The Austin eatery is known for a multi-course omakase experience that blends Tokyo-style sushi and Kyoto-style kaiseki, with tasting menus costing between $150 and $250.

    “Farm-raised salmon creates so much pollution, so it’s not sustainable. You want to enjoy seafood long-term, so Wildtype’s good because you don’t have to kill the fish anymore,” said Okai. “It’s something new. It’s awesome.”

    wildtype salmon where to buy
    Courtesy: Wildtype

    Now, Wildtype is returning to its home state of California through a partnership with Adam Tortosa’s San Francisco outpost, Robin. Also an omakase restaurant, its tasting menus range from $119 to $219, with Wildtype landing on the menu on August 14.

    “The way I would describe Wildtype’s taste is the same as regular salmon. If it didn’t taste like salmon, we wouldn’t consider it,” Tortosa said. “I’m more excited about what it means for the future of the seafood industry. It means that there is a future.”

    A week after landing at Robin, Wildtype’s salmon will make its way into Seattle, where it will be on the menu of James Beard-nominated oyster bar The Walrus and the Carpenter. Chef Renee Erickson will serve it as part of a tostada, with the salmon tossed with lime juice and paired with cucumber, pickled carrot, olive oil and herbs.

    “The Wildtype salmon saku that we serve raw has pure salmon flavour – it’s amazing. It also has a really dense, nice quality, and I think the fattiness and the deliciousness you’re used to in wild salmon, you get as well in this,” Erickson noted. “It is mind-blowing that it actually is salmon, just not in the sense of what I’ve been used to my entire life.”

    wildtype salmon fda
    Courtesy: Wildtype

    More cultivated meat expected on restaurant menus

    Backed by the likes of Robert Downey Jr, Leonardo DiCaprio and Jeff Bezos, Wildtype obtains living cells from Pacific salmon, which are adapted to suspension culture. They are grown in tanks similar to those used to make beer or kombucha, under temperature and pH conditions that wild fish thrive in, alongside a nutrient mix containing proteins, sugar, fat, salt, and minerals like iron and zinc.

    The cells are harvested using bowl centrifugation, washed three times with a water and sugar solution, rapidly cooled using blast chillers, and stored frozen. They’re mixed with certain plant-based ingredients to replicate the structure and texture of conventional salmon.

    The spate of rollouts follows the FDA’s issuance of a ‘no questions’ letter to Wildtype, which confirmed that the cultivated salmon is “as safe as comparable foods produced by other methods”. Founders Aryé Elfenbein and Justin Kolbeck told Green Queen that the startup plans to debut in retail too, following the foodservice launches. It isn’t the only cultivated protein to land restaurant deals in the US this year.

    Mission Barns, which received the FDA green light in March and US Department of Agriculture approval last month (Wildtype’s salmon does not fall under the latter’s oversight), will soon debut its cultivated pork at Fiorella Sunset in San Francisco this quarter. Its meatballs will also be available at Sprouts Farmers Market.

    lab grown meat approved
    Courtesy: Mission Barns

    These developments come in what is turning out to be a milestone year for cultivated meat in the US. In July, Israel’s Believer Meats joined the list of startups with FDA authorisation for its cultivated chicken.

    These three regulatory wins two years after Upside Foods and Good Meat’s cultivated chicken products made their way at restaurants in the US, including at Dominique Crenn’s Michelin-starred Bar Crenn in San Francisco and José Andrés’s China Chilcano in Washington, DC. Upside Foods is now aiming to secure approval for cultivated chicken shreds and bring them to US eateries by the end of the year.

    Meanwhile, last week, Clever Carnivore hosted a public tasting of its cultivated bratwurst in Palo Alto and San Francisco, ahead of a planned launch in 2026.

    And outside the US, Vow’s cultured quail has been available at restaurants in Singapore since April 2024, and in Australia since June.

    The post Weeks After FDA Approval, Wildtype Expands Cultivated Salmon Across US appeared first on Green Queen.

    This post was originally published on Green Queen.

  • In Rare Break from Plant-Based Attacks, France Pumps €12M Towards ‘Protein Sovereignty’

    4 Mins Read

    The French government has invested in 10 projects to expand domestic plant protein production, in direct contrast with its efforts to ban plant-based meat labels and soy products in schools.

    Are plant proteins finally getting a break in France?

    The country’s agriculture and food sovereignty ministry has announced 10 winners of its Territorial Legume Sector Projects, pumping in €11.7M for efforts to ramp up local plant protein production.

    The call was first launched in June 2024, as part of the ministry’s National Strategy for Plant Proteins, which aims to reduce reliance on imported plant proteins and develop a range of local products.

    The ‘protein sovereignty’ initiative is backed by the funds for sovereignty and ecological planning transitions, and supports projects committed to the development of domestic plant proteins. The winners, the ministry said, can benefit from dedicated support, particularly for downstream investments and funding needed for the production of prototypes and project engineering.

    Which projects won France’s plant protein grants?

    soy isoflavones
    Courtesy: Ika Rahma

    Two of the winning projects are directly aiming to produce food for human consumption. The DSLFB project, led by Berry Graines, aims to boost the added-value legume sector, particularly through investments in packaging tools and strengthening traceability and quality. Texipro, meanwhile, is leading an eponymous effort to create an industrial unit for the primary processing of textured vegetable proteins using crops like soybeans.

    The Innov’Légumineuses project, led by Bioalva, highlights an innovative process for fermenting locally produced seaweed and legumes, enabling scale-up to an agrifood unit.

    Vivescia, a cooperative group of over 10,000 farmers, is spearheading the AGIL project, aimed at developing seed sorting and packaging, while Axereal’s CultivUp project aims to boost a processing tool offering new outlets for legume crops like peas and broad beans.

    The ColeGra’m initiative looks to create a profitable local sector for the production and marketing of legumes, and is led directly by stakeholders in the upstream agriculture sector.

    Another project, titled Finovaleg, aims to enhance seed sorting capacity and fund R&D activities for the industry, and Déshyouest (led by the cooperative of the same name) is focused on improving the group’s “carbon-free alfalfa dehydration tool”.

    Then there’s the TP2030 project, which looks to increase post-harvest processing and storage capacities to help French lentils regain market share. And the Leg4All project, led by Terres Univia, will promote best practices to increase the uptake of legumes in menus.

    “Currently, more than one million hectares are planted with plant-protein-rich crops. One of the ministry’s objectives is to reach 10% of France’s usable agricultural area by 2030,” said Annie Genevard, the agriculture and food sovereignty minister. “These projects will accelerate our progress in food sovereignty and also contribute to meeting our environmental transition challenges.”

    Investment contrasts with France’s continued attacks on plant-based food

    france plant based meat
    Courtesy: Vanessa Loring/Pexels/Green Queen

    France’s legume focus is in stark contrast with its moves to inhibit the alternative proteins sector over the last few years. It has long been a proponent of a ban on the use of meaty terms on plant-based product packaging.

    It has tried to impose a labelling ban twice since 2023, with the most recent attempt being rejected by both the national Conseil d’État and the European Court of Justice. But earlier this month, French MEP Celina Imart kickstarted another such attempt at the EU level, proposing a ban to the European Parliament, which will vote on the measure after the summer.

    That was followed swiftly by a similar proposal from the EU Commission last week, days after Genevard targeted the term ‘veggie steak’ in a debate on proteins at the Agriculture and Fisheries Council.

    And despite the investment in domestic plant proteins, France’s food safety agency has recommended a ban on soy-based products in mass catering environments like schools, corporate cafeterias, and daycare facilities. The move was based on its assessment of health risks linked to the consumption of foods rich in isoflavones, which have long been debunked by scientists.

    Consumer perception runs contrary to these anti-alternative-protein measures. In France, sales of plant-based food grew by 9% in 2024 to reach €537M, making it the third-largest market for these products in Europe. Chilled meat alternatives recorded a 15.5% growth. At the same time, research suggests that meat intake has fallen over the last two decades.

    That said, the ‘protein sovereignty’ project aligns with the 35% of French residents who rate legumes and pulses among the richest sources of protein, and the two-thirds who eat foods like beans, grains, lentils and wheat weekly. For a third of these consumers, nutritional benefits are the major driver behind the increase in intake – these 10 projects will hope to build on that.

    The post In Rare Break from Plant-Based Attacks, France Pumps €12M Towards ‘Protein Sovereignty’ appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Cambridge University: Alternative Proteins Are Key Drivers for A Renewable Food System

    lab grown meat australia
    5 Mins Read

    Alternative proteins are a critical lever in the shift to a truly renewable food system, which is necessary to sustainably feed the rising global population, argues a new report.

    How do you feed 10 billion people when current industrial agriculture systems (and the planet with it) are collapsing?

    According to Paul Gilding, a fellow at the Cambridge Institute for Sustainability Leadership (CISL), the answer lies with modern technologies.

    “We are approaching a critical fork in the road. One path leads to widespread food crises and economic disorder. The other offers a renewable food system – one that is stable, affordable, and able to thrive even as the climate changes,” he said.

    Gilding, a former Greenpeace CEO, has authored a paper arguing that the agrifood system is on the brink of market disruption, one that will have seismic consequences for economies, societies, and ecosystems.

    “Most in the industry take comfort in a belief that transformational change is ‘difficult and complex’ and will be ‘very slow’,” the report notes, citing barriers like farmer perceptions, consumer resistance, the power of lobbies, and cultural shifts.

    “They see sustainability as an optional ‘something we should do’, rather than a set of physical limits that will undermine the economics and stability of the current system, making change inevitable,” it adds.

    “While comforting, these are the usual self-serving illusions of an incumbent industry. They ignore the inevitability that unfolds when change is driven by science and economics, rather than noble intentions or public opinion.”

    Why we need food systems change

    food system transformation
    Courtesy: AI-Generated Image via Canva

    Transformational change is inevitable, the paper argues, for two converging reasons. Industrial farming is reaching its physical and environmental limits. Climate change, water scarcity, soil degradation, and a lack of land are rendering the current system incapable of meeting the 35-56% rise in demand by 2050. This will result in supply shocks, further inflation, and geopolitical instability.

    A range of new technologies is enabling food production without traditional agriculture, combining AI and biotechnology to offer proteins and foods that will eventually be “cheaper, healthier and safer”.

    In Gilding’s eyes, a renewable food system should be able to feed over nine billion people healthily and affordably, within the now rapidly changing climate and extreme geopolitical instability, while allowing for steadily growing demand for land. The industry would continue to do all this indefinitely, using resources within the ecosystem rather than extracting them and making them unavailable for further use.

    “Disruptive market change is inevitable. It will either occur through the food system breaking down due to global supply instability and the resulting conflict and disorder, or through an economics-driven transformation that leverages new technologies and processes to create a stable and ‘renewable food’ supply,” he writes.

    “Such a transition will be complex, non-linear and resisted by the incumbent industries. It will create significant economic and social disruptions and have major consequences, especially for farming communities and workers in related industries. This will need to be well managed to minimise negative impacts and social risks,” he adds.

    Gilding also notes that new approaches to food production won’t fully replace traditional farming; instead they will mainly impact industrial agriculture such as intensive beef and dairy factory farms. However, resistance by “incumbent industries and populist politicians” could slow this transition, just as climate change risks accelerate.

    How alternative proteins can enable a renewable food system

    lab grown meatballs
    Courtesy: Mission Barns

    The report points out several key drivers that will disrupt the agrifood market. The impact of climate change, soil loss and water scarcity on the food system will lead to supply instability and shocks. Conversely, agriculture’s effect on the planet will come into sharp focus as the climate crisis accelerates and threatens the economy.

    New production technologies – like precision fermentation and cell cultivation – and parallel tech like AI and renewable energy will accelerate the scale, quality and price reductions of sustainable food.

    Gilding highlights how the current food system is built on the “first domestication”, which allowed us to master macroorganisms, and uses vast amounts of resources to grow animals and plants: “This has been hugely valuable to society, enabling us to produce ever greater quantities of food, but it is an inherently inefficient approach with huge amounts of wasted inputs and outputs.”

    The new food system is being built on the “second domestication”, leveraging microorganisms and cells to grow the key nutritional elements we need. This helps us bypass the macroorganisms and produce food that isn’t just functionally the same, but in many cases bioidentical. “It is not ‘artificial food’, it is the same food being produced more efficiently,” argues Gilding.

    He outlines how precision fermentation can produce foods, ingredients and nutrients currently extracted from animals and plants more efficiently, while cell cultivation can do the same from those sourced from livestock. Moreover, plant-based foods are being enhanced by technologies such as AI to be cheaper, healthier and tastier.

    “Consumer acceptance of these ‘new processes’ is often raised as a likely barrier to growth – that consumers prefer ‘natural’ products to processed ones,” he writes, nodding to the ultra-processed food (UPF) debate. “The reality is, much of the food eaten today is not at all ‘natural’ in the way it is perceived. These new production processes simply allow us to grow the required food to the specifications we need, rather than breaking down macroorganisms to access them through extraction.”

    Many sceptics point to a perceived negative impact on the farming community. Addressing these concerns, Gilding says the disruption will be far less (and considerably slower) for smaller family farmers and also for horticulture. “It will mainly threaten large-scale industrialised agriculture such as broadacre soy and corn, and feedlot beef and dairy,” he notes.

    “Achieving a ‘renewable food’ system will probably require reductions in the food system’s greenhouse gas emissions, land use and water intensity in the vicinity of 60–90%,” he adds. “Therefore, transformation is essential. And transformation is always disruptive.”

    The post Cambridge University: Alternative Proteins Are Key Drivers for A Renewable Food System appeared first on Green Queen.

    This post was originally published on Green Queen.

  • EU Pumps $3.3M in Mewery to Scale Up Cultivated Pork

    mewery
    7 Mins Read

    Czech startup Mewery has secured €2.9M ($3.3M) in grants from the EU to expand the production of its cultivated pork and launch pilot projects with meat producers.

    While private investment in cultivated meat is in freefall, public support for the category remains robust.

    The EU has made its biomanufacturing ambitions clear, with €350M available in biotech funding and a new act aimed at simplifying the novel food regulatory process.

    As part of its goal to establish the region as a future food leader, its key R&D funding programme, Horizon Europe, has invested €2.9M ($3.3M) in Brno-based cultivated pork maker Mewery.

    Most of the funding comes from a €2.5M ($2.86M) grant via Horizon Europe’s EIC Accelerator, backed by the Technology Agency of the Czech Republic. The rest comes from its participation in the international research consortium Alliance, a Horizon Europe initiative led by Wageningen University and supported by CzechInvest, which convenes 19 partners to expand the use of microalgae-based ingredients by developing multi-product biorefineries.

    Mewery has already demonstrated its co-cultivation technology (combining pork and microalgae cells) on four prototypes. At the start of the year, it began gradual production in a medium-sized bioreactor with a production capacity in the lower kg range. Now, the firm will use the funds to scale up its tech to higher kg volumes of biomass, which it plans to achieve at the turn of the year.

    “This will be a crucial step that will open the way for us to test our technology with meat producers,” says founder and CEO Roman Lauš. Initial talks are already underway, with pilot projects expected to be launched in the EU in the coming months.

    “We are currently adjusting our bioprocess for the use in our medium-sized bioreactor with a goal to produce enough biomass for pilot testing projects with partners across Europe, i.e., kilos,” Rostislav Brzobohatý, Mewery’s chief commercial officer, told Green Queen.

    “These projects will be in our focus in the coming months. Specific volumes will depend on the needs of individual manufacturing partners that we plan to involve in testing the unit across Europe,” he added.

    mewery czech republic
    Courtesy: Mewery

    How Mewery is reducing the costs of cultivated pork

    Founded in 2020 by Lauš, Mewery’s co-cultivation tech allows it to enhance cell growth efficiency and reduce costs, resulting in a product with “highly valuable composition”. Last year, the company established a stable cell line and expanded its cell bank to include multiple types of non-GMO porcine cells.

    It has since begun operating a pilot plant within its facilities at Brno’s Mendel University, which will help with the testing project. “Right now, we are focusing on internal validation of the bioprocess and its optimisation for the current bioreactor size,” says Brzobohatý.

    “Mewery will produce the agreed volumes of biomass at its own facility and deliver them to manufacturing partners for testing. We expect them to test our biomass as part of their product applications,” he adds.

    “We don’t consider the co-production of our biomass with external manufacturers as we expect to be able to produce required volumes with our current capacities. The co-production is not planned in later stages either, as our long-term business model is built on licensing and our effort will be to enable our manufacturing partners to develop their own production capabilities [by] leveraging our co-cultivation technology.”

    Currently, its cost per kg of meat is in the tens of euros. “We are still in low experimental volumes compared to industrial production, and it is premature to draw conclusions about future prices from these figures,” notes Brzobohatý.

    Its cost pipeline is pointing towards a price below €10 per kg, driven by the continuous optimisation of its inputs. “With up to 10 times higher yield than industry standard, we significantly reduce the amount of growth media required while simultaneously lowering waste management costs,” he says.

    Replacing high-cost components like fetal bovine serum with its proprietary microalgae-based alternative and producing recombinant proteins internally allows it to reduce reliance on expensive external suppliers. “Combined, these factors are steadily narrowing the gap to conventional meat pricing and positioning Mewery not only as a technological pioneer, but as a commercially viable player in the future protein market,” Brzobohatý says.

    “However, right now, we are primarily focusing our efforts on developing the right product together with our partners – a product that will excite consumers and deliver real added value, which is ultimately what will determine the perceived value for money and the whole production and pricing strategy,” he adds.

    mewery funding
    Courtesy: Mewery

    Testing project will inform regulatory filings

    Mewery has previously teased products like meatballs and tenderloin made from 75% porcine cells and 25% microalgae cells. In 2023, it debuted a burger at a small tasting in its home country, where over 90% of attendees indicated their willingness to taste the cultivated product.

    “Mendel University will collaborate on tests related to nutritional composition and safety and will assist in finetuning the joint product,” says Brzobohatý. “In the event of a successful application, we will continue to discuss with our partner regarding a possible joint application to the European Food Safety Authority.”

    Only Gourmey and Mosa Meat have applied to sell cultivated meat in the EU so far, with its rigorous and – in its own words – “lengthy” approval process a major barrier for novel food companies. For Mewery, however, it would “make a lot of sense to start in Europe” with partners with whom it’s ready to move from joint development to commercialisation.

    “However, we are still planning to apply in the US at the same time, despite the current developments in the field of cultivated meat there,” Brzobohatý says, nodding to the spate of state-level cultivated meat bans. “Based on the current schedule, we expect to apply in 2027-28.”

    lab grown pork
    Courtesy: Mewery

    High costs, low scalability and ‘unfulfilled promises’ have led to funding gap

    Mewery has secured €4M from public and private investors since its inception. Moreover, thanks to an EIC grant, it has won a Seal of Excellence, a European quality label awarded to projects that meet the highest standards set by the EU Commission.

    “We see this award and funding from local sources as a strong sign of confidence, not only in our team, but also in the very idea of cultivated meat as a sustainable alternative,” said Lauš. “European validation at this level proves that our project is at the absolute forefront of technology and ready for scaling up to pilot production.”

    Funding for cultivated meat has slowed dramatically since the turn of the decade. The sector saw funding decline by 75% in 2023, and another 40% in 2024. In fact, in the last three years, these companies have cumulatively raised less money than they did in 2021 alone ($1.3B). And this year so far, the category has only attracted $35M.

    cultivated meat investment
    Graphic by Green Queen

    Brzobohatý ascribes the slowdown to high production costs, limited scalability, and unfulfilled promises from earlier market players: “Many companies are struggling to transition from lab-based production to industrial-scale manufacturing or to develop cost-effective processes, leading investors to take a more cautious approach. At the same time, regulatory uncertainty is further dampening investor enthusiasm.”

    What makes Mewery a prospect? Based on feedback from EIC biotech and VC experts, it points to two main factors. “Our proprietary unique co-cultivation method with technological advantages [is] already proven in previous proof-of-concept studies (high yield, lower production costs, longer shelf life, easier scalability, and more). These are arguments that give hope for a potential breakthrough in the industry that investors are waiting for,” he says.

    Then there’s its commercial pipeline, which “takes into account the needs of our future manufacturing partners and involves them in joint development at an early stage”. This has the potential to “accelerate joint market entry after the regulatory phase”.

    He adds: “We believe that there will be several major developments in the meat cultivation industry in the near future, which will attract renewed investor interest and confirm the enormous potential of our industry.

    The post EU Pumps $3.3M in Mewery to Scale Up Cultivated Pork appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Alternative Protein Funding Down by 50% in the First Half of 2025

    beyond meat mycelium steak
    5 Mins Read

    Investment in plant-based, fermentation-derived and cultivated proteins declined by half in the first six months of 2025, outlining continued headwinds for the sector.

    Alternative proteins haven’t had the same pull with investors as they did at the turn of the decade, and the consistent downturn in funding has reached a new low in 2025.

    In the first six months of this year, funding for plant-based, fermentation-derived and cultivated proteins fell by 49% compared to the same period in 2024, according to the Good Food Institute’s (GFI) analysis of data from Net Zero Insights.

    This is after alternative protein companies raised just $129.5M in Q2, a 45% decline from the previous quarter. It took total funding for the first half of 2025 to $364M.

    alternative protein investment
    Courtesy: GFI

    Unlike recent quarters, where fermentation companies have gone the opposite way of the otherwise declining trend, they only raised $2.6M in Q2 (down from $146M in Q1). And while there were three investments announced for cultivated meat, the amount of each deal remained undisclosed.

    Plant-based food companies received $127M in the April to June period. However, a large chunk of that was thanks to Beyond‘s $100M debt financing deal. Without this, the plant-based category would have received just half of its Q1 total in this period.

    AI a threat and an opportunity for alternative protein funding

    alternative protein investment
    Graphic by Green Queen

    For context, investment in the future food sector has been slowing for a few years now. After attracting nearly $7B in 2021, there has been a constant drop, to $3.2B in 2022, $1.5B in 2023, and $1.1B in 2024.

    The trend was already worsening in Q1 2025, when alternative protein investments declined by 28% year-on-year. But the subsequent performance in Q2 has left more questions for the sector for the rest of the year.

    VCs, in general, are a conscious class right now. It’s not just this sector that has seen a downward trend in funding, agrifood tech (a 37% year-on-year decline), biotech (-35%) and climate tech (-19%) have all suffered similarly.

    With alternative proteins, the hesitance in investing stems from a range of factors, including geopolitical uncertainties, President Donald Trump’s tariff war, Robert F Kennedy Jr’s MAHA policies, the constant attacks on ultra-processed food, legislative bans on cultivated meat, and a resurgence of animal proteins amid continued sales declines for plant-based proteins in several markets.

    “Recent investment levels in alternative proteins reflect a market-wide slowdown in food and climate tech funding, driven in part by the reallocation of investor capital toward artificial intelligence,” Daniel Gertner, GFI’s lead economic and industry analyst, told Green Queen.

    ai lab grown meat
    Courtesy: Cyril Marcilhacy

    “These conditions present headwinds for alternative protein startups seeking to raise capital. Topline investment totals fluctuate from quarter to quarter, but the broader trend points to a more cautious capital environment in the near term,” he added.

    Like in 2024, there’s one area that has dominated the share of investment and presented additional headwinds for food tech: artificial intelligence. These companies received 53% of all venture capital flows in the first half of this year.

    That said, the tech is driving innovations within the alternative protein industry. Companies and researchers are using it to discover ingredients, optimise processes and develop better products.

    So for alternative proteins to keep investor interest piqued, a focus on using AI for practical and industrial applications may be the best way forward for now.

    De-risking events could usher in more renewed investor interest

    daily harvest chobani
    Courtesy: Chobani

    Despite the doom and gloom, there were some signs of progress, according to GFI. At least five M&A deals took place in Q2, while partnership activity remained robust. Businesses have been looking to consolidate or collaborate to share costs, strengthen distribution networks, and accelerate regulatory pathways.

    Speaking of which, it has been a milestone year for cultivated meat and seafood regulation. In Q2, US startups Mission Barns and Wildtype received the green light from the FDA, with the latter’s salmon going on sale since it doesn’t require USDA approval. Sydney startup Vow, meanwhile, gained final authorisation in Australia and New Zealand, and began selling its cultured quail in the former’s restaurants.

    This month, Mission Barns obtained USDA approval, clearing the way for market entry, while Israel’s Believer Meats got the FDA nod for its cultivated chicken. And Friends & Family Pet Food Company secured clearance to sell cultivated chicken for cats and dogs in Singapore.

    lab grown meat approved
    Graphic by Green Queen

    Public investment is also on the rise. The EU announced €350M in funding to scale up biomanufacturing, which could advance the fermentation sector and support the development of sustainable food ingredients. That said, a recent report showed that the fermentation industry needs $500B to meet its true potential.

    According to GFI, companies would need to deliver commercialised technologies and successful exits to kickstart a sustained turnaround in funding. But the increase in strategic deals and regulatory wins could be early signs of a resurgence in investment.

    “Several de-risking developments have occurred in recent months, including regulatory approvals for multiple cultivated meat companies and growing momentum in mergers, acquisitions, and strategic partnerships,” Gertner said.

    “While still early, these developments may help lay the groundwork for a more favourable investment climate and renewed investor interest in the months ahead.”

    The post Alternative Protein Funding Down by 50% in the First Half of 2025 appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Happy Ocean Foods Ditches Vegan Seafood for ‘Clean’ Plant Protein

    happy ocean foods
    5 Mins Read

    German alternative protein startup Happy Ocean Foods has bid farewell to its plant-based seafood portfolio, instead embracing a Clean Protein philosophy to meet consumer trends.

    As clean eating becomes the norm for more and more Europeans, one plant-based seafood startup is shifting its focus to cater to their needs.

    Munich-based Happy Ocean Foods, which made its name with vegan shrimp and tuna, has scrapped its seafood alternative lineup. Instead, it’s now focusing on a Clean Protein System, which offers functional plant protein bases for the foodservice sector.

    “The market is overflowing with imitations – but what is missing are functional protein solutions that work in real kitchens and at the point of service,” said co-founder Julian Hallet. “That’s why we at Happy Ocean Foods are now focusing on Clean Protein.”

    The firm has now launched Ocean Touch and Umami Touch, two products that still evoke either the sea or animal protein, but are made to stand on their own and deliver high amounts of protein with fewer ingredients.

    Happy Ocean Foods taps into Europe’s clean-label push

    happy ocean foods clean protein
    Courtesy: Happy Ocean Foods

    The company describes the Clean Protein System as a tool that offers next-gen plant-based components tailor-made for caterers and foodservice operators. They require no cutting or marination, offer price flexibility and supply stability, and can be used in a range of applications, including bowls, wraps and salads.

    The Ocean Touch product comprises flakes that can be used cold or lukewarm. They’re made from a base of pea protein isolate and rice flour, which are mixed with rapeseed oil, pea fibre, microalgae oil, and flavourings. Available in natural and lemon-herb variants, it contains 21g of protein per 100g, with 1g of fibre and omega-3 from DHA and EPA.

    Meanwhile, Umami Touch is sold as cubes in spicy and Mediterranean flavours, and is described as having a “meaty bite”. It comprises pea protein isolate, fava bean protein, rice flour, rapeseed oil, salt, and natural flavours, and has 22g of protein and 1g of fibre per 100g.

    “With our deep expertise in wet extrusion and functional protein blends, we’re creating ready-to-use, allergen-free protein bases for modern foodservice concepts. These components are made to simplify kitchen processes while maximising flavour, texture and nutritional value – to deliver on every level,” the company wrote on LinkedIn.

    Happy Ocean Foods’s pivot comes amid a rise in clean eating in Europe. Research shows that one in two consumers now prefer a clean-label approach to healthy eating, while two-thirds reconsider purchases based on ingredient lists. Germany, in fact, is the most active country for clean-label product launches.

    A 2024 survey revealed that 73% of Europeans are looking for products with recognisable ingredients, and up to 55% are willing to pay more for those with natural claims. The trend is tied to healthy eating, with 81% of consumers citing health as an important driver of daily food choices.

    Meanwhile, despite Germany being the largest market for plant-based food outside the US, concerns around ultra-processed food continue to plague producers of meat and seafood analogues. Vegan seafood is one of the least popular animal-free food categories in the country, with only a fifth of consumers eating it in the last year. And that’s despite 38% wanting to increase their consumption of plant-based food.

    vegan trends
    Courtesy: GFI Europe

    Plant-based category ‘missing healthy, high-protein solutions’

    Happy Ocean Foods began in 2025, with Hallet and co-founder Robin Drummond targeting the demand for healthier, more sustainable proteins. It launched Happy Srump in 2022, followed by Happy Tyuna in 2024, before unveiling the Clean Protein products this year. It’s also working with reserach partners on further innovations.

    “When we founded Happy Ocean Foods over five years ago, we weren’t interested in catering to the next vegan hype,” Hallet said. “We were interested in something very simple: to meet the growing protein demand in our society with high-quality, plant-based sources – varied, nutritious and without animal origin.”

    He continued: “We started with fish alternatives because there were no alternatives in this category despite overfishing. But today, we know it is very difficult to keep track of the category and identify really good products, [and] what is missing are healthy and high-quality protein solutions that impress with their taste and versatility and integration at all levels.”

    Hallet revealed that after consulting many sales partners in the last few months, the company found some key opportunities for growth: cleaner labels, higher protein, quick and flexible use, and a formulation free from soy, wheat and other allergens.

    “For us, this is not a pivot. It is the logical continuation of why we founded Happy Ocean Foods: good food, good nutritional values, good impact,” he said. “Not as a replacement, but as a solution.”

    happy ocean foods germany
    Courtesy: Happy Ocean Foods

    It’s not the only company that has pivoted or diversified from vegan alternatives to standalone plant proteins. Austria’s Revo Foods recently launched The Prime Cut, a 3D-printed mycoprotein fillet described as a “new class of performance nutrition that doesn’t try to imitate meat”. And in the UK, leading plant-based meat brand This introduced a Super Superfood product packed with whole foods and meant to rival tofu and tempeh.

    And this week, industry giant Beyond Meat said it has dropped ‘Meat’ from its name to focus on traditional plant proteins, ahead of launching a new Ground product with four ingredients: fava beans, potato starch, water, and psyllium husk.

    “Instead of thinking about a simple replacement for animal protein, what if you just thought about your daily protein consumption, and I started to try to replace as much of that as I can with plant protein, any form that I could?” CEO Ethan Brown told Fast Company. “You’ll see us come out with things like, maybe, lentil sausage. Or chickpea hot dogs.”

    The post Happy Ocean Foods Ditches Vegan Seafood for ‘Clean’ Plant Protein appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Beyond Says It’s Dropping ‘Meat’ From Its Name to Target America’s Protein Craze

    beyond meat rebrand
    5 Mins Read

    Ahead of its latest product launch, Beyond Meat is dropping ‘Meat’ from its name to focus on the power of traditional plants amid falling sales and rising demand for protein.

    Beyond Meat is going beyond meat – quite literally.

    The Californian pioneer of plant-based meat says it’s ditching ‘Meat’ from its name to simply be ‘Beyond’ as it enters a new era with products centred on celebrating whole plants rather than imitating animal protein.

    The move, as first reported by Fast Company in an interview with CEO Ethan Brown, comes amid falling sales for the industry giant. By Brown’s own admission, Beyond had a “disappointing” first quarter of 2025, with year-on-year sales down by 9%. Longer-term, the company’s market value has shrunk by around 95% since its 2019 IPO.

    There are several factors behind this decline. If you ask Beyond, the main culprits are “weak category demand” and “intense misinformation”. “While Beyond Meat can always and will always seek to improve our products, we believe the central issue impeding our return to sustained growth is perception. Or more accurately, misperception,” Brown said in the company’s latest earnings call.

    As protein enters virtually every food category, Beyond is pivoting its business model. For years, it has been known for its signature burger and other meat analogues – now, though, it’s going all-in on traditional plant proteins.

    Beyond CEO hints at post-workout products and lentil sausages

    beyond sausage
    Courtesy: Beyond Meat

    Since 2024, Beyond has been on a product launch spree. It first reformulated its beef platform with a new recipe, before revamping its beef crumbles and its sausage portfolio. This year, it has rolled out chicken pieces, a reimagined version of its first-ever product, as well as a mycelium steak.

    It turned heads in 2024 when it introduced its Sun Sausage lineup. They’re made from a base of yellow peas, brown rice, red lentils and faba beans, and represented the company’s first foray beyond meat alternatives.

    It seems the move wasn’t a one-off. As plant-based meat continues to struggle – US retail sales fell by 7% in 2024 – a rethink has become necessary. While Beyond’s shift may seem radical, it plays into consumer trends in the US.

    Its newest product is a testament to that. Called Beyond Ground and due to be launched in August, the mince-like protein only has four ingredients: fava beans, potato starch, water, and psyllium husk. Each serving contains 140 calories, 4g of fibre, 1.5g of fat, and 27g of protein (that’s higher than beef). Plus, it has zero cholesterol, saturated fat, or added oils.

    “It’s not trying to be beef, pork, or poultry. It’s simply a very high protein, centre-of-the-plate product that can be used in any dishes you’d use any ground meat in,” Brown told Inc. Magazine in June.

    beyond meat documentary
    Beyond Meat CEO Ethan Brown in Planting Change | Courtesy: Beyond Meat

    This is just the start, however. In his interview with Fast Company, he said: “If you’re the best in the world at making plant proteins, why confine yourself to the centre of the plate?”

    He elaborated: “Instead of thinking about a simple replacement for animal protein, what if you just thought about your daily protein consumption, and I started to try to replace as much of that as I can with plant protein, any form that I could?”

    So what could future Beyond innovations look like? Brown hinted at everything from a centre-aisle offering with 30g of protein and zero fat to post-workout products inspired by Roman gladiators. The company’s new mission seems to “serve an occasion” instead of trying to mimic an animal. “You’ll see us come out with things like, maybe, lentil sausage,” said Brown. “Or chickpea hot dogs.”

    Beyond targets America’s protein obsession in new era for plant-based

    There has been no offical announcement about the rebrand from Beyond Meat, and Green Queen has reached out for confirmation.

    But for the company whose vegan chicken got the thumbs-up from Mark Bittman, and scored famous investors like Bill Gates, Leonardo DiCaprio and Jessica Chastain, to resort to the veggie burger category feels like a gamble.

    Is Beyond turning back the clock and undoing all the work it has done over the past decade-and-a-half? Is it giving in to the meat lobby it has very publicly fought for years? Or is it being a shrewd business that has identified the needs of today’s consumers, and its place in the renewed landscape?

    us protein consumption
    Courtesy: Bain & Company

    The bottom line is: protein is going nowhere. In December, 85% of Americans said they wanted to consume more protein in 2025. And a more recent survey by Bain has found that a net 44% of consumers want to eat more protein (a 10-point rise from last year).

    Despite the furore around ultra-processed foods, few Americans (15%) want to eat more unprocessed products now than they did in early 2023 (20%). So products like Beyond Ground, which process climate- and health-supporting whole foods like fava beans into a blank protein canvas, are destined to succeed – at least in theory.

    “There’s a longing for animal protein because we associate it with simpler times,” said Brown. “But how it’s being delivered to us is not [simple].”

    All that said, Beyond’s meat portfolio isn’t going anywhere anytime soon. This month, it introduced another first for its portfolio, a whole-cut steak fillet made from mycelium. It will hope the product helps turn its fortunes around.

    beyond mycelium steak
    Courtesy: Beyond Meat

    Brown blamed Big Meat and Big Pharma for the vast amount of misinformation surrounding alternative proteins, which has hurt sales, scared off investors, and forced many startups to shut. VCs also share part of the responsibility, with funding for the sector decreasing by 27% in 2024.

    The Beyond CEO said he was grateful for the large investment sums his company has attracted – it secured a $100M debt financing deal this year – ultimately, however, the money “diverted consumers’ focus” from the fact that its vegan meat “is closer to the field than the factory-farmed ingredients they’re used to eating”.

    So maybe the changing landscape has forced Beyond’s hand. It isn’t the only one. Its chief rival, Impossible Foods, recently floated the idea of a foray into blended meat.

    By ditching the ‘meat’, is Beyond ushering in a new dawn for plant-based?

    The post Beyond Says It’s Dropping ‘Meat’ From Its Name to Target America’s Protein Craze appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Future Food Quick Bites: Alpro Kids, 3D-Printed Shawarma & Vegan Meat Labels

    alpro kids milk
    4 Mins Read

    Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Alpro Kids’ video-game-style campaign, Mighty Drinks’ rescue deal, and South Africa’s plant-based meat labelling law.

    New products and launches

    To market its new Alpro Kids range of plant-based dairy products in the UK, Danone has teamed up with Appetite Creative to launch an immersive connected packaging experience. It can be accessed through QR codes and embodies a classic adventure video game style, complete with leaderboards and prize winners.

    alpro kids
    Courtesy: Appetite Creative

    Swedish pea milk producer Sproud has gained a listing at 193 Sainsbury’s stores in the UK. The retailer will stock its barista, barista zero, and unsweetened products from August 10.

    And Israeli 3D-printed meat pioneer Redefine Meat has introduced a new spicy shawarma SKU with 22g of protein and 4g of fibre per serving. It’s available on Ocado in the UK at £4 per 200g pack.

    Company and finance updates

    Fellow Israeli 3D-printed protein maker Steakholder Foods has obtained a positive Written Opinion from the International Searching Authority (ISA) for an international patent application for its vegan fish printer.

    mighty drinks
    Courtesy: Mighty Drinks

    British non-dairy milk firm Mighty Drinks has been rescued from administration by plant protein supplier The Mighty Kitchen, which has bought its IP and some stock.

    Dutch food tech firm Muchgroup has received €375,000 in funding to scale up production of its shiitake-mushroom-based meat alternatives for the foodservice sector.

    muchgroup
    Courtesy: Muchgroup

    Indian precision-fermented protein startup Genexis Biotech has raised ₹40M ($460,000) in seed funding to expand its bioreactor capacity, develop downstream processing infrastructure, and launch a suite of smart proteins and recombinant enzymes.

    Vegan business community Vegpreneur and e-commerce platform Shopline have launched the Vegpreneur DTC Accelerator to help better-for-you plant-based brands scale up faster and more profitably.

    abunda mycoprotein
    Courtesy: Enough

    Scottish-Dutch mycoprotein startup Enough has appointed former Henkel executive Jan Agter as interim CEO. He is taking over from co-founder Jim Laird.

    Finnish vegan company Oddlygood, which owns UK plant-based milk brand Rude Health, has hired Katie Simpson as its head of marketing. She previously held the same position for Innocent Drinks’s UK and Ireland business, and has worked at Diageo, AB InBev and Ferrero.

    rude health oddlygood
    Courtesy: Oddlygood

    Singaporean firm Mottainai Food Tech has opened a pilot facility and R&D lab in Jalan Besut, Jurong to upcycle food waste into fermented plant-based proteins. At full capacity, it will be able to process around 100 tonnes of food industry byproducts annually.

    Policy and awards

    Latin American cruelty-free NGO Te Pretejo has developed a map to showcase a network of laboratories using alternative methods to animal testing.

    UK charity Vegetarian for Life will host its Awards for Excellence in Veg*n Care Catering at the Houses of Parliament in October, recognising individuals and organisations working to enhance plant-based catering standards across care homes, hospitals, and other later-life care settings.

    let's eat balanced
    Courtesy: AHDB | Composite by Green Queen

    In a petition, Ecotricity founder Dale Vince has urged the UK government to end its support for meat and dairy advertising campaigns and promote plant-based foods instead, namechecking the Let’s Eat Balanced drive run by the Agriculture and Horticulture Development Board. It has garnered nearly 25,000 signatures so far.

    In South Africa, the Department of Agriculture, Land Reform and Rural Development has updated its labelling rules for plant-based meat, allowing terms like ‘burger’ and ‘hot dog’ but not ‘beef’ or ‘pork’. Meat analogues must also have qualifiers like ‘plant-based’, and the move was welcomed by LiveKindly Collective Africa and Fry Family Foods.

    nourish you
    Courtesy: Nourish You

    Finally, Indian vegan startup Nourish You has won the Best Plant-Based Milk Award at the 2025 Vegan India Conference for its Millet Mlk.

    Check out last week’s Future Food Quick Bites.

    The post Future Food Quick Bites: Alpro Kids, 3D-Printed Shawarma & Vegan Meat Labels appeared first on Green Queen.

    This post was originally published on Green Queen.

  • In Europe’s Meat-Rich Cultures, Cultivated Proteins Need A Rebrand

    lab grown meat europe
    7 Mins Read

    There’s a reason why meat is at the heart of the culture wars – for cultivated proteins to succeed, companies need to tap into consumers’ emotions.

    After four successive years of declining consumption, Europeans began eating more meat in 2024, with average annual intake reaching 66kg per person. That’s over four times more than what’s recommended by Eat-Lancet’s Planetary Health Diet guidelines.

    The reason why meat is so revered in Europe is because it is far more than just food – it’s deeply woven into the region’s cultural fabric, representing tradition, identity and community. As is the agricultural systems that produce it.

    According to a new report by the EU-backed EIT Food Consumer Observatory, Europeans view meat in four overarching ways. Some see it as a resource to be exploited for human benefit, some as part of a harmonious system with nature and society. Others believe eating meat is driven by instinctual and primal tendencies, and yet others think innovation and technology will reshape the way we eat.

    “The cultural meaning of meat is in transition, moving from commoditised to more mindful narratives,” the 17-country More than Meat study states.

    However, meat consumption isn’t sustainable for the planet, our health, and global food security. Existing farming systems are overstressed and incapable of keeping up with rising population numbers, while generating a third of all greenhouse gases. Meat, meanwhile, is being increasingly linked to a number of health detriments, from cardiovascular disease and cancer to type 2 diabetes and obesity.

    It’s why climate-friendly alternatives like plant-based meat exist, and cultivated proteins are popping up. However, after peaking in hype in the late 2010s, the progress made by these innovations has slowed. They’re seen as artificial, overprocessed, and disconnected from traditional farming practices.

    However, these proteins “address environmental, ethical, and health concerns associated with conventional meat production” and mitigate “the need for traditional animal farming”, EIT Food says.

    “If we want sustainable meat alternatives to resonate with diverse European consumers, we must first grasp what meat means to them,” said Klaus Grunert, lead of the Consumer Observatory. Effective positioning and communication around alternatives requires more than environmental arguments. It must speak to values, habits, and emotions tied to food.”

    Three types of consumers when it comes to meat

    upside foods florida
    Courtesy: Upside Foods

    A companion report published by EIT Food, titled Reimagining Protein and also covering 17 nations, assesses how Europeans perceive cultivated meat, and the best strategies to bring it to market. It found that only 29% of consumers are open to trying these proteins.

    EIT Food identified three main segments of consumers with different attitudes and consumption patterns around meat. Majority Meat includes people devoted to conventional meat, eating it several times a week and showing limited interest in reducing intake or trying alternatives. This group doesn’t prioritise environmental concerns, and sees meat as a natural part of their diet.

    The Preference for Plant-Based group, meanwhile, is focused on a plant-forward diet. Even if they enjoy the taste of meat, they’re deterred by its sustainability and animal cruelty impact – that said, health is often the main driver. But these consumers often find it difficult to find tasty options on the go or out of home.

    Finally, EIT Food found a middle ground in the Best of Both category. These are people who maintain a balanced approach to eating both meat and plant-based foods. They don’t believe eliminating it is necessary, but take issue with overconsumption, animal cruelty and factory farming. For this segment, higher prices make “responsible” meat unattainable.

    The study then analysed how these consumer sets perceive cultivated meat. While taste and texture are important, people want to “see it with their own eyes” instead of relying on third-party accounts in the media. The Majority Meat group may be the hardest to crack, as they’re the least likely to believe cultivated meat can successfully replicate the proteins they love.

    Concerningly for the industry, people who want to eat more healthily are less willing to try cultivated meat, primarily because they see the production process as unnatural and beyond simple food processing. People are also concerned about the long-term health effects for what is, by definition, a novel food.

    And while cultivated meat has been proven to be much more environmentally friendly, participants question whether it will truly have a lower climate impact, citing concerns around energy use. Meanwhile, those in the Majority Meat segment aren’t convinced that meat itself is bad for the planet, despite the livestock industry being responsible for up to a fifth of global emissions.

    When it comes to animal welfare, the Preference for Plant-Based group is unsure if the ethical promises can be fully realised since animals are still involved in the process. Even for the Best of Both category, cultivated meat isn’t seen as “the right solution” because they’re more likely to disapprove of the way animals are raised and slaughtered than their use in the food chain.

    Is hybrid meat the right strategy?

    mission barns usda approval
    Courtesy: Mission Barns

    The research highlighted several reasons why consumer confidence is low in cultivated meat. Manufacturers are one of the less trusted food chain actors generally – they’re seen as having more power than scientists, who are among the most trusted. Study participants also cite low levels of trust in authorities, a lack of publicity in the media, and negative coverage, which EIT Food ascribed to lobbying.

    One of the key strategies for bringing cultivated meat to market has been to mix it with plant-based ingredients to develop hybrid products. But while these may appeal to the Best of Both group, they’re currently seen as a compromise between plant-based and cultivated proteins that aren’t entirely appealing on their own, so their benefits need to be better explained.

    “The target audience for this product is unclear, as consumers in the Preference for Plant-Based group may avoid it due to the presence of animal fat, while those in the Majority Meat group might prefer real meat,” the report explains.

    Another strategy is to position cultivated meat as a premium option, which would make its high costs more acceptable in theory. But it’s “currently not associated with scarcity, exclusivity and premium quality, but with laboratories and artificial food”, EIT Food found. Majority Meat consumers are unconvinced by the taste, while the Best of Both group are less interested in premium meat.

    The authors write that the biggest barrier facing the industry is the perception that it is artificial, and that negatively influences both taste and safety. And with consumers having low expectations for the sensory experience and concerns about the long-term health effects, messaging that focuses on taste and nutrition may be hard to cut through.

    The biggest perceived benefit, however, is animal welfare, and companies should lean into that, particularly with the Best of Both and Preference for Plant-Based groups.

    How companies should market cultivated meat

    lab grown meat hong kong
    Courtesy: Vow

    In the companion Meaning of Meat report, EIT Food notes that consumers are “curious yet sceptical” about cultivated meat: “Despite its compelling ethical and environmental claims (which are positively evaluated by consumers), the perceived scientific nature of cultivated meat could push it towards the same territory as commoditised, industrial meat and plant-based meats. That is, a product perceived as artificial and soulless.”

    This is the opposite of the current cultural movement around meat. So companies must find a balance between being informative and approachable. “The health aspect is least addressed in current cultivated meat communication: many consumers see it as ‘double-processed’ (from cell to meat, and from meat to burger), reducing appeal and willingness to consume,” the report says.

    However, it adds: “Despite scepticism, consumers see cultivated meat entering the market sooner than later; in the far future, consumers perceive cultivated meat as a daily protein source alongside plant-based alternatives.”

    So how do companies market cultivated meat? EIT Food recommends ‘mindful science’, which involves humanising the tech-heavy narrative, showing real people behind the scenes, and design elements that blend clean visuals with soft colours and calm typography.

    Brands should also reclaim ‘real meat’ by clearly stating that cultivated meat is real, just made differently, and backing the claim with educational (not overly technical) storytelling. Products should be anchored in taste, health, and feel-good eating, with marketing communicating flavour, satisfaction and nutritional benefits – think images where friends are enjoying dishes with these proteins, instead of lab equipment.

    EIT Food also suggests companies start with ‘soft science’ in the short term to build trust, before pivoting to emotional and ethical narratives without needing to focus on the tech in the longer run. “Phase this messaging over time: now, focus on people, trust, and transparency; later, shift to the broader cultural benefits, positioning cultivated meat as the future of ethical and sustainable protein, and part of everyday life and community,” it states.

    “To successfully introduce cultivated meat into European markets, manufacturers must first understand how consumers perceive it – what excites them, what concerns them, and what values guide their food choices,” said Sofia Kuhn, director of public insights and engagement at EIT Food.

    “Effective positioning must be rooted in empathy and evidence, responding to consumer beliefs, not just scientific facts. By aligning communication and marketing strategies with real consumer perceptions, we can build trust, foster acceptance, and pave the way for a more sustainable food future.”

    The post In Europe’s Meat-Rich Cultures, Cultivated Proteins Need A Rebrand appeared first on Green Queen.

    This post was originally published on Green Queen.

  • McDonald’s India Unveils with Vegetarian ‘Protein Plus’ Slices to Meet Skyrocketing Demand

    mcdonalds india protein plus
    5 Mins Read

    McDonald’s is targeting India’s protein craze with a meat-free Protein Plus range to boost the nutritional content of its burgers.

    The latest company to hop on India’s protein train is the world’s largest food corporation.

    McDonald’s India, already home to one of the chain’s most extensive meat-free menus globally, has launched a Protein Plus range to power up its existing burgers with vegetarian protein slices.

    While the slices aren’t vegan-friendly – they’re made from a mix of soy, pea and whey protein – their rollout comes amid rising demand for plant proteins in India. This year, 37% of its citizens are looking to add more of these to their diets.

    The circular slices can be added to any burger, each adding five grams of protein. They’re a result of McDonald’s ongoing collaboration with the CSIR-Central Food Technological Research Institute (CFTRI), part of the national science and technology ministry.

    “We believe in giving our customers choices, and this time, we are giving them the power to personalise their protein intake,” said Akshay Jatia, CEO of Westlife Foodworld, which operates McDonald’s stores in West and South India. “The Protein Plus range allows them to enjoy their favourite McDonald’s burgers without compromising on their protein needs or taste.”

    Protein Plus looks to tackle India’s deficiency

    mcdonalds protein plus
    Courtesy: McDonald’s India

    Swathes of studies suggest that India has a protein problem. According to one survey, 73% of the country has a deficiency. That said, a separate analysis of household food intakes reveals that the risk of protein deficiency, when adjusted for digestible quality, is low in adults and non-existent in young Indians.

    But the protein trend isn’t going anywhere. And in a country with the world’s largest vegetarian population, the appetite for meat may be shrinking. Research shows that more Indians want to increase their intake of vegan meat alternatives (43%) than conventional meat (36%), while two in five want to cut back on the latter.

    It’s why McDonald’s is going big on meat-free. The Protein Plus slices are part of its Real Food, Real Good philosophy, a quality-focused initiative that ensures menu items are free from artificial colours, flavours, and preservatives.

    The slices contain gluten and refined soybean oil, and carry a cheesy base flavour and buttery top note. They can be found across all McDonald’s stores in West and South India, and are available in Protein Plus Meals (the vegetarian version pairs a protein-enriched veggie burger with a protein-rich corn cup and Coke Zero).

    Customers can add multiple Protein Plus slices to their burgers, with each setting them back ₹25 ($0.29). Among its vegetarian options, a Veg Maharaja Mac with one protein slice will contain 29g of protein, while a double patty of the McSpicy Paneer burger will pack around 45g of protein. The new innovation is so popular, it sold out on day one.

    The slices are the second product to come out of McDonald’s India’s collaboration with CFTRI, following the launch of the Multi-Millet Bun. “We are grateful to CSIR-CFTRI for partnering with us to bring this forward-thinking product to life,” said Jatia.

    “Together, we remain committed to crafting menu items that are wholesome and delicious, combining locally available ingredients in a way where great taste and nutrition go hand in hand.”

    Can McDonald’s lead India’s meat-free protein space?

    mcdonalds india protein
    Courtesy: McDonald’s India

    Sridevi Annapurna Singh, director of CFTRI, said: “The Protein Plus slice is an outcome of science-backed formulation and a shared vision to elevate everyday meals through nutrition. This partnership showcases how the food industry and scientific institutions can come together to bring meaningful nutritional upgrades to mainstream eating.”

    The new range was unveiled at an event in Mumbai last week, which was attended by Yogesh Kadam, the minister for the state’s Food and Drug Administration. He noted that the initiative reflected the Food Safety and Standards Authority of India’s Eat Right India movement, which aims to promote safe, nutritious and sustainable food choices.

    “It is heartening to see scientific research institutions and industry leaders come together to contribute towards national nutrition goals,” he said. This partnership model is vital for strengthening our public health landscape.”

    The move comes just as India’s foodservice industry amps up its protein focus. Such is the demand that Swiggy, one of India’s two major food delivery platforms, launched a dedicated High Protein category on its app this month.

    “As consumers become aware of the importance of protein in their diets, we know that they would not immediately shift away from their favourite items,” said Sidharth Bhakoo, chief business officer at Swiggy Food Marketplace. “The launch of this new [Protein Plus] range is a step forward in upping the protein consumption of consumers, while also enabling them to enjoy their favourite burger.”

    Last year, a report by the Good Food Institute (GFI) India suggested that there’s a “lack of consumer demand” for meat analogues at restaurants, prompting the call for better education and menu integration.

    “The real barrier is not the lack of awareness but the need for a mindset change,” noted Pranav Rungta, vice-president of the National Restaurant Association of India. “With the foodservice industry growing and becoming more organised, educated restaurateurs who understand the impact of health, nutrition, and alternative proteins are also growing.”

    Within McDonald’s, the fortunes of plant proteins are topsy-turvy. The company has seen strong sales of the Beyond Meat-containing McPlant in most parts of Europe, though the vegan burger failed to take off in the US. Now, it has reportedly removed it from its Austrian menu too, opting to run out its contract with the plant-based meat maker instead of renewing it.

    In Canada, the McPlant did not find much success either. McDonald’s chose instead to focus on vegetable-led offerings in that market, trialling a McVeggie burger at dozens of locations earlier this year.

    The post McDonald’s India Unveils with Vegetarian ‘Protein Plus’ Slices to Meet Skyrocketing Demand appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Exclusive: Friends & Family Pet Food Company Gets Singapore Approval for Cultivated Meat

    friends and family pet food
    8 Mins Read

    US food tech startup Friends & Family Pet Food Company has received regulatory approval to sell its cultivated meat for dogs and cats in Singapore, a first for Asia. Its inaugural treats will contain 65-70% cultured cells.

    Friends & Family Pet Food Company has secured approval from Singapore’s Animal & Veterinary Services (AVS) to sell cultivated meat for dogs and cats.

    The Californian startup is the first to be cleared to sell cultivated pet food in Asia. It produces human-grade cultivated meat from the cells of Kampung chickens, a breed native to Malaysia and Indonesia, and will initially sell it as part of eight SKUs, with more to follow.

    “We’ve formulated treats, supplements and food products, which I’ll launch individually when we are ready for production,” co-founder and CEO Joshua Errett tells Green Queen. “We’ll start production in late summer/early fall. So we’re aiming to have products on our site and in select stores shortly after that.”

    Back in 2016, he co-founded cultivated pet food firm BioCraft Pet Nutrition with CEO Shannon Falconer, before establishing vegan dog treats brand Noochies, which was acquired by Cult Food Science, where he served as a VP until December 2023.

    Errett argues that Friends & Family, which he co-founded with CSO Sarah Dodd and Jonny Cruz in 2024, is a nutrition company. “Our goal is to improve the underlying protein source in pet foods with cultivated meat,” he says. “Cultivated meat is the only ingredient I’ve come across in my decade in pet food that has this potential.”

    The announcement comes just days after two regulatory wins for cultivated meat startups in Friends & Family’s home country: Mission Barns secured the US Department of Agriculture (USDA) green light for its cultured pork fat, while Believer Meats received a ‘no questions’ letter from the Food and Drug Administration (FDA) for its cultivated chicken.

    Friends & Family targets pet nutrition with cultivated meat

    lab grown pet food approved
    Courtesy: Friends & Family Pet Food Company

    Errett notes how dogs, cats and humans all source their food from the same supply chain. “There are no farms that I’m aware of that only produce meat for dogs. So the cow your steak is from may well be the same cow your dog’s beef kibble is from. That’s the current pet food production model, a shared supply with humans,” he says.

    “We’ve copied that model to an extent. We co-develop our ingredients with partners, working together to fully optimise cultivated meat and fish for cats and dogs. This allows us to focus solely on the nutrition, manufacturing and sale of high-performance, premium pet food products.”

    Friends & Family works with 10 undisclosed partners, including contract manufacturers and academic institutions, and employs a proprietary manufacturing process.

    “On the pet food side, we use freeze-dried, air-dried, frozen-fresh and broth formats for our end products, which are different production methods,” Errett says. “What I can say definitively is we avoid too much processing – we like to minimally process all our end products to keep the nutrients and flavours of the cultivated ingredients plentiful and bioavailable to the cat and dog.”

    The company will enter the market with freeze-dried treats. “Cultivated meat is the first ingredient by volume. It’ll come in at approximately 65-70% of the total volume,” he reveals. “We use a proprietary blend of nutritional yeast and prebiotic fibres to support immunity, digestion and longevity. And those are the ingredients.”

    The products contain prebiotics and oligosaccharides thanks to their ability to “make it through the digestive tract” to the microbiome. “We have 20+ peer-reviewed studies to show these specialised prebiotic fibres rehabilitate and regulate the microbiome, support stool quality, and improve nutrient absorption, which is crucial for cats and dogs. The majority of the immune function of a companion animal is in the gastrointestinal tract,” he says.

    A second SKU of treats will focus on bioavailable trace minerals, including zinc and vitamins B, K and A to support longer lifespans.

    lab grown meat pet food
    Courtesy: Friends & Family Pet Food Company

    Products to be sold indefinitely, not as a limited-edition trial

    Friends & Family’s inclusion rate is on the higher side, both for pet food and cell-cultured meat in general. The treats launched this year by London-based Meatly, the first company to receive approval for cultivated pet food, contained only 4% of cultured meat.

    Meanwhile, after registering its product with Austrian regulators (paving the way for market entry in the EU), BioCraft Pet Nutrition has been working on a product with 99% cultivated mouse meat – but it is yet to commercialise this innovation.

    The high share of cultivated meat content in Friends & Family’s treats begs the question: how expensive is it? “We’ll be priced competitively in the premium Southeast Asian market. I’m pleased where we are today with our price and margin, but we’ll aim to get better as we gain economies of scale,” says Errett.

    “I know there’s a lot of focus on price parity. If we were competing to get into the supply chain of a multinational pet corporation, I think we would need price parity – the pet industry loves very cheap proteins,” he adds.

    cultivated meat approval
    Friends & Family COO Maurice Yeo | Courtesy: Friends & Family Pet Food Company

    “We are creating nutrition to benefit the animal, and the buyer for that is the end consumer: pet parents. Consumers have more criteria than simply price. And, believe it or not, price is not always the driver. You wouldn’t see Farmer’s Dog break $1B in revenue if all the consumer cared about was price.

    “Value is the driver. What does this food do for my cat? What are the nutritional benefits? Why is it better long-term for the health and longevity of my dog? The benefit of the nutrition is measured against the price point, and there is the value. In terms of value, we believe we have made a superior freeze-dried treat to anything currently on the market.”

    Friends & Family’s pet food will be manufactured locally in Singapore, and it has an inventory of tonnes of cultivated meat. This will enable it to commercialise at scale in what is a relatively smaller market for pet food.

    “This is not a market test or a limited-time trial. We are going to sell our products as a going concern,” says Errett. “Through our partners, we have more cultivated meat and fish ingredients than we can use right now.”

    ‘We decided to step back’ from US regulatory efforts

    lab grown meat approved
    Graphic by Green Queen

    The approval from the AVS came in June, 10 months after Friends & Family filed its application. “I have a full appreciation for the Singapore regulatory system – it is open to innovation, but still thorough,” says Errett.

    The authorisation process for pet foods has different standards from that of novel food for humans, which is regulated by the Singapore Food Agency. “Obviously, pet food is similar to human food when it comes to general safety, but there are differences in nutrition, production, labelling, licensing required, and more,” he says. “For instance, pet foods generally consider crude fibre, while if you look at a human food label, you’d see a measure of dietary fibre.”

    He adds: “Overall, though, it wasn’t as painful as in other jurisdictions we’ve applied to, and I appreciated the people we worked with at the AVS in Singapore.”

    Speaking of which, while Friends & Family has been engaging with the US FDA’s Center for Veterinary Medicine (CVM) for over a year, after striking partnerships with Umami Bioworks and Novel Farms, the re-election of Donald Trump and the chaotic restructuring of federal bodies and policy rollbacks have stalled progress.

    “We decided to step back to see what happens with a few priorities put forth by the new administration there,” says Errett. “Excitingly, the CVM just launched a new ingredient review process called the Animal Food Ingredient Consultation (AFIC), which I’m very intrigued by.”

    For all the political uproar about cultivated meat in the US – including seven state-level bans and numerous others under consideration – it is the country with the most regulatory approvals for these proteins. Eat Just‘s Good Meat, Upside Foods (both for chicken), Mission Barns (for pork fat), Wildtype (for salmon) are all allowed to sell cultivated meat there, and Believer Meats will join that list once the USDA approves its facility and labels.

    “We recently signed a deal with a major American pet company for cultivated products, so we’re definitely going to land here at some point,” says Errett. “Now, our focus is Asia.”

    And just as well. Singapore was the first to approve cultivated meat back in 2020, with Good Meat rolling out its chicken in restaurants and later in retail. Vow is cleared to sell its cultured quail in Singapore, Australia and New Zealand. Industry experts are also hopeful of approvals in Thailand and South Korea this year.

    Friends & Family has approval in other countries too

    cultivated meat pet food
    Courtesy: Friends & Family Pet Food Company

    Globally, regulators in the EU and Switzerland are evaluating regulatory dossiers for cultivated meat as well, while the UK has created a designated regulatory sandbox to help human food companies follow in Meatly’s footsteps.

    “We are working with other regulatory systems and do indeed have approval in other countries,” reveals Errett. “[However] we are very focused on Singapore right now – we need to get on the market before expanding anywhere.”

    He adds: “As much as we believe we are creating a foundational shift in pet food and nudging the industry into the future, we still need to use the established launch playbook, and do this one step at a time.”

    What’s in store for Friends & Family over the coming months? “We have cultivated fish products in the pipeline, so we’ll see how that goes in the next year or so,” he notes. “I’m cat-obsessed, and cultivated fish for cats has been a target of mine since forever.”

    The startup has raised “a small amount of venture capital”, with the rest of the funding coming from Errett’s last exit. “It was super challenging to raise money when you can’t even sell your products,” he says.

    “Now that we have market access, we are opening up a new round. We’re looking at scaling up production and nailing our product-market fit,” he reveals. “This is a brand new category, and we are the first to market in Asia, and first anywhere with cultivated products for cats, so that will take some effort and resources.”

    The post Exclusive: Friends & Family Pet Food Company Gets Singapore Approval for Cultivated Meat appeared first on Green Queen.

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  • Impossible Foods Loses EU Trademark Battle with Spanish Bakery

    impossible foods eu
    4 Mins Read

    Ahead of its expected EU launch this year, plant-based meat giant Impossible Foods has lost a four-year trademark battle with an independent bakery from Spain.

    Impossible Foods, the California-based producer of meat alternatives, has been dealt a blow by an EU court over its trademark fight with a Spanish bakery.

    The court in Strasbourg ruled that Impossible Bakers’ brand is distinct enough from the plant-based meat maker, rejecting the trademark infringement claim it brought in 2021.

    After assessing both sides’ claims, the court decided that Impossible Foods’s appeal “must be rejected as unfounded” and “dismissed in its entirety”.

    Why Impossible Foods lost its trademark case

    impossible foods trademark
    Courtesy: Impossible Bakers

    The case began when Impossible Foods filed an opposition to Impossible Bakers’ trademark application. The motion was rejected by the EU Intellectual Property Office (EUIPO) in December 2023, prompting the US company to take the matter to the EU General Court in February 2024, asking for an annulment of the decision under EU Trademark Regulation.

    The bakery was looking to trademark its brand for cakes, candies, pastries and retail products. But Impossible Foods objected to its use of the word ‘Impossible’, citing consumer confusion.

    However, the Barcelona-based business’s flying elephant logo, stylised lettering, and emphasis on the word ‘Bakers’ over ‘Impossible’ differentiated it enough from the vegan meat’s own ‘Impossible’ logo, the court found.

    “Despite the similarities created by the element ‘impossible’, the signs were visually similar to a low degree, in the light of their different structure and the fact that there were several visual differences between them,” it said.

    This included the bakery’s use of an inverted ‘ss’ in its logo, as well as the “significantly smaller” font size for ‘Impossible’ compared to the word ‘bakers’, which carried greater weight. It was the latter word and the flying elephant logo that “attracted the attention of customers”.

    The judge further noted that food products are purchased in visually driven retail environments, which lowers the risk of confusion among customers.

    “Even if some of the goods at issue were considered to be identical, it should be noted that, following a global assessment, the Board of Appeal correctly found that there was no likelihood of confusion,” it said.

    Impossible Foods’s vegan burger launch imminent in Europe

    impossible foods lawsuit
    Courtesy: Wirestock/Alamy

    As a result of the case, the court asked Impossible Foods to cover the bakery’s legal costs. And while it can appeal the decision to the EU’s highest court, it hasn’t done so just yet. It marks a rare loss in the plant-based meat company’s IP battles.

    In 2020, it won a case against Nestlé’s ‘Incredible Burger’, which was renamed ‘Sensational Burger’ after a Dutch court found the words ‘Impossible’ and ‘Incredible’ too similar in sight, sound and meaning. Last year, the company settled a patent lawsuit with Boston-based Motif Foodworks and took over its heme business, which shut down days later.

    Impossible Foods has also been engaged in a long-running conflict with wellness company Impossible X, which it sued in 2021 after the latter’s founder, Joel Runyon, demanded it limit its use of ‘Impossible’ to plant-based food in a cease-and-desist letter. The case is ongoing.

    And earlier this year, the European Patent Office’s Board of Appeals reinstated a key patent it had revoked in 2023, which related to the heme protein and flavour precursors in its flagship burger.

    The EU court’s decision over its trademark fight with Impossible Bakers comes amid the backdrop of the impending launch of the Impossible Burger in the region. Its use of soy leghemoglobin – a precision-fermented heme protein – has kept its signature beef alternatives out of Europe for almost a decade.

    The company first filed for approval of the ingredient in March 2021. Last year, the EFSA Panel on Food Additives and Flavourings issued a positive safety assessment of LegH Prep, a liquid preparation containing soy leghemoglobin and other ingredients.

    Months later, a ruling by the regulator’s GMO panel called soy leghemoglobin “safe for human consumption with regard to the effects of the genetic modification”. The EFSA’s opinion was followed by a period of public consultation ahead of final approval by the EU Commission and member states. And this February, the EFSA stated that the public comments didn’t raise any further concerns, moving Impossible Foods closer to commercialising.

    “When it comes to food and the health of people and the planet, the government should have a keen interest in that,” Impossible Foods CEO Peter McGuinness told Bloomberg last month, forecasting a European launch this year. “The flip side of that is we’ve been trying for four years to get Impossible in [Europe], and we’re still not there yet. But we’re waiting patiently impatiently.”

    The post Impossible Foods Loses EU Trademark Battle with Spanish Bakery appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Israel’s PoLoPo Targets High-Protein Potato Chips with Molecular Farming Platform

    polopo
    5 Mins Read

    Israeli molecular farming startup has pivoted its business model to develop high-protein potatoes for the chip industry.

    Tel Aviv-based food tech firm PoLoPo is aiming to disrupt the $53B potato chip industry and meet the protein moment with its molecular farming platform.

    The startup, which turns potatoes into protein factories via molecular farming, had begun as a supplier of ovalbumin (the main protein found in egg) to food industry customers, before diversifying into patatin (the native protein in potatoes).

    Now, it is making a strategic shift from producing powdered proteins to supplying high-protein potatoes for the snacking sector. The company expects to receive US approval for its molecular farming platform, called SuperAA, by the end of 2025, allowing it to tackle America’s obsession with both chips and protein.

    “We’re still fully committed to our molecular farming platform. However, as we advanced technically and regulatory-wise, we identified an opportunity to get to market faster by using our same core technology to enhance the native protein content in potatoes,” Ido Eliashar, VP of business development at PoLoPo, tells Green Queen.

    “Chips allow us to commercialise sooner, reach consumers faster, and prove our platform’s scalability,” he adds. “The egg protein product is still in our roadmap, but chips are the right starting point.”

    polopo protein
    Courtesy: Tal Shahar

    Why PoLoPo is eyeing the potato chip industry

    Founded in 2022 by CEO Maya Sapir-Mir and CTO Raya Liberman-Aloni, PoLoPo chose to work with potatoes due to their resilience in diverse climates, low growth costs, short maturation time, relatively large storage capacity (in the form of tubers), high yields, and compatibility with existing technologies.

    Its technology can grow patatin in potatoes through proprietary metabolic engineering techniques. It inserts a DNA sequence into the potato to increase its native protein content. Most manufacturers destroy patatin when extracting potato starch, so most of this protein’s supply on the market is non-functional, usually ending up in animal feed, pet food, cosmetics, and pharmaceuticals.

    PoLoPo’s patatin has a high protein digestibility score of 0.99 (similar to that of casein, beef and eggs) and it has all essential amino acids and boasts functional attributes like emulsification, gelling and texturisation.

    “Depending on the potato variety we implement our technology into, we can elevate protein content by up to three times compared to standard potatoes,” says Eliashar. “That translates to around 18g of protein per 100g of finished chips.”

    PoLoPo’s potatoes require no new processing lines, new equipment or added ingredients, making them a drop-in solution for existing chip producers.

    Why chips? They’re a beloved snack that’s eaten everywhere, every day, he says: “The industry is also under pressure to meet rising consumer demand for protein and cleaner labels.”

    Indeed, 55% of Americans say protein is the main nutrient they look for when selecting snacks, and among protein bar users, 43% would be interested in protein chips. This chimes with the 85% of consumers who want to increase their intake of the macronutrient this year. It’s why protein snacks are outpacing the overall industry by threefold, valued at $24B.

    “With our high-protein potatoes, chip makers can meet those demands without changing the product experience or supply chains,” says Eliashar. “Our technology can be applied to any potato variety, so brands can keep their unique identity while using PoLoPo technology and varieties in the background to boost nutritional value.”

    polopo potato
    Courtesy: Tal Shahar

    ‘Clear, advanced regulatory path’ makes US right place for launch

    PoLoPo is now working with manufacturers and brands to bring the first generation of high-protein chips to market, with a pilot programme already underway. “We work with chip brands, processors, and growers. Our goal is to empower existing players to launch better-for-you snacks using our potatoes,” says Eliashar.

    “We successfully completed a pilot in Israel that demonstrated our solution is scalable and compatible with conventional growing practices and yields. We’re now working to begin operations in the US with local partners,” he adds. “As part of this expansion, we’re implementing our technology into popular US chip varieties to ensure smooth integration into existing supply chains and manufacturing lines.”

    The company has filed for approval under the US Department of Agriculture’s Non-Regulated Status petition. “Because we are not adding a new ingredient but enhancing the crop itself, this path avoids the need for FDA approval when the potatoes are used in whole form, like chips,” Eliashar explains.

    PoLoPo closed a $2.3M pre-seed investment round in 2023; it is now currently fundraising further to “expand pilot production and bring our first commercial collaborations to market in the US”.

    “The US offers a clear and advanced regulatory path for bioengineered crops and products, and has a massive, innovation-driven snack industry. It’s the right place to launch,” says Eliashar.

    molecular farming proteins
    Courtesy: Tal Shahar

    Molecular farming modifies plant cells, rather than microbes or animal cells, to grow proteins that can be harvested from leaves or other plant tissues. It doesn’t require expensive bioreactors to produce ingredients on a large scale, since the plants themselves act as the bioreactors. This also means lower prices.

    PoLoPo is among a number of brands using this technology to produce proteins. In Israel, Finally Foods is growing casein (the main protein in dairy) in potatoes, while NewMoo is producing liquid casein in soybeans, as is US startup Alpine Bio (through soybeans) and New Zealand’s Miruku (via safflower).

    Moolec Science, meanwhile, produces Piggy Sooy (soybeans that contain pork proteins), and PEEA1 (peas that produce bovine myoglobin), among other ingredients.

    The post Israel’s PoLoPo Targets High-Protein Potato Chips with Molecular Farming Platform appeared first on Green Queen.

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  • Believer Meats Earns FDA Approval & Completes World’s Largest Factory for Cultivated Meat

    believer meats fda approval
    4 Mins Read

    Israeli food tech firm Believer Meats has secured US FDA approval for its cultivated meat, and completed the construction of its manufacturing facility.

    Believer Meats has become the fifth cultivated meat startup to secure regulatory clearance in the US, having received a ‘no questions’ letter from the Food and Drug Administration (FDA).

    The Israeli startup has also completed the construction of the world’s largest cultivated meat factory in North Carolina, and is the first non-US company to be greenlit by the FDA.

    The food safety agency’s letter and scientific memo haven’t been published on its website yet, but the news was confirmed by Believer Meats CEO Gustavo Burger. In a post on LinkedIn, he called it “a transformative moment for Believer Meats and the cultivated meat industry as a whole”.

    “This is more than just progress – it’s a defining moment, a bold leap forward in our vision to lead food innovation that cares for the planet,” he said.

    The announcement came the same day California’s Mission Barns secured the facility and labelling nods from the US Department of Agriculture (USDA) for its cultivated pork fat.

    Believer Meats’ tech could make cultivated meat for $6.20 per lb

    lab grown meat cost
    Courtesy: Believer Meats

    Formerly known as Future Meat Technologies, Believer Meats was founded in 2018 by Yaakov Nahmias, a biomedical engineering professor at the Hebrew University of Jerusalem.

    The cultivated chicken maker leverages centrifuge-based perfusion and a cell media rejuvenation process that can optimise cell performance and save water, nutrients, and resources, allowing it to reduce production costs by eliminating byproducts and enabling the reuse of media.

    Last year, it demonstrated how tangential flow filtration (TFF), an efficient way to separate and purify biomolecules, can be an effective method for the continuous manufacturing of cultivated meat. It also introduced an animal-free culture medium that cost just $0.63 per litre, further allowing the startup to lower production costs.

    believer meats
    Courtesy: Believer Meats

    Inspired by how Ford’s automated assembly line transformed the auto industry in the early 20th century, their new bioreactor assembly method allowed biomass expansion of 130 billion cells per litre, with a yield of 43% weight per volume. This process of cultivating the chicken cells was carried out continuously for over 20 days, leading to daily harvests of the biomass.

    Believer Meats claimed this could bring down the cost of cultivated chicken to $6.20 per lb on a 50,000-litre scale, in line with the retail price of conventional USDA organic chicken.

    Getting the FDA green light is the first step towards full regulatory approval. The company will now require USDA’s clearance for its production facility and product labelling before bringing its cultivated chicken to the market.

    “As we move forward, our focus remains on execution – advancing cultivated meat from promise to product, and contributing to a more resilient, sustainable food system,” said Burger.

    A milestone year for cultivated meat approvals

    believer meats wilson nc
    Courtesy: Believer Meats

    Believer Meats first announced plans for its $123M facility in late 2022. The 200,000 sq ft plant, located in Wilson County, North Carolina, features an innovation centre and tasting kitchen, and will be able to churn out 12,000 tonnes of cultivated chicken every year.

    “Commissioning of the factory is underway now, and we are working with the USDA on the final steps for our facility’s grant of inspection,” the firm remarked on LinkedIn.

    It has partnered with German engineering firm GEA to develop processes to lower the costs and emissions of manufacturing cultivated meat. The two entities are focusing on advancements in bioreactor tech, perfusion systems, and media rejuvenation, and adopting strategies like optimised water usage, power consumption, and circular economy initiatives (such as waste stream utilisation).

    believer meats chicken
    Courtesy: Believer Meats

    “With our regulatory progress on track, production facility complete, and clear path to market, we are closer than ever to delivering cultivated meat at scale, strengthening global food security, and helping shape a more sustainable food system,” Believer Meats said.

    Four other cultivated meat startups have already received regulatory approval in the US: Eat Just‘s Good Meat, Upside Foods (both for chicken), Mission Barns (for pork fat), and Wildtype (for salmon).

    Globally, a handful of startups have been cleared to sell cultivated meat. Good Meat has approval in Singapore, Aleph Farms in Israel, while Vow is cleared to sell in Singapore, Australia and New Zealand. And in the UK, Meatly has commercialised cultivated chicken for pets. Regulators in the EU, Switzerland, Australia, Thailand and South Korea are evaluating applications too, while the UK has created a designated regulatory sandbox.

    Believer Meats’s approval is the fourth such instance this year, a much-needed boost to a category that has struggled to raise funds and faced political attacks via state-level bans in the US. And all signs point to further regulatory nods in the coming months.

    The post Believer Meats Earns FDA Approval & Completes World’s Largest Factory for Cultivated Meat appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Mission Barns Completes USDA Approval to Clear the Way for Cultivated Pork Fat Launch

    mission barns
    7 Mins Read

    US food tech startup Mission Barns has secured the USDA greenlight for its cultivated pork fat, paving the way for its launch into Sprouts and restaurant group Fiorella this quarter.

    While states continue to ban cultivated meat, at the federal level, these proteins are having a milestone year.

    The US Department of Agriculture (USDA) has authorised the San Francisco pilot plant and product label for Mission Barns’ cultivated pork fat, three months after the Food and Drug Administration (FDA) issued a ‘no questions’ letter for the novel ingredient.

    It means the startup has now completed the full regulatory pathway approval for cultivated meat in the US, enabling the launch of its first products into the market.

    “The FDA oversees the safety of the cell culture process, while the USDA inspects and approves the production facility and labelling for meat products. Together, they confirm that our cultivated pork ingredient is safe, truthfully labelled, and legally cleared to be sold as food,” Cecilia Chang, chief business officer of Mission Barns, tells Green Queen.

    “It’s a critical milestone that allows us to launch commercially in the US – and one that sets the foundation for regulatory confidence in other countries as well.”

    The company’s cultivated fat is mixed with plant-based ingredients to form Italian-style meatballs and applewood-smoked bacon, which will debut at Bay Area restaurant Fiorella Sunset and Sprouts Farmers Market this quarter.

    Pea protein for meatballs, wheat for bacon

    mission barns usda approval
    Courtesy: Mission Barns

    Founded in 2018 by CEO Eitan Fischer, Mission Barns uses belly fat cells from American Yorkshire pigs and grows them in bioreactors to make its Mission Fat.

    It is among a number of startups – including Hoxton Farms, Steakholder Foods, Genuine Taste, and Mosa Meat – opting to commercialise cell-cultured fats, which are a more viable way to bring cultivated meat to market in the medium term. Since fat is the primary flavour carrier, even a little bit goes a long way in replicating conventional meat.

    “Our products are a blend of plant-based protein and a low inclusion rate of cultivated pork fat – typically in the single digits. Even at that level, the fat delivers a significant boost in flavour, juiciness, and mouthfeel that plant-based ingredients alone can’t replicate,” says Chang.

    The startup uses pea protein for its meatballs and wheat protein for its bacon. “Other ingredients include familiar pantry staples like spices and herbs. The cultivated fat is what elevates the entire experience – it’s the functional and sensory bridge between conventional meat and plant-based alternatives,” she adds.

    Such hybrid meats also offer a cost advantage, as cultured fat is a lot cheaper and faster to produce than lean meat. Chang describes it as a “low-inclusion, high-flavour ingredient that enables our partners to create cost-effective, delicious products with a fraction of the cultivated input”.

    Mission Barns’s pork products are currently priced in line with premium meat, which reflects the “novelty and small-scale nature of cultivated production”. “But our long-term goal is price parity – and we’re taking a pragmatic, partner-driven path to get there,” she says.

    At the heart of that strategy is its novel bioreactor technology, which marks a departure from the single-cell suspension tanks of the biopharma sector and enables more efficient, scalable, and cheaper production. This allows Mission Barns to serve a range of ingredient and co-development partners across the foodservice and CPG sectors.

    “By working with food companies and manufacturers to integrate our fat into familiar formats, and scaling our proprietary bioreactor technology through strategic licensing, we can bring down costs across the value chain and make better meat more accessible, faster,” Chang notes.

    When asked by Green Queen, Mission Barns declined to provide details about specific ingredients, prices, and nutritional facts at this time.

    Cultivated pork to feature in pastas, polentas and Italian classics

    lab grown meatballs
    Courtesy: Mission Barns

    Mission Barns will launch its hybrid bacon and meatballs at Fiorella Sunset in San Francisco in the coming weeks. “The team there has been incredibly collaborative in developing dishes that showcase our cultivated fat,” says Chang.

    “While we can’t share the full menu just yet, you can expect comforting, familiar formats – think Italian classics like pastas and polenta – where the richness and flavour of real pork fat make a real difference.”

    Meanwhile, select Sprouts locations will carry its meatballs, becoming the first supermarket in the US to sell cultivated meat. “We anticipate hitting shelves at Sprouts Farmers Market in Oakland in Q3. This rollout is designed to help us learn quickly from real consumer feedback and scale responsibly,” says Chang.

    With the US approvals secured, the company is now speeding up its B2B efforts both domestically and internationally. “Cultivated fat is a powerful ingredient that enhances taste, texture, and functionality, whether it’s used in hybrid products or to upgrade plant-based formulations,” she reveals.

    “Our go-to-market strategy is focused on working with our B2B partners across both traditional meat and plant-based sectors,” adds Chang. This is in line with the business models of several other cultivated meat producers, including Dutch firm Meatable.

    “We’re also licensing our proprietary bioreactor technology and regulatory know-how to partners looking to produce cultivated meat themselves,” she says. “This includes companies that want to scale their own cultivated pork offerings or integrate our platform into their existing infrastructure. It’s not just about ingredient supply, it’s about enabling the broader industry to scale cultivated meat faster, together.”

    Dual US approval will help international expansion

    mission barns bacon
    Courtesy: Mission Barns

    Upon launch, Mission Barns will be just the fourth company to sell cultivated meat in the US, following Eat Just‘s Good Meat, Upside Foods (both of which earned the USDA nod in 2023), and Wildtype, which received FDA approval for cultivated salmon in June (there’s no USDA review for this species).

    Globally, a handful of startups have received regulatory nods. Good Meat has approval in Singapore, Aleph Farms in Israel, while Vow is cleared to sell in Singapore, Australia and New Zealand. And in the UK, Meatly has commercialised cultivated chicken for pets.

    Regulators in the EU, Switzerland, Australia and Thailand are evaluating applications too while the UK has created a designated regulatory sandbox, and judging from its inventory, the US FDA seems to have received at least four others. Which other markets is Mission Barns eyeing?

    “Right now, our focus is on the US – it’s one of the largest meat markets in the world, and we’ve built strong momentum here with both FDA and USDA clearance,” says Chang. “That said, we’re working closely with our B2B partners to identify high-priority markets for near-term launches – particularly regions that recognise or align with the US regulatory process, such as Singapore and parts of Asia.

    “These regions are either already open to cultivated meat or actively shaping their frameworks, and our dual-agency approval puts us in a strong position to enter with credibility and speed when the time is right.”

    Mission Barns gears up for fundraising

    mission barns funding
    Mission Barns chief business officer Cecelia Chang and CEO Eitan Fischer | Courtesy: Mission Barns

    Mission Barns’s regulatory success comes amid widespread funding and political challenges for cultivated meat. After VCs invested $1.3B into the category in 2021, capital has diminished dramatically. In 2023, funding fell by 75%, followed by another 40% drop in 2024, reaching just $137M. It has forced some cultivated meat startups to shut down, and others to make cutbacks.

    The trend has continued this year, with this segment attracting just $35M in Q1 2025 (most of which came from Aleph Farms’s $29M raise).

    Mission Barns itself has raised over $60M to date, and the startup remains confident in the sector’s investment fortunes. “While the broader food tech sector has tightened, we’re seeing renewed investor interest in companies with real traction and a clear path to market,” says Chang.

    “Our capital-light B2B model, proprietary bioreactor platform, and focus on low-inclusion cultivated fat as a flavouring ingredient make Mission Barns a uniquely de-risked and scalable entry point into cultivated meat,” she adds.

    “Following our recent regulatory milestones, we’re preparing for our next fundraising round to support commercial scale-up, strategic licensing, and global expansion.”

    Meanwhile, seven states have now banned cultivated meat in the US, while several have put restrictions on how they can be labelled. Others are looking to make similar moves. At the same time, however, health secretary Robert F Kennedy Jr has announced his Make American Biotech Accelerate vision, part of which is a promise to “dismantle the barriers” to biotech development and approvals.

    “Not everyone has to love or eat cultivated meat – but in a free market, everyone should have the right to choose it, especially after it’s been rigorously reviewed and approved by federal regulators,” Chang says, suggesting that the state-level restrictions are “not grounded in science or safety concerns”.

    “Our products are legally classified as meat, and efforts to block or mislabel them only create confusion, suppress innovation, and limit access to safer, more sustainable options. We’re committed to working within the legal system to defend truth in labelling, scientific integrity, and the fundamental right of consumers to decide what’s on their plate.”

    The post Mission Barns Completes USDA Approval to Clear the Way for Cultivated Pork Fat Launch appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Oatly Bets on Lookbook & Opens Strategic Review to Tackle Q2 Slowdown in US & China

    oatly sales
    5 Mins Read

    Oat milk leader Oatly has revised its full-year guidance after sales dropped in the US and China, where it is mulling a potential restructuring.

    Swedish plant-based milk giant Oatly continued to struggle in the US and Greater China in Q2 2025, leading it to reduce its revenue expectations for the year and initiate a strategic review of the latter market.

    While the company’s revenue for the April to June period was up by 3% (at $208.4M), this was largely due to favourable foreign exchange rates. When discounting these, its sales slimmed by 0.2% from Q2 2024, reaching $201.7M.

    Meanwhile, the company’s losses swelled by 84%, primarily due to fair value losses on convertible notes. It has now revised its full-year outlook, with constant currency revenue growth expected to flatline at 1%, compared to its prior expectation of 2% to 4%.

    “Our updated guidance reflects slower-than-expected top-line progress in our North America segment, as well as a soft macro-environment in our Greater China business,” said Oatly CEO Jean-Christophe Flatin.

    At the same time, the company’s adjusted EBITDA loss – revenue excluding all non-operational and one-time expenses – shrank by 67% to $3.6M. “This continued progress and the actions we are taking to drive the business give us the confidence to reaffirm our full year profitability guidance,” he told investors in an earnings call.

    China operations continue, but a carve-out is a possible option

    oatly revenue
    Courtesy: Oatly

    Oatly continued to drive growth in its home market, where sales were up by 12% (before foreign exchange impact) compared to the year-ago period, reaching $118M. Its volumes also grew by 9.4% in the Europe and International segment, thanks primarily to its barista lineup.

    Most of its revenue (79%) in this region comes via retail, where its 4.7% growth outperformed both the wider oat milk category (whose sales were up by 2%) and the overall plant-based milk segment (up by 4%).

    In North America, year-on-year sales of Oatly decreased by 7% to $63M in Q2, with volumes down by 7.5% due to lower sales to the segment’s largest foodservice customer. Outside that client, however, the business recorded its highest quarterly foodservice revenue, while posting record retail sales.

    Daniel Ordonez, the company’s COO, noted that the North American results were below its expectations. “Given the success we’ve seen in Europe and internationally using the same playbook, we know what’s possible, and we remain committed to applying these lessons to drive the consistent performance that we expect from our North American business,” he said.

    And while the company had previously suggested that the US’s tariff wars could undermine its profitability plan, CFO Marie Jose-David said its guidance “assumes no direct impact from tariffs”.

    Meanwhile, Oatly’s sales in Greater China were down by 6% to $27M, thanks in large part to a drop in foodservice, which makes up 62% of its revenue in the region. The firm has long struggled in China, and is now conducting a $1.4M strategic review of this segment.

    “We will consider a range of options, including a potential carve-out with the goal of accelerating the growth and maximising the value of the business,” said Flatin. “We will continue to operate in the region, including our Ma’anshan facility.”

    He added: “Our Greater China business has improved over the past few years. And it is much stronger now. It has been a strong contributor, delivered better results, established market leadership and is now well positioned for the future. We believe in the future potential of this business.”

    plant based milk vat
    Courtesy: Anay Mridul/Green Queen

    Oatly bets on lookbook and bats away protein concerns

    Oatly ascribed its European growth to the refresh playbook it deployed late last year. Part of this involved increasing its relevance by leveraging its barista portfolio and targeting Gen Z with new taste experiences. It also plans to attack barriers of conversion, most notably preconceptions about taste, as well as increase distribution.

    “Anywhere we taste blind, we see that around one in two people prefer Oatly to cow’s milk in their coffee,” noted Ordonez.

    The playbook has delivered success in Germany, the UK and Sweden, its three largest European markets, and is now being rolled out in the US. “We are confident that with proper execution and future steady investments, this strategy can drive incremental demand,” he said.

    A key tenet of the playbook is the Spring/Summer lookbook it unveiled in May, featuring a range of recipes highlighting innovative use cases for its barista milks. “The lookbook is helping us break down those barriers and drive incremental demand, generating excitement with quotes reminiscent of fashion and unexpected recipes that totally change the way in which consumers view oat milk,” said Ordonez.

    The recipes range from a maple miso latte and lacto-fermented blueberry matcha to a salty banana split. “These are premium signature drinks that tap into Gen Z’s obsession with flavour and cold drinks. Can you imagine any of these drinks with cow’s milk? We don’t think so,” he said.

    The company is now translating the success of these flavours into new products. In Sweden, it has launched a popcorn-flavoured barista oat milk inspired by the lookbook’s sweet and salty popcorn latte, while in the UK, it has released a ready-to-drink matcha latte.

    oatly barista
    Courtesy: Oatly

    As the company looks to replicate the success of its European playbook in North America, Ordonez addressed a question about whether Oatly’s low protein content and dairy’s resurgence in the US played a part in its weak performance in this region.

    “The protein topic is more of a value phenomenon in North America, less than a volume phenomenon when you look at the dairy category,” he said. “We don’t make a choice between health, protein, [and] fibre, and we strongly believe that we are focused on driving both penetration and frequency in that order.”

    He continued: “Taste remains the number one barrier to consumption for plant-based products and certainly for oat milk and plant-based milk. So you will see, without ignoring the point of our protein, a lot of focus on the health topic via enhanced fibre content, wholeheartedly driving the taste strategy, which is starting to prove to work in Europe.”

    The post Oatly Bets on Lookbook & Opens Strategic Review to Tackle Q2 Slowdown in US & China appeared first on Green Queen.

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  • Future Food Quick Bites: Oatly Matcha, Mycoprotein Mince & A Vegan Football Kit

    oatly matcha latte
    5 Mins Read

    Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Oatly’s new matcha latte, Revo Foods’s clean-label mince, and Lactalis Canada’s plant-based exit.

    New products and launches

    Swedish oat milk giant Oatly is the latest to join the matcha craze, launching a ready-to-drink matcha latte with finely ground Tencha matcha. The one-litre packs are available in the UK for £2.95 at Sainsbury’s and Morrisons, with Ocado adding to the list next month.

    oatly matcha latte oat drink
    Courtesy: Oatly/Aflo Images/Green Queen

    Californian firm Mud\Wtr has introduced Nourish, a protein powder with 25g of complete plant protein per serving, along with lion’s mane, cordyceps, ashwagandha, Bacopa and prebiotic fibre. It’s available in chocolate and vanilla flavours on its website for $70 per 645g bag.

    Also in the US, plant-based waffle brand Vafels has rolled out gluten-free stroopwafels in caramel and maple flavours, which can be found on its website for €19.95 per 10-pack.

    revo foods minced fungi protein
    Courtesy: Revo Foods

    Austrian 3D-printed meat maker Revo Foods has launched a four-ingredient Minced Fungi Protein with more protein than beef and higher bioavailability than chicken. Made from mycoprotein, rapeseed oil, rapeseed protein and spices, each 160g pack contains 25g of protein. The product is available at Billa Pflanzilla, online on its webstore and Billa’s website, and Kokku in Germany.

    UK food manufacturer Premier Foods has unveiled a four-strong lineup of vegan jelly with no added sugar under its McDougalls brand. They come in 1.4kg packs (enough to make 17 litres of jelly), with flavours including strawberry, raspberry, orange, and lime.

    mcdougalls vegan jelly
    Courtesy: Premier Foods

    France’s Vétéjal has created a range of powdered seasonings for plant-based creams, sauces, marinades and grilled meals, which can be mixed with water, oil, milk and cream or sprinkled on top of dishes. Flavour options include cream of mushroom soup, king crab, spicy bacon, and Roquefort-style blue cheese.

    Dutch specialty ingredient supplier Prodalim has launched upcycled VivaPro Coloring Foodstuffs and NaturaPro Natural Colors lines to tackle the growing demand for clean-label and sustainable plant-based colour solutions.

    ajinomoto solar foods
    Courtesy: Atlr.72

    And Japanese conglomerate Ajinomoto‘s Atlr.72 Flowering Ice Cream, which uses Finnish gas fermentation firm Solar Foods‘s Solein protein, is available at food trucks at the World Aquatics Championships (July 18 to August 3) in Singapore.

    Company and finance updates

    English football club Forest Green Rovers have launched a fully vegan football kit for the next two seasons (as part of its efforts to cut waste), featuring Reflo’s Reloop technology (which offers a fibre-to-fibre mechanical recycling solution).

    vegan football kit
    Courtesy: Forest Green Rovers

    UK vegan pet food company Omni – which made a splash with its success on Dragons’ Den this year – has been certified as a B Corp.

    Speaking of certifications, Beyond Meat‘s burger, beef mince, steaks, chicken pieces, and sausages have now been accredited as Glyphosate Residue Free.

    beyond chicken
    Courtesy: Beyond Meat

    New York-based Helaina has expanded the manufacturing capacity of Effera, its precision-fermented human lactoferrin, to a metric-tonne scale, which would allow it to produce 10 million servings per production run.

    Planetarians, a US-based producer of upcycled plant-based meat, is shutting down and auctioning its IP and assets, citing fundraising challenges.

    lactalis plant based
    Courtesy: Enjoy

    Lactalis Canada, a subsidiary of the world’s largest dairy company, is closing its Sudbury plant and exiting the plant-based milk business this December. It comes just a year after the facility was turned into a vegan hub and the business introduced the Enjoy brand of dairy-free milk.

    Nurasa, the sustainable food innovation platform owned by Singapore’s Temasek, has signed a strategic partnership with Protein Industries Canada to fast-track the entry of Canadian plant-based companies into the city-state and Asia-Pacific through technical, regulatory, and commercialisation support.

    Policy developments

    Canada’s Ocean Supercluster has pledged C$750,000 in a C$1.9M project to develop a vegan whitefish fillet, working with Profillet, Ardra Inc, Mara Renewables, and Rondo North America.

    else nutrition infant formula
    Courtesy: Else Nutrition

    Weeks after criticising the FDA for its “outdated” regulation of dairy-free baby formula, Israel’s Else Nutrition has applauded the US House of Representatives Committee on Appropriations’s passage of bills that recognise the importance of expanding access to alternative infant formulas.

    US non-profit People For Better Food has launched its first “culture shift” campaign, Plants for the Win, to shift young men’s perceptions about protein myths and plant-rich diets.

    renault leather
    Courtesy: Renault Group

    French carmaker Renault has pledged to eliminate animal leather from its entire portfolio by the end of the year.

    In Spain, Alcorcón has become the third city in eight weeks to endorse the Plant Based Treaty, following in the footsteps of Parla, El Masnou and 40 other cities globally.

    Check out last week’s Future Food Quick Bites.

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  • Reduce, Remix, Replace: German Govt Must Support Alternative Proteins, Say Scientists

    alternative protein germany
    6 Mins Read

    Scientists advising the German government have called for greater support of alternative proteins in a new report, recommending over 50 policy measures.

    Coining the ‘three Rs’ of protein diversification is a new report by Germany’s Scientific Advisory Board on Agricultural Policy, Nutrition and Consumer Health (WBAE), which advises the government to ramp up support for plant-based, cultivated, and fermentation-derived foods.

    The report, presented to agrifood minister Alois Rainer, highlights alternative proteins’ benefits for the environment, animal welfare, healthy diets, and the economy, and urges policies that put them on the “common table” alongside animal proteins and conventional plant-based foods.

    As part of the novel “3R strategy”, it aims to “reduce” the portion sizes of meat and dairy, “remix” them with plant-based ingredients to create blended proteins, or “replace” them entirely with alternative proteins.

    “The reduction in the consumption of animal-sourced foods is largely driven by people who wish to cut back for various reasons – not by those fully switching to vegetarian or vegan diets. Therefore, a key lever for food policy is to promote gradual change through a flexible reduction and substitution strategy,” the WBAE said.

    “In recent years, meat consumption in Germany has declined by around 10kg per year, but this has been offset by an increase in cheese consumption. As a result, total greenhouse gas emissions from food have hardly decreased,” explained Achim Spiller, a professor at the University of Göttingen and chair of the WBAE.

    “Alternative products may offer a way out of this ‘cheese paradox’, as they often have a significantly lower climate footprint.”

    How the 3R strategy could boost protein diversification

    plant based milk germany
    Courtesy: Anay Mridul/Green Queen

    The report outlines that alternative proteins can support the nutritionally recommended reduction in meat and dairy consumption and thus help prevent chronic diseases. Germany’s latest dietary guidelines advise citizens to source 75% of their diets from plants.

    Alternative proteins are also associated with lower emissions and improve ecological conditions in regions with high livestock densities. The scientists further note that these foods expand options for people opposed to certain animal slaughter practices and those looking for more flexibility in their food budgets by enabling a “less but better” approach to meat consumption.

    And since the economic and social changes linked to a dietary transition would occur gradually, abrupt disruptions to the livestock sector are unlikely. That said, it would bring major wins for Germany’s economy – a recent report found that with the right political support, alternative proteins could contribute up to €65B to the country’s economy by 2045 and create up to 250,000 new jobs.

    “The WBAE explicitly rejects restrictive or obstructive policies. From a sustainability, economic, and social perspective, there are no compelling reasons to hinder the development of alternative products,” the scientists wrote in a summary report. “Instead, the board calls for active, strategically oriented promotion.”

    Touching upon the 3R strategy, the WBAE said it addresses a wide range of populations and dietary patterns and can potentially create significant environmental and health benefits. “The particular strength of this strategy lies in its flexibility and suitability for everyday life. It builds on existing eating habits and can be integrated into a variety of lifestyles,” it explained.

    “Out-of-home food services, including food services in public institutions, hold particular potential for making reduced consumption of animal-sourced foods easier in daily life using the 3R strategy,” it added. The effective implementation of this approach, however, requires “sufficient diversity, accessibility, and everyday usability of sustainable alternative products within a fair food environment”.

    The 3R strategy “illustrates how diverse, flexible, and practical a reduced consumption of animal-sourced foods can be in everyday life”, said WBAE deputy chair Britta Renner. Policymakers, she noted, should focus on “expanding options and supporting social cohesion”.

    UPFs, taxes, and novel food regulation among 54 recommended policy points

    germany plant based
    Courtesy: WBAE

    Germany is already the largest market for plant-based food in Europe, and the second-biggest globally (after the US). Value sales of plant-based food grew by 1.5% in 2024, reaching €1.68B, while volumes were up by 7%. Meanwhile, 37% of German households bought plant-based milk at least once last year, and 32% purchased a meat alternative.

    But on current trends, per capita consumption of meat analogues would only reach 3kg annually, rising to 20kg for non-dairy products. However, a fundamental dietary shift (in line with the Planetary Health Diet) could help increase the intake of meat alternatives to 16kg (while conventional meat will fall to 20kg) per person, and dairy alternatives to 77kg.

    To get there, the WBAE has made 54 wide-ranging policy recommendations for the German government, spanning six spheres: expanding consumer choice, supporting innovation and high safety standards, ensuring fair competition, improving understanding of food behaviours, tracking the impact of declines in animal husbandry, and shaping sustainable consumption and fair food environments.

    It calls on the government to depoliticise the public debate on alternative proteins, increase financial support, and tackle perceptions of ultra-processed foods (UPFs). This is driven by “simplified classification systems” like Nova, “which lacks a solid scientific basis when linking processing methods, additives, and health effects”. “Policymakers should evaluate individual alternative products based on their specific composition, rather than relying on broad processing categories,” it said.

    Germany should follow the Netherlands’s lead and establish a framework for public tastings of cultivated meat before EU-level regulatory approval. Speaking of which, WBAE is asking policymakers to provide greater support for novel food applications and assess whether the European Food Safety Authority’s capacity needs expanding to speed up processing times.

    germany lab grown meat
    Courtesy: Alife Foods/Green Queen

    This is a concern central to the European Commission’s new life sciences strategy, which has proposed a Biotech Act that will look to accelerate the slow approval timelines. The EU Parliament has also recently voted to make biomanufacturing a priority and address the ‘lengthy’ authorisation process.

    Another key recommendation is to level the playing field for alternative proteins by ending the fiscal disadvantages for these products. Currently, plant-based milk faces a 19% VAT, compared to just 7% for cow’s milk. The call for change has been echoed by retailers and companies in a public petition. And research has found that a carbon tax on meat (à la Denmark) could generate €8.2B in annual revenue for Germany.

    The government should also advocate for harmonised naming of alternative protein products at the EU level. Current regulations are irregular and create “uncertainty among companies and consumers alike”, with meaty words allowed on plant-based product labels, but dairy-related terms not. But this month, there has been a renewed effort by EU policymakers to attempt to ban such designations on vegan packaging, a move labelled by one expert as “nonsense”.

    The WBAE concluded by recommending that political, business, and civil society stakeholders “constructively harness the new opportunities provided by sustainable alternative products and establish fair competitive conditions to enable more choices at the common table”.

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  • GEA Opens $20M Centre to Scale Up Alternative Proteins in the US

    gea alternative protein
    4 Mins Read

    German engineering firm GEA has opened its New Food Application and Technology Center in the US with a $20M investment to scale up alternative protein production.

    To boost alternative proteins like animal-free dairy and cultivated meat, GEA has unveiled a new future food innovation hub in Janesville, Wisconsin.

    The New Food Application and Technology Center (ATC) is supported by a $20M investment by the company, which supplies production-scale equipment to the food and beverage industry, and its second such Center of Excellence. It is a sister facility to the ATC in Hildesheim, Germany, which became operational in 2023.

    Powered entirely by renewable energy, the US hub features pilot-scale infrastructure for precision fermentation, cell cultivation, and plant-based processing. The move aims to bridge the gap between lab innovation and industrial-scale production, with a focus on sustainability and the region’s economic transformation.

    “With this investment, we are helping our customers scale up the production of novel foods such as precision-fermented egg white and cultivated seafood,” said GEA Group CEO Stefan Klebart.

    The centre “shows how innovation and agriculture can work hand in hand to create good jobs, strengthen food security, and help address climate challenges”, according to Jessica Almy, interim CEO of think tank the Good Food Institute.

    New GEA hub focuses on key process technologies

    gea new food test center
    Courtesy: GEA Group

    The new facility expands the GEA Janesville campus, which has served as a production, repair, logistics, and training site since 2024. According to the company, it combines core process technologies essential for producing next-gen proteins at scale.

    The ATC has pilot-scale bioreactors for precision fermentation and cell cultivation, which simulate industrial conditions and allow companies to validate and optimise their processes early. Further, it offers a range of options to test UHT configurations, including thermal processing and aseptic filling.

    Direct and indirect heat treatment options allow liquids of varying viscosities and sensitive components to be heat-treated on site, and packaged with an aseptic bag filler to retain the product for further quality checks. These tools can support shelf-stable storage for the alternative beverage industry, providing flexibility in distribution chains and cutting food waste.

    Meanwhile, membrane filtration, spray drying, and centrifugation support downstream separation and formulation, helping enhance the quality, texture and cost efficiency of products. And advanced lab capabilities enable microbiological, cell-based, and analytical testing under one roof.

    The construction of the centre supported up to 500 contractor and subcontractor jobs, and its opening has added up to eight jobs to GEA’s 74-strong workforce in the city. “This facility reflects how Janesville’s rich agricultural and industrial heritage can intersect with cutting-edge innovation,” said Jimsi Kuborn, Janesville’s economic development director.

    “It not only honours our community’s roots, but also creates new opportunities for partnerships, workforce development, and sustainable growth. This project is a model for what’s possible – not just for Janesville, but for the entire Midwest and beyond,” she added.

    Further investment crucial to meet cellular agriculture’s capacity needs

    gea janesville
    Courtesy: GEA Group

    GEA said the new centre will look to foster collaboration between startups, the food industry, academia, and investors. It allows cell-based and microbial food players to generate true proofs of concept for their processes and support scale-up models to commercial manufacturing without any capital expenditure or other investment costs.

    One of the first collaborators of the Hildesheim ATC was Israel’s Imagindairy, which makes cow-free whey proteins using precision fermentation. GEA is separately working with fellow Israeli firm Believer Meats, helping it develop technologies to lower the costs and emissions associated with producing cultivated meat.

    “GEA technology hubs are the crucible where visionary science becomes transformative industry, uniting biological innovation with cutting-edge engineering to move towards a more sustainable future,” said Believer Meats CEO Yaakov Nahmias, who is also the director of the Grass Center for Bioengineering at the Hebrew University of Jerusalem.

    The US centre, first announced last year, complements GEA’s other food tech hubs in Skanderborg, Denmark (for bioreactors), Oelde, Germany (for cell separation), and Bakel, Netherlands (for plant-based foods).

    “The food industry is at a crossroads. To feed future generations sustainably, we must turn vision into a scalable reality,” said Klebert. “Our new centre in Janesville is a key milestone on our shared journey, both for our customers and for us as a company.”

    Cost and scale are the two major obstacles faced by the cellular agriculture sector. According to McKinsey, cultivated meat firms would need up to 22 times more fermentation capacity than currently exists in the global pharmaceutical sector. In a recent report, it noted that the sector needed $250B to meet its capacity needs.

    GEA isn’t the only systems supplier helping cultivated meat companies scale up. Swiss manufacturer Bühler is working with Israel’s Ever After Foods to produce these proteins at a mass scale with much smaller equipment.

    And its ATC is among a number of food tech hubs that have opened in the US recently. Last year, the University of California, Davis led the launch of the Integrative Center for Alternative Meat and Protein to speed up the commercialisation of alternative proteins, and Bezos Earth Fund opened the first of its three Centers for Sustainable Protein at North Carolina State University.

    The post GEA Opens $20M Centre to Scale Up Alternative Proteins in the US appeared first on Green Queen.

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  • Gas Protein Startup NovoNutrients to Sell Assets, Citing Investment Challenges

    co2 protein
    4 Mins Read

    Californian gas fermentation firm NovoNutrients, which makes proteins from gases, is selling its assets a year after raising $18M in funding.

    The “shifting investment climate” around food tech has pushed another alternative protein startup to liquidation.

    US firm NovoNutrients, a fermentation specialist turning carbon dioxide and hydrogen into protein, has entered the assignment for the benefit of creditors process. It allows financially distressed companies to sell their assets to third parties, serving as an alternative to formal bankruptcy.

    “NovoNutrients enters its next chapter through an asset sale, after 7+ years transforming industrial CO₂ into protein,” David Tze, who transitioned from the role of CEO to senior advisor earlier this year, wrote on LinkedIn.

    “This ‘assignment for benefit of creditors’ process opens a rare window: acquire proven gas fermentation technology with broad, multi-sector applications, issued patents, proprietary strains, and commercial-ready IP.”

    NovoNutrients’s IP and equipment up for sale

    novonutrients
    Courtesy: NovoNutrients

    Founded in 2017 by Brian Sefton and Russell Howard, NovoNutrients uses tailored microbial strains and feeds them on waste streams with different gas mixes.

    It relies on thin looped cylinders instead of the big tanks found in most fermentation companies’ premises, allowing it to lower the amount of energy needed to blend the gases. The firm operates a B2B model, selling microbes and acquiring licences to build, operate and maintain production facilities.

    While it was initially targeting livestock and fish feed, NovoNutrients later added human nutrition and pet food to its portfolio too.

    “What we built could accelerate realising your carbon capture and industrial biotech ambitions. CO2 is the key bio-manufacturing input for the future, to make materials, chemicals, and yes, protein,” Tze explained. “The technology works. We were proving that in our pilot phase. The challenge was capital intensity in a shifting investment climate.”

    NovoNutrient’s intellectual property is among the assets on sale, including US patents covering gas fermentation and carbon utilisation, proprietary non-GMO strains “with verified performance”, trade secrets related to bioreactors, scale-up models and downstream processing, as well as the Novotein and Novoceuticals brands.

    The company is also selling its lab and pilot equipment suite “with validated fermentation protocols and years of lab operational data” and technology that achieves 73% protein content from waste carbon and high-value carotenoids.

    Outlining NovoNutrients’s strategic value, Tze wrote: “For industrial biotech, carbon capture, or alternative protein companies, this represents compressed R&D timelines. What took us a decade to develop and validate can accelerate your market entry by five years.”

    Investment struggles hit alternative protein sector hard

    alternative protein investment
    Graphic by Green Queen

    NovoNutrients is among a small but growing crop of startups leveraging microbial fermentation to turn gases into food. It’s a sector populated by the likes of Solar Foods, Air Protein, LanzaTech, Jooules, Aerbio, Unibio, and more.

    The company has raised $27M in funding to date, including $18M in a Series A round last year. But as Tze noted, it hasn’t been immune to the decline in VC interest in alternative proteins. The sector suffered from a 44% dip in funding in 2023, followed by a further 27% fall last year, and the trend has continued this year. Investment in the overall climate tech sector also fell by 38% in 2024, with VCs flocking to artificial intelligence instead.

    It has led to a change in several companies’ fortunes. Fellow gas protein firm Arkon filed for insolvency in May, shortly after Tuno and Loma Linda maker Atlantic Natural Foods filed for bankruptcy (it is now in talks for a potential sale). In June, British plant-based milk brand Mighty Drinks entered administration amid rising costs and fundraising challenges.

    Mark Cuban-backed vegan pet food startup Wild Earth has also filed for bankruptcy, before being taken over by InvenTel CEO Yasir Abdul. As reported by AgFunderNews, he is also set to acquire mycelium meat leader Meati in a $4M deal, following a bank-induced crisis that swept most of its cash reserves due to a technical default.

    Meanwhile, the co-founder of French plant-based meat maker Swap stepped down as CEO after the company reportedly posted a turnover of just €1M in 2024. It now needs to raise €9M by year-end, and nearly €30M by the end of 2026.

    This year has also seen a string of acquisitions in the sector, from bee-free honey maker MeliBio to vegan pet food startup The Pack and mycelium meat player Libre Foods.

    “This isn’t the outcome we envisioned when we set out to capture megatons of CO2 and feed the world,” Tze said of NovoNutrients’s fate. “But the technology’s potential remains unchanged. In the right hands, with sufficient capital, it can still transform how we think about carbon and protein.”

    He added: “The path forward may look different, but the needs for CO2-based biomanufacturing and protein only grow more urgent.”

    The post Gas Protein Startup NovoNutrients to Sell Assets, Citing Investment Challenges appeared first on Green Queen.

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  • Is China Leading the Cultivated Meat Innovation Race? A New Patent Analysis Argues the Case

    cultivated meat china
    5 Mins Read

    A leader in green energy and electric vehicles, China is spearheading the protein transition too, with more cultivated meat patent applicants than any other nation.

    Could China be winning the alternative protein innovation race?

    Experts suggest that as the world’s largest consumer of meat, it can only decarbonise if half of its protein supply comes from alternative sources by 2060. And the country is responding to that call, mirroring its advances in green energy, mobility, and artificial intelligence.

    New analysis by the Good Food Institute (GFI) APAC has found that of the top 20 all-time patent applicants for cultivated meat, eight are from China. That’s twice as many as the next on the list, Israel (with four applicants), followed by three each from South Korea and the US.

    “Given that China’s earlier commitments to accelerating clean energy technologies are what ushered in a worldwide shift towards electric vehicles and solar power, China’s heavy involvement in the ‘future food’ sector has the potential to single-handedly drive down global production costs and turn niche products into mainstream staples,” Mirte Gosker, managing director of GFI APAC, told Green Queen.

    “China is strategically positioning itself as a locus of technological innovation, government-funded R&D, and policy leadership that can supercharge Asia’s ascendant ‘future foods’ industry,” she added.

    China tops list of cultivated meat patent families

    lab grown meat patents
    Graphic by Green Queen

    While the US leads in total unique patent applications, thanks mostly to Californian firm Upside Foods’s 143 filings, patent families are a better indicator of where technical innovation is most diverse, according to GFI APAC.

    This is because patent families are collections of applications related to the same invention, while unique patents include individual patents filed for the same invention in multiple jurisdictions. So a higher number of patent families indicates progress on a wider range of scientific fronts.

    The number of patent families is significantly greater from Chinese entities than other markets (totalling 160), with cultivated pork maker Joes Future Food leading the way in China with 25 applications. Globally, it is only surpassed by Upside Foods, which has 43 patent family filings.

    While these patents cover a broad variety of technological innovations, they are all related to animal cell cultivation for food. Specific applications include cell line development, cell culture media development, cell scaffolding for creating particular meat products, or enabling technologies to produce cultivated meat more efficiently, GFI APAC said.

    It’s worth noting that China’s applicants include multiple universities, such as Zhejiang University (21 patent families), Jiangnan University (16), and Ocean University of China (12). This suggests “very strong” government interest and an intentionally collaborative approach to build a national cellular agriculture ecosystem.

    The country’s universities have filed more cultivated meat patents than public institutions in the US and Europe combined. In fact, Asia-Pacific is home to more cultivated meat patents than North America and Europe collectively.

    Asked why China is home to such a high number of patents, Gosker contended: “By mastering the art of making delicious and affordable protein directly from animal cells, China can produce a whole lot more of it, while bolstering its self-sufficiency.”

    cultivated meat patents
    Courtesy: GFI APAC

    Public support for alternative protein ramps up in China

    The patent research comes on the back of a big few months for China’s alternative protein ecosystem. At the annual Two Sessions summit, top government officials called for a deeper integration of strategic emerging industries (which included biomanufacturing), and identified “strengthening IP protections for microbial proteins” as a food system priority.

    In an official notice about China’s agricultural priorities before the summit, the Ministry of Agriculture and Rural Affairs (MARA) identified the safety and nutritional efficacy of alternative proteins as a key priority, while research in novel food tech to create the next generation of food was also highlighted.

    And a week later, the No. 1 Central Document (which signals China’s top goals for the upcoming year), underscored the importance of “building a diversified food supply system”, including efforts “to cultivate and develop biological agriculture and explore novel food resources.” The following day, a briefing by MARA featured a call to action to “develop new food resources such as plant-based meat”, according to GFI APAC.

    At the start of the year, the country saw its first alternative protein innovation centre open in Beijing, fuelled by an $11M investment from public and private investors to develop cultivated meat and fermentation-derived proteins.

    lab grown meat china
    Courtesy: Fengtai District Media Integration Center

    And in May, the Beijing Municipal Commission of Development and Reform released a 2025-27 joint action plan with the Pinggu District Government, marking the capital’s first district-level special policy to advance the green economy. It’s also the first time China has released a government-issued action plan specifically for alternative proteins.

    Further, the national government’s current five-year agriculture plan encourages research in cultivated meat and recombinant proteins, while the bioeconomy development plan aims to advance novel foods. And President Xi Jinping has called for a Grand Food Vision that includes plant-based and microbial protein sources.

    China has additionally formed a new UN working group with its regulatory counterparts in Singapore, South Korea, and Saudi Arabia, which centres on the implementation of global guidelines for food safety assessments of cell culture media for cultivated meat production. These will help streamline regulatory review processes and fast-track the market entry of these proteins.

    “One cannot overstate the significance of Asia’s largest economy putting cultivated meat and other novel ingredients at the centre of its national food strategy,” said Gosker.

    “It remains to be seen whether the country’s political leaders will ultimately pull all of the policy and manufacturing levers at their disposal – but staking out a key role in the alt protein sector’s development all but guarantees that if cultivated meat becomes a globally traded commodity, China will join Singapore, South Korea, and other forward-thinking nations in reaping the rewards.”

    The post Is China Leading the Cultivated Meat Innovation Race? A New Patent Analysis Argues the Case appeared first on Green Queen.

    This post was originally published on Green Queen.

  • EU Commission Proposes Banning Meat-Like Terms on Plant-Based Labels

    plant based meat ban
    5 Mins Read

    The EU Commission has reignited the plant-based meat labelling debate by proposing a ban on the use of 29 animal-related terms for vegan packaging labels.

    When the European Court of Justice (ECJ) ruled that no member state can prohibit companies from using terms like ‘veggie burger’ or ‘vegan bacon’ on product labels, there was a collective sigh of relief among the plant-based industry. At long last, anti-labelling attacks had been defeated.

    Maybe not, though. In its revision of the Common Market Organisation (CMO) regulation, the European Commission has proposed restricting the use of 29 “forbidden” meat-related terms on the packaging of plant-based alternative products.

    The move follows increasing pressure from a dozen member states to prevent such designations on plant-based meat products. In a parallel review of the CMO regulation in the EU Parliament, French MEP Celina Imart has proposed a similar legislation.

    It comes months after the ECJ struck down an attempt by France to impose a national-level ban, a decision that was finalised by the country’s own top court in January.

    “The ruling stated that member states could not introduce bans on their own, unless they first legally defined the terms they intended to ban. Otherwise, there would have to be an EU-level ban,” Rafael Pinto, senior policy manager at the European Vegetarian Union (EVU), which co-led the case against France, tells Green Queen. “And this is what’s happening now. So an EU-level ban is legally possible.”

    The proposal will now make its way to the European Parliament and Council (where agriculture ministers meet), being subject to voting and negotiations at all stages. “The timeline is not yet clear. We call on the Members of the European Parliament, European Commission leadership and ministers to remove the proposal,” he says.

    EU Commission talks up ‘cultural significance’ of meat

    france plant based labelling ban
    Courtesy: La Vie

    Currently, plant-based products can use terms like ‘burger’, ‘chicken’ and ‘ribs’ as long as the packaging makes clear that the contents don’t come from animals. This is thanks to a 2020 decision by the EU Parliament, where MEPs voted against an EU-wide ban on meaty terms (but upheld a parallel 2017 ruling for non-dairy products).

    The EU has close ties with the livestock lobby, which has played a major role in watering down and delaying its green legislations. The move suggests that Big Meat sees plant-based products as a threat, and these undertones could be seen in the wording of the Commission’s proposal.

    “Sustainable livestock systems are essential for the union economy, the viability of rural areas and the preservation of the environment and rural landscapes. The union livestock sector is particularly vulnerable to various shocks and global competition and it is required to meet high production standards that are not always rewarded by the market,” the document reads.

    “In this context, it is necessary to acknowledge the natural composition of meat and meat products, in the interest of both union producers and consumers,” it adds.

    “Meat-related terms often carry cultural and historical significance. It is therefore appropriate to protect meat-related terms to enhance transparency in the internal market as regards the food composition and nutritional content, and ensure that consumers can make well-informed choices, particularly for those seeking a specific nutritional content that is traditionally associated with meat products.”

    Among the 29 words the EU Commission is seeking to ban are:

    1. Beef
    2. Veal
    3. Pork
    4. Poultry
    5. Chicken
    6. Turkey
    7. Duck
    8. Goose
    9. Lamb
    10. Mutton
    11. Ovine
    12. Goat
    13. Drumstick
    14. Tenderloin
    15. Sirloin
    16. Flank
    17. Loin
    18. Ribs
    19. Shoulder
    20. Shank
    21. Chop
    22. Wing
    23. Breast
    24. Thigh
    25. Brisket
    26. Ribeye
    27. T-bone
    28. Rump
    29. Bacon

    Notably, the list doesn’t include words like ‘burger’, ‘steak’ and ‘sausage’. But these terms are part of the version presented by Imart in the Parliament, which will be voted on after the summer.

    Latest proposal labelled ‘nonsense’ and contradictory to EU goals

    eu plant based meat label ban
    Courtesy: Heura

    The proposal was announced the same week French agriculture minister Annie Genevard targeted the term ‘veggie steak’ in a debate on proteins at the Agriculture and Fisheries Council.

    “This has been one of the key priorities for industry lobbies over the past years in an attempt to prevent consumers from trying these new products and hinder the market growth,” says Pinto. “With all the support and policies our farmers need, it amazes us that we’re still spending time and public resources on this nonsense.”

    Europe is the world’s largest market for plant-based meat, with sales totalling $3.3B in 2024. And several studies over the years have shown that its consumers are not confused about the nature of a product labelled ‘vegan steak’. In a large study by the European Consumer Organisation in 2020, 80% said plant-based meat should be allowed to use such terms. And in the 2023 Smart Protein survey, only 9% of citizens from nine member states said they didn’t recognise plant-based meat alternatives.

    Meanwhile, in an opinion published last September, the ECJ’s advocate-general stated that the use of several different names resulting from such a ban could be more confusing for consumers. The move is also contradictory to the EU’s promise to diversify protein sources and bolster domestic plant-based production, as well as its new bioeconomy initiatives.

    According to the EVU, Europe’s top court had stated that current legislation is sufficient to ensure consumer protection and transparency, a claim also made by the EU Commission on several occasions. “We are surprised to see the Commission change its views and priorities in such an unexpected manner. With all the real issues currently faced by European agriculture, there are surely more important policies to focus on,” the organisation said.

    “Europe cannot set itself the priority to reduce bureaucracy, red tape and increase competitiveness on Mondays and Tuesdays, and then come up with completely unnecessary proposals on Wednesdays and Thursdays,” says Pinto. “We cannot set food security and climate change as priorities and then hinder the development of key solutions. We cannot call for innovation in agriculture and new revenues for farmers, and restrict important opportunities in the plant-based sector.”

    He adds: “This proposal goes completely against the agenda of the current European Commission, and the priorities of European citizens. We call on the college of commissioners and President Ursula von der Leyen to step up and abandon this nonsense.”

    The post EU Commission Proposes Banning Meat-Like Terms on Plant-Based Labels appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Steakholder Foods’s 3D-Printed Plant-Based Seafood Makes Retail Debut in Israel

    steakholder foods fish
    4 Mins Read

    3D printing food tech startup Steakholder Foods has debuted two fish-free seafood products in grocery stores in Israel.

    Israeli 3D-printed meat maker Steakholder Foods has commercialised its first plant-based seafood products in the country’s retail sector.

    The Rehovot-based firm has developed white fish kebabs and salmon patties, which are now on sale at vegan specialty stores under the brand name Atid Yarok (Green Future). They’re manufactured by meat-free producer and distributor Bondor Foods.

    “Seeing first products selling in the market based on our prize-winning premixes is a huge step forward for Steakholder,” said Steakholder Foods CEO Arik Kaufman. “It is an exciting demonstration of how successfully our B2B customers and partners can roll out compelling, scalable, next-generation seafood alternatives to consumers.”

    Latest products part of extensive 3D-printed seafood portfolio

    steakholder foods salmon
    Courtesy: Steakholder Foods

    Formerly known as MeaTech, Steakholder Foods was founded in 2019 and makes 3D-printing production machines and premix blends for plant-based and cultivated proteins, including beef steaks, white fish, shrimp, salmon, and eel.

    The company has developed a DropJet technology specifically for its seafood applications. The 3D bioprinting process combines drops of gel-based materials to create a 3D structure, and allows it to drastically reduce the number of ingredients in vegan fish products.

    Steakholder Foods also serves as a B2B supplier of 3D bioprinters and bio-inks for alternative protein manufacturers, allowing them to mass-produce price-competitive meat and seafood analogues.

    It has unveiled various plant-based and cultivated seafood prototypes over the years. In 2023, it unveiled the industry’s first 3D-printed eel, using precision layering and a unique mix of materials to achieve the fish’s complex texture. And a month later, it introduced a shrimp prototype using bio-ink developed by its R&D team.

    And last year, Steakholder Foods completed a two-year state-backed R&D project with Singapore’s Umami Bioworks to figure out the feasibility of producing 3D-printed cultivated fish fillets at scalable volumes. The two firms are now working with Singapore’s National Additive Manufacturing Innovation Cluster to commercialise the hybrid protein.

    The new 3D-printed seafood products, available in 180g packs for 21.90 shekels ($6.50), are made from a base of rice and soy proteins, which are mixed with refined coconut oil, methylcellulose, seasonings and flavourings, and soy protein hydrolysate. They contain 6g of fat per 100g (3g of which is saturated), and 7.7g of protein. And unlike conventional fish, they have zero cholesterol.

    First revenue from full product cycle for Steakholder Foods

    steakholder foods 3d printing
    Courtesy: Steakholder Foods

    The seafood industry is marred by overfishing, microplastic pollution, and disease outbreaks. It’s a major contributor to climate change, which in turn has a highly negative impact on the sector. Nearly 90% of the world’s fish stocks are now 80% of the planet’s fisheries have been fully exploited, over-exploited or depleted, according to the UN FAO.

    In fact, we could be heading towards a complete collapse of ocean life by 2048, driven primarily by overfishing for human consumption, as well as marine pollution and climate change. This is why 30% of respondents to a 2024 survey by the Marine Stewardship Council said they had been eating less seafood in the last two years. At the same time, over 80% of people had changed their dietary habits in this period, and 43% are doing so for sustainability reasons.

    Steakholder Foods’s process generates a fraction of the emissions that conventional seafood does. The latest innovations under the Green Future label represent its first full product-cycle revenue stream, from premix supply to consumer sales. The launch builds on an initial purchase order from September 2024, which followed a pilot rollout and commercial scale-up with Bondor Foods.

    Listed on the Nasdaq and Tel Aviv stock exchanges, Steakholder Foods entered an agreement with Alumni Capital to receive a $1.25M private placement in March, alongside an $8M equity line of credit. It has so far secured $740,000 of its $1M Singapore-Israel Industrial R&D Foundation grant over three tranches of funding.

    Moreover, the firm has made a major step towards its Asia expansion, agreeing to sell its MX200 3D printer and plant-based premixes to Taiwanese food company Vegefarm, which will commercialise plant protein products in the local market with support from the Industrial Technology Research Institute.

    The post Steakholder Foods’s 3D-Printed Plant-Based Seafood Makes Retail Debut in Israel appeared first on Green Queen.

    This post was originally published on Green Queen.

  • UK Food Strategy: Alternative Proteins Can Fill £14B Productivity Gap

    alternative proteins uk
    5 Mins Read

    The UK government’s new food strategy recognises how its R&D and manufacturing prowess can help develop alternative protein products and plug a £14B productivity gap.

    The UK has just unveiled its new food strategy to create a “healthier, more affordable, sustainable, resilient food system”, and alternative proteins are in the spotlight.

    As climate change hikes food prices and leaves 80% of British farmers worried about their livelihoods, it’s imperative that the UK’s food system has a “smaller environmental footprint, supports our net zero commitments, and is more resilient to short-term shocks and better adapted to the long-term challenges”, the new strategy reads.

    Launched by food security and rural affairs minister Daniel Zeichner, the idea is to create a ‘good food cycle’ where businesses can invest in healthier and more sustainable supply chains to make food more accessible and affordable to the public.

    This will drive economic gains too. A 2024 report found a £14B productivity gap in the UK’s food and drink manufacturing space, which could be plugged via digitalisation, tech adoption, and innovation.

    “Our strong research and development and advanced manufacturing base mean the UK is well placed to develop new products and markets, including for healthier products and in alternative proteins,” the strategy states.

    Alternative proteins offer multi-pronged benefits

    alpro kettering factory
    Courtesy: Alpro

    Including imports, the UK’s food system accounts for 38% of its emissions, with agriculture alone making up nearly 12%. By 2040, the government expects agriculture and aviation to be the dominant sources of greenhouse gas emissions. Meanwhile, farming takes up 69% of the UK’s land use, and is among the leading drivers of nature and biodiversity loss.

    When it comes to health, 64% of English adults are overweight or obese, and 10% of children aged four and five are living with obesity. The diet-related risks of death and disability – from eating too little fruit, vegetables and fibre, and too much food high in fat, sugar and salt – have increased by 46% in the last decade.

    It’s why the strategy is calling for a food industry that “supports more affordable, healthier and more balanced diets for all, higher in fruit, vegetables and wholegrains and lower in calories, saturated fat, sugar and salt”. Speaking of which, the UK’s self-sufficiency is low for fresh vegetables (53%) and fresh fruit (15%), foods that are critical for healthy diets.

    All this has driven the government to focus on a good food cycle, which it describes as “a transparent, stable and predictable policy environment” that supports investment in the development, production and marketing of food that’s better for public and planetary health.

    It has identified 10 priority outcomes from its plan, the first two being “an improved food environment that supports healthier and more environmentally sustainable food sales” and “access for all to safe, affordable, healthy, convenient and appealing food options”.

    This is where alternative proteins – which include plant-based, fermentation-derived and cultivated foods – come in. They allow companies to produce food with a significantly lower impact on the environment, and provide an alternative to the health risks presented by certain animal proteins like red meat. They’re also much more resilient to climate shocks, and can ensure supply chain consistency and boost food security.

    A prominent example relates to the National Health Service (NHS). Research has shown that a ‘plant-based by default’ approach could save the service £74M annually, a move that has support from health experts and the public alike.

    UK government urged to set up £30M plant-based fund

    precision fermentation eu
    Courtesy: Better Dairy

    In an annex to the newly published strategy, the Department for Environment, Food and Rural Affairs (Defra) noted that eco-friendly food production will bring economic opportunities and underpin long-term affordability.

    “Adopting farming practices that are more environmentally sustainable has the potential to offer greater efficiencies and productivity, though this will vary at individual farm level and significant investment is needed for this transition,” it said. “There will also be sector-specific opportunities for economic growth that supports sustainability, such as agri-technology, alternative proteins and precision breeding.”

    Alternative protein think tank the Good Food Institute (GFI) Europe welcomed the strategy, but called for “specific measures” that outline how innovative food can deliver growth. This includes a focus on precision fermentation, which is being used to develop recombinant dairy and egg proteins, and plant-based foods.

    “Increasing the take-up of options like plant-based meat, which can provide people with a simple switch to reduce our current overconsumption of processed meat, is an excellent way of making the sustainable and healthy choice the default option for consumers,” said Linus Pardoe, the think tank’s senior UK policy manager.

    GFI Europe is urging the government to establish a £30M innovation fund to develop more affordable, tastier and nutritious plant-based foods, funded by UK Research and Innovation and Defra. Its analysis has found that the UK has invested £75M towards the development of sustainable proteins since Henry Dimbleby’s National Food Strategy in 2021.

    And since 2023, four major research centres have popped up. The Cellular Agriculture Manufacturing Hub, the National Alternative Protein Innovation Centre, the Microbial Food Hub, and Bezos Earth Fund‘s Centre for Sustainable Protein have collectively been backed by over £60M in public and philanthropic funding.

    GFI Europe is also among over 200 organisations asking supermarkets to disclose their plant and animal protein sales and climate emissions as part of their mandatory healthy food reporting initiative with the government.

    Its new food strategy has committed to ensuring that regulatory frameworks promote innovation and economic growth, calling “proportionate and predictable regulation” essential. The government has already made strides here, with the Food Standards Agency breaking away from EU-era regulation and working with cultivated meat companies in a regulatory sandbox, as part of an effort to fast-track their market entry.

    “The food strategy represents a unique opportunity to capitalise on the expertise that has been developed in the UK over the last decade, and develop ambitious plans to unlock alternative proteins’ potential to deliver food security, drive green growth and create new opportunities for food producers,” said Pardoe.

    The post UK Food Strategy: Alternative Proteins Can Fill £14B Productivity Gap appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Future Food Quick Bites: GLP-1 Drink, Plant Points & Cultivated Meat in Space

    ozzi glp 1
    4 Mins Read

    Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers a new GLP-1 alternative drink, Canada’s pea protein bet, and the European Space Agency’s cultivated meat project.

    New products and launches

    Texas-based Ozzi has launched Crave Crusher, a plant-based drink designed to suppress appetite and serve as an alternative to GLP-1 drugs. It’s free from caffeine and is available on its website for $60 per 20-stick pack in watermelon, grape and lychee flavours.

    ozzi drink sticks
    Courtesy: Ozzi

    Meanwhile, California’s Glucostra has introduced a plant-based supplement with 20 botanicals and metabolic nutrients to support healthy blood sugar management.

    NBA player Chris Paul’s vegan snack brand, Good Eat’n, has rolled out five of its products at over 1,000 Walmart stores nationwide, including popcorn, tortilla chips, and puffs.

    US plant-based milk producer Malk Organics has released a four-ingredient shelf-stable vanilla almond milk, which is available at Whole Foods Market and Amazon.

    malk organics shelf stable
    Courtesy: Malk Organics

    Finnish gas protein firm Solar Foods has partnered with US-based Sensapure Flavors to create new flavour combinations for its shake and ready-to-drink beverage concepts made with Solein protein.

    In the UK, vegan meal kit startup Grubby has unveiled a Plant Points menu based on the 30-plants-a-week concept. One of the eight recipes features This‘s new Super Superfood protein block.

    Swiss firms Yumame Foods and Le Patron have teamed up to develop tasty, healthy and sustainable plant-based foods.

    plantein
    Courtesy: Plantein

    And vegan discovery platform abillion has partnered with Australian meat-free startup Plantein Foods to expand its distribution.

    Company and finance updates

    Snacking company Pladis has kicked off its first Accelerator Programme with 12 startups, including fibre-to-sugar startup Zye and AI protein discovery firm Shiru.

    Dutch cultivated fat startup Upstream Foods has ceased operations, with its founder and CEO citing fundraising difficulties.

    Speaking of cultivated meat, India’s Biokraft Foods has announced The Great Indian Cultivated Chicken Cook-off for chefs and innovators to cook with its cultured chicken.

    More from this sector: Multus Biotechnology and Fishway have teamed up to develop scalable, cost-competitive cultivated fish, combining the former’s AI-led media optimisation platform with the latter’s expertise in fish cell line development.

    fbs alternatives
    Courtesy: Multus Biotechnology

    Protein Industries Canada has announced a C$4.87M ($3.6M) new pilot project to meet the demand for better-tasting and more nutritious pea protein, in partnership with Louis Dreyfus Company (LDC) and the Seven Oaks Hospital Chronic Disease Innovation Center.

    South Korean plant-based dairy company Armored Fresh has appointed David Benzaquen as its new director of sales strategy and Geo-Yoo Kim as its new CTO.

    Research and policy developments

    The European Space Agency is seeking proposals to investigate cellular agriculture as a novel technique to produce food, especially cultivated meat, in future space missions.

    european space agency lab grown meat
    Courtesy: European Space Agency

    The term ‘lab-grown’ meat enjoys a 20-point advantage in consumer understanding over ‘cell-cultivated’ in the UK, where 26% are willing to include it in their diet, according to the Food Standards Agency.

    Also in the UK, over 100 parents have signed a petition to reinstate meat-based dishes at Sharow School in Sheffield, which advertises itself as a vegetarian primary school.

    In the Philippines, 91% of consumers believe plant-based foods and meat analogues are healthier than animal proteins, and 83% want to increase their intake in the coming year.

    corbion china
    Courtesy: Corbion

    Dutch ingredient specialist Corbion has secured multiple regulatory approvals from China’s General Administration of Customs for its algae-derived omega-3 products, marketed under the AlgaPrime DHA and AlgaVia DHA brands.

    And researchers at India’s Lovely Professional University have developed plant-based fermented probiotic gummies to offer a palatable, safe, and effective natural digestive health solution, particularly for children and those seeking clean-label alternatives.

    Check out last week’s Future Food Quick Bites.

    The post Future Food Quick Bites: GLP-1 Drink, Plant Points & Cultivated Meat in Space appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Global Survey: 75% of Consumers Still Interested in Plant-Based Meat & Dairy

    5 Mins Read

    A majority of consumers globally remain interested in plant-based meat and dairy alternatives, while millennials are keenest on blended proteins.

    Despite the doom-and-gloom coverage of the plant-based sector, three-quarters of global consumers are interested in plant-based alternatives to meat and dairy, according to new research.

    Every generation wants to eat more protein, with its appeal peaking among millennials and Gen Zers (70% of whom say so). And nearly 80% of consumers believe eating plant proteins will help them age better and build or maintain muscle strength.

    The data from ADM’s 2025 Alternative Protein Landscape Report shows that 46% of consumers identify as flexitarians, a movement led by Germany, South Korea, the US and Brazil. Vegetarians and vegans make up a further 4% and 1% of the population.

    The rest are deemed “carefree” eaters, who eat both plant-based and animal proteins and don’t intentionally seek out or avoid either one. They skew slightly older and retired, and two in five don’t follow any specific dietary pattern. In fact, 73% of these consumers believe it’s healthier to obtain protein from a variety of sources beyond just animal products.

    “Gen Z and millennial consumers are particularly open to protein variety,” said ADM. “And with Gen Z’s purchasing power just beginning to emerge, we anticipate amplified acceptance and adoption of a wider array of protein offerings.”

    Here are five other takeaways from ADM’s annual report.

    1. Is fermentation the darling of alternative proteins?

    adm alternative protein
    Courtesy: ADM

    According to ADM, fermentation might be the future of alternative proteins, having garnered consumer acceptance for use in meat, dairy and seafood alternatives, as well as specialised nutrition. Notably, this is the only alternative protein vertical that has continued to attract investment against the tide.

    While flexitarians are most attracted to novel plant-based ingredients, blended proteins and fermentation-derived ingredients aren’t far behind – 64% express interest in such meat and dairy products. Millennials are the biggest market for the latter, with 72% interested in these foods, followed closely by Gen Z (68%).

    Meanwhile, 59% of global consumers show interest in cultivated meat, and 61% say the same for cell-cultured dairy proteins.

    2. Traditional plant proteins on the rise

    ADM’s research found that chickpeas and soybeans are among the most recognisable sources of plant protein globally. In fact, 83% of plant-forward consumers say soy protein is a good base for building and maintaining muscle, 81% call it a great option for reducing fat intake, and 79% link it with an active and healthy lifestyle.

    Lentils are the next big thing in the traditional plant protein space, according to the report. While they have an awareness-to-consumption gap of 20%, they’re thought of as extremely healthy and nutritious, as well as tasty, clean and natural, aligning with flexitarians’ top food drivers.

    3. Health and taste over everything else

    plant based survey
    Courtesy: Kampus Production/Pexels

    Taste and health are the dominant motivators for alternative protein trial purchases among both flexitarian and carefree consumers. Improved flavour and mouthfeel are increasingly important for products like baked goods, ready meals, meal kits, and sports nutrition offerings.

    Flexitarians place an equal emphasis on taste and nutrition, with 63% calling them a joint top driver for plant protein consumption. But health continues to be their main reason for choosing a flexitarian lifestyle, with 86% feeling it’s healthier to get protein from a wider variety of sources.

    For carefree consumers, taste is more important than nutrition when it comes to plant-based alternatives. That said, 67% of them say eating more plant proteins will help improve their overall health.

    Meanwhile, 78% of flexitarians say private-label plant-based products are just as good as branded, a sentiment particularly popular in Brazil and Australia. “In future innovations, consumers also want to see more food safety certifications, along with enhanced functional health benefits and sourcing transparency,” ADM said.

    4. GLP-1 boom could be a boon for plant-based

    The report looked at the impact of GLP-1 medications like Ozempic and Mounjaro, suggesting that their growth is positively influencing the uptake of plant-based food. Globally, 77% of flexitarians believe plant proteins make it easier to lose weight. In fact, weight management is among the top motivators globally for trying vegan snacks, sports nutrition, and ready meals, regardless of GLP-1 use.

    In the US, 64% of weight-loss drug users pay more attention to a product’s protein content, and 44% are intentionally adding more plant-based sources to their diets.

    Moreover, fibre is gaining relevance, with nearly half of consumers (49%) looking to eat more of this macronutrient. “New and reimagined plant-based foods and beverages that target portion control and deliver high protein and dietary fibre stand to succeed,” the report stated.

    5. Blended proteins stand to win big

    blended meat survey
    Courtesy: ADM

    Blended meat and hybrid dairy are all the rage now. These products combine animal protein with plant- or fermentation-based ingredients to offer consumers a more balanced protein offering without significantly changing their diets.

    Millennials are the most interested in these formats (75%), followed by Gen Zers (72%), Gen Xers (66%) and baby boomers (53%). There are several things that appeal to consumers here: they find blended proteins better for them and the planet, believe they add variety to diets and promote better balance between animal and plant proteins, and feel they’re more nutritious.

    Some companies are betting on plant-based ‘meat extenders’ to boost animal protein’s volume for cost-conscious shoppers, like Nestlé has done in Chile. “While one in four global plant-forward consumers have never heard of meat extensions and only 16% claim to currently consume them, the perception of meat extensions is much more positive than expected,” said ADM.

    “Protein blends meet every rising consumer demand – protein and ingredient diversity, higher protein content, elevated taste and texture, sustainability concerns and affordability,” it added. “And they do so better than the current selections in the marketplace, namely, traditional meat or dairy or all-plant products.”

    The post Global Survey: 75% of Consumers Still Interested in Plant-Based Meat & Dairy appeared first on Green Queen.

    This post was originally published on Green Queen.

  • The Tofoo Co Rides on UK’s Tofu Wave with Record Sales in 2024

    the tofoo co sales
    4 Mins Read

    UK tofu maker The Tofoo Co recorded an 18.5% growth in revenue in 2024, hitting nearly £24M in the same year the company changed hands.

    Subverting the decline of the UK’s meat-free market, The Tofoo Co enjoyed a milestone year with sales reaching record highs after the business was acquired by German private equity firm Comitis Capital.

    The company, which sells tofu, tempeh and seitan under The Tofoo Co label and tofu under the Clearspot brand, hit £23.9M in revenue, an 18.5% improvement from 2023. Its profits also swelled by 40% to £2.2M, before accounting for a one-off charge related to its takeover.

    The Tofoo Co ascribed the growth to the launch of new products, an 89% increase in marketing spend, deeper distribution, and expansion in foodservice. “The decision to move to third-party co-pack on added-value tofu products has helped us unlock new revenue streams and is something we will continue in 2025,” its board wrote in the business’s financial filing for 2024.

    The Tofoo Co drives category growth amid UPF concerns

    tofu sales uk
    Courtesy: The Tofoo Co

    The firm’s success was driven by The Tofoo Co label, whose retail sales value touched £30M for the first time, making it the second-largest meat-free brand in the UK, behind mycoprotein leader Quorn.

    Further, the Tofoo Co brand helped the tofu category reach more households, growing annual penetration by 0.2%. While this growth is minuscule, it’s far better than how the larger meat-free category performed, whose penetration declined to 24.3%.

    In its filing, the company blamed the category’s struggles on “continued negative press around the category and ultra-processed foods, and an impression that meat-free is expensive relative to meat”.

    Concerns around UPFs, which make up 57% of the average Brit’s diet, are driving consumers away from plant-based meat (whose sales fell by 10% last year). It has led to a surge in whole-food innovations like Veg’chop and This’s Super Superfood. In fact, meals made from vegetables, beans and legumes saw the highest net increase in intake (46%) among the entire category, though tofu, seitan and tempeh witnessed the smallest net gain (19%).

    Still, the Tofoo Co’s namesake brand drove better gross margins, which were up from 38% in 2023 to 40.3% in 2024. “This was mainly the result of rising volumes but also better processing and labour efficiency in the operation,” its board said. “Soya bean costs were stable during the period.”

    It invested £1.9M to streamline its manufacturing operations by expanding soy milk processing capacity, bringing tempeh production in-house, and investing in a larger broiler and grid connection. In addition, the company recently revealed plans to build a 68,000 sq ft factory one mile from its current site in Yorkshire, which will triple its capacity and is expected to be completed by late 2026 or early 2027.

    The Tofoo Co continues to be the leading tofu company in the UK, accounting for 53% of the market in 2024 and finishing the year as one of the only growing meat-free brands.

    The Tofoo Co goes international in positive start to 2025

    the tofoo co
    Courtesy: The Tofoo Co

    Looking ahead, the board shared a positive outlook for 2025, which it said has “started well” with “consistent value and volume growth”, enlarging its share in the meat-free market to 11.3% (its highest yet).

    It outlined further opportunities for growth this year, through distribution gains in existing retail customers, new product development, and expansion in foodservice, which remains a small yet growing part of its total business.

    The nine-year-old company is betting on international expansion, having launched its products in four major French supermarket chains. The acquisition by Comitis Capital was key here, with the majority shareholder “providing stable backing of the business and promoting new growth opportunities, especially given their knowledge of European markets, where Tofoo Co is looking to expand”.

    Even after modelling downslides in sales, margins and operating performance, the board said the firm would remain profitable and have positive cash balances. Still, it outlined several challenges that could derail its performance in 2025, including rising energy and ingredient costs, the ongoing impact of Brexit, and lower consumer demand for meatless products.

    “Meat-free as a category continues to see some declines, but growth has been strong in the first quarter of 2025 on tofu and the trend towards more natural products continues,” The Tofoo Co said. Indeed, the volume of tofu sold in the UK was 10% higher in January 2025 than 12 months prior, possibly due to its affordability. Meanwhile, tempeh and seitan enjoyed an 85% hike (albeit from a tiny base).

    The company is now splurging on marketing and mainstream media for product sampling, building brand awareness, and attracting new consumers. Its board remains confident that the demand for tofu will keep rising in the coming years, thanks to “increased awareness of both more natural, healthier and environmentally friendly diets and products”.

    The post The Tofoo Co Rides on UK’s Tofu Wave with Record Sales in 2024 appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Future Food Quick Bites: Beyond Steak Filet, Apricot Kernel Chocolate & Vegan Eggs

    beyond meat steak filet
    4 Mins Read

    Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Beyond Meat’s Steak Filet debut, Quorn’s £18M injection, and Chocolat Stella’s apricot kernel milk bar.

    New products and launches

    Beyond Meat has debuted its new Steak Filet as part of the All-American Vegan menu at Next Level Burger and Veggie Grill, which has 28g of protein and is paired with potatoes, broccoli, and either melted blue cheese, a peppercorn sauce, or chimichurri. The menu also features Oshi‘s whole-cut salmon.

    beyond mycelium steak
    Courtesy: Next Level Burger

    US plant-based company Better Balance Foods has partnered with Papa Johns to supply vegan protein products for the chain’s Green Ranch and Green BBQ pizzas and vegetable fingers in Spain and Portugal

    Plant-based milk leader Califia Farms has expanded its barista oat milk range in the UK with pistachio and hazelnut, which are available at Ocado now and at Sainsbury’s next month.

    califia farms barista oat milk
    Courtesy: Califia Farms

    Still in the UK, Juice Plus has become the latest brand to jump on the 30-plants-a-week movement, launching a Superfood Powder drink mix with 30 different fruits, vegetables and berries, as well as plant-based vitamins. They’re available on its website starting at £104 for 30 single-serve sticks.

    Austrian startup Kern Tec has teamed up with Swiss confectioner Chocolat Stella to introduce a limited-edition vegan chocolate bar using the former’s upcycled apricot kernel milk. Titled ApriCoa, it’s available on Stella’s website for 2.80 Swiss francs ($3.50) per 80g bar.

    apricot kernel milk chocolate
    Courtesy: Chocolat Stella

    And in Tokyo, the restaurant 8go has introduced new menu items using local startup Umami United‘s vegan eggs: Spanish omelette, financiers (in plain, matcha and chocolate flavours), and canelé.

    Company and finance updates

    Israel’s AlgoCell has raised $2.8M in pre-seed funding to build its AI-powered digital twin platform for bioprocess development and optimisation, targeting cultivated meat and fermentation companies.

    Marlow Foods, which includes mycoprotein giant Quorn and tofu brand Cauldron, was injected with £18M in fresh capital by its Filipino parent company, Monde Nissin. It used the money to further pay down its debt as part of a turnaround strategy following a difficult few years for the business.

    finneato fysh foods
    Courtesy: Finneato Fysh Foods

    Speaking of mycelium meat, German firm Kynda has been named Startup of the Week by business magazine WirtschaftsWoche.

    Finnish oat milk cheese maker Mö has witnessed a 135% increase in revenue this year after quick growth in the Nordic region.

    mo cheese
    Courtesy: Mö

    Lallemand Bio-Ingredients has acquired Solyve, a French producer of enzymes specialising in solid-state fermentation, from its parent company, InVivo Group.

    In Canada, state-funded agency Alberta Innovates has committed $500,000 to support the Cellular Agriculture Prairie Ecosystem (CAPE) project, a $2.4 million programme led by New Harvest Canada.

    finneato fysh foods
    Courtesy: Finneato Fysh Foods

    PETA has released its list of the top vegan seafood brands for 2025, which includes Mind Blown, Oshi, Seed to Surf, Cavi-art, Konscious Foods, Gardein, Save Da Sea, Finneato Fysh Foods, and Jinka.

    Research and policy developments

    Xanterra Travel Collection, the main foodservice provider of some of the US’s most popular national parks – including the Grand Canyon, Yellowstone and Mount Rushmore – has committed to making 50% of all menu items plant-based by 2026.

    plant based treaty spain
    Courtesy: Plant Based Treaty

    El Masnou, a municipality in Catalonia, has become Spain’s second city to formally endorse the Plant Based Treaty, after the city council passed a motion to do so with 17 votes in favour (versus two against).

    New research by NielsenIQ suggests that 37% of Indians are looking to add more plant-based proteins to their diets in the next 12 months.

    Check out last week’s Future Food Quick Bites.

    The post Future Food Quick Bites: Beyond Steak Filet, Apricot Kernel Chocolate & Vegan Eggs appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Aussie Plant Based Co Makes Comeback with New Products, Nine Months After Liquidation

    aussie plant based co
    6 Mins Read

    The Aussie Plant Based Co has re-entered the market with new vegan burgers, sausages and cheeses nine months after being acquired out of liquidation by Smart Foods.

    Everybody loves a good comeback story. And the plant-based sector needs one now more than ever.

    The Aussie Plant Based Co has delivered that with a return to supermarket shelves and restaurant menus nine months after it was rescued by Gold Coast manufacturer Smart Foods.

    The company has launched plant-based meat products into 850 Coles stores, returned to the menu of Betty’s Burgers, and introduced a non-dairy cheese range for foodservice.

    “Reviving an insolvent business is never straightforward. Many stakeholders had been burned and understandably found it difficult to separate us from the former company,” Smart Foods CEO Raghu Reddy told Green Queen.

    “Rebuilding trust took time, transparency, and consistency. In some cases, the damage was too deep, and we had to make the tough decision to bring in new partners to fill those gaps. It’s been a challenging process, but one that has laid the groundwork for a stronger, more resilient business.”

    How Smart Foods revived Aussie Plant Based Co

    smart foods
    Smart Foods CEO Raghu Reddy | Courtesy: Aussie Plant-Based Co

    The Aussie Plant Based Co was formed in October 2023 as the result of a merger between Fënn Foods’s Veef brand and All G’s Love Buds label. The firm sold plant-based beef, pork and chicken products in retail (via Veef) and foodservice (via Love Buds) at over 6,000 distribution points.

    Despite early momentum, it faced cash flow challenges that ended with the board deciding to wind down the business. It appointed liquidators who were soon in discussions with multiple prospective buyers, with Smart Foods emerging as the rescuer only eight days after it entered insolvency.

    The manufacturer took over the Aussie Plant Based Co’s equipment, stock, brand names, and IP, and retained half of its workforce. Fënn Foods, meanwhile, ceased operations as an entity.

    “The business had great products and potential, but lacked the operational focus and discipline needed to scale sustainably,” said Reddy. “There was a lot of energy put into brand and vision, but the backend cost control, supply chain, and margins didn’t keep up. That’s where things started to unravel.”

    He decided to acquire the firm because he “still believed in the core quality of the products, the demand in the market, and the innovation”. “I knew with the right structure, financial discipline, and manufacturing foundation, we could turn it around and grow it properly. That’s exactly what we’ve been doing,” he said.

    “We took a bold but strategic approach to turning the business around. One of our first moves was relocating our manufacturing facility to a more central location, which significantly reduced our overheads, particularly freight costs.

    “The previous facility was based on the Sunshine Coast, a regional area two hours from the closest city in Brisbane, and nearly 20 hours by road from many of our key suppliers and customers. Given that everything moves by truck in Australia, the distance was a major barrier to efficiency and cost control. Relocating brought us closer to both suppliers and customers, allowing us to streamline operations.

    “We also scaled back to a very lean and focused team. At the same time, we prioritised rebuilding key supplier relationships and sought out new partnerships where necessary.”

    New owners had to re-pitch to retailers following supply issues

    veef burgers
    Courtesy: Aussie Plant-Based Co

    Veef’s burger has already been in the freezers of both Coles and Woolworths, while its sausages and mince are stocked in 900 of the latter’s stores. “Our Veef premium burger has been available in Coles for just over a year and was recently extended for a further 12 months in the latest range review. But the journey hasn’t been straightforward,” explained Reddy.

    “Following the previous company’s insolvency, major retailers faced extended periods of non-supply and empty shelves. Under new ownership, we had to re-pitch to retailers, rebuild trust, and establish an entirely new vendor setup from scratch.”

    He added: “Our Veef sausages and mince have been ranged in Woolworths since September last year, but again, they disappeared from shelves during the previous company’s breakdown, just one month after its initial launch.

    “Regaining distribution in both major retailers took persistence, transparency, and a lot of behind-the-scenes work. That’s why we’re especially proud not only to be back on shelf, but to be expanding, including launching entirely new brands like Love Buds, which was previously exclusive to foodservice, into national retail.”

    The new products include two burgers under the Love Buds brand, and a chilled sausage SKU under the Veef label. Aussie Plant-Based Co is also selling vegan mozzarella shreds and Cheddar shreds and slices exclusively to foodservice customers. Speaking of which, Love Buds’s signature burger is back on the Betty’s Burgers menu.

    The company is now developing new product lines for Woolworths. And it’s actively planning rollouts with discount retailer Aldi and bulk-buy chain Costco.

    Plant-based businesses must ‘balance purpose with commercial strategy’

    love buds burgers
    Courtesy: Aussie Plant-Based Co

    The return of the Aussie Plant Based Co’s products comes at a curious time for the country’s plant-based sector. Two in five Australians said they were either reducing or not consuming meat at all in 2024, and wholesale demand for meat alternatives in foodservice rose by 59% in 2023.

    But retail sales dropped by 1% annually between 2020 and 2023, and these products are yet to reach 65% of Australians. Of those who have tried them, only 22% say they’d buy them again, citing poor taste, high prices, and overprocessing as the main detractors. It signals a gap in consumer liking and an uphill battle for brands in the space.

    It’s why the Aussie Plant Based Co is focusing on whole-food and vegetable-based options for its upcoming Woolworths range, mirroring trends seen in the UK and the US. These products are “in direct response to shifting consumer preferences”, Reddy noted.

    Rising costs and the global investment decline have compounded the issue, contributing to the closure of several plant-based companies in the region. Last year, ProForm Foods, the company behind the Meet range of plant-based analogues, wound down after entering voluntary administration, while New Zealand-based Sunfed Meats shuttered after nearly a decade in operation.

    “Many brands emerged during the plant-based investment boom, chasing rapid growth without laying the foundations for long-term profitability. In some cases, basic business fundamentals were overlooked with the assumption that they could be worked out later,” said Reddy. “But when investor interest in the category slowed and funding dried up, those without a sustainable model simply couldn’t stay afloat.”

    He adds that there’s a strong future for businesses with a clear path to profitability and strong execution. “For companies to succeed in the current landscape, they need to focus on unit economics and operational efficiency, not just top-line growth. It’s about balancing purpose with solid commercial strategy.”

    Indeed, The Aussie Plant Based Co is one of several meat-free businesses that have successfully emerged from the brink. Domestically, Melbourne-based manufacturer Australian Plant Proteins was acquired by investment firm My Co 10 months after entering voluntary administration, and returned to full operations in May. In New Zealand, catering company The Sustainable Food Co fell to a similar fate before being taken over by fresh ownership, which relaunched the business last week.

    Globally, over the past couple of years, Mycorena was acquired by fellow mycoprotein firm Naplasol a month after filing for bankruptcy, VBites was rescued out of administration by owner Heather Mills, and pet food maker Wild Earth was bought out of bankruptcy by InvenTel.

    The post Aussie Plant Based Co Makes Comeback with New Products, Nine Months After Liquidation appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Now Owned by Danone, Kate Farms Targets Ozempic with High-Protein Plant-Based Nutrition Shakes

    kate farms nutrition shake
    6 Mins Read

    Plant-based nutrition brand Kate Farms has launched two high-protein shakes to tackle “critical nutrition gaps” from GLP-1 use, its first product since its acquisition by Danone.

    Just a week after finalising its takeover by dairy giant Danone, US plant-based nutrition firm Kate Farms is taking on Ozempic, Wegovy, Mounjaro, and the like with new shakes that target a major side effect.

    These weight-loss drugs work by suppressing people’s appetite, and this can lead to muscle loss and “critical nutrition gaps”, the brand said. Research shows that GLP-1 use can lead to a 25-40% decrease in muscle mass over eight to 16 months, several times greater than non-medicated weight loss approaches and age-related muscle loss.

    Kate Farms’s High-Protein Nutrition Shakes have been specifically formulated to address this “unmet health need”. Made from a base of pea protein, they’re designed to support muscle health, manage weight, and navigate GLP-1 treatment.

    “We’ve heard clearly from healthcare professionals and GLP-1 users that appetite suppression often leads to unintentional muscle loss and nutrient gaps. That’s a serious concern,” Kate Farms CMO Catherine Hayden tells Green Queen.

    “This product was developed with those insights in mind: 25g of protein, 6g of fibre for digestive health and satiety, and 27 essential vitamins and minerals,” she adds.

    Built on input from health experts and GLP-1 users

    kate farms glp 1
    Courtesy: Kate Farms

    The shakes are available in chocolate and strawberry flavours, and contain no sugar, instead relying on monk fruit and stevia leaf extracts for sweetening. They contain Spectra, a plant-based phytonutrient blend shown to stimulate antioxidant activity and inhibit free radical production.

    The 325ml cartons contain all nine essential amino acids that our bodies can’t produce, making the shakes a complete protein. They’re available in a ready-to-drink format on its website and Amazon for $55 per 12-pack.

    The nutrition shakes are the result of 18 months of R&D and hundreds of rounds of iteration, nutrient refinement, and quality assurance. Kate Farms studied the nutritional shortcomings of existing options on the market and consulted with leading healthcare experts and GLP-1 users.

    “We conducted extensive taste testing at our Innovation and Quality Center, which is co-located with our headquarters. This included preference testing and sensory panels – particularly with GLP-1 users – who helped shape the final flavour and formula,” explains Hayden.

    “GLP-1 users have expressed experiencing changes in their perception of flavour while taking these medications, particularly becoming more sensitive to sweetness,” she adds, nodding to a phenomenon dubbed ‘Ozempic tongue‘.

    “Our sensory work included panellists currently taking GLP-1 medications, in addition to panellists not currently taking those medications, to ensure that we were able to delight consumers, regardless of what tools they are using on their health journeys. We didn’t launch until we had something people genuinely wanted to drink every day.”

    Why Kate Farms is focusing on GLP-1 and protein

    kate farms high protein nutrition shake
    Courtesy: Kate Farms

    One in eight Americans has already used a GLP-1 medication, and forecasts suggest this could rise to up to 70 million people by 2028 – and by that year, they’ll likely have boosted the national GDP by 1%.

    Ozempic and its counterparts have had a knock-on effect on the food industry, with GLP-1 users spending 11% less on most categories of food, and over half (56%) aiming to make healthier food choices. Foods high in sugar, fat and calories stand to lose, while protein and fibre are all the rage.

    Food companies are already rethinking their offerings. Nestlé has a new brand dedicated to GLP-1 users, Coca-Cola has launched a prebiotic soda, while PepsiCo bought Poppi for nearly $2B. Conagra Brands has introduced ‘GLP-1 friendly’ labels on packaging for some of its Healthy Choice ready meals, and Daily Harvest (now owned by Chobani) now offers a line of high-protein, high-fibre smoothies.

    “The rise of GLP-1s has reinforced that people need clinically precise, sustaining nutrition, and we’re proud to deliver it,” says Hayden, before adding: “This shake was purpose-built for anyone navigating health change – whether or not they’re using GLP-1 medications. We’re focused on people managing weight intentionally, supporting muscle health and seeking doctor-trusted, clean-label nutrition that works.”

    The launch serves the growing demand for protein. A 3,000-person survey last year found that the two nutrients Americans are most interested in consuming were protein (71%) and fibre (64%). And polling by Chobani revealed that 85% of these consumers are looking to add more protein to their diet this year.

    “Protein is more in demand than ever because people are focusing on strength, muscle health and long-term health – especially amid weight-loss journeys or GLP-1 treatment. But not all protein is created equal,” says Hayden, pointing to the complete amino acid profile of its shakes. “It’s clinically developed, allergen-free and designed without artificial sweeteners or preservatives – helping consumers feel the difference in both taste, quality and outcomes without compromising on ingredient selection of quality.”

    She continues: “While plant protein may have had sensory hurdles in the past, we are seeing an increasing number of consumers who are seeking to add more plants to their diets. Plant-based protein options are currently outpacing growth in the ready-to-drink protein shake market. The opportunity that we see is to bring our wholesome ingredients with clinical precision to the growing plant-based segment.”

    Danone acquisition will help Kate Farms expand nutrition access

    kate farms danone
    Kate Farms CMO Catherine Hayden | Courtesy: Kate Farms

    The High-Protein Nutrition Shakes are the first products Kate Farms has launched as a Danone portfolio company. The two companies announced the acquisition in May, with the goal of expanding the firm’s nutrition formulas and shakes to hospitals and consumers across the US and beyond.

    “This is a merger of missions. Danone shares our belief that good nutrition is essential to better health and that alignment is what makes this partnership so meaningful,” says Hayden.

    While these new shakes were already in development before the acquisition, they represent “exactly why the partnership makes sense”: “It’s about scaling purposefully – meeting more people’s needs with science-based, high-integrity nutrition. We see this as the first of many innovations that reflect our shared mission.”

    Founded in 2012, Kate Farms has raised $188M over several rounds to date, including a $75M Series C round led by Novo Holdings, the parent company of Ozempic and Wegovy manufacturer Novo Nordisk. It has a deep focus on the concept of food-as-medicine. According to a poll by the Rockefeller Foundation last month, nine in 10 patients would prefer to rely more on healthy eating than on medications to manage their condition.

    “Kate Farms is staying focused on what we’ve always done best: providing clinically-developed, plant-based nutrition that’s trusted by doctors and loved by customers,” Hayden says when asked about the firm’s plan over the next 12 months.

    “Being part of Danone allows us to bring that same high-integrity nutrition to more people across both medical and everyday wellness settings – while maintaining the standards, intention, and care Kate Farms is known for.”

    The post Now Owned by Danone, Kate Farms Targets Ozempic with High-Protein Plant-Based Nutrition Shakes appeared first on Green Queen.

    This post was originally published on Green Queen.