It has been a milestone year for the future food industry, with regulatory approvals, big partnerships, and major court rulings. These are (in chronological order) the 10 biggest wins for food tech in 2024.
Vow goes to market with cultured quail
Australian startup Vow became the year’s first company to receive regulatory approval for cultivated meat, launching a cultured quail in the form of Forged Parfait in Singapore. Months later, it secured the greenlight for its cultivated foie gras in Hong Kong, making it the only startup selling cultivated meat in two Asian markets. It followed Aleph Farms’s approval in Israel in December 2023.
Bezos Earth Fund sets up alternative protein hubs
Making good on its $100M future food promise, the Bezos Earth Fund opened the first of its three Centers for Sustainable Protein at North Carolina State University in May, followed by a hub at Imperial College London set up a month later, and a base at the National University of Singapore in September.
Quorn signs NHS deal for blended meat
Industry giant Quorn has had a turbulent two years, with sales dwindling and changes at the top. It desperately needed a win, and that came in the form of a partnership with the UK’s National Health Service. This will see Quorn supply its mycoprotein as an ingredient to be mixed with conventional beef and pork in blended burgers and sausages at hospitals across the UK.
Meatly is cleared to sell cultivated pet food
British startup Meatly became the first company to obtain approval to sell cultivated meat in Europe, and for pets. Its cultivated chicken was approved by regulators in the UK following an 18-month process, and was later part of successful feeding trials that demonstrated its safety and palatability for dogs. It aims to launch a dog treat product with a brand partner in Q1 2025.
Gourmey files for cultivated meat approval in the EU
France’s Gourmey, which is making a cultivated version of a local delicacy in foie gras, announced it had applied for approval in the European Union – a first for the region – alongside four other countries (Singapore, the US, the UK and Switzerland). It plans to offer its product to chefs and restaurants by 2026, and has already welcomed three Michelin-starred chefs to its advisory board.
UK opens national future food centre
In the UK, the University of Leeds became host to the National Alternative Protein Innovation Centre, set up by a £38M investment, £15M of which came from the national government. It will focus on plant-based, cultivated and fermentation-derived products and ingredients, and promote knowledge exchange via its international network of partners, which includes the United Nations.
Solar Foods earns US clearance for protein from air
Finnish food tech startup Solar Foods achieved self-determined GRAS (Generally Recognized as Safe) status in the US for Solein, its fermentation-derived protein derived from gases. The company needs to register its Vantaa-based Factory 01 with the FDA, and will seek the agency’s ‘no questions letter’ too. It suggested that products using the orange-yellow powder could be seen in the US in early 2025.
Gruppo Tonazzo says arriverderci to meat
One of Italy’s oldest meat manufacturers, Gruppo Tonazzo, decided to close its animal protein business after 136 years to solely focus on plant-based proteins via its well-established Kioene brand. The latter’s vegan burgers alone made up 63% of the group’s turnover last year, and given the environmental and health benefits, its owners felt the move was a no-brainer.
EU court blocks France’s ‘veggie burger’ ban
The European Court of Justice (ECJ) rejected France’s proposed ban on using meat-related terms to describe plant-based analogues, allowing producers to continue to use phrases like ‘veggie burger’, ‘plant-based sausage’ and ‘vegan bacon’ on product labels. The ECJ has returned the dispute to France’s highest court for a final decision.
All G gains China and US approvals for animal-free lactoferrin
Aussie precision fermentation player All G earned the regulatory nod to sell its recombinant bovine lactoferrin in China, shortly before obtaining self-determined GRAS status in the US for the animal-free ingredient. In both cases, additional steps are needed before it can be used in infant formula products – but a human lactoferrin equivalent launch is planned for late 2025.
Meat analogue maker The Better Butchers has signed a letter of intent with Genuine Taste, a student-founded cultivated fat startup, to develop hybrid meat.
Ahead of its impending acquisition by Canadian cellular agriculture group Cult Food Science, Vancouver-based The Better Butchers is already making moves to advance its mission to produce future-friendly meat products.
The meat alternative firm has signed a letter of intent with Toronto startup Genuine Taste, which makes cultivated fat from animal cells, and will supply the ingredient to The Better Butchers for product development and sampling purposes.
The two entities will jointly create hybrid meat – a blend of cell-cultured ingredients with plant-based or fermentation-derived proteins – using the cultivated beef fat and The Better Butchers’s mycelium meat.
Genuine Taste working with ‘global food corporation’
Courtesy: Genuine Taste
The Better Butchers says it’s one of the first companies to get access to Genuine Taste’s cultivated fat, which closely mirrors the characteristics of conventional animal fat.
Genuine Taste was founded by biophysicist Pooya Mamaghani and University of Toronto civil engineering student Emily Farrar in 2022. To produce the beef fat, they take stem cells from a cow, which are differentiated into fat cells, combined with nutrients and salt, and left to multiply.
The fat can be produced at mass scale in bioreactors, and then be combined with other ingredients to produce meat alternatives that better match the taste, texture and functionality of conventional meat.
Currently, the startup is at benchtop scale. “I have… tasted it. I haven’t cooked with it, though, because it’s a very, very precious resource at the scale we are producing it,” Farrar said in an interview with her university in June.
She revealed that Genuine Taste has sent a sample to an academic team at the University of Guelph, which specialises in alternative fats, for third-party feedback. Additionally, it has sold its first sample to a “global food corporation”, which is testing the ingredient as part of a burger.
The startup has raised $175,000 from investors including Cycle Momentum, Startup Montreal, Big Idea Ventures, Antler, and Treefrog Accelerator. And just this month, it received C$100,000 ($69,500) after winning the Top Venture and People’s Choice Awards in the 2024 Invest Together in Climate Innovation programme.
The Better Butchers taps into hybrid meat opportunity
Courtesy: The Better Butchers
The Better Butchers says the cultivated fat will enhance the taste and texture of its product offerings, as well as maintain the functional properties of beef fat, such as its fatty acid profile, melting point and texture.
The partnership is among its efforts to collaborate with “cutting-edge companies” that use precision fermentation and cellular agriculture to create hybrid meat, alternative fats, and other premium ingredients. It aims to develop “high-end butcher-shop staples” like burgers, bacon and sausages, but with a fraction of the land, water and greenhouse gas emissions.
Its current lineup includes minced meat in natural, Italian and chorizo flavours – the latter won Product of the Year at BC Food & Beverage’s 2024 Rise Awards. It is also working with McMaster University in a four-year Genome Canada project to develop cultivated meat.
The Better Butchers was established by Celeste Trujillo and Mitchell Scott, who is also the CEO of Cult Food Science, which agreed to acquire the meat analogue maker earlier this month.
“I joined Cult for two main reasons. The breadth and strength of their portfolio companies and their focused investment in the cellular agriculture space. Along with their desire to acquire a majority position and build some of the first companies in the space to commercialize these exciting new technologies,” Scott said after the announcement.
“I believe this is a great opportunity for both companies to continue growing and delivering value to their shareholders,” he added.
To many, hybrid meats are the only way for cultivated meat to be commercially viable, given the current challenges with scalability and costs. Most cultivated meat products that have been launched into the market (or are being readied to) are a blend of cell-cultured and plant-based ingredients. Eat Just’s Good Meat chicken, the only such product available in retail, uses just 3% of cultivated cells, demonstrating the importance of hybrid applications.
In our weekly column, we round up the latest news and developments in the alternative protein and sustainable food industry. This week, Future Food Quick Bites covers Impossible Foods’s Mufasa Lion King appearance, new Veganuary products, and Wow Burger’s deal to enter India.
New products and launches
At the world premiere of Mufasa Lion King in Los Angeles, celebrities and guests were served the new Lion King nuggets by Impossible Foods.
Courtesy: Peter McGuinness/LinkedIn
Plant-based milk leader Califia Farms has launched single-serve matcha latte and chai lattes (made from a base of almonds), which contain 40% less sugar than average coffee and tea blends on the market.
Vegan sneaker and apparel brand LØCI has opened a physical pop-up in Future Stores, a retail theatre for immersive shopping experiences in London’s Oxford Circus.
Courtesy: LØCI
UK vegan food producer Moving Mountains has rolled out a new superfood range to complement its meat analogues. It includes burgers, sausages, crispy dippers, crispy burgers, and falafel, which will be available at wholesale supplier Brakes from January.
The Tofoo Co, meanwhile, is bringing out Tofu Dippers, Sweet Chilli Cubes, Italian-Style Veggie Balls, and a Stir-Fry Block ahead of Veganuary 2025.
Courtesy: Aldi
Also in the UK, discount retailer Aldi has released its biggest-ever vegan Veganuary lineup under its Plant Menu brand, ranging from vegan liquid eggs and ‘gut health’ chicken smash burgers to kimchi koftas and pizza slices. They’re available from December 30, and – true to form – the prices start at £1.49.
French vegan chain Green Farmer’s has teamed up with influencer Mélanie en Véganie to create a limited-edition Frosty menu (featuring a burger, fries, brownie and winter sauce) for its Paris and Amsterdam locations and delivery menu until March 6.
Israeli alt-dairy startup Better Pulse has introduced an allergen-free yoghurt made from black-eyed peas.
As part of its Blue Green Project, Japanese convenience store chain FamilyMart has launched four new products under its plant-based product range, a Mont Blanc, a soy latte financier, a keema curry, and a bibimbap-style rice ball.
Company and finance updates
Hong Kong-based vegetarian fast-casual chain Wow Burger is entering India through a partnership with FranGlobal, the international business arm of Franchise India. They aim to open 100 outlets in the next five years, starting with metropolises like Mumbai, Delhi, Bangalore, and Hyderabad.
Courtesy: Wow Burger HK/Instagram
Also in India, Sterling Biotech, the precision fermentation company co-owned by Perfect Day and Zydus Lifesciences, has broken ground on a 27-acre facility for recombinant dairy proteins in Bharuch, Gujarat. It’s set to be operational by early 2026.
In Europe, New Wave Biotech has secured €1.5M ($1.6M) in a funding round that included EIT Food and Innovate UK. Having launched an AI bioprocess simulation software to scale up alternative proteins last month, it will use the funds to expand its team and customer base.
Courtesy: Planted
Swiss meat analogue maker Planted has received a media-for-equity investment in the “mid-single-digit millions” from SevenVentures, the VC arm of ProSiebenSat.1 Media.
Danish startup Unibio, a fellow fermentation player, has unveiled a fresh brand identity to focus on its mission of full-scale commercialisation.
Courtesy: Orbillion Bio
Californian cultivated meat from Orbillion Bio has successfully called the production of its beef muscle cells in North America, Europe and Asia, added former Nestlé and DSM executive Dr Thomas Beck to its board of directors.
Policy, research and awards
Californian startup The Every Company, which produces precision-fermented egg proteins, has received a patent from the European Union for its recombinant ovalbumin ingredient, extending its IP portfolio in a major market.
University of Adelaide PhD candidate Mel Nguyen has been awarded the institute’s Trending on VYT (Visualise Your Thesis) honour for her research into turning food waste into durable bioplastics.
Finally, in Europe, vegan pork maker La Vie has won the Top Launch of the Year award from The Grocer.
In our weekly column, we round up the latest news and developments in the alternative protein and sustainable food industry. This week, Future Food Quick Bites covers Impossible Foods’s Mufasa Lion King appearance, new Veganuary products, and Wow Burger’s deal to enter India.
New products and launches
At the world premiere of Mufasa Lion King in Los Angeles, celebrities and guests were served the new Lion King nuggets by Impossible Foods.
Courtesy: Peter McGuinness/LinkedIn
Plant-based milk leader Califia Farms has launched single-serve matcha latte and chai lattes (made from a base of almonds), which contain 40% less sugar than average coffee and tea blends on the market.
Vegan sneaker and apparel brand LØCI has opened a physical pop-up in Future Stores, a retail theatre for immersive shopping experiences in London’s Oxford Circus.
Courtesy: LØCI
UK vegan food producer Moving Mountains has rolled out a new superfood range to complement its meat analogues. It includes burgers, sausages, crispy dippers, crispy burgers, and falafel, which will be available at wholesale supplier Brakes from January.
The Tofoo Co, meanwhile, is bringing out Tofu Dippers, Sweet Chilli Cubes, Italian-Style Veggie Balls, and a Stir-Fry Block ahead of Veganuary 2025.
Courtesy: Aldi
Also in the UK, discount retailer Aldi has released its biggest-ever vegan Veganuary lineup under its Plant Menu brand, ranging from vegan liquid eggs and ‘gut health’ chicken smash burgers to kimchi koftas and pizza slices. They’re available from December 30, and – true to form – the prices start at £1.49.
French vegan chain Green Farmer’s has teamed up with influencer Mélanie en Véganie to create a limited-edition Frosty menu (featuring a burger, fries, brownie and winter sauce) for its Paris and Amsterdam locations and delivery menu until March 6.
Israeli alt-dairy startup Better Pulse has introduced an allergen-free yoghurt made from black-eyed peas.
As part of its Blue Green Project, Japanese convenience store chain FamilyMart has launched four new products under its plant-based product range, a Mont Blanc, a soy latte financier, a keema curry, and a bibimbap-style rice ball.
Company and finance updates
Hong Kong-based vegetarian fast-casual chain Wow Burger is entering India through a partnership with FranGlobal, the international business arm of Franchise India. They aim to open 100 outlets in the next five years, starting with metropolises like Mumbai, Delhi, Bangalore, and Hyderabad.
Courtesy: Wow Burger HK/Instagram
Also in India, Sterling Biotech, the precision fermentation company co-owned by Perfect Day and Zydus Lifesciences, has broken ground on a 27-acre facility for recombinant dairy proteins in Bharuch, Gujarat. It’s set to be operational by early 2026.
In Europe, New Wave Biotech has secured €1.5M ($1.6M) in a funding round that included EIT Food and Innovate UK. Having launched an AI bioprocess simulation software to scale up alternative proteins last month, it will use the funds to expand its team and customer base.
Courtesy: Planted
Swiss meat analogue maker Planted has received a media-for-equity investment in the “mid-single-digit millions” from SevenVentures, the VC arm of ProSiebenSat.1 Media.
Danish startup Unibio, a fellow fermentation player, has unveiled a fresh brand identity to focus on its mission of full-scale commercialisation.
Courtesy: Orbillion Bio
Californian cultivated meat from Orbillion Bio has successfully called the production of its beef muscle cells in North America, Europe and Asia, added former Nestlé and DSM executive Dr Thomas Beck to its board of directors.
Policy, research and awards
Californian startup The Every Company, which produces precision-fermented egg proteins, has received a patent from the European Union for its recombinant ovalbumin ingredient, extending its IP portfolio in a major market.
University of Adelaide PhD candidate Mel Nguyen has been awarded the institute’s Trending on VYT (Visualise Your Thesis) honour for her research into turning food waste into durable bioplastics.
Finally, in Europe, vegan pork maker La Vie has won the Top Launch of the Year award from The Grocer.
Brits are buying fewer meat alternatives out of a fear of ultra-processing, which has made traditional proteins like tofu and tempeh the darlings of the UK plant-based industry.
In March, the UK’s biggest supermarket made a prediction for the “second phase” of the plant-based industry: it was going to be a year for whole foods and whole cuts.
Tesco’s forecast couldn’t have been more on point, with whole-muscle steak maker Juicy Marbles and tempeh producer Better Nature the fastest-growing plant-based brands in the UK this year, running against the tide of a wider decline for meat-free products.
NielsenIQ data for The Grocer’s 2024 Top Products survey shows that the value sales of meatless products dropped by 7% this year, while volumes were down by 8.7%. The fall accompanied losses for the three biggest players in Quorn (-9.5%), Linda McCartney (-17.6%), and Richmond (-5%).
But industry giant Beyond Meat and challenger brands like THIS and La Vie have had a good 2024, as have tofu makers The Tofoo Co and Clearspring. And plant-based milk giants Alpro and Oatly both witnessed gains in the dairy sector, raking in more sales than all other companies bar Arla-owned Cravendale.
It comes months after Circana data crunched by the Good Food Institute Europe found that the UK was among the only two analysed European markets where plant-based sales fell. But while weekly unit sales of meat analogues fell by 7% in early 2024, this was lower than a 12% decrease last year.
It mirrors trends from The Grocer’s corresponding survey last year, when meat-free sales fell by £38.4M – this year, the downturn slowed slightly, reaching £37.9M.
Market saturation has been an industry barrier
Courtesy: Juicy Marbles
Quorn’s losses have been widely documented, with its parent company Marlow Foods (which also owns Cauldron Foods) recording its lowest sales in six years. It recently had a change at the helm, with former Heineken UK managing director David Flochel taking over as CEO.
“We are still very confident that the meat alternatives sector will return to growth over the next couple of years and market predictions reinforce this,” Gill Riley, consumer director at Quorn, told The Grocer. “Sustainability and health influences will become even more prevalent in purchase decisions, and financial pressures will hopefully ease for many shoppers as inflation decreases and people settle into new habits of spending.”
There are two major obstacles identified for the plant-based meat slide. Industry experts put the blame on market saturation. “The initial plant-based meat hype has led to an explosion of companies churning out plant-based products just to lay a stake in the category,” Vladimir Mickovic told the publication.
He is the co-founder of Juicy Marbles, the fastest-growing brand this year. It makes ultra-realistic whole-cut steaks, and witnessed a 616% hike in sales. “Many of these products – if not most – were really, really bad,” he said, adding that the overall decline is a “necessary contraction” that will leave behind only the “good players”.
It echoes the sentiments of Impossible Foods CEO Peter McGuinness, who told Bloomberg in May: “There are a lot of companies that are making food that’s not great food. There’s 200 plant-based companies in America – probably only need three, or two… You’re going to be left with a couple of brands and private labels, and that’s going to be the category.”
UPF concerns have paved the way for tofu
Courtesy: The Tofoo Co
The other main deterrent of plant-based meat is the growing apprehension around ultra-processed foods (UPFs). Misleading narratives have led consumers to associate these foods with nutrition, putting meat alternatives in the firing line.
UPFs make up 57% of the average Brit’s diet, and up to 80% when it comes to children or people with lower incomes. And polling has shown that 53% are in favour of a tax on UPF producers, if some of the revenue is directed to funding fresh fruits and vegetables for low-income families.
“While some shoppers have turned away from meat substitutes for being highly processed, tofu is seen as more natural, giving the likes of The Tofoo Co an edge on rivals,” NielsenIQ senior insight analyst Carol Ratcliffe told The Grocer.
It has been a milestone year for The Tofoo Co, which was acquired by German private equity firm Comitis Capital in August following sustained growth in an otherwise faltering category. The startup is the fourth-largest plant-based brand in terms of sales, which grew by nearly 19% in sales this year, reaching £29M.
David Knibbs, co-founder of the company, spoke to The Grocer about being vindicated that tofu, which was “once shunned by so many for being bland, boring and tasteless, has been accepted into consumers’ fridges as a staple natural alternative protein”.
Indeed, tofu’s presence in the UK expanded in 2023, being purchased by 8.7% of households, with The Tofoo Co a chief contributor to this growth. But the company also makes other traditional plant proteins like seitan and tempeh.
Tempeh, clean-label meat analogues, and alt-milk on the rise
Courtesy: Better Nature
Tempeh’s status elevated this year, thanks in large part to Better Nature, whose sales grew by 476%, albeit from a small base. “We still have such a long way to go and so much more that we want to do,” co-founder and co-CEO Elin Roberts said. “But 2024 has undoubtedly been a brilliant year for us.”
The gut-friendly, protein-packed Indonesian staple has found its own in British households looking for clean-label proteins. As have companies catering to this demand for shorter ingredient lists – La Vie has had a stellar year with big partnerships in Europe, a €25M funding round, and listings at Tesco and Sainsbury’s. Targeting flexitarians, its sales in the UK have nearly doubled, although they’re still in the single-digit millions.
THIS, however, isn’t that far down the list. It raised £20M in a Series C round in June to fuel its drive to commercialise healthier products, and rounds out the top five in The Grocer’s Top Products survey, clocking £21.7M in sales, courtesy of a 32.7% growth.
New CEO Mark Cuddigan hinted at the development of a new vegan superfood ingredient that consumers can use in several ways – it’s said to be like tofu, but with more nutritional value than anything on the market right now.
In the dairy world, meanwhile, Danone-owned Alpro is the second-largest brand in the overall milk sector, with £160.3M in sales after a 2% growth.
Oatly is next on the list with a 1.3% rise to £123.4M, demonstrating the popularity of plant-based milk in the UK. After all, 35% of British households are now buying these products.
Arborea has closed a €5M ($5.2M) investment round to build a facility for its Biosolar Leaf system, which industrialises photosynthesis to create high-value microalgae proteins.
Anglo-Portuguese startup Arborea is building a commercial-scale facility for a microalgae protein system that uses sunlight as an infinite feedstock, sequesters carbon, and releases breathable oxygen – all while feeding a global population set to approach 10 billion by 2050.
To supercharge these efforts, the firm has raised €5M ($5.2M) as part of an investment round led by Indico Capital Partners, with participation from Banco Português de Fomento.
It takes the 2015-founded startup’s total VC funding to $9.5M, in addition to grants worth $4.5M by several bodies, including the European Innovation Council.
The fresh capital injection will allow Arborea to scale up its Biosolar Leaf platform, which can cultivate any of the 50,000 microscopic plants discovered – including microalgae, blue-green algae and diatoms – without the need for fertile farmland or agricultural feedstocks, resulting in a fraction of a climate footprint compared to not just livestock, but even plants like soy.
“The investment in Arborea will have a transformative impact on the food industry, particularly in replacing animal protein,” said Stephan de Moraes, managing general partner at Indico Capital. “The Biosolar Leaf cultivation system from microalgae enables the production of a higher quantity of protein compared to any other food production method, including agriculture and animal production.”
Biosolar Leaf system industrialises photosynthesis
Courtesy: Arborea
Arborea was founded by Imperial College alum Julian Melchiorri nearly a decade ago, and makes a range of proteins for applications in food and drinks, nutrition products, supplements, as well as cosmetics.
They’re made from what the startup describes as the “only carbon-neutral plant biomass on the market”. The Bisolar Leaf technology is inspired by photosynthesis, using one acre of units to absorb carbon and release oxygen 100 times more than an average forest of the same size.
The modular, soil-free system can sequester CO2 directly from air, making it suitable to be sited on any surface, even barren land and rooftops. It can also be co-located with carbon-producing processes without the costly compression of CO2 required by many other cultivation technologies.
The way the food system uses land today is highly inefficient. To feed the current population, we’ve had to convert land from nature to agriculture, which accelerates biodiversity loss. But forecasts show that we’d need to convert an area the size of Africa – in addition to the land we’re currently using for food – to feed the global population by 2050.
That is unsustainable, and dangerous for the future of the planet. Most of the world’s agricultural land (80%) is used to feed livestock, or produce meat and dairy. Arborea claims that its platform requires 5,000 times less land and 40 times less water than livestock, while generating a mere fraction of the greenhouse gas emissions of beef.
Moreover, the Biosolar Lead system is also said to use 100 times less land and five times less water than soy, the majority of whose supply is reserved for animal feed. In fact, it only requires an area of non-fertile land the size of the New York metropolitan area to meet the proteins demand for 2050.
Plus, by minimising freshwater use, Arborea helps balance the difference between freshwater withdrawals and replenishment. It also ensures there are no nutrient runoffs, which can build up in lakes, rivers, and coastal waters, affecting natural ecosystems.
Protein ingredient for a range of applications
Courtesy: Arborea
Arborea’s current range includes a line of functional proteins, a Pure Blue powder, and an Ultra Pure Spirulina. Among the former is the Novo functional protein, an egg alternative that has the same emulsifying and binding properties, but without the food safety and price volatility issues. It can be used in baked goods, vegan egg formulations, and plant-based meat.
Its Amino Water is an ultra-soluble ingredient to deliver the right amount of all essential amino acids into liquid products like milk alternatives and functional waters.
Meanwhile, the Pure Concentrate contains at least 75% protein with a full amino acid profile, alongside iron, vitamins and minerals to deliver optimal nutrition in food and beverage products.
Outside the functional protein lineup, the Pure Blue powder is a blue pigment protein with superior antioxidant and anti-inflammatory properties, such as the reduction of free radicals and oxidative damage, immune system support, and detoxification. The high purity results in a vivid blue hue that can add functional health attributes and naturally colour products like ice cream, confectionery, dietary supplements, nutraceuticals, beverages, and more.
And the Ultra Pure Spirulina is a deep-green powder with at least 70% complete protein and essential micronutrients. It helps control blood glucose levels, lowers LDL cholesterol, aids weight regulation, and reduces skin ageing, among others. The ingredient can be used in both human and infant nutrition applications, as well as nutraceuticals, supplements, and cosmetics.
Arborea’s fresh funding will help it scale the Biosolar Leaf system that these products are extracted out of. Separately, it’s also working with the UK’s Natural Resources Institute and Imperial College London on a two-year project to create microalgae proteins with a superior taste profile.
“This funding marks a pivotal step in our mission to revolutionise food production through our Biosolar Leaf technology,” said Melchiorri, who is the CEO. “By sustainably and carbon-negatively producing multifunctional protein – clean in taste, colour, and adaptable to diverse food applications – we are tackling two of the world’s most pressing challenges: food security and climate change.”
French consumers are eating more legumes, vegetables, and vegan meat and dairy – but concerns about prices and health are major barriers to the latter.
Veggie burgers have been at the centre of a fierce debate in France, where legislators have been trying to ban companies from using meat-related terms on plant-based products. Their efforts are proving to be unsuccessful, with the proposal being reprimanded by the EU’s highest court.
But while meat analogues continue to divide opinion in the republic, whole foods like legumes and grains enjoy a more favourable perception among the French.
Having grown up on boeuf bourguignon and coq au vin, meat still remains king in France. But more than a third (35%) of its residents now rate legumes and pulses among the richest sources of protein, and two-thirds (66%) eat foods like beans, grains, lentils and wheat weekly, according to a new survey.
This is driven by a perception that these foods are healthy (a view shared by 73% of respondents), natural (67%), and contribute to a balanced diet (66%).
While separate research suggests that meat intake has fallen over the last two decades, this poll reveals that nearly a quarter (23%) of French nationals have been eating more legumes recently, with 34% citing their nutritional benefits as the key consumption driver. That said, 27% of them are unaware of these health gains, and 44% are not familiar with the environmental advantages of these foods over animal proteins.
Courtesy: Tijana Drndarski/Unsplash
It’s reflective of a larger challenge facing the plant protein ecosystem – six in 10 people in France aren’t familiar with vegan alternatives to meat and dairy, and two-thirds view them as trendy. Crucially, 44% feel they don’t taste as good as animal proteins.
“French consumers often lack sufficient knowledge about nutritional recommendations. The benefits of plant-based proteins, while significant, remain underappreciated and misunderstood by the broader public (daily protein intake, how to combine them, etc.),” says Alice Meullemiestre, CEO of plant-based consortium Protéines France, which conducted the survey in collaboration with vegetable oil and proteins association Terres Univia.
The 1,000-person poll is the seventh edition of their joint Consumer Barometer project, which aims to analyse the knowledge, perceptions, and practices of French consumers around traditional plant proteins as well as novel sources.
Why the French are swayed by cost and nutrition
The survey revealed that 65% of French consumers still identify as omnivores, but the number of flexitarians is growing and now makes up 31% of the population.
A quarter of respondents say they’ve changed their eating habits. For 45% of this section, rising costs have been the primary motivator for this shift. Health and nutrition concerns have pushed another 41% to do so, while 11% have changed how they eat to reduce their environmental impact (diets are responsible for 22% of France’s emissions).
At the same time, French people’s dietary priorities revolve around balanced nutrition (cited by 59%), diversity in food products (47%), and seasonality (43%). And over a third of them are eating more vegetables now.
Meullemiestre believes the importance of cost and nutrition is driven by both economic and societal factors. “Many consumers are facing an economic context of inflation, making affordability a key consideration in their food choices,” she says.
Courtesy: Swap
“Simultaneously, there is growing attention to the quality of diets, with individuals prioritising nutritionally balanced foods that contribute to their health and carefully considering the origin and sustainability of the products they consume. This has brought plant-based proteins into focus, as they are often perceived as healthier, more sustainable, and cost-effective options.”
France’s citizens eat about 1,600g of meat per week, much higher than the current dietary guidelines, which recommend a maximum of 500g of red meat and 150g of processed meat weekly.
The French Nutrition Society (SFN), a group that comprises public and private sector nutrition experts, has called on the government to suggest cutting meat consumption by at least 25% each week – a total of 450g – in the forthcoming update to the national guidelines.
But the poll suggests that French consumers generally remain poorly informed about nutritional guidelines, with three in four not knowing the daily protein recommended.
Meeting labelling expectations can drive plant-based consumption
Interest in plant-based products is growing, with a quarter of people eating meat and dairy alternatives weekly, and 14% doing so several times a week – a three-point increase from the 2022 and 2022 Consumer Barometers.
French consumers seem to have a sweet tooth, with 31% consuming vegan desserts at least weekly. This is followed by meat analogues (28%), ready meals (22%) and plant-based milk (22%).
The respondents also showcased an interest in newer protein sources, albeit with some caution. Half would be willing to try products derived from algae, while four in 10 say the same for mycelium or yeast-based proteins.
But as indicated above, there’s a knowledge gap around the nutrition and sustainability of plant proteins, combined with a perceived inferior taste. So how can brands overcome this barrier?
One way would be to meet consumers’ expectations on product labelling – though, with the legislative battle around meaty terms, this remains a thorny subject. The survey found that France’s population places high emphasis on ingredient lists, with 47% of respondents calling them key purchase drivers.
Courtesy: La Vie
Similarly, the origin of products and ingredients is important for 41%, and vegan labels and certifications like Nutri-Score are key for another 37%. Nutritional information, meanwhile, on food products influences a further 35%.
“Consumers need transparency and to be informed,” says Meullemiestre. “Addressing this gap is a priority for Protéines France and Terres Univia. Together, we are working to improve consumer education through enhanced communication, awareness campaigns, and broader initiatives to promote plant-based proteins, aiming to engage and better inform the public.”
She adds: “We are investing in educational initiatives to raise awareness of the nutritional, environmental, and economic benefits of these solutions. Diversifying product offerings and improving their accessibility in terms of taste, affordability, and availability is a critical focus. Significant efforts are being made to innovate in taste and texture, which remain vital factors for gaining broader consumer acceptance.”
Atlantic Natural Foods, the parent company of Loma Linda and Tuno, has terminated an agreement to be acquired by fellow plant protein maker Above Food.
Three years after first announcing the deal, Canadian plant-based ingredients supplier Above Food’s acquisition of Atlantic Natural Foods has fallen through.
The latter, which owns shelf-stable vegan brands Loma Linda, Neat and Tuno, withdrew from the agreement last month. It said the decision was mutually agreed upon by both parties.
Atlantic Natural Foods said this reflects a “strategic realignment following a comprehensive evaluation of the evolving business landscape”, with macroeconomic factors like rising food inflation, supply chain siruptios, and the global impact of Covid-19 all playing a key part in the decision.
Companies cite Covid-19, inflationary challenges
Courtesy: Atlantic Natural Foods
The original agreement was announced in November 2021. It was set to make Above Food the first producer of shelf-stable vegan foods with complete vertical integration in the supply chain, from field to product.
The financial details of the deal were under wraps, but it was initially expected to close in the first quarter of 2022. Despite missing that timeline, Above Food confirmed in 2023 that the takeover would go through as part of its plans to go public.
The ingredients manufacturer was listed on the Nasdaq stock exchange this July (under the ABVE ticker) after merging with Bite Acquisition Corp, a special purpose acquisition company (SPAC) designed to take businesses public without going through the IPO process.
Above Food’s portfolio of 120 plant-based meat, dairy and baby food products and 17 unique grains and proteins is distributed at over 35,000 retail points in 29 countries. “We started Above Food with the intent to drive positive change across the entire food chain,” co-founder and CEO Lionel Kambeitz said after the SPAC merger.
“More recently, as food insecurity escalates and the global food supply chain becomes more fragile and subject to disruption, we believe Above Food is well-positioned to ensure communities and consumers around the globe have access to nutritious ingredients that are grown and harvested according to sustainable farming methods.”
Now, it seems those same reasons have led to the termination of its Atlantic Natural Foods takeover, with the latter now transitioning back to private ownership after a “three-year journey toward entering a public environment in partnership”.
Against the rising trend of M&A deals
Courtesy: Atlantic Natural Foods
“Operating in the industry’s ever-changing landscape has not been without its challenges, but we remain steadfast in our commitment to resetting the standards for the years ahead,” said Doug Hines, chairman of Atlantic Natural Foods.
“We are drawing on tried-and-true food preparation and supply methods that have withstood the test of time to meet the needs of our global consumers.”
But despite the decision to cancel the agreement, the two companies will continue to maintain their collaborative ties. Atlantic Natural Foods will retain shares in Above Foods, while the latter will retain its interest in the Loma Linda owner.
“This strategy allows us to reinstate our commitment to returning the company to its core principles, products and consumer while carrying out our mission of creating healthy food for the world in 2025 and beyond,” noted Hines.
But these market challenges have actually fuelled M&A activity within the sector, with a growing number of plant-based deals this year. Companies like Wicked Kitchen, Deliciously Ella, Tofutown and Nuggs have all been acquired in the last 12 months – so Above Food and Atlantic Natural Foods’s development is contrary to the trend.
In our weekly column, we round up the latest news and developments in the alternative protein and sustainable food industry. This week, Future Food Quick Bites covers two Beyond Meat debuts in the UK, Oatly’s Christmas-themed ad campaign, and an alt-protein university course.
New products and launches
As Veganuary approaches, Beyond Meat is bringing its Beyond Smash burger to the UK. It will be available at Tesco from January 1, priced at £3.25 for a two-pack. Moreover, it’s also debuting its vegan steak in the Beyond Steak Chimichurri Burrito at fast-casual chain Tortilla, a promotion tat will run until February 6.
Courtesy: Beyond Meat
Also coinciding with Veganuary, UK plant-based food brand This will launch This Isn’t Chicken Kyiv and This Isn’t Chicken Wings SKUs. The former will be available at Sainsury’s for £4.25 per 250g pack from January 1, while the latter will be stocked in the freezers of Asda and Morrisons on January 6 and 13, respectively, for for £3.75 per 110g pack.
Spanish vegan fast-casual chain Plant Shack is eyeing a UK debut after signing an agreement with entrepreneur and investor Michael Vosc. The group is now on the hunt for a location in London.
In the US, vegan sushi chain Planta Queen‘s Atlanta outpost in Buckhead Village has been put up for sale, at a starting price of $3.3M.
Courtesy: Romain Buisson/Gourmey
Texas-based vegan snacking brand All Y’Alls Foods has added a new product to its Tasty Toppers lineup called It’s Big Crunchy Cheezy Bits Y’All. The gluten- and dairy-free cheese-flavoured product has 33g of protein per 2.9oz pack, which is available on its website now, with a retail and Amazon rollout by the end of the year.
Jumping on the Spotify Wrapped trend, UK hospitality tech partner Vita Mojo has produced its own foodservice industry version, revealing that orders for vegan food at chains like Leon, Gail’s, Wasabi, YO! and Subway rose by 56% this year.
French alt-milk brand Bonneterre has launched a no-sugar peanut milk that can be used in both cold and hot drinks, in cooking applications, as well as in cocktails.
Animal advocacy charity Viva! has launched a mythbusting guide to alternative proteins called Fake News About Fake Meat.
Finance and company updates
Luxembourg-based CSM Ingredients‘ innovation hub Generate has opened a global call for startups innovating with “breakthrough ideas” to reshape the ingredient sector and accelerate the food system transformation – think added-value plant proteins, for example.
In the US, Oatly‘s annual Update Milk campaign for Christmas is proposing a new Welcome Santa ritual, asking consumers to switch from milk and cookies to oat milk and croquembouche. It includes taste tests with Santas, as well as digital and out-of-home posters.
Courtesy: Oatly
In the US, mycelium startup MycoTechnology has appointed Jordi Ferre as its new CEO, taking over from interim chief Ranjan Patnaik, who will continue in his role as CTO.
Cashew milk maker Nutcase is hoping to leverage its connections with poker professionals and streamers to attract investors in its bid to raise $2.5M in seed funding.
Courtesy: Nutcase
Israel’s ICL Food Specialties has announced a follow-on investment in Californian duckweed protein producer Plantible Foods, a year after introducing the Rovitaris Binding Solution using the latter’s Rubi Protein. It adds to Plantible’s $30M Series B round announced last month, following ICL’s participation in the Series A round in 2021.
Ingredients giant Givaudan has partnered with Moonshot Pirates, a movement of young changemakers, for the Shape the Future Challenge, which challenges Gen Zers to imagine alternative protein solutions that don’t mimic meat or dairy, but instead address needs like affordability, nutrition and convenience.
As it awaits regulatory approval in five markets, French cultivated foie gras maker Gourmey has welcomed Michelin-starred chefs Claude Le Tohic (US), Rasmus Munk (Denmark) and Daniel Calvert (Japan) to its advisory board.
Courtesy: Romain Buisson/Gourmey
Israeli molecular farming startup PoLoPo, which is biohacking potatoes to grow egg protein and higher amounts of native protein within the spuds, has begun planting the tubers in fields, moving beyond greenhouse scale. It is expected to yield three tonnes of potatoes when harvested in spring 2025.
Cellular agriculture investor Cult Food Science has agreed to buy meat analogue players The Better Butchers, which is collaborating with fellow alternative protein companies to create hybrid meats, precision-fermented fats, and other ingredients.
Policy, research and awards
University College Dublin has become the latest institution to offer a course on future food, a micro-credential Level 8 programme titled Alternative Proteins for Sustainable Food Systems. It will focus on the technologies and materials used to make foods from plants, algae, fungi, precision fermentation, and cellular agriculture.
Colorado startup Meati has settled the class-action lawsuit alleging it falsely marketed its mycelium-based steak and chicken analogues as ‘made from mushroom root’. The case has now been voluntarily dismissed.
Courtesy: Meati
Researchers from King’s College London have been awarded £1.5M as part of a research grant from the UK’s Biotechnology and Biological Sciences Research Council to investigate the impact of plant-based food diversity on gut health.
Vietnamese vegan charity Vive has welcomed over 30,000 attendees at two Vegfest events in Hanoi and Ho Chi Minh City, delivering more than 15,000 plant-based starter kits.
Courtesy: Vive
Vegan seafood maker Bettaf!sh and upcycled apricot seed milk producer Kern Tec are among the winners of the Marketed Innovation Prize by EIT Food, the EU’s future food accelerator.
Plant-based meat leader Impossible Foods has been named on Fast Company‘s list of 66 Brands That Matter in 2024, thanks in large part to its partnership with competitive eater Joey Chestnut.
Israeli plant-based meat pioneer Redefine Meat has struck over 30 partnerships with UK retailers, foodservice operators and schools for Veganuary.
On the back of a record year for its UK operation, Redefine Meat is taking things up a notch for the world’s biggest plant-based campaign.
For Veganuary, the month-long challenge where participants eat a vegan diet, the Israeli 3D-printed meat maker has signed deals with more than 30 companies to drive plant-based consumption in the UK.
It includes a partnership with online grocer Ocado, where its year-on-year revenue has tripled. Redefine Meat is running a 50% discount for a range of its retail products, including its burger, pulled pork, pulled beef, bratwurst, lamb kofta, and mince.
And through a Taste It to Believe It campaign, the plant-based meat pioneer is hoping to entice “the next generation of meat-eaters”, collaborating with schools in an effort to dispel qualms about the taste attributes of vegan analogues.
Make a splash in schools, offices and restaurants
Courtesy: Redefine Meat
Allmanhall, the food procurement group for the education sector, has teamed up with Redefine Meat to put its Brighter Burger on school menus across the UK. It comprised a Redefine Premium Burger patty encased in a bun made from regeneratively grown flour from Wildfarmed and ketchup from Rubies in the Rubble, and generates 94% fewer emissions than a conventional beef burger.
Redefine Meat had worked with Allmanhall to pilot its Premium Burger at Epsom College last year, and 74% of participating students said they’d like to see it on the menu all year round. Now, the Brighter Burger has been made available for schools as a trial or permanent dish throughout Veganuary.
The school focus is shrewd – 9% of Gen Zers in the UK say they’re vegan, and over a quarter (26%) don’t eat meat. With another 26% intending to follow either a plant-based, vegetarian or pescetarian diet, over half of Gen Z Brits could potentially stop eating meat.
Meanwhile, the Israeli company has partnered with caterer ISS, which will serve dishes like smashed lamb burgers, cottage pie, and loaded hotdogs at nine of its contract partners across sectors including banking, government and industry. Employees will see the specific carbon emissions saved by each dish, calculated by Klimato, and be educated on the sustainability impact of eating Redefine Meat just once a week.
In the restaurant space, London-based burger chain Patty & Bun will throw a Quitter’s Day Party on January 10 (when about 80% of people give up on their New Year’s resolutions). Here, it will serve three versions of its signature burgers with Redefine Meat’s patty and zero-ABV beer to help guests stick to Veganuary and Dry January.
Redefine Meat will also appear as a gourmet option on the delivery menu of cloud kitchen operator Dirty Vegan, and feature in a variety of cuisines with over 20 restaurant partners, from traditional roast dinners to ramen.
Overcoming the ‘two biggest barriers’
Courtesy: Redefine Meat
Following a deal with pub chain Greene King, Redefine Meat’s 3D-printed products are now available at 1,000 restaurant locations in the UK, a market where its overall sales have doubled this year.
The company markets its products as New Meat, which spans beef, pork and lamb in pulled, minced, sausage, burger and whole-cut formats. They’re made in a factory in the Netherlands, undergoing a tissue engineering process that disintegrates textured vegetable protein (TVP) into fibres and blends them with a dough made from soy or pea protein isolates. This gives them a meatier flavour and the fibrous texture key to animal protein.
Its signature Beef Flank steak has been endorsed by leading chefs like Marco Pierre-White and Ron Blaauw, and is said to have won plaudits from consumers of all dietary preferences.
“Having achieved the quality benchmark required by high-end and Michelin-star chefs who love their meat, and built that out with the most diverse product range in the industry, Redefine Meat has overcome the two biggest barriers that have stalled repeat-buying of plant-based meat in recent years: lack of product quality and product variety,” said Simon Owen, UK managing director of Redefine Meat.
“This is exemplified by the diversity of our Veganuary collaborations, serving the needs of everyday diners through to fine-dining restaurants, hotels and catering, corporates, and mass retail. Following a record-breaking year in the UK of 97% sales growth, this Veganuary we’re expecting New Meat to reach more consumers than ever before.”
Young consumers in Europe’s largest market for vegan food are more welcoming of meat analogues, but doubts over processing and health effects persist.
Gen Zers are more likely to be open to plant-based meat than older consumers in Germany, but both demographics share concerns about ultra-processing and their impact on health, according to a new Kantar survey commissioned by food company Heristo.
The 1,015-person poll covered Germans aged 16 to 79, recording their answers based on age, from Gen Z (aged 16-28) to Traditionals (69-79). It found that youngsters trust and are open to buying food produced via new technologies around three times more than older respondents, who are largely worried about the health risks of such foods.
But consumers across the age spectrum agree that health is an important purchase factor for food. “Our study shows how tradition-conscious Germans are when it comes to nutrition. Many respondents have mixed feelings about new technologies and rate the potential risks higher than the benefits,” said Marc Sodeikat, board member for the Human Food division at Heristo.
Plant-based meat suffers from health and cost barriers
Courtesy: Heristo
Nearly four in five Gen Zers have tried vegan meat alternatives, but this shrinks to just 45% with the Traditionals. And in terms of product satisfaction, a third of the former haven’t found convincing options yet, versus 40% of the latter. Gen X (aged 44-58) seem to be the most satisfied with current meat analogues on the market.
And despite the well-documented climate benefits of plant-based food – which has 75% lower emissions than meat – only four in 10 youngsters recognise these advantages. That number drops to 16% for those aged 69-plus in the survey.
A major concern revolves around health. Gen Zers are the least worried about the ingredients and processing of plant-based meat, but still, a third of them are apprehensive. This grows with age, with half of Gen Xers and 72% of Traditionals expressing their doubts about this.
This trend is almost reversed when it comes to cost – only 27% of Traditionals find meat alternatives too expensive, compared to nearly 40% of Gen Zers and Millennials (aged 29 to 43). At the same time, animal welfare isn’t really a consideration for older generations, though it strikes a chord with around a third of Gen Z and Millennial Germans.
Meanwhile, just under 40% of Gen Zers are satisfied with the taste and texture of plant-based alternatives, and this slumps to one in five for Gen Xers and 12% for Traditionals.
Germans apprehensive about cultivated meat safety
Courtesy: Heristo
The research also explored German attitudes towards cultivated meat, and found similar trends. Most older consumers aren’t too bothered about these proteins, preferring to continue to eat conventional meat no matter what technologies arise.
But there are doubts over the safety of cultivated meat across the board, ranging from 42% of Gen Zers and 45% of Millennials to 62% of Traditionals. Similarly, between 30-43% of Germans have concerns about the hygiene standards of these foods.
Interestingly, if cultivated products were the only form of meat available in the future, a good chunk of respondents would rather avoid meat altogether. This includes 35% of Millennials and Gen Xers, 39% of Baby Boomers (59-68), 40% of Gen Zers, and 61% of Traditionals.
Moreover, three in 10 of the youngest demographic surveyed say they’re open to cultivated meat because of its climate and animal welfare benefits, but only a sixth of the oldest resonate with this. And less than a quarter of Gen Zers say they’d only eat cultivated meat if it were cheaper than conventional versions, reducing to 11% of Traditionals.
Overall, the survey surprisingly revealed that men are slightly more open to new technologies, including plant-based and cultivated meat products.
Country-wide progress bucks these trends
Courtesy: GFI Europe
The survey’s results may seem disappointing for alternative protein startups, but it goes against the grain of other polls, as well as sales data.
For example, a 2,000-person survey by the Good Food Institute in March revealed that 47% of Germans would be willing to try cultivated meat, with 57% finding current meat consumption levels too high. Here, too, men seemed more receptive. And among flexitarians, the interest in cultivated meat rises to 58%.
Germany remains Europe’s largest plant-based market, making up 40% of retail sales (in a six-country analysis) in 2023. It also accounts for nearly half (46%) of all plant-based meat sold in the continent, which raked in 6% more revenue than the year before.
The number of households eating meat analogues has also increased, from 34% in 2021 to 37% last year. And this will only continue to rise, as the revised national dietary guidelines encourage Germans to make 75% of their diets plant-based.
Retailers like Lidl, Kaufland, Aldi and the Rewe Group are lowering the prices of own-label plant-based meat and dairy to match or outperform their animal-based counterparts. Even large chains such as Burger King are doing the same. Meanwhile, the federal government earmarked €38M in its 2024 Budget to promote alternative protein consumption and a switch to plant-based agriculture, as well as open a Proteins of the Future centre.
“The results show how much potential there is in new concepts if the advantages can be communicated correctly; for example, the convenience character, animal welfare or the aspect of healthy nutrition,” Sodeikat said of the survey.
Turkey has just published new labelling laws that bring certain wins and losses for plant-based products, which are becoming increasingly popular in the country.
There were already 100,000 vegans in Turkey by 2022 – not a large number when you look at the share of the population – yet sizeable for a nation whose cuisine is built on meat and dairy.
But both anecdotal and statistical evidence suggests that consumption of plant-based food is increasing in the country. Health is the biggest factor driving Turks towards vegan meat and dairy alternatives, with product safety a top concern.
And when it comes to labels, local sourcing, halal/kosher, and traditional claims on meat analogues are most important to consumers, while low-fat, animal welfare, and functional ingredients are key for vegan cheese.
The problem is, two years ago, the Turkish Ministry of Agriculture and Forestry effectively banned the production of vegan cheese, citing consumer confusion and a supposed violation of cheese standards.
Now, though, the government has updated the Turkish Food Codex Labeling and Consumer Information Guide, recognising plant-based cheese as separate, autonomous products from the conventional version. The overseeing commission cleared the way for companies to manufacture, import and export non-dairy cheese, a big win for the sector.
But the catch is, these products – like other plant-based dairy offerings – can’t use terms like ‘milk’, cheese’, and more. Vegan meat alternatives, on the other hand, are allowed to feature words including ‘burger’, ‘salami’ and ‘meatballs’, but not descriptors such as ‘tastes like chicken/meat’ (although ‘cheese-flavoured vegan crackers’ is allowed).
The simultaneous positives and negatives are symbolic of the divisive new law, which marks the first time the Food Codex has recognised and defined vegan products. Industry experts are praising the feat, but also cautioning that there’s a long way to go.
Elif Güngör Reis, a food tech expert and IP board member at the Istanbul Arel University, called the legislation “a pivotal step forward” for the industry.
“Previously, the absence of clear definitions often left room for manufacturers to label products freely, which sometimes led to consumer confusion. For example, products with animal-derived additives could still be marketed as ‘vegan,’ eroding trust,” she told Green Queen.
“Overall, these new rules are a much-needed step to boost consumer trust and bring Turkiye closer to international standards,” she added. “However, their success will depend on how well producers adapt, particularly in balancing compliance costs with maintaining competitiveness in both local and export markets.”
Cultural context, Big Dairy make things harder for plant-based milk
Courtesy: Fomilk
Güngör Reis believes the legislation creates a “double-edged” scenario for Turkish plant-based producers. “On the one hand, they provide clarity and build consumer trust, which is invaluable in a rapidly growing market. By setting clear definitions, these regulations offer producers a chance to differentiate their products and align with the increasing consumer demand for transparency and quality,” she said.
But then there are the restrictions on dairy alternatives, which will force producers to rethink how they market their products. The Food Codex states that plant-based milk can’t even use the term “does not contain milk”.
“Terms like ‘burger’ or ‘meatball’ are still allowed, providing some leeway, but the shift for other terms might affect consumer familiarity and acceptance,” she added.
The difference between the two categories lies in Turkey’s cultural and economic context, as well as its regulatory framework and industry influence. Dairy is deep-rooted in the country’s culture – yoghurt, for example, originated in Anatolia, the peninsula comprising most of Turkey’s area. The industry argues that using these terms for vegan products “could mislead consumers into expecting nutritional equivalence”, a concern particularly relevant in the nation.
The tougher stance on these alternatives also reflects Big Dairy’s strong lobbying influence, according to Güngör Reis. “The dairy sector represents a substantial share of the agricultural economy, and this cultural and economic weight has translated into strong protections for terms like ‘milk,’ ‘cheese,’ and ‘yoghurt’,” she explained.
“Plant-based meat products, by contrast, are a newer addition to the market and carry less cultural baggage. Terms like ‘burger,’ ‘meatball,’ or ‘sausage’ are tied more to the product’s form and function than to specific ingredients,” she continued.
“Allowing these terms helps consumers understand how to use and prepare the products without confusion, making them less controversial from a regulatory standpoint.
“As consumer awareness grows, these regulations might evolve, but for now, the distinction underscores the unique role of dairy in Turkish culture.”
New regulations boost transparency, but challenge SMEs
Courtesy: Veggy
The regulations prohibit the advertising of meat and dairy analogues in a way that makes people think they’re a substitute for animal-based foods, justifying it by stating that vegan diets are a matter adults can decide on with their own free will. Additionally, products can’t feature geographical indications or traditional names linked with animal ingredients.
But foodservice operators are now required to clearly identify meat-free options with descriptors like “suitable for vegetarians/vegans” on menus, brochures, QR codes, digital displays, etc.
One of the most significant changes with the new regulations is the introduction of mandatory certification and inspection processes to help enhance product quality and prevent misleading claims.
“While this enhances transparency and consumer confidence, it also introduces challenges for smaller producers, who may face higher costs and logistical hurdles,” said Güngör Reis. She explained that this would likely drive up production costs, which would disproportionately hurt small- and medium-sized producers.
“Innovation may also slow if these smaller players struggle to navigate the new requirements,” she explained. “Additionally, the lack of full alignment with EU standards poses challenges for producers targeting international markets, where compliance demands may differ.”
She continued: “While the new rules aim to create a more transparent market, their success will depend on the industry’s ability to adapt. With the right support systems, these regulations could ultimately strengthen the plant-based sector in Türkiye.”
Czechia is working on a law that would prohibit the use of meat-like labels on plant-based food packaging, despite public opposition to the move.
The government of Czechia is drawing up an amendment that would penalise plant-based meat makers from using terms like ‘soy sausages’, ‘mushroom schnitzels’ and even ‘bean burgers’.
The move, reminiscent of the ill-fated 2020 EU proposal to restrict such words on meat alternatives, is explained as a way to prevent misleading consumers – even though research shows that locals are far from confused.
Eight out of 10 Czech residents understand that a soy sausage is a plant-based product that doesn’t contain meat, while 69% are in favour of the continued use of meat-like terminology on vegan packaging, according to a 1,000-person YouGov poll conducted for ProVeg Czech Republic.
“The Czech Ministry of Agriculture presents the proposed decree as a means to protect consumers but the reality couldn’t be further from the truth. Familiar names like ‘vegan schnitzel’ or ‘soy sausage’ help people intuitively understand how to use these products and what to expect in terms of taste,” Lucia Milec, public affairs specialist at ProVeg Czech Republic, told Green Queen.
“The government is creating unnecessary obstacles for consumers and local producers, disregarding clear consumer preferences for clarity and practicality,” she added.
Rafael Pinto, policy manager at the European Vegetarian Union, told Green Queen: “The consumer data is quite clear all over the EU: consumers are not confused and buy these products intentionally. According to EU law, as long it’s clearly stated that its a plant-based product, it can be on the market. A restriction like this could severely affect free trade in the EU.”
Amendment ‘drastically interferes’ with plant-based market
Courtesy: Bezmasna
The Ministry of Agriculture claimed that the changes won’t have any negative impacts on the business environment since they simplify labelling requirements and were proposed by food business operators in the first place.
Czech law requires the preparation of a regulatory impact assessment (RIA) for any legislation that will have potentially significant impacts on industries. In its explanation, the agriculture ministry said an RIA wasn’t needed for the labelling regulation.
But ProVeg argues that the decree changes the labelling requirements of an entire market segment, and so an RIA is a must. “The amendment to the decree, which the Ministry of Agriculture presents as protecting consumers and their information, in fact drastically and thoughtfully interferes with the market for plant-based products,” suggested Milec.
The rules would also favour overseas companies, which will remain unaffected. “This will not only increase prices for consumers, but also threaten the competitiveness of Czech companies in the European market. The Ministry of Agriculture should focus on supporting all food sectors, not just protecting the meat industry,” remarked Romana Nýdrle, trade director of the Czech Trade and Tourism Association.
She added that the regulation will disrupt the level playing field in the market and create unnecessary obstacles for local vegan companies, especially small- and medium-sized businesses.
Moreover, the Czech Agricultural and Food Inspection Authority hasn’t registered any complaints from locals about plant-based labelling being misleading – and in any case, the EU’s Food Information to Consumers legislation provides the public with sufficient protection against deception from businesses.
In the survey too, omnivores (making up 80% of respondents) were largely in favour of plant-based meat companies being allowed to use terms like ‘vegan burger’ and ‘tofu steak’, with 69% saying so.
Czech government accused of favouring ‘only meat companies’
Courtesy: Heaven Labs
ProVeg is calling on the agriculture ministry to abandon the labelling amendment, which it claims would make it “impossible to use understandable names” for plant-based alternatives. For example, in the rejected EU proposal from a few years ago, proponents of a ban suggested vegan companies could use words like ‘discs’ to describe burgers and ‘tubes’ for sausages.
Martin Ranninger, co-director of ProVeg Czech Republic, believes the ministry is “jumping on the animal lobby’s whistle” for a law that will harm local food companies. “This decree is in direct contradiction to the government’s programme statement, which promises to reduce the bureaucratic burden for companies and tradespeople,” he said.
“We cannot tolerate the interests of the animal industry being prioritised at the expense of innovative and sustainable plant-based alternatives,” he added.
Nýdrle echoes this sentiment, noting that the changes come from just one group of producers, and so were designed to benefit meat companies alone: “These proposals disproportionately favour one industry at the expense of plant-based products, which are growing in popularity.”
The YouGov survey found that while just 1% of the Czech population is vegan, 3% is vegetarian and – notably – 13% flexitarian. Another poll by the Good Food Institute, meanwhile, suggested that less than three in 10 Czech consumers were in favour of a similar labelling ban for cultivated meat.
Is the Czech ban even legal?
Courtesy: Bezmasna
The Czech government has invested in these proteins, awarding €200,000 in grants to local cultivated pork startup Mewery, and the parliament last year hosted a seminar for alternative protein. But then again, it was part of an EU coalition that presented a case for further regulations against cultivated meat in an Agrifish Council meeting in January.
Speaking of which, the European Court of Justice (ECJ) rejected a similar proposed ban from France in October, deciding that no member state can prohibit companies from using these terms on vegan product packaging. The only way they can is by legally defining meat products and descriptive terms first, which is a lengthy and complex process.
He added: “It’s important to state that creating definitions of meat products could also impact these products since different countries may have different definitions. It can be a lose-lose-lose situation for consumers, plant-based producers and meat producers.”
If Czechia doesn’t protect these terms and still enforces the restrictions, it risks running foul of the ECJ. “If this non-sense proposal is approved in Czechia, it will then be submitted to a consultation procedure called TRIS, opened for at least three months, to all EU member states, institutions and stakeholders,” explained Pinto. “This process can then take several months or over a year of dialogues to ensure it doesn’t hinder the internal market.” If approved, the amendment is expected to take effect in July 2025.
“The decree may be legal at the national level, but it raises significant concerns regarding the principle of proportionality,” said Milec. As mentioned above, the ban only covers domestic producers, who will be forced to bear substantial costs to rename their products, redesign labelling and marketing, and invest in rebranding to meet the new requirements.
“Conversely, companies that relocate production to other EU countries without these restrictions can avoid these rules while continuing to sell their products in the Czech Republic,” she said.
“This is likely why other EU member states are not adopting similar legislation. Belgium, for instance, rejected a proposed guide in January 2024 that would have banned the use of ‘meaty’ names for plant-based products, as it ignored consumer needs and jeopardised the availability and promotion of such products.”
In our weekly column, we round up the latest news and developments in the alternative protein and sustainable food industry. This week, Future Food Quick Bites covers Upside Foods’s latest cultivated meat tasting, a new vegan restaurant in New York City, and THIS’s brand refresh.
New products and launches
South Korean vegan maker Unlimeat has expanded its presence across the US with a listing at 130 Raley’s stores, where consumers can buy its BBQ sliced beef in original and bulgogi flavours, and its pulled pork.
Courtesy: Upside Foods
In its latest tasting event, Upside Foodspartnered with New York City restaurant Wildair to showcase its cultivated chicken as part of a menu including crispy chicken, skewers, and a pithivier.
Speaking of New York City restaurants, vegan chain Le Botaniste has opened its sixth location in the Big Apple at Penn 11 in the Penn District.
Courtesy: Le Botaniste
In more restaurant news, San Diego vegan eateries Evolution Fast Food and Donna Jean have moved into a shared space in North Park to bring stability and fresh opportunities for both businesses.
Seattle-based vegan chicken startup Rebellyous Foods has teamed up with distributor Dot Foods, to expand its footprint to schools, restaurants, event venues, and institutions nationwide.
Back on the east coast, New Jersey-based Nature’s Bounty has introduced a Plant-Based Omega-3 dietary supplement. It features 1,000 mg of vegetarian algae oil to support heart, joint, and skin health, and is available at CVS, Walgreens, Publix, Kroger, and Amazon.
Across the Atlantic, London-based Multus has introduced Proliferum B, a four-strong line of affordable, animal-free alternatives to fetal bovine serum for cultivated meat production.
Fellow British startup ReRooted, which sells plant-based milk in glass bottles and collects them for reuse, has partnered with Panasonic to install a cold chain unit that lowers its carbon footprint while expanding its capacity.
Courtesy: ReRooted
And Andy Shovel, co-founder of plant-based meat brand THIS, has started an animal welfare charity called A Bit Weird, initially launching with three initiatives around chick culling, lamb castration, and “happy-clappy animal branding“.
Company and finance updates
Speaking of which, THIS has introduced a brand refresh, partnering with London agency Kuba & Friends to update its packaging, logo, typeface, and background.
Courtesy: THIS
Canada’s investment in legumes continues, with national cluster Protein Industries Canadainvesting in a project to develop high-protein ingredients using local fava beans. The collaboration involves Griffith Foods, BFY Proteins, Botaniline and Faba Canada, which will create a neutral-tasting faba protein, as well as processed ingredients for consumer goods.
US biotech company Sunflower Therapeutics, an alternative protein manufacturing specialist, has closed an oversubscribed $3M funding round by Clear Current Capital to launch its Daisy Petal and Dahlia Petal perfusion fermentation systems.
Courtesy: Farmless
Dutch fermentation startup Farmless has secured €1M as part of a European Regional Development Fund (ERDF) grant, a year after it raised €4.8M for its ‘brewed’ microbial protein.
Speaking of grants, Chilean alternative protein player Luyef Biotechnologies has bagged $1M from the Chilean Economic Development Agency to scale up cultivated meat production, and another $500,000 from the Good Food Institute to develop a cost-effective fungi-derived culture medium. It’s now looking to close a $4M seed funding round.
Israel’s Steakholder Foods 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.
Policy and research developments
Sweet protein innovator Oobli has received a ‘no questions’ letter from the US Food and Drug Administration for its precision-fermented monellin sweetener, which can now be used in food and beverages. It is the startup’s second ingredient approved for sale, after its Oubli Sweet Protein in March.
Courtesy: University of Alberta
Researchers at the University of Alberta have developed a way to help pea protein hold its shape better after 3D printing: by activating water with cold plasma.
At Germany’s Fraunhofer Institute IVV, scientists have created an egg white foam alternative from pea flour under the LeguFoam project, which is backed by the German Federal Ministry for Economic Affairs and Climate Action.
Courtesy: Peta
Finally, University of Cambridge postgraduate student Callan MacDonald is the inaugural winner of PETA‘s $2,500 Future Without Speciesism contest. He has created AgriCell, a first-of-its-kind cell bank to archive and preserve the most advanced primary cells for cultivated meat production.
Israel’s Gavan Technologies has closed an $8M Series A funding round to commercialise its plant-protein-based animal fat alternative in Europe.
To transform the taste, texture, and nutritional profile of vegan dairy and bakes, Gavan Technologies is banking on its zero-waste technology to extract plant proteins and turn them into a next-gen fat matrix.
And investors are now banking on Gavan, pouring $8M into its Series A round. The financing was led by MoreVC, with participation from Lever VC, DarkBoot Group, and the EU-backed EIT Food platform.
The startup, which has raised $10.5M to date, will use the capital to set up a new production facility in Cyprus and break into the European bakery and dairy sectors with its vegan fat solution, Fatrix. The manufacturing plant has a current capacity of 200 tonnes a year, and is set to become operational by April 2025.
“This facility allows us to produce Fatrix at a commercial scale while refining our processes to prepare for future expansions,” Gavan co-founder and CEO Itai Cohen tells Green Queen.
“As early investors in the alternative protein space, we’ve evaluated countless fat solutions aiming to replace butter or animal fats,” adds James Caffyn, partner at Lever VC. “Gavan’s platform stands out as the most compelling, offering a unique ability to partner with large corporates while achieving capital-efficient scaling and competitive unit economics. These qualities position Fatrix as a game-changer in the move towards healthier and cleaner-label foods.”
A zero-waste process with multiple products
Courtesy: Nimrod Saunders
Cohen and co-founder Allen Hazan established Gavan in 2018 to develop functional ingredients for the food industry through its plant protein extraction technology. Its flagship product is a multi-texture oleogel that requires 20 times less protein than other plant-based fat alternatives on the market.
Oleogels involve a combination of oil with gelators to form hard structures and give unsaturated oils some of the functional attributes of harder saturated fats. They’ve been recognised as an innovative alternative to animal fats, but regulatory restrictions and a lack of food-grade gelators have impeded their commercialisation.
Fatrix, though, is made from pea protein isolate, vegetable oil and water. None of these ingredients are new to the food system, meaning the fat doesn’t require novel food approval in the EU.
“We apply a proprietary no-waste protein extraction process that preserves the protein’s original structure,” explains Cohen. “This acts as a base upon which we add a plant oil and water, acting as a binder and carrier for the fat matrix. It is designed to be efficient, sustainable, and scalable to meet the demands of modern food manufacturing.”
Usually, up to 80% of the plant source goes to waste, or is relegated to compost or feed. And when byproducts are generated, they’re often too diluted or low in quantity. The multi-step process enables Gavan to isolate and extricate multiple proteins and other valuable components until the entirety of the plant is utilised.
The zero-waste approach enables the firm to use all sidestreams from its production process to create additional ingredients for human consumption. “Our protein extraction technology does not alter the natural structure of the protein or the remaining plant material,” says Cohen. “As a result, the byproduct is a pea powder with reduced protein content, which can be repurposed in various food applications.”
Targeting better nutrition and functionality
Courtesy: Nimrod Saunders
Fatrix is positioned as a one-to-one replacement for butter in a range of bakery products and dairy alternatives, enabling manufacturers to lower calories due to the high water content in the plant-based fat. “This innovative formulation maintains the rich texture and performance of butter but with fewer calories, aligning with consumer demands for healthier alternatives,” notes Cohen.
The fat can replicate the functionality of butter in baked goods like brioche and croissants, and enhance non-dairy whipping creams, cream cheeses, puddings, and more, without the need for additional thickeners, emulsifiers, or stabilisers. This gives products a cleaner label, which is increasingly important to consumers.
Additionally, Fatrix has a “very low content of saturated fats”, and since it isn’t hydrogenated, it has zero trans fats. This allows food producers to score better on the nutrition front, while also delivering efficiency in scale-up and costs.
“It is neutral in flavour, odourless, and highly versatile, making it possible to create any texture required,” says Cohen. “It maintains stability and water- and fat-holding capacity even under processing conditions of high heat and physical pressure.”
While Gavan is using pea protein isolate as the primary source for Fatrix, its platform is compatible with a diverse range of ingredients. “Our technology is versatile and allows us to extract proteins from any legume, giving us the flexibility to adapt to specific needs and raw material availability,” he explains.
“As a B2B company, we supply Fatrix to food manufacturers,” he adds when asked about Gavan’s plans for launch. “We anticipate seeing products containing Fatrix on shelves within a few months after production starts. These products will likely appear in categories such as baked goods and other dairy alternatives.”
India’s foodservice sector is a major opportunity for plant-based brands, but better education and menu integration are needed to increase consumer demand for meat analogues.
Low awareness and common misconceptions contribute to a lack of demand for plant-based meat in India, leaving a big foodservice opportunity gap for vegan brands.
That’s the conclusion of a new report by the Good Food Institute (GFI) India, which addresses the challenges hindering the potential of meat alternatives in India’s restaurant industry, and what companies need to do to overcome them.
Titled ‘The Next Course: Reimagining Smart Protein’, the report was unveiled at an event featuring representatives from McDonald’s, the National Restaurant Association of India, and hotel group InterContinental, as well as plant-based brands like Blue Tribe, GoodDot, Plantway, and others.
Following in-depth interviews with chefs, restaurant owners, marketers and industry leaders, GFI India found that plant-based meats need to be integrated into local cuisines to help position them as tasty and indulgent offerings on foodservice menus, and recommended strategies such as chef collaboration and consumer education initiatives.
“The food service industry has always played a key role in introducing newer cuisines and ingredients to Indian households and holds immense potential to drive the adoption of plant-based proteins among consumers as well,” said Sneha Singh, managing director of GFI India.
“India’s rich culinary heritage and dynamic dining out market make it uniquely positioned to lead a transformative shift in the way we eat and pave the way for a more sustainable and inclusive food ecosystem,” she added.
Cloud kitchens, cuisines and labelling in focus
Courtesy: GFI India
By 2028, India’s foodservice industry is set to trail only the US and China, a growth fuelled by the rise of urbanisation, the demand for convenience, and lifestyle changes.
The GFI India report suggests that Mumbai is the vegan capital of India, home to 37% of restaurants serving plant-based meat across eight metropolises. Bangalore (20%) and New Delhi (19%) round up the top three.
Meanwhile, casual dining eateries account for 35% of all restaurants serving meat analogues, followed by cafés and cloud kitchens (21%) – the latter particularly offers enormous potential thanks to the rise in food delivery.
Cloud kitchens also serve more plant-based meat dishes on average (5.3) than casual dining establishments (4.9) and cafés (4.4), and represent the cheapest price for dishes with meat alternatives (₹357/$4.21 on average). In contrast, these dishes have a price tag of ₹665 ($7.85) in fine dining establishments.
Courtesy: GFI India
Notably, the most popular ways to incorporate these proteins into dishes skew Western and snacky. Burgers and wraps alone make up 43% of these items, with pizzas and hot dogs accounting for another 26%. “Foodservice establishments can expand their appeal by integrating plant-based meat into local and regional Indian cuisines and dishes, thereby tapping into a broader consumer base,” the report suggests.
Similarly, labelling is a critical opportunity too. Half of these dishes are labelled as ‘vegan’, while under a quarter (23%) feature the term ‘plant-based’, despite research proving that consumers prefer the latter.
“Increasingly, positioning dishes as ‘high-protein’ and ‘plant-based protein’ is resonating with consumers,” the report states. “Taking the route of deprivation with terms like ‘meatless’ doesn’t appeal to consumers, particularly meat-eaters who are seeking taste and indulgence when dining out.”
What’s holding restaurants back?
Courtesy: GoodDo
The research identified two main barriers to the adoption of plant-based meat in the Indian foodservice landscape. The first is a “lack of consumer demand”: few locals are asking about or requesting these options when dining out, part of a larger consumer awareness issue in the country.
Even among those aware of these foods, there are questions about their relevance in their lives. Previous research by GFI India and Kantar has found that Indians over 45 feel alternative proteins are not relevant to them, adding to population-wide concerns about perceived ‘unnaturalness’, lack of clarity on health benefits, and taste and price.
Meat-eaters are already choosing conventional meat dishes, while both vegetarians and vegans have sufficient options available on restaurant menus, and so many foodservice establishments don’t see an incentive in educating diners and adding new meat alternatives to their plates.
Pranav Rungta, vice-president of the National Restaurant Association of India, noted: “The real barrier is not the lack of awareness but the need for a mindset change. With the foodservice industry growing and becoming more organised, educated restaurateurs who understand the impact of health, nutrition, and alternative proteins are also growing.”
The second hurdle is within the kitchens. While most chefs are familiar with the category, not everyone is well-briefed on the production process of meat alternatives, or their associated health benefits. Restaurants prioritising local and seasonal ingredients consider plant-based meats processed and not in line with their ethos or their target consumers.
“Busting myths around the processed nature of plant-based meat, along with creating awareness about the ingredients, processes, and health benefits, can help dispel some of the misconceptions,” the report reads. It further points to tie-ups with culinary schools and chef forums as a means to educate and improve awareness.
How plant-based meat brands can appeal to restaurants
Courtesy: Rollin’ Plantz
There are a host of ways for Indian vegan meat manufacturers to land on restaurant menus. Prioritising taste as the main selling point and co-creating recipes with chefs should help, but so too will the understanding that each restaurant is different – customising products, recipes, pricing, and positioning to suit businesses’ needs is crucial.
For example, products that can be used as ingredients in their recipes are preferred over ready-to-cook formats. Chunks and minced meat tend to be the favoured products, as they can be used nearly as efficiently as their animal-derived counterparts in creating multiple menu items.
Leveraging the price premium at fine dining and specialty restaurants over QSRs could also be a winning strategy. That said, vegetarian dishes are usually always cheaper than meat-based options in India, so pricing plant-based meat on par with other vegetarian dishes at foodservice establishments is more prudent, both from a customer and restaurant standpoint.
Foodservice operators that have used plant-based meat have also taken issue with consistency in product sourcing, with some brands stopping supply without much notice, which needs to be addressed. Additionally, marketing these dishes together with the restaurant through on-table and in-store displays helps spread the word further.
“Plant-based brands have to look at themselves not as product suppliers but as solutions providers,” said Romil Ratra, CEO of Graviss Hospitality and co-founder of vegan company Plantaway. “Brands and food service businesses both have their own unique visions, and decisions on these partnerships often come down to price.”
Migros, Givaudan, and Bühler Group have opened The Cultured Hub, a biotech facility to speed and scale up the production of cellular agriculture foods.
Three years after announcing the partnership, some of Switzerland’s largest food companies have opened the doors to a factory that will churn out next-gen foods like cultivated meat, cow-free dairy, and cell-based chocolate.
The Cultured Hub, situated in The Valley in Kemptthal, is a biotech plant and scale-up platform that aims to revolutionise the alternative protein sector by speeding up the development and commercialisation of cellular agriculture products.
It is a joint venture between retail giant Migros, flavour specialist Givaudan, and equipment manufacturer Bühler Group, combining “centuries of collective experience” in food processing, product development, manufacturing, marketing, and commercial launches.
“The Cultured Hub represents a paradigm shift in how we approach food production,” said Matthew Robin, CEO of dairy company Elsa Group, a subsidiary of Migros Industries.
“Our jointly developed facility embodies the collaborative spirit of the Swiss food ecosystem,” The Cultured Hub CEO Yannick Gächter said at an event to mark the centre’s opening.
“By bringing together the right partners, our technology platform also enables startups to tap into centuries of experience in food processing, product development, production, marketing and market launches, allowing them to scale up faster and minimise capital investment.”
Courtesy: The Cultured Hub
Tech capabilities for food and beyond
The hub is equipped with advanced production development labs, as well as cell culture and fermentation capabilities and equipment. Its host of partners allows the centre to empower startups to scale up the development of market-ready products that are better for the environment, and at a faster rate.
The tech platform offered by the hub can support the development of cultivated and fermentation-derived products like meat, fish, dairy, pet food, and cocoa. But it’s not just restricted to food – companies can also innovate with materials like cosmetics and select pharma applications.
The Cultured Hub can host three companies at a time, which can work simultaneously in fully separated suites. This helps accelerate market entry by saving time and resources, and allowing the entities to focus on creating the optimal food products at competitive costs.
Additionally, it allows Migros, Givaudan and Bühler Group to expand their sustainability efforts and make the hub a “unique access point” for knowledge, skills, tech, and retail and consumer education.
“As a global leader in flavours, taste, functional and nutritional solutions, with deep expertise in biotech, Givaudan is committed to unlocking new opportunities in the cellular agriculture space and contributing to the transformation of the global food system,” said Fabio Campanile, head of science and tech at Givaudan.
“Through the Cultured Hub, and the ecosystem we are building with start-ups, partners and customers, we look forward to co-creating new, game-changing solutions that meet consumer demand for healthier, more planet-friendly products,” he added.
Courtesy: The Cultured Hub
Startups can scale up without taking financial hits
It’s not just that companies will be able to ramp up their processes from small-scale lab experiments (like shake flasks) to 1,000-litre pilot operations – they’ll be able to do so without investing in expensive assets or diluting equity.
This is critical at a time when money is hard to come by for alternative protein startups – VC investments dropped by 44% last year, with cultivated meat startups alone seeing a 75% decline. And while a recovery was looking likely by the first half of this year, companies in the latter segment only raised $3M in the third quarter, making another annual decrease likely.
Courtesy: GFI
The Cultured Hub’s model is said to bridge the gap between research and commercial production, allowing companies to demonstrate and refine their processes efficiently.
One such startup is Switzerland-based Sallea, which spun off from ETH Zurich late last year and recently closed a $2.6M pre-seed round for its plant-based scaffolds for cultivated meat.
“Setting up in Switzerland has helped us to position as a leading scaffold provider for cellular agriculture,” Sallea co-founder and CEO Simona Fehlmann said at the event. “Switzerland is not only home to global companies like Nestlé, Bühler and Givaudan with a wealth of knowledge and expertise in the food sector, it also has a strong pool of talent, which is essential to any startup’s growth.”
Gaechter believes the hub is a “pivotal moment” in the global protein transition. “The opening of this facility is not just an achievement for our team, but a landmark moment for the industry,” he said. “We are excited to open a facility that will enable start-ups to scale up without heavy capital investment and contribute to global food system improvements.”
Ian Roberts, CTO of Bühler Group, added: “The Cultured Hub is designed to bridge the scale-up gap for companies, enabling them to retain equity, protect intellectual property, and fast-track their journey to market without high capital investment.
“We are thrilled to bring together industry players and create a collaborative environment that will drive significant advancements in the industry.
Mumbai-based startup Biokraft Foods hosted India’s first formal tasting of cultivated meat last week, presenting a hybrid chicken it hopes to launch next year.
Amid a welcoming biotech environment and increasing regulatory clarity, Indian startup Biokraft Foods signalled the country’s appetite for novel foods at a showcase for its cultivated chicken.
Over 30 sector leaders, sustainability advocates, and members of industry groups attended what was India’s first public tasting for cultivated meat, marking a milestone development for the future of food in the world’s most populous country.
The event was a precursor for Biokraft Foods’s market launch, which it indicates could come as soon as next year. The company is “optimistic” about the timeline since it’s already working closely with the Food Safety Standards Authority of India (FSSAI).
“Currently, cultivated meat will go through the novel and non-specified product route, as recently clarified by FSSAI officials. We are preparing our regulatory dossier to par with the available data from regulatory approved companies,” Biokraft Foods founder and CEO Kamalnayan Tibrewal tells Green Queen.
“We understand the ball has to be rolled by being the first company in India to start the work by regulatory officials in this space,” he adds. “Also, officials have clarified if the company and product meet all the standards, the approval process won’t take more than six to eight months.”
Combining chicken cells with plants and algae
Courtesy: Biokraft Foods
Tibrewal is an alum of the Institute of Chemical Technology (ICT) in Mumbai, as well as the Good Food Institute’s (GFI) Smart Protein Project in the city. He established Biokraft Foods in 2023, supported by leading incubator programmes from ICT Mumbai, SP-TBI, and iCreate.
At the tasting, members of GFI India, Peta India, the Chamber for Advancement of Small & Medium Businesses (CASMB), Brinc, the Youth Organization in Defense of Animals India, and India Animal Fund (among others) tried Biokraft Foods’s cultivated chicken as part of slider burgers and chilli chicken, an Indo-Chinese classic.
The startup employs an advanced 3D bioprinting technology to make its cultivated chicken, marrying it with precision engineering and cellular biology to replicate the structure, taste, texture and nutritional profile of conventional chicken.
“We have developed our in-house proprietary bioink that contains all the ingredients required to achieve chicken meat’s essential sensory and physical properties. We use 3D bioprinting to fabricate the final chicken breast structures,” explains Tibrewal.
Asked about the product’s composition, he adds: “We are primarily working on chicken breasts made from certain plant-based and algal-based biopolymers in addition to chicken cells.”
Biokraft Foods will soon validate more SKUs, according to Tibrewal. “We are beyond thrilled to host this landmark event and introduce cultivated chicken meat to India. This is not just a milestone for Biokraft Foods, but a leap forward for sustainable food innovation in the country,” he says. “The overwhelmingly positive feedback we received fuels our commitment to redefine how meat is produced.”
The firm is to organise more tasting events to reach a broader audience and expand external validation, allowing both consumers and industry professionals to experience cultivated meat and provide valuable feedback to refine the product.
Priced the same as premium chicken
Courtesy: Biokraft Foods
India may be known as a meat-free haven, being home to the world’s largest vegetarian population, but even so, at least 60% of its citizens eat meat. And chicken is by far the most popular among those people.
But as a nation whose food habits are increasingly being dictated by health, its residents seem open to novel foods. Nutrition is already driving greater consumption of plant proteins, but they’re also receptive to cultivated meat, as a survey showed in March. It found that over 60% of Indians are willing to buy cultivated meat, with 59% identifying it as an alternative to conventional meat that promotes nutritional security.
One key barrier, as is the case in other countries too, will be the cost of cultivated meat. This has been a major bottleneck for startups around the world, and is critical to wider adoption of these proteins.
“Our product would be competitively priced to meet the demands of the Horeca [hotels, restaurants, and catering] sector,” Tibrewal reveals. “For a general Indian consumer market, chicken meat is available for around ₹150-250 ($1.75-2.95) per kg, and for a B2B market, it is priced between ₹300-600 ($3.50-7) per kg, given the premium involved.
“So, our target pricing is between ₹300-350 ($3.50-4.10) per kg, which will be good to go for the B2B market,” he says. This could be viable, considering that 46% of respondents to the aforementioned survey are willing to pay a 10-30% premium on cultivated meat.
The startup is also planning to set up an independent R&D and production facility by the end of 2025, which will further help streamline its costs.
Biokraft Foods to close pre-seed funding round soon
Courtesy: Biokraft Foods
Progress for India’s cultivated meat sector has sped up this year. The FSSAI has reportedly been looking to develop a regulatory framework for cultivated meat and seafood products, confirming that it would work with the government’s Department of Biotechnology and Biotechnology Industry Research Assistance Council on the same at a regulatory conclave in April.
India’s health minister, JP Nadda, stressed the importance of setting up the framework at a food safety summit in September. And last month, the government was urged to set clear regulatory guidelines for these alternative proteins.
Government bodies have invested in this space, too, with multiple research grants for cultivated meat from the Ministry of Science and Technology. Meanwhile, ICAR-Central Marine Fisheries Research Institute and New Delhi-based startup Neat Meatt are co-developing cultivated seafood, and Biokraft Foods itself is working with the ICAR-Directorate of Coldwater Fisheries Research on a similar project.
The opportunity for cultivated seafood has also attracted Singaporean pioneer Umami Bioworks, which has established R&D and commercialisation partnerships with two research hubs in India. One of them, the Centre for Smart Protein and Sustainable Material Innovation, was opened in May in Bengaluru, the same week the Alternative Proteins Innovation Center was launched in the city,
Biokfraft Foods, which has been backed by several government grants, is now in the middle of a pre-seed funding round, which is expected to close “very soon”, says Tibrewal.
Speaking after the tasting, CASMB president Nilesh Lele – a strategic advisor to the company – said: “Biokraft Foods is at the forefront of cultivated meat innovation, and this event underscores their potential to revolutionize the industry. I’m confident that Biokraft will not only lead in this space but also put India on the global map for sustainable food technology. This is just the beginning.”
Impossible Foods founder Pat Brown is the subject of a recent episode of the Wild Hope documentary, which details his dedication to fighting climate change, and his new Carbon Ranch.
After decades spent in labs, Pat Brown is taking to the field.
The founder and former CEO of Impossible Foods, one of the most seminal companies in the alternative protein ecosystem, is leveraging his experience in academic and corporate America to tackle the biggest issues in the heartland.
On a 1,000-acre Carbon Ranch in Arkansas owned by the Poland-based Impossible Foundation, Brown and fellow scientist Michael Eisen are creating a model to show farmers how carbon-intensive cattle ranches can be transformed into carbon-capturing forests.
Brown’s journey from biochemist to food CEO to land restorer was detailed in a recent episode of the Wild Hope docuseries, titled Mission Impossible.
Problem one: cattle farming
The work on the Carbon Ranch is built on research by the two colleagues in 2022, which suggested that a phaseout of animal agriculture over the next 15 years would have the same effect as reducing emissions by 68% through the rest of the century.
The study was published in PLOS Climate, a journal owned by the Public Library of Science, an open-access publisher co-founded by Brown at the turn of the century. Since then, he took a sabbatical that led to the establishment of Impossible Foods.
“What I wanted to do on the sabbatical was to figure out what was the most important thing I could do to make the best possible world,” Brown says in the documentary. “The environmental impact of the animal ag industry was completely unacceptable, and no one was seriously trying to make it go away completely. So that’s what I decided I was going to do.”
Figuring out what makes meat taste the way it does, and finding the necessary components to deliver an animal-free alternative, was “the most important scientific challenge in the world”, he says.
Courtesy: Wild Hope
The documentary details Brown and his team’s bet on heme, the iron-rich red molecule that is said to give animal products the meaty colour and flavour they’re known for. Brown recalled that heme is also carried in soy leghemoglobin, a protein present in high concentrations in soy root nodules.
To produce it at scale though, the team turned to precision fermentation, inserting the DNA from the soy plants into a genetically engineered yeast strain called K. phaffii, which is then fermented in a similar way to how Belgian beer is made. The soy leghemoglobin is then extracted from the yeast and added to the plant-based ingredients that make up the Impossible Burger.
It formed the base of Impossible Foods’ success, which soon partnered with Burger King to launch the first vegan Whopper, in a distribution deal that still runs today.
Beef is the most polluting food on the planet, and as a whole, livestock farming emits a fifth of the world’s emissions. According to the Californian firm, the Impossible Burger generates 89% fewer greenhouse gas emissions, consumes 87% less water, and uses 96% less land than conventional beef.
But 11 years after establishing the company, Brown turned to the next stage of his quest to safeguard the planet and undo the harms of the animal agriculture economy.
Problem two: land restoration
Courtesy: Wild Hope
“If you get rid of the demand for meat products, you have two problems you need to solve,” Brown told Wild Hope in an interview. “Number one, what happens to the people who make their living raising animals for food? Obviously they’re not the bad guys. They’re just trying to make a living, doing an incredibly hard, dangerous job. So, what happens to them?
“Secondly, you don’t realise the benefit of eliminating the use of land for animal agriculture unless you use that land to restore the native ecosystems and recover carbon from the atmosphere.”
This is why Brown stepped down from his role as CEO in 2022 to focus on specific strategic initiatives at the company, including hands-on research, public outreach and technology progress.
The Carbon Ranch he’s working on now had 800 cows when it was first bought, who were moved to a nearby land by the previous owner. “We’re so used to thinking of a cattle farm as… a part of nature,” Brown says in the documentary. “And it’s the destruction of nature.”
Brown and his colleagues cleared the land to give it the opportunity to recover, and divided it into three sections. In the first, they did no intervention. In the second, they planted a mixture of 30 different native tree species, and in the third, they cultivated 330,000 fast-grown timber species.
Courtesy: Wild Hope
“The product we want from this experiment is a playbook for farmers and ranchers that basically tells them how to do this, and how to make a living by doing this,” he said in the interview with Wild Hope. “Because they’re ultimately going to be the ones that are carrying out the transformation, and we want them to be able to make a really good living from it.
“The best way for that to happen right now is through carbon markets. Because if you’re capturing carbon through reforestation, you can get paid a decent amount of money. And if it works well, a lot of farmers are going to opt to do that, so we need to figure out how well that works.”
Californian food tech startup Lypid has debuted its consumer brand via a partnership with Disney, serving vegan pork baos at the Moana 2 premiere in Hawai’i.
At the world premiere of Disney’s latest record-breaking film, Moana 2, Pua wasn’t the only pig that stole the show.
Stars, filmmakers, and attendees were among the first groups to taste the BBQ Pork Piggy Bao, a new retail product by Californian brand Lypid Kitchen, which centres around an innovative vegan pork fat.
It’s the retail-focused arm of food tech startup Lypid, which is known for its plant-based animal-like fats. The baos – the brand’s first product line – were on the menu at the Lanikuhonua Cultural Institute in Kapolei (situated on the Hawaiian island of O’ahu), where people gathered to celebrate the sequel to Walt Disney Animation Studio’s 2016 hit, Moana.
Courtesy: Lypid
Since the premiere in late November, Moana 2 has turned out to be a Thanksgiving record-breaker at the box office, and banked $389M globally in its first weekend – behind only fellow Disney megahit Deadpool & Wolverine.
“We are thrilled to collaborate with Disney for the Moana 2 World Premiere, a celebration of connection and harmony that aligns perfectly with our mission,” said Lypid co-founder Jen-Yu Huang.
Lypid Kitchen celebrates Asian classics
Lypid’s produces hard fats that have the taste and texture of animal fats and coconut oil, but without the environmental or health detriments. It is low in saturated fat, and contains zero trans fats or hydrogenation.
Its patented microencapsulation technology incorporates and extends flavour delivery into vegan fats, and can retain them even through the cooking process. PhytoFat is a structured fat that is low in saturated fat and has a very high melting point, making it suitable for a range of applications, including plant-based meat, dairy and baked goods.
Courtesy: Lypid
With Lypid Kitchen, the startup is focusing on Asian comfort foods with a better-for-you, plant-based approach. The BBQ Pork Piggy Bao is intended as a twist on the sweet and savoury char siu bao, a dim sum classic.
“At Lypid Kitchen, we’re reimagining favourite Asian comfort foods to offer authentic flavours that everyone can enjoy, while also caring for the planet,” said Huang.
The bao is now available for pre-order on Lypid Kitchen’s website, priced at $14.99 for a four-pack. Moreover, the brand will introduce the saturated-fat-free product on retail shelves in February 2025.
Alternative fats solve major pain points
Lypid, which has raised over $4M from investors, has several other products, which are all geared towards foodservice. These include pork belly slices in original and smoky flavours, which it debuted in March last year, braised pork belly, thick-cut bacon, and smoky BBQ crumbles.
And earlier this year, it rolled out plant-based meatballs, which it said can be used in various cuisines, including American, Italian, and Asian fusion.
Courtesy: Lypid
These products are available at over 500 locations globally. Burger patties made from PhytoFat have been served as part of several menu items at Louisa Coffee outlets in Taiwan since 2022. Its pork belly was part of a pasta dish at Ikea Taiwan for a limited time this year, and its offerings can also be found at Taiwanese airline company EVA Air.
Edinburgh’s Palm-Alt is emulsifying non-tropical oils with proteins and water to give them more ‘saturated’ properties, while London-based vegan meat maker THIS has come up with an olive-oil-based emulsion to reduce the level of saturated fat in its chicken, beef and pork analogues.
Several others are working on planet- and health-friendly hard fat alternatives, whether via a combination of plants, or through fermentation. These include NoPalm Ingredients, C16 Biosciences, PALM-ALT, Äio, and Melt&Marble, among others.
Israeli startup Aleph Farms has submitted the first application for cultivated meat in Thailand, and expects regulatory clearance by mid-2026.
As far as regulatory progress for alternative protein goes, 2024 has been bookended by Israel’s Aleph Farms. The cultivated meat pioneer began the year with the greenlight to sell its beef in its home country, and is ending it in pursuit of yet another approval.
The Rehovot-based startup has filed a dossier for its cultivated beef steak in Thailand, marking the first such application in the country. It was submitted to the National Center for Genetic Engineering and Biotechnology (BIOTEC), the agency overseeing safety assessments for novel foods, as designated by the Thai Food and Drug Administration (FDA).
“We chose Thailand because of its reputation as the ‘Kitchen of the World’, renowned for its rich culinary heritage, advanced food production capabilities, and strategic position as a gateway to key Asian markets,” Aleph Farms co-founder and CEO Didier Toubia tells Green Queen.
“Thailand is also transitioning into a powerhouse for novel foods. Aleph Cuts align perfectly with Thai cuisine, and the country’s strong commitment to sustainability, combined with our trusted local partnerships, creates an ideal environment to drive meaningful innovation and growth in the region,” he adds.
Upon approval, the company’s Blank Angus Petit Steak will be sold under the Aleph Cuts brand. Doubia indicates that a timeline is difficult to predict, but “in principle, we estimate the process will take around 18 months”.
Aleph Farms working closely with Thai Union
Courtesy: Sakchai Lalit/AP
Aleph Farms received “instrumental” guidance to navigate Thailand’s regulatory framework from local seafood giant Thai Union, which is an investor in the alternative protein firm. The two entities spent nearly a year conducting extensive preparatory work and collaborating with the country’s regulatory agencies.
“This partnership was crucial in establishing the foundational regulatory framework needed to support this groundbreaking first submission for cultivated meat in Thailand,” says Yifat Gavriel, chief of regulatory affairs and product safety at Aleph Farms
“This proactive engagement not only laid the essential groundwork but also paved the way for an innovative regulatory path forward,” he says.
Doubia calls Thai Union a “key partner” for Aleph Farms. “We believe cultivated meat should be localised to fit into local markets and preferences, which we can achieve only through partnerships,” he says. “We also expect their expertise and infrastructure to accelerate the scale-up, market entry, and commercialisation of Aleph Cuts.”
The development comes just over a month after Aleph Farms conducted a tasting for food industry professionals in Bangkok, consulting with several local chefs who were left impressed by the Blank Angus Petit Steak, which will be sold under the Aleph Cuts brand.
In February, the startup partnered with biomanufacturer BBGI and synbio firm Fermbox Bio to initiate Thailand’s first factory for cultivated meat production. “We are currently finalizing plans for our facility in Thailand in partnership with BBGI and Fermbox Bio,” says Toubia. “As the project advances, we look forward to sharing more updates in the months ahead.”
Thailand’s appetite for (cultivated) meat
Courtesy: Madre Brava
Over the last three decades, meat consumption in Thailand has skyrocketed by 180%, doubling the amount of land used for livestock farming. As things stand, the country would require 42% more land to meet the animal protein demand by 2050, which would also produce 15% more emissions.
While pork and poultry appear most often on local plates, beef consumption is up by 11% from pre-pandemic levels, as dining out and tourism expand the food options on offer, and beef-heavy cuisines like Korean become more popular.
More beef means more land, more water, more emissions, and more problems for the climate. And the problem is compounded by the fact that four in 10 Thai people don’t know a lot about the impact of animal agriculture, with only 13% believing industrial meat production is a major driver of climate change, according to a December 2023 survey.
That poll also suggested that just a quarter of Thailand’s population is aware of cultivated meat, posing significant consumer education challenges for companies such as Aleph Farms. Toubia looks at it positively, though: “This gap is an opportunity to shape the perception of cultivated meat with real and transparent information about what cultivated meat is and is not.”
In any case, two-thirds of locals are looking to put less meat on their plates, primarily for health reasons. A 2021 survey conducted by Aleph Farms and Thai Union offered more promising results for cultivated meat too, suggesting that nearly all (97%) of Thai consumers want to try these proteins.
Leveraging international cooperation for regulatory wins
Courtesy: Aleph Farms
Toubia suggests that the Thai application is “a significant milestone” in the firm’s operational roadmap for Southeast Asia and the broader Asia-Pacific region.
The startup has already submitted an application in Singapore, where two companies are already selling cultivated meat, as well as Switzerland in the UK. It is additionally in “advanced pre-submission consultations” in several countries, including the US.
In September, Aleph Farms revealed to Green Queen that it planned to eventually expand into Japan, South Korea, Australia, China, and Hong Kong. The latter became just the fifth region to clear cultivated meat for sale last month, using Singapore’s approval of Aussie startup Vow as a benchmark.
This model of international cooperation is set to become increasingly popular among regulators and cultivated meat startups alike, both of which are hoping to speed up the approval process across geographies. The UK has been working on a collaborative approach like this too, and both Dutch cultivated pork maker plans to leverage it to get the nod in several Asian countries next year.
Aleph Farms is hoping to do the same, says Doubia. “And we are adopting a similar approach in the EMEA region, where we have already secured approval from Israel’s Ministry of Health,” he adds.
The Israel approval came about in December 2023, but Aleph Farms still needs to clear a Good Manufacturing Practices inspection for its production facility before it can sell its cultivated beef steak.
“Our focus is on building the necessary production capabilities to ensure a reliable supply and sustainable revenue growth before launch,” says Toubia. “In the meantime, we are refining our product-market fit and continuing our cost reduction program.”
The Petit Steak – a hybrid meat product comprising non-modified, non-immortalised cells of a premium Black Angus cow, combined with a plant protein matrix made of soy and wheat – will be priced similarly to premium beef, the company has previously confirmed.
“By incorporating valuable market insights from our recent chef workshops, we aim to create a differentiated category in the animal protein space, ensuring Aleph Cuts are positioned for long-term success and acceptance,” says Toubia.
Cultivated meat critical for ‘natural security issues’
Courtesy: GFI
Aleph Farms has raised $118M from investors since it was founded in 2017, but it hasn’t been immune to the challenges faced by the cultivated meat category, which saw funding dip by 75% in 2023 (with a further decline looking likely this year).
The sector-wide investment decline, combined with the geopolitical tension with the Israel-Hamas war, has reportedly impeded Aleph Farms’ efforts to secure more money, playing a part in its decision to lay off 30% of its local employees earlier this year, which the company described as part of its “asset-light” strategy.
While 2024 has been a seminal year for cultivated meat regulation, and next year is set to witness more companies breaking through to market, daunting obstacles remain – not least politically. Italy has already banned cultivated meat, while France, Romania and Hungary have tried to.
In the US, Florida and Alabama have outlawed these foods, while lawmakers in at least 12 other states have proposed similar measures. And things will only become more complicated when Donald Trump returns to the White House in January.
Toubia, for his part, outlines the importance of alternative proteins to several critical national security issues, including food security and food sovereignty.
“Amid growing consumer demand, we face a declining livestock population, rising feed costs, an ageing demographic of ranchers, labour shortages, market volatility, supply chain shocks, and significant environmental pressures,” he says. “Diversifying animal protein and fat production has never been more crucial for ensuring national security.”
Food waste has increased in British retailers, which are selling twice as much animal protein than needed and off track on the zero-deforestation goal for 2025, according to a new report.
Supermarkets in the UK are lagging behind crucial climate goals for dietary change, food waste, deforestation, and packaging, and their inaction is turning into a “recipe for disaster”, warns the World Wildlife Fund (WWF).
The annual WWF Basket report measures progress towards the goal to halve the climate impact on UK shopping baskets by 2030, a commitment adopted by seven supermarkets, including Tesco, Sainsbury’s, Lidl, Aldi and Waitrose. It found clear areas of concern – alongside gradual progress – across seven progress areas.
It comes just a year before the first milestone of the initiative: to ensure a deforestation-free supply of key commodities like soy, palm, beef and cocoa. Retailers are “way off track” on this target (slated for the end of 2025), with only 4.5% of soy – mainly entering the UK to feed farmed animals – found to be verified deforestation- and conversion-free. That figure is even lower for cocoa, at just 0.3%.
“Consumers should not have to worry about whether their food shop is fuelling the climate crisis or pushing precious wildlife closer to the brink,” said WWF CEO Tanya Steele.
She added: “How we produce food remains one of the biggest threats to our planet. And while it’s positive that UK supermarkets have pledged to source their food responsibly, they must now follow through.”
Failure in deforestation goal will have cascading effects
Courtesy: World Wildlife Fund
The third edition of the WWF’s report, titled What’s in Store for the Planet 2024, outlines the need for a “full system transition” across the climate, deforestation, agriculture, marine, diets, food waste, and packaging verticals.
It features data from 10 out of 11 major UK food retailers, although some have no visibility of the farms they’re sourcing from, nor accurate assessments of their impacts. While good progress has been made on certain scope 1 and 2 emissions targets, action on reducing emissions from the entire supply chain (scope 3) is still lacking.
The UK may be a leader in setting scope 3 goals validated by the Science Based Targets initiative, but actual progress has been slow: they’re only 11% of the way towards achieving their forest, land and agriculture (FLAG) scope 3 emissions, while their non-FLAG scope 3 emissions have actually increased.
The deforestation target, meanwhile, is a “critical and urgent” worry. Since the WWF Basket was launched in 2021, the world has lost over 7.9 million hectares of tree cover (an area the size of Austria), driven primarily by the food system. It has led governments to set a target to halt and reverse deforestation by 2030, with bans on certain deforestation-linked commodities coming into place in the EU and the UK.
But over 95% of soy needs to be verified as deforestation-free with just over a year to go under the WWF Basket target, and transparency is a major roadblock: on average, supermarkets have been unable to identify the first importer – companies that bring goods into a country from foreign entities for trade – for 59% of their soy supply.
Similarly, virtually no cocoa entering the UK retail sector is verified to be free of deforestation, with only four retailers able to report their cocoa sourcing by first importer. Moreover, these four were only able to trace an average of 65% of their supply chains, and only one did so for their entire supply chain.
To accelerate progress on the deforestation front, the WWF advocates for greater investment in scalable monitoring and verification for deforestation-free supply chains, farmer incentives to promote production without clearing forests, and effective market-wide regulations to increase transparency.
“Failure in this key area will have cascading effects across broader agriculture, marine, and climate goals. Shifting consumer demand away from meat fed on forest-risk soy will be key to turning the tide of success in these areas,” the report notes.
Protein split and food waste targets key for retailers
Courtesy: World Wildlife Fund
Despite certain wins, the WWF found that retailers are “consistently struggling to make progress” on factors for which “systemic change is necessary”. This is highlighted in the dietary change targets. Food production generates a third of all emissions and uses 40% of habitable land – to help the sector decarbonise, WWF-UK developed the Livewell Diet, which could reduce emissions by 36% by 2030.
This diet involves a protein ratio of 40% meat, dairy and eggs, 30% seafood, and 30% plant-based proteins. But livestock-based products currently make up 79% of retail sales. Even among pre-prepared and composite products, only 25% are vegetarian and 7% are vegan.
The protein split has been a major source of debate among retailers in Europe this year, with Lidl and Ahold Delhaize leading the way – but much more needs to be done, as a separate WWF report pointed out in October. “There is a need for a rapid shift in protein food sales away from livestock-based sources and rebalance towards plant-based sources,” the WWF Basket report states.
“We know that without a major shift in UK diets towards plant-based sources of protein, we have no hope of meeting our 2030 climate and nature targets and keeping 1.5°C alive,” it adds. “As critical players in shifting consumer demand, grocery retailers must take immediate collective action to increase the uptake of plant-based proteins.”
“All retailers will have to adapt their business strategies to enable and support healthier, more sustainable food environments and purchases if they are to meet their nature and climate targets,” it adds. “To help enable a level playing field and ensure prioritising healthy, sustainable food sales is less of a commercial risk, retailers should advocate, alongside other organisations, for updated national dietary guidelines.”
Courtesy: World Wildlife Fund
Another hot issue in UK retail is food waste, which the sector has pledged to halve by 2030. But progress has plateaued on this front, with six retailers reporting an increase. To turn things around, companies need to boost redistribution efforts, engage with suppliers and farmers for better monitoring, and address food waste and loss at the consumer level.
“Supermarkets have a crucial to play in the sustainability of our food system and therefore the climate, but they are falling short of their climate and nature targets and missing them isn’t just bad for business – it’s a recipe for disaster,” said Dave Lewis, the WWF’s chair of trustees.
“The UK government must now step in and urgently introduce the long-awaited due diligence regulations to prevent further destruction of our forests and natural habitats,” added Steele. “Without them, supermarkets will continue to pay lip service while the planet pays the price for their inaction – putting us all at risk.”
Beans and peas are the best-performing alternatives to meat and milk when it comes to health, environmental and cost benefits, a new analysis has found.
2024 has been a seminal year in global history. More people voted in elections than ever before, temperatures are reaching their highest recorded levels, the US put a convicted felon back in the White House, electric vehicles outnumbered gas-powered cars in Norway, and the world put the humble bean back on the map.
Beans have become the flagbearer of academic and research support for plant proteins, just as they have begun reappearing on restaurant menus, retail shelves, and on our Instagram feeds in new formats. Some even suggest it’s now a cult going by the moniker ‘Leguminati’.
Now, a new multicriteria analysis by Oxford University is piling on the bean love, suggesting that legumes are the best alternatives to conventional meat and dairy products.
“Unprocessed legumes such as peas and beans were the clear winner in our assessment. They performed well from all perspectives, including nutritional, health, environmental, and cost,” said Marco Springmann from the university’s Environmental Change Institute, who led the research.
Out of a possible tally of 100, soybeans, peas, and beans racked up scores of 93 to 97 for replacing meat, with soybeans performing best on nutrition and costs, and peas best on mortality and GHG emissions. Soybeans were superior when it came to replacing dairy too, scoring 95 overall and having the greatest impact on mortality and land use.
“A surprising runner-up was tempeh, a traditional Indonesian food made from fermented soybeans, which retains much of the nutritional properties of soybeans without much processing or additives,” said Springmann. “This and the relatively low cost gave it an edge over more processed alternatives such as veggie burgers.”
But processed products like veggie burgers and non-dairy milks also resulted in significant health and climate benefits. “Our study shows that a range of foods and food products exist that would have multiple benefits when replacing meat and dairy in current diets,” said Springmann.
Courtesy: PNAS
Beans and peas provide outsized health and nutrition benefits
The study – published in the Proceedings of the National Academy of Sciences journal – analysed 24 meat and dairy alternatives with a focus on high-income countries, which typically overconsume animal protein. Experts have long identified the necessity of populations to cut back on these foods to lessen agriculture’s impact on the planet, which ends up disproportionately affecting lower-income developing nations.
Replacing all calories from meat or milk with alternatives can decrease nutritional imbalances by four to five percentage points (pp), thanks in large part to reductions in saturated fat (by 44%) and increases in fibre (20%) and potassium (12%).
Among meat, the largest impact came from soybeans, peas and other beans (3.1-4pp), followed by processed plant-based burgers (2.5pp), tempeh (1.8pp), and tofu (1.1pp).
Meanwhile, soybeans lowered nutritional imbalances by replacing milk more than any other food analysed (5.4pp). Almond milk (4.7pp) was a close second, while oat and soy milk reduced these imbalances by 3.4-3.6pp.
All plant-based products were also linked to lower risks of chronic diseases, led by tempeh and soybeans (5-6%), and closely followed by peas, beans and veggie burgers (4-5%) on the meat front. For dairy, soybeans, almonds and oats led to a decline of 4-5%.
Likewise, replacing meat and dairy with vegan products can lower the risk of early death by up to 6%, with the changes attributed mainly to an increase in fibre (44%) and a decline in cholesterol and heme iron (20% each). “Among the meat alternatives, the largest reductions were for peas (6.1%), followed by tempeh, beans, and soybeans (5.1 to 5.7%), veggie burgers and tofu (4.0 to 4.3%), and veggie sausages and veggie bacon (3.5 to 3.6%),” the study noted.
And for dairy alternatives, soybeans offered the highest mortality risk reductions (5.2%). Almond milk (4.4%), soy milk and oat milk (4.3% each) weren’t too far behind.
Courtesy: PNAS
Plant proteins highly climate-friendly, but cost and policy overhauls needed
A key reason why we hear scientists implore people to move away from meat and dairy is their impact on the environment. Animal agriculture produces up to a fifth of the world’s emissions, and 57% of agricultural emissions, while using up 30% of freshwater resources and 80% of farmland – but it only supplies 17% of our calories and 38% of our proteins.
If a person in a high-income country switches from meat to plant proteins, their diet’s impact on the environment shrinks by as much as 40%, when accounting for greenhouse gas emissions, water use, and land use. Soybeans, peas, vegan bacon, veggie sausages, beans, meat-free burgers and tempeh all reduce meat’s impact by a similar amount. With dairy, too, the climate footprint of alternatives is up to 16% smaller, a reduction offered by soybeans, oats, and almonds.
The researchers further conducted cost assessments based on UK supermarket prices, finding that meat analogues were more expensive than their conventional counterparts – in some cases, by as much as double – but unprocessed proteins like beans and peas were much cheaper.
By replacing meat, beans and peas decreased costs by 36%, followed by tempeh (20%), while tofu and vegan burgers had similar prices. Swapping milk for vegan alternatives lowered costs by 6% if using soybeans, oats and rice, and by 4% for almonds. In contrast, turning to vegan bacon or almond milk over their animal-based versions led to cost increases of 37% and 26%, respectively.
The study also investigated the impact of cultivated meat, arguing that its emissions and health impact would be as high as beef with current technologies, and is five to 40,000 times more expensive. On the overall scale, cultivated meat ranked similarly to other meat products, but the researchers stressed that these estimates were based on “high uncertainty”.
These findings appear contrary to several life-cycle assessments conducted by organisations and companies that show cultivated meat to have a much lower climate footprint than animal proteins, and several startups claim to have reached close to price parity too.
“Suitable alternatives to meat and milk exist and are available and affordable without necessarily requiring new technologies or product development,” the researchers stated. “This contrasts with discussions in high-income countries on the needs to develop novel replacement foods, especially those that would completely mimic meat and dairy.”
What’s required, however, are “prudent public policies”, which could include awareness campaigns, an overhaul of national dietary guidelines, the redirecting of farm subisides, and a ‘true cost’ approach to incorporate the climate and health detriments of animal proteins (like meat taxes).
“However, political economy issues could arise as the livestock sector holds considerable political influence in many markets and various interest groups aim to influence the political debate,” read the study.
In our weekly column, we round up the latest news and developments in the alternative protein and sustainable food industry. This week, Future Food Quick Bites covers a vegan nugget campaign with Anushka Sharma and Virat Kohli, Japan Airlines’s plant-based sushi offering, and a precision fermentation communication guide.
New products and launches
Indian plant-based meat brand Blue Tribe Foods has revamped its vegan chicken nuggets, accompanied by a new ad campaign featuring its celebrity ambassador couple, actress Anushka Sharma and cricketer Virat Kohli.
Canadian startup Milk Depot Inc. is the latest brand in the at-home plant-based milk category, launching a non-dairy Milk Maker for $279.95 (currently on offer for $149) on its website.
Vegan fast-food chain Mr Charlie’s has opened a pop-up in Melbourne’s CoConspirators Brewpub, which will run for two months.
Korean startup Pensées has begun selling its first food-grade culture medium for cultivated meat producers, which has a similar cost to the industry standard when used on a development scale.
Courtesy: Pensées
And Japan Airlines is serving up vegan sushi in the air, thanks to a partnership with local food manufacturer Azuma Foods.
Dutch vegan ingredient company GNT has set up a VC arm called GNT Ventures, which will focus on colouring solutions across the raw material and fermentation, processing, food ingredient, and upcycling verticals.
A month after opening its Armored Grilled Cheese foodservice venture in Brooklyn’s Dekalb Market Hall, South Korean dairy-free cheese startup Armored Fresh has announced that 70% of visitors have been non-vegan. It also recorded a repeat customer rate of 24% in this period.
Courtesy: Armored Fresh
Bangkok-based agrifood giant Thai Wah Public Company has teamed up with Japan’s Fuji Nihon Corporation to advance the manufacturing, sales and distribution of tapioca-based foods.
Denver-based vegan restaurant Meta Burger – once named the world’s best burger by HappyCow – has closed its two remaining locations, leaving the city with no fully plant-based eateries.
Courtesy: Meta Burger
Speaking of the world’s best, Qatar Airways has partnered with food waste digester company Power Knot to install a biodigester on its planes, which can process and convert up to 1,500kg of food waste into greywater.
There’s change at the top at Israeli cultivated seafood startup Wanda Fish, where James Amihood is taking over as CEO from Dafna Heffetz, who will stay as a board vice-chairman.
A judge in Los Angeles has ruled in favour of the USDA on a 2022 case brought by a vegan student who argued that her school was violating the First Amendment rights by blocking her ability to raise awareness about plant-based milk. The courts decided that the student lacked standing to sue because she has already graduated.
In Sweden, the Chalmers University of Technology has established a four-year future food consortium with agrifood giants Lantmännen and Arla to advance fermentation research and develop hybrid foods.
Courtesy: University of Waterloo
At the University of Waterloo in Canada, scientists are feeding bacteria on food scraps to produce fully biodegradable bioplastics that break down in garden composts, agricultural fields, and both fresh and seawater, while causing no harmful plastic pollution or leaving any chemical residues behind.
Spanish plant-based meat leader Heura has called on the national government to take a more urgent approach to climate action and “prioritise sustainability and global health over political interests” in a new awareness campaign.
Students at the University of Reading have won the second prize in EIT Food‘s ‘Pea-Licious’ programme for their pea-based drink PeaChata and yoghurt YogiPot.
Courtesy: All G
Alternative protein think tanks the Good Food Institute APAC and Cellular Agriculture Australia have worked with several Asia-Pacific stakeholders to produce an in-depth communication guide for precision fermentation.
Also in Asia, non-profit Charity Doings Foundation is hosting the first-ever Pakistan International Animal and Environmental Rights Conference in 2025 at the Pearl Continental Hotel, Lahore (January 18-19).
Finally, the state-owned Emirates Foundation has published a food waste guide for event organisers and food businesses, which can help them lower waste by up to 60%.
Unilever is planning an auction to sell The Vegetarian Butcher, its flagship plant-based meat brand. This news has sent ripples through the industry, prompting many to ask: What does this mean for the future of plant-based meat, and how did we get here?
Back in 2018, Unilever made a daring move. Recognising the surging interest in plant-based diets, the global conglomerate acquired The Vegetarian Butcher, aiming to lead in a sector that was one of the fastest-growing in the food industry. Their ambitions were grand, with goals reportedly set to reach €1.5 billion in sales by 2025.
Leveraging its extensive retail networks and relationships, Unilever propelled The Vegetarian Butcher to impressive heights in Europe, with significant achievements that included:
Major partnerships: Striking what could be the world’s largest plant-based meat deal with Restaurant Brands International (RBI) in Europe (the result of which was the brand’s patties in Burger Kings across Europe).
Retail expansion: Establishing a strong presence across European supermarkets, thanks to Unilever’s clout.
Early on, The Vegetarian Butcher seemed poised for success. Yet, despite these strides, the brand has struggled to replicate this performance outside Europe. In the US, The Vegetarian Butcher couldn’t quite take off; in other global markets, it remained largely under the radar. It became clear that its focus was heavily European-centric, offering solutions for food services chains and a generic wide portfolio of products aiming to address the perceived opportunity for plant-based meat to simply mimic top-selling meat items. The company’s plans – like most other plant-based meat companies – rested on the premise that PTC (Price Taste Convenience) primarily drove food choice.
The reality check
Courtesy: The Vegetarian Butcher
So, what went wrong? To understand, we need to look at the broader market trends. Since 2021, the plant-based meat market has shown signs of stagnation and even contraction, especially in the US. This slowdown caught many by surprise, given the earlier optimism.
Comparisons with plant-based milk offer some insights. Plant-based milk has captured nearly 15% of retail milk sales. Walk into any urban coffee shop in a developed country, and you’ll notice that plant-based milk options might account for about half of all milk used—far surpassing the adoption rates of plant-based meat alternatives in similar settings.
Why the difference? It boils down to consumer perceptions and emotional connections.
Emotional drivers and consumer behaviour
For many, milk is a staple, but it is not necessarily an aspirational product. Additionally, lactose intolerance and milk allergies affect a significant portion of the population, making alternatives more appealing. Plant-based milks have successfully positioned themselves as not just substitutes but as trendy and varied options that cater to health, environmental concerns, and taste preferences.
Meat, on the other hand, holds a different place in people’s hearts and on their plates. It’s often the star of the meal, rich in cultural significance and positive emotional associations. Unlike milk, few people have physical adverse reactions to meat, and vegetarians and vegans still represent a tiny minority in most societies.
When asked what it would take to choose plant-based meat, consumers often mention “price, taste, and convenience.” However, these factors, while important, may not override the deep-rooted preferences and emotional connections people have with meat. Simply put, many consumers don’t feel a compelling need to replace something they enjoy and have no issues with. This is a conclusion I first had sometime around late 2022 while experiencing first-hand the challenges beyond Price, Taste and convenience. While it is a topic I have written about a few times, this article from Jacob R. Peacock dives into it with more depth.
Industry challenges and the path forward
Courtesy: The Vegetarian Butcher
The challenges faced by The Vegetarian Butcher aren’t unique. Many companies in the plant-based meat sector are grappling with similar issues:
Financial strains: With venture capital funding drying up since 2021, especially for early-stage and loss-making companies, many startups have shut down or are struggling to stay afloat.
Market saturation and consolidation: After seeing smaller companies closing down, we are entering a phase where companies with substantial revenues are becoming targets for consolidation. The Vegetarian Butcher, with estimated revenues between €50 million and €150 million, exemplifies this trend. On the bright side, this is probably where the winning companies will enter their phase of best returns on investment.
Technological innovation, once seen as the key to unlocking mass adoption, hasn’t provided the silver bullet many hoped for. While advancements have improved the taste and texture of plant-based meats—particularly in products like burgers and nuggets—they haven’t significantly shifted consumer behaviour. At the same time, negative consumer campaigns have driven negative sentiment to a very high level against plant-based meat, boosted by narratives that the products are not healthy. Price reductions, another strategy employed by well-funded players, haven’t yielded the expected boost in adoption either.
If technology and pricing strategies aren’t moving the needle, perhaps it’s time to reassess our understanding of the problem.
Rethinking the approach
The consistent hurdles suggest that the industry may have misread the consumer adoption curve. It’s not just about making plant-based meat as tasty or as affordable as animal meat. It’s about addressing the emotional and cultural significance of meat in people’s lives.
We need to ask deeper questions:
What truly motivates consumers to change long-standing dietary habits?
How can plant-based brands create products that don’t just mimic meat but offer new, exciting culinary experiences?
In what ways can the industry engage with consumers on an emotional level, beyond the usual talking points of health and sustainability?
Realistically, how long will this really take? Are the companies and shareholders prepared for a much longer journey than initially anticipated?
Unilever’s strategic considerations
The Vegetarian Butcher has been supplying its meat analogues to Burger King since 2019 | Courtesy: Burger King Germany | Composite by Green Queen
For a corporate giant like Unilever, the decision to potentially sell The Vegetarian Butcher likely comes down to strategic priorities. Managing a brand in a slow-growth, high-burn sector with an uncertain future may not align with its goals. The company’s resources invested could perhaps yield better returns elsewhere.
However, this doesn’t spell doom for The Vegetarian Butcher. On the contrary, stepping out from under Unilever’s vast umbrella might offer the brand a chance to be more agile and focused. A smaller, dedicated team could steer the company with the nimbleness required in such a dynamic market.
Looking ahead with optimism
Despite the challenges, there are reasons to be hopeful:
Significant achievements: The Vegetarian Butcher’s success in securing major contracts, like with RBI in Europe, is no small feat. It demonstrates the brand’s potential to compete on a big stage.
Solid foundation: With an impressive distribution network and a diverse product portfolio, the brand has a strong platform to build upon.
The plant-based meat industry is at a crossroads. While initial expectations may not have been met, this moment offers an opportunity to recalibrate and innovate.
The potential sale of The Vegetarian Butcher is more than just a corporate transaction; it’s a reflection of the evolving landscape of plant-based meats. It challenges industry players to look beyond conventional strategies and delve deeper into understanding the consumer psyche.
For the industry to thrive, it must embrace a more nuanced approach—one that recognizes the complex relationship people have with food. By creating products that resonate on an emotional level and by crafting narratives that align with consumers’ values and desires, plant-based brands can forge a path forward.
Change is rarely linear, and the adoption of new food paradigms takes time. The journey of The Vegetarian Butcher offers valuable lessons for future innovators. As the brand potentially moves into a new chapter, there’s hope that it will continue to push boundaries and inspire others in the quest for a more sustainable and diverse food landscape.
A new analysis of job posts in the alternative protein sector shows what kind of roles are most popular, where people want to relocate to, and the disconnect with remote work.
With the right investment, the alternative protein industry – covering innovators of plant proteins, cultivated meat, and fermentation-derived foods – could support nearly 10 million jobs by 2050.
That’s around the same time the world will be in touching distance with a population of 10 billion, a number the current food system simply cannot sustain as things stand.
It’s why billionaires are pouring their wealth into research to make meat analogues so good, omnivores would willingly give up the conventional thing. It’s why companies are working across the breadth of food technology to find ways to close the gap between alternative and animal proteins – whether that’s with taste, nutrition, or price.
Today, there are over 2,000 startups in this sector. And while they have had a tumultuous couple of years, innovation is rife, as is the need for talent. One place career hopefuls can go to is AltProtein.Jobs, an AI-led jobseeking platform by German firm Tälist that connects employers in the space with prospective candidates.
To identify hiring trends in the sector, Tälist has analysed tens of thousands of data points from job postings and candidate profiles on its website, resulting in what it says is the first-of-its-kind data-driven analysis of the alternative protein talent and hiring landscape.
Here are the key takeaways from the Alt-Protein Career & Hiring Report:
Monthly job postings showcase fluctuations
Courtesy: Tälist
There were 16,100 jobs posted by Tälist between October 2023 and September 2024, but monthly analysis exhibited “dynamic fluctuations” – postings peaked in November and January, with another hike in August, but February and April were marked with lower activity.
The jobs platform ascribed investment rounds and seasonal budget allocations as possible factors behind these variations, but noted that the exact reasons couldn’t be determined based on the available data.
Meanwhile, company size does seem to influence hiring patterns, with larger firms showing more stability and growth in job postings throughout the 12-month period. Smaller businesses experience sharper fluctuations and tend to hire less, reflecting their more volatile funding and staffing needs.
The report found fairly consistent monthly job postings with each job function category, with certain segments showing particularly strong demand. Jobs in business, biology and food science make up 52% of the total postings, while sales, marketing, and production account for another 39%.
While some of the leading industry players – from Meati to Aleph Farms – have been forced to cut jobs of late, the sector as a whole has maintained a stable trajectory when it comes to job availability. “Although layoffs have occurred, they have largely been balanced by new opportunities emerging in the market,” said Tälist.
That said, there has been no substantial increase in the number of jobs in the sector, which suggests that it is in a consolidation phase to enable future growth.
Entry- and mid-level roles most popular
Courtesy: Tälist
Mid-level roles are the most desired positions for companies, making up a third of all postings, followed by entry-level jobs (30%). The share of internship positions has doubled in the last year, but junior-level roles have witnessed a sharp decrease.
Interestingly, executive positions appear to be open for a longer number of days across biology and food science, production, and sales and marketing. In contrast, mid-level positions remain online longest in the engineering and business categories.
Broadly, marketing/PR and business administration are among the job functions quickest to be filled, open for 35-37 days. On the flip side, positions with job functions like downstream processing, biochemistry, bioinformatics, and food safety face longer delays (43-51).
Europe dominates – but Asia and Latin America show growth signs
Courtesy: Tälist
As a marker of the sector’s rapid global expansion, Asia-Pacific and Latin America witnessed a notable uptick in job postings – in fact, the latter region had twice as many roles open in 2024 compared to last year. The Middle East also had an 87% hike in job postings this year, going from 112 to 209 roles.
However, Europe now dominates this trend, featuring the highest number of job postings this year. It overtook North America, whose share fell from 39% to 33% despite a rise in absolute numbers. “[This] may suggest a market adjustment as companies re-evaluate their positions in response to economic pressures or shifts in consumer behaviour,” the report noted.
Meanwhile, 61% of candidates are willing to relocate for their jobs, whether domestically or overseas – of those, 78% are happy to move to or within the EU, and 60% would consider relocating to the US.
Indians showcase the highest willingness to move, with 87% saying so, followed by Nigerians (84%) and Swiss consumers (81%). Among the preferred destinations, the US, Germany, and the Netherlands stand out as the top choices for relocation, all hubs for future food companies.
Candidates prefer remote work and collaborative culture
Courtesy: Tälist
There’s a significant disconnect between the work models candidates and companies prefer. While 69% of businesses posted on-site roles, only 6% of jobseekers prefer this option.
Instead, two in five are interested in hybrid roles (with 27% of companies advertising such positions), and one in five seek fully remote jobs, though only 4.5% of positions supported this option. But crucially, 35% of prospects indicate that they’d accept any of these arrangements.
“Employers should anticipate the shift in remote work preferences among job seekers by emphasising remote and hybrid roles that could help meet candidate expectations for flexibility, therefore widening the talent pool and attracting candidates who might otherwise be less available due to geographic constraints,” the report read.
Candidates also place a high value on collaborative work environments, with 54% stressing their importance. This is followed by openness to remote work (36%), ethics (34%), and innovation and creativity (also 34%).
Plant-based roles lead the way
Courtesy: Tälist
Among the different pillars of alternative protein, there’s a clear emphasis on plant-based, which should come as little surprise given this is the most advanced category in the space, featuring the highest number of companies.
These roles accounted for 70% of all job postings at Tälist. Next in line was the fermentation vertical, minus precision fermentation (19%), while one in 10 roles was in the cultivated meat space. The remaining segments, like molecular farming or hybrid technologies, took up a minute 0.6% share.
These hiring trends will further be shaped by “regulatory decisions and investor priorities”, which will dictate which technologies receive regulatory and financial support. “Additionally, we might see more shifts in regional hiring trends as local political and economic factors influence the alternative protein market,” stated the report.
Thanks to a collaboration with Greene King, Redefine Meat’s 3D-printed meat alternatives are now available at 1,000 UK restaurants, in a year when domestic sales have shot up by 100%.
Israeli food tech startup Redefine Meat is capping off a “record year” with a listing at Greene King, a 225-year-old British pub chain, which will serve its premium vegan flank steak at 70 sites.
It marks the 3D-printed meat innovator’s availability at 1,000 restaurant locations in the UK, where its foodservice sales have nearly doubled this year. At the same time, the company’s year-on-year revenue at Ocado – its first retail listing in the country – has grown by 150%.
“Celebrating our 1000th UK site through our new Greene King partnership, we believe we’ve hit a major milestone for the UK foodservice industry – one where high-quality plant-based options that taste delicious, are increasingly becoming a mainstream consumer preference,” says Simon Owen, Redefine Meat’s UK managing director.
Redefine Meat’s tech has left chefs and customers impressed
Courtesy: Redefine Meat/Green Queen
One of the best-known plant-based companies, Redefine Meat markets its 3D-printed products as New Meat, with a diverse range of beef, pork and lamb alternatives that are available in formats like pulled, mince, sausages, burgers, and whole cuts. They can be found at over 4,000 foodservice locations in 10 countries, plus retailers in several European markets.
Its flagship product is the Beef Flank, positioned as a premium, chef-led whole-cut steak. It’s made from a base of wheat, soy and potato protein, complemented by soy and wheat flours, rapeseed oil, cornstarch, natural flavourings, maltodextrin, barley malt, salt, and colourings.
Redefine Meat’s products undergo a patented additive manufacturing process – more commonly known as 3D printing – at a factory in the Netherlands, which gives them a meatier flavour and the fibrous texture so devoured by meat-eaters. It calls the process ‘Plant-Based Tissue Engineering’, a reference to how it disintegrates textured vegetable protein (TVP) into fibres and blends them with a dough made from soy or pea protein isolates.
“This approach allows the projection of the meat-like texture of TVP, but in a flexible manner, and in a scalable manner,” the company explained in a white paper in February. “The muscle component is reassembled to mimic the anisotropic fibrous structure of beef, while the fat component is engineered through lipid encapsulation within a hydrocolloid matrix.”
For Europeans, taste is the major driver of plant-based meat, with 53% saying so in a 10-country survey last year. And in the UK, 51% of consumers say flavour and texture are the main reasons why they’re cutting back on meat alternatives, with 66% feeling products from some brands taste much worse than others.
But Redefine Meat’s plant-based flank steak has been endorsed by leading chefs like Marco Pierre-White and Ron Blaauw, and is said to have won plaudits from consumers of all dietary preferences.
“We’ve found that chefs really value the ability to co-develop New Meat products with us, something we’re not seeing with other plant-based suppliers,” notes Owen. “This enables us to respond to their customer’s specific preferences, whether that’s elevating existing plant-based menus, or introducing foodservice locations to the category for the first time.”
Capitalising on the foodservice demand for plant-based
Courtesy: Redefine Meat
Redefine Meat argues that the whole-cut vegan steak offers Greene King a new market and key competitive advantages through product quality and service versatility. The Beef Flank alone is now featured on the menus of 200 UK restaurant sites, including Albion, Gusto, Dirty Vegan Burgers, and Stonegate Group, the country’s largest pub chain.
“Over the last 12 months, we’ve seen an important shift in the global foodservice industry with many iconic brands transitioning their plant-based menus to more premium-quality options,” says Owen.
In the Netherlands, for example, volume sales of meat analogues in foodservice increased by 111% between 2021 and 2023, against a 2% decline for conventional meat in the same period. And in the US, a market Redefine Meat is yet to enter, foodservice pound sales of plant proteins were 25% higher than pre-pandemic levels last year, with half of these attributed to vegan meats that replicate the taste, texture and experience of animal proteins.
“Having broken through the quality barrier of the plant-based industry, we began our journey in fine dining and Michelin-star restaurants ensuring a superior ‘eating’ experience,” says Owen.
“In transitioning to retail, this top-down approach has also been crucial to ensuring our differentiation by bringing chef-quality New Meat directly to consumers. As is the ability to give foodservice leaders like Greene King access to a diverse product range beyond just minced-based products, but also pulled meats and whole cuts,” he continues.
“In the UK, we’re ready to support this local growth thanks to our large-scale state-of-the-art facility in the Netherlands. For customers such as Greene King, this facility ensures that as the market grows, they know that we can meet their requirements.
“While the overall plant-based market has gone through a challenging period of consolidation, 2024 has been a year of strong growth for Redefine Meat, and we’re excited for the year ahead.”
Food tech organisations have signed a deal to advance the alternative protein industry in South Korea, where cultivated meat is set to make its entry soon.
As South Koreans prepare to welcome cultivated meat to their plates, stakeholders from the novel food and biotech sectors have joined forces to propel the country’s future food industry forward.
Industry group Korea Biotechnology Industry Organization (KoreaBio) and its Bio-based Future Food Industry Committee (BFFIC) – a coalition of 33 future food companies – have signed an MoU with alternative protein think tank the Good Food Institute Asia-Pacific (GFI APAC).
The three organisations aim to advance market research and knowledge exchanges, increase policy coordination for novel food regulation, facilitate training, and host joint workshops and presentations about alternative protein innovation.
“The association hopes that this agreement will create a domestic industrial ecosystem in line with global trends and enable many Korean companies involved in novel food to successfully expand their business globally,” said KoreaBio vice-president Seung-kyou Lee.
The goals of the alternative protein partnership
Courtesy: GFI APAC
The MoU contains a five-point plan outlining the purposes of the yearlong partnership, which will see the industry members meet once every quarter.
The collaboration will seek to leverage GFI APAC’s research, resources and expertise in the sector to enhance BFFIC’s ability to develop and commercialise alternative proteins. The think tank itself will look to tap into the expertise of KoreaBIO and BFFIC members when providing support in the country.
Sharing relevant research, data, reports, and market insights on future foods is a key goal of the partnership, helping speed up the development of South Korea’s novel food ecosystem via regular sessions and workshops, as needed.
Equally important is an effort to work together on policy initiatives to create a favourable regulatory environment for alternative proteins in the nation, setting an example for other countries pursuing such regulatory frameworks too.
The organisations also agreed to bolster international cooperation by connecting the South Korean ecosystem with global organisations and entities working in the future food space – this effort will be aided by GFI’s vast network (the think tank has seven offices across the world).
Finally, the MoU mentions a need to foster industry growth by organising joint webinars, workshops and presentations, which will help raise awareness and drive interest in alternative proteins.
Further highlighting how GFI APAC can provide support, the document notes that KoreaBio and BFFIC can benefit from its research on cultivated meat, fermentation, and plant-based proteins, its comprehensive market analysis, policy guidance, its international network, and educational material, reports and case studies to develop and scale novel food technologies.
Policy progress for cultivated meat in South Korea
Courtesy: Simple Planet
“Global mutual cooperation is essential for the industrialisation of novel foods, including alternative proteins, which will be crucial for the future food supply system,” added Dominic Jeong, president of the BFFIC. “A partnership among GFI, KoreaBIO, and BFFIC will be the starting point for building a global network and facilitating a novel food industry in Korea.”
Jeong is also the co-founder and CEO of Seoul-based startup Simple Planet, which is hoping to obtain the regulatory nod for its cultivated meat in South Korea by the first half of 2025. “Consumers will be able to taste or receive prototypes in the second half of next year. The target markets include not only Korea, but also North America and Southeast Asia,” Jeong told Green Queen in May.
His comments came months after the Ministry of Food and Drug Safety established a framework for regulatory approval of these proteins, outlining a process that costs ₩45M ($34,000) and is expected to take up to 270 working days.
The government has also created a regulation-free special zone for the development of cultivated foods in the eastern province of Gyeongsangbuk-do. The ₩20B ($14M) project harbours 10 companies to commercialise these proteins, including TissenBioFarm, Seawith and DaNAgreen, which are also members of BBFIC.
Plus, the Ministry of Oceans and Fisheries announced an investment of ₩29B ($21M) in research funding for plant-based and cultivated seafood technologies. Plant protein giant Pulmuone and Singapore’s Umami Bioworks have both made moves to manufacture cultivated fish products in South Korea recently.
Meanwhile, last year saw the opening of the $7M North Gyeongsang Cellular Agriculture Industry Support Center, a 2,309 sq m facility to fuel the development of biomaterials and support cultivated meat companies.
Research indicates that interest in cultivated meat remains high among Koreans, 90% of whom are willing to give it a go. Two in five are also in favour of these products being sold at supermarkets and restaurants, but price is a significant barrier. While 57% would eat cultivated pork if it’s cheaper than its conventional counterpart – and 25% would do so for beef – just a sixth of Koreans would pay more for cultivated meat.
“Reimagining how meat is made is one of humanity’s greatest untapped opportunities,” said GFI founder Bruce Friedrich. “As a world-class innovation hub, South Korea’s expansive R&D and manufacturing ecosystem will play a crucial role in supercharging cultivated meat development and pioneering the technological breakthroughs our planet urgently needs.”
Experts at Wageningen University argue that livestock numbers need to be reduced while a transition to plant-based diets should be welcomed by the EU.
Every year, academics from Wageningen University & Research (WUR), the EU’s top agriculture institution, present the Mansholt Lecture. Highlighting the dilemmas faced by the region’s farm sector, it’s inspired by Sicco Mansholt, a Dutchman who was the bloc’s first agriculture commissioner and architect of its Common Agriculture Policy (CAP).
The CAP aims to tackle biodiversity loss, species decline, and planetary harm – but many of its current policies fail to do so. And of those that have promise, most are derailed by Big Ag’s big lobbies. Nearly 30% of the CAP’s budget is spent on agriculture, which is important considering the sector accounts for 12% of EU emissions.
However, 80% of this expenditure is directed to livestock farming, with 44% alone going to crops for animals that humans end up eating. This makes little sense when you consider that animal proteins provide only 35% of the EU’s calorie supply, and generate 84% of its agricultural emissions. Plant-based farming, on the other hand, receives less than a quarter of the CAP’s money.
And even though farmers themselves are calling on people to eat less meat and asking policymakers to draw up plans to transition to a plant-based food system, EU leaders seem hesitant in intervening.
These are among the five major dilemmas that the WUR experts outlined in a new paper accompanying the Mansholt Lecture. The 80-page report contends with the EU’s pursuit for self-sufficiency, the future of animal agriculture, whether climate targets should be a shared responsibility among member states, the coexistence of food and non-food biomass, and policy interventions to reshape consumer behaviour.
Reforming livestock farming means eating more plant-based
Graphic by Green Queen
WUR notes that the EU can be considered food-secure for now, but that it’s highly dependent on imports of fertilisers, energy and animal feed. And while the region can produce enough food for its population at current rates, this will only be possible if the production of protein crops and oilseeds is increased, and people begin reducing their meat consumption.
Conversely, if Europeans continue to eat as much meat as they do now, reducing livestock’s impact on the climate and biodiversity will be a challenge, the author wrote. Addressing livestock numbers, therefore, is a priority.
“Without reducing the livestock population, this would require major adaptations to technology and feed systems, including feed additives and new housing systems and forms of manure processing,” the report reads, adding: “In practice, the impact of many of these innovations is often disappointing.”
Growing animal feed would also compete with the production of crops suitable for human consumption. An alternative approach would be to deindustrialise livestock farming, utilising grasslands, raw materials and waste streams that don’t compete with human food, as well as food waste – think retail products past their sell-by dates.
“In this more circular approach, the primary role of animals would be to convert these non-human food streams, with the number of animals in a region determined by the availability of these resources, rather than global demand for animal products,” the report states.
This will also only be possible if meat and dairy consumption is curbed – the EU already eats 80% more protein than is recommended, and 60% of this comes from animals. “A partial shift towards plant-based proteins in high-income countries could help to achieve this,” according to the WUR researchers.
And in terms of nature and climate targets, a gradual transition to plant-based eating has been shown to reduce demand for animal products and reduce emissions, while also supporting the ambitions to improve public health – this combination of human and planetary health gains could be a catalyst for greater adoption of vegan diets.
Meanwhile, land use has historically been the main driver of biodiversity loss in the EU. Now, though, 78% of this is attributed to intensive livestock systems. So neither land sparing nor land sharing strategies would be enough to meet biodiversity targets – reducing livestock populations, and thus shifting to plant-based diets, is critical.
Policy intervention critical to changing consumption patterns
Graphic by Green Queen Media
The report comes on the heels of the confirmation hearing of Christophe Hansen, the incoming EU agriculture commissioner, who suggested that meat consumption was something policymakers shouldn’t get involved in.
The experts at WUR, however, rejected that idea. “Interventions are needed to support consumer behaviour towards more healthy and sustainable diets,” they wrote. “The hesitation to intervene in our food choices stands in stark contrast to the commonly accepted use of pricing strategies to reduce demand for fuels, as well as tobacco and alcohol.”
They added that there’s societal support for more active government interventions to stimulate healthier and more climate-friendly consumption behaviours. Adopting an interventionist approach to shift dietary patterns, the academics argued, is crucial for progress.
But they acknowledged that the public steering of consumer behaviour is a “socially and politically delicate matter”. Price interventions like meat taxes (à la Denmark) can be effective, for example, but stir controversy too.
Instead, a combination of different interventions – like information about the consequences of meat consumption, preparation tips, and price differences between different compositions of plant-based foods – can be much more impactful than one-off measures.
The paper cites the Nuffield intervention ladder, where oft interventions like information move up to harder measures like restrictive legislation. The interventions on supporting more plant-based diets, it says, are currently mostly related to monitoring and informing. But the EU strategy for sustainable textiles is already moving up this ladder to curb fast fashion, an effort that could be replicated for animal agriculture too.
Other interventions include “communication strategies, pricing incentives, informative labelling, regulations, and bans, or indirect strategies such as binding agreements with the agrifood sector and supermarkets”, says the report.
“Although countries and regions are confronted with distinct challenges, in general, more sustainable and healthy diets are required,” it adds. “Sustainable diets, for example, lean towards more plant-based and vegetarian diets, and to more local and seasonal diets.”
A judge in Los Angeles is poised to dismiss investors’ class-action lawsuit against plant-based meat maker Beyond Meat for good.
The class-action lawsuit by investors of plant-based leader Beyond Meat is heading towards dismissal for the second time in three months.
In a hearing discussing the vegan firm’s motion to dismiss, a judge in Los Angeles has indicated that a reworked complaint – filed by the plaintiffs a month after the original suit was tossed in August – is likely to be thrown out, for good this time.
The case, first brought to court in May 2023, alleged that Beyond Meat misled investors about its manufacturing capacities, which led to artificially inflated stock prices that dropped by 92% when production hit a snag in 2022.
Complaint accused Beyond Meat of misleading investors
Courtesy: Beyond Meat
The original lawsuit was led by the Saskatchewan Healthcare Employees’ Pension Plan, which claimed that Beyond Meat misrepresented the success of its collaborations with major quick-service restaurant chains, including McDonald’s, KFC, Pizza Hut and Taco Bell.
According to the complaint, the company told investors and customers that it would “ensure manufacturability” via extensive testing, and assured that it had commercial-scale production capacities to meet the demand of these fast-food giants.
But the firm instead suffered from “widespread scaling issues, particularly misalignment and delayed decision-making, which led to corresponding production delays”, the plaintiffs claimed, suggesting that these issues were made worse by Beyond Meat’s “disjointed production lines”.
The plaintiffs said the “truth began to emerge” about the company’s alleged instability in October 2021, when it announced it was reducing its Q3 net revenue outlook by 25%, with expenses and inventories continuing to rise. They argued that Beyond Meat’s 2019 IPO had left things unstable, with stock prices falling from $234.90 in July 2019 to $14.11 in October 2022.
Naming CEO Ethan Brown and former CFOs Mark Nelson and Phillip Hardin as defendants, the complaint claimed the firm “made materially false and misleading statements and omissions, and engaged in a scheme to deceive the market”, adding that “these misleading statements and omissions artificially inflated the price of Beyond Meat stock and operated as a fraud or deceit” on shareholders.
In December 2023, the plant-based meat producer urged Judge Michael W Fitzgerald of the US District Court for the Central District of California to throw out the case, arguing that the plaintiffs’ complaint “does not support a claim for securities fraud”.
And in August, the judge sided with Beyond Meat and dismissed the case, noting that many of the alleged misstatements were non-actionable as opinions or optimistic forward-looking statements, which don’t amount to securities fraud.
He said that investors would need to be more specific about what Brown knew at the time he allegedly hyped up the foodservice partnerships, leaving the door open for them to amend their complaint and refile.
Judge signals dismissal in welcome decision for Beyond Meat
Courtesy: Beyond Meat
A month after the August decision, Saskatchewan Healthcare Employees’ Pension Plan returned with a reworked complaint, claiming that Beyond Meat hid from investors the risks of its “reckless gamble” to scale up production.
Counsel for the investor class highlighted the claim that the business failed to disclose the issues it faced when trying to mass-produce plant-based chicken and pepperoni for KFC and Pizza Hut, respectively at a Pennsylvania factory in 2021. “I think [investors] would want to know about the disaster that was happening, especially at the Pennsylvania plant,” the lawyer for the plaintiffs told the judge, as quoted by legal news outlet Law360.
Beyond Meat, for its part, countered by outlining its repeated statements to shareholders that it could be difficult to disrupt the fast-food market, arguing that it was “forthright” in its risk disclosures. “What plaintiffs have done with their ability to amend is add next to nothing,” the company’s counsel said.
Fitzgerald hinted at a decision in Beyond Meat’s favour when he said the amended complaint – while containing facts that make “perfect sense” – still doesn’t meet the pleading standard for securities fraud. He ended the hearing by stating that he wouldn’t want to see another complaint unless the investors could bring new facts after a likely dismissal ruling, according to Law360.
The development ends an 18-month saga for Beyond Meat, and comes shortly after it settled a separate class-action lawsuit with consumers for $7.5M. The complaint alleged that the firm had overstated its products’ nutritional benefits, since the protein digestibility of its meat analogues was lower than that of conventional meat.
The El Segundo-based company had also settled a suit in April 2022, brought by investors in light of two disputes with former co-manufacturer Don Lee Farms. Those cases were settled months later.
If Judge Fitzgerald does end up throwing this latest suit, it would be an especially welcome decision for Beyond Meat, which is looking to turn the tide on several years of turmoil, with faltering sales and multiple staff cuts. In its latest quarter, it recorded a growth in revenue for the first time since 2022, posting a 7.6% hike in annual sales to reach $81M in what Brown termed a “pivotal quarter” in the company’s history.
“Turbulence, much of it generated by a concerted campaign supported by incumbent animal protein and pharmaceutical industries, destabilised the slipstream within which we travelled, and we fell from considerable heights,” he told investors.
“We responded by letting iron sharpen iron. We chose to get stronger, including moving our products along the continuum from relative to absolute health benefits, most notably in our Beyond IV platform and its broad endorsements from leading health institutions, and we got leaner and more focused.”
