Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Alpro Kids’ video-game-style campaign, Mighty Drinks’ rescue deal, and South Africa’s plant-based meat labelling law.
New products and launches
To market its new Alpro Kids range of plant-based dairy products in the UK, Danone has teamed up with Appetite Creative to launch an immersive connected packaging experience. It can be accessed through QR codes and embodies a classic adventure video game style, complete with leaderboards and prize winners.
Courtesy: Appetite Creative
Swedish pea milk producerSproud has gained a listing at 193 Sainsbury’s stores in the UK. The retailer will stock its barista, barista zero, and unsweetened products from August 10.
And Israeli 3D-printed meat pioneer Redefine Meat has introduced a new spicy shawarma SKU with 22g of protein and 4g of fibre per serving. It’s available on Ocado in the UK at £4 per 200g pack.
Company and finance updates
Fellow Israeli 3D-printed protein maker Steakholder Foods has obtained a positive Written Opinion from the International Searching Authority (ISA) for an international patent application for its vegan fish printer.
Courtesy: Mighty Drinks
British non-dairy milk firm Mighty Drinks has been rescued from administration by plant protein supplier The Mighty Kitchen, which has bought its IP and some stock.
Dutch food tech firm Muchgroup has received €375,000 in funding to scale up production of its shiitake-mushroom-based meat alternatives for the foodservice sector.
Courtesy: Muchgroup
Indian precision-fermented protein startup Genexis Biotech has raised ₹40M ($460,000) in seed funding to expand its bioreactor capacity, develop downstream processing infrastructure, and launch a suite of smart proteins and recombinant enzymes.
Vegan business community Vegpreneur and e-commerce platform Shopline have launched the Vegpreneur DTC Accelerator to help better-for-you plant-based brands scale up faster and more profitably.
Courtesy: Enough
Scottish-Dutch mycoprotein startupEnough has appointed former Henkel executive Jan Agter as interim CEO. He is taking over from co-founder Jim Laird.
Finnish vegan company Oddlygood, which owns UK plant-based milk brand Rude Health, has hired Katie Simpson as its head of marketing. She previously held the same position for Innocent Drinks’s UK and Ireland business, and has worked at Diageo, AB InBev and Ferrero.
Courtesy: Oddlygood
Singaporean firm Mottainai Food Tech has opened a pilot facility and R&D lab in Jalan Besut, Jurong to upcycle food waste into fermented plant-based proteins. At full capacity, it will be able to process around 100 tonnes of food industry byproducts annually.
Policy and awards
Latin American cruelty-free NGO Te Pretejo has developed a map to showcase a network of laboratories using alternative methods to animal testing.
UK charity Vegetarian for Life will host its Awards for Excellence in Veg*n Care Catering at the Houses of Parliament in October, recognising individuals and organisations working to enhance plant-based catering standards across care homes, hospitals, and other later-life care settings.
Courtesy: AHDB | Composite by Green Queen
In a petition, Ecotricity founder Dale Vince has urged the UK government to end its support for meat and dairy advertising campaigns and promote plant-based foods instead, namechecking the Let’s Eat Balanced drive run by the Agriculture and Horticulture Development Board. It has garnered nearly 25,000 signatures so far.
In South Africa, the Department of Agriculture, Land Reform and Rural Development has updated its labelling rules for plant-based meat, allowing terms like ‘burger’ and ‘hot dog’ but not ‘beef’ or ‘pork’. Meat analogues must also have qualifiers like ‘plant-based’, and the move was welcomed by LiveKindly Collective Africa and Fry Family Foods.
Courtesy: Nourish You
Finally, Indian vegan startupNourish You has won the Best Plant-Based Milk Award at the 2025 Vegan India Conference for its Millet Mlk.
A new US study shows that consumers are more likely to purchase plant-based eggs if they’re cheaper and served as an ingredient in a dish, rather than on their own.
With the egg crisis raging on in the US, empty shelves and high prices have made consumers rethink breakfast. It’s a golden opportunity for companies making plant-based alternatives, offering a more stable supply and largely great functionality in various food applications.
Eat Just, the market leader for vegan eggs, has already been capitalising on this moment, with sales growing five times faster in January than 12 months prior, and 91% of these customers being neither vegetarian nor vegan.
Still, Just Egg is expensive, as are most such liquid egg alternatives. One new study suggests that for plant-based eggs to truly capture their market potential, they need a rebrand, and a lower price tag.
Using an experimental method known as a vignette design, researchers from the University of Illinois Urbana-Champaign and Purdue University tested how price, product type, and setting influence people’s purchase behaviours when it comes to vegan eggs.
“Vignettes refer to short descriptions of a person or a situation which contain precise references to highlight key factors that are believed to influence the decision-making or judgment-making processes of respondents,” the authors explain in the Foods journal.
Americans prefer vegan eggs in familiar dishes
Courtesy: Eat Just
The researchers surveyed over 1,600 Americans about their perceptions of eggs, both conventional and hen-free. They rated conventional eggs higher on taste, price and appearance, but vegan eggs as better for the environment and animals.
On the nutrition front, average scores were largely similar, with chicken eggs perceived as having slightly higher protein and more calories, sodium and carbohydrates, and plant-based ones scoring better on total fat and cholesterol content.
Instead of asking people directly whether they’d like to buy a plant-based egg, the researchers asked them to imagine they were about to eat breakfast, either at home or a restaurant, and to choose between scrambled eggs or pancakes made from vegan eggs.
“We expected the setting to be more important, as we thought the novelty of the plant-based egg product would lead people to want to eat it in a restaurant where chefs know how to prepare the product in a way that tastes good,” said Brenna Ellison, co-author of the study. “Surprisingly, the location of where you were eating, whether it be at a restaurant versus at home, didn’t have as much of an effect as we imagined.”
They were found to be more likely to buy vegan eggs when they’re mixed into a familiar dish, like a pancake, rather than served as a scramble. The preference gap is larger at home than in a restaurant setting. “Introducing them as an ingredient, especially in a product that consumers are comfortable with, is a way to get people over any ‘mental hurdles’ associated with trying plant-based eggs,” said Ellison.
“Price and product form were found to be significantly related to purchase likelihood; consumers were consistently more likely to purchase plant-based eggs when they were cheaper,” the study stated.
How plant-based egg brands can shape their marketing plans
Courtesy: Yo Egg
A third of the respondents to the survey had already tried plant-based eggs, and this is a key factor, since consumers who had previously eaten these products were more likely to buy them than those who hadn’t.
The study further found that people aged 18-34 were more likely to buy plant-based eggs than those over 55, while Black, African American and liberal respondents also indicated a greater willingness than other demographics. Larger households, meanwhile, are less likely to buy plant-based eggs, though parents with children under 18 are more inclined to do so.
“There are still sensory barriers,” said lead author Da Eun Kim. “I’ve tried the liquid version that comes in a bottle, like egg whites. The taste was different, but I was surprised the texture was very similar to traditional eggs.”
Kim and Ellison suggest that the study has important implications for the food industry. “For producers and retailers of plant-based eggs, understanding the factors that influence consumers’ purchase decisions can help optimise marketing strategies. Price sensitivity and product form should be considered when targeting specific consumer segments,” they wrote.
“Additionally, the significance of environmental impact and animal welfare in consumers’ perceptions suggests that highlighting the sustainability aspects of plant-based eggs could be a key marketing strategy,” they added.
“Policymakers can also benefit from this study’s findings, particularly concerning food environments.,” they continued. “The interaction between product form and location implies that interventions in food environments, such as restaurants and cafeterias, could influence consumer decisions to choose plant-based options. Encouraging the availability of plant-based egg options in such settings may facilitate healthier and more sustainable dietary choices.
Chef Alain Passard’s Arpège, which has held three Michelin stars since 1996, has switched to an almost entirely vegan menu.
After two vegan restaurants earned Michelin stars this year, a long-standing fixture on the food guide has become the latest to embrace plants.
Parisian eatery Arpège, a three-Michelin-star outpost by Chef Alain Passard, has eliminated meat, dairy, fish and eggs from its menu. The only animal product at the 39-year-old restaurant is honey sourced from its own beehives.
Arpège has long been noted for catering to vegan and vegetarian diets, but moving away from most animal products in a country whose culinary and gastronomic traditions are built on meat and dairy is a seismic shift.
It is the second three-star restaurant to go almost fully plant-based, after Eleven Madison Park famously did so in 2021. Like Arpège, Daniel Humm’s New York City establishment isn’t entirely vegan either, since its tea and coffee service offers honey and dairy milk.
New menu features tomato mosaic, flamed aubergine and more
Courtesy: Bertrand Guay/AFP
Passard has been an advocate for more sustainable dining for decades – his restaurant hasn’t served red meat since 2001, when he said he would focus more on vegetables grown in his own gardens. This latest move, which has been a year in the making, builds on that.
“Everything I was able to do with the animal will remain a wonderful memory,” Passard told Reuters. “Today, I’m moving more towards a cuisine of emotion, a cuisine that I could describe as artistic. It’s closer to painting and sewing… Today, I’m a different chef.”
The chef said the switch to plant-forward dining was driven by his love for nature, and noted that using seasonal vegetables would reduce the eatery’s environmental impact.
While Passard made his name with roasted dishes like poulet au foin (chicken cooked in hay), he has since been a champion of vegetable-forward dining, which was spotlit on Netflix’s Chef’s Table: France.
That’s the ethos of the restaurant’s new menu too, which costs €420 ($485) for the full tasting set, and €260 ($300) for lunch. It features dishes like a ‘mosaic’ of tomatoes, mesclun praline with roasted almonds, melon carpaccio, flamed aubergine with melon confit, and a dish with carrots, onions, shallots and cabbage.
“There’s light in this cuisine. There are taste sensations that I’ve never experienced anywhere else,” the chef told AFP. “I still eat a little poultry and fish. But I’m more comfortable with plants. They allow me to learn.”
Michelin guide director embraces plant-based shift
Arpège’s shift to plants coincides with a fall in meat consumption in France, where per capita intake declined by 6% between 2003 and 2023. Retail sales of plant-based food, meanwhile, grew by 9% in 2024 to reach €537M, making it the third-largest market for these products in Europe.
Meat was a central topic at last year’s Olympic Games in Paris, which sought to make 60% of all meals served meat-free – although complaints about insufficient food and protein led the organisers to walk back on their promise. It highlighted the perception and preparation challenges that come with a switch away from animal proteins.
“It requires a lot more preparation, knowledge and research,” chef Claire Vallee told AFP. She earned a Michelin star for her vegan restaurant Ona in 2021, a first in France. The restaurant closed in 2022, with Vallee opening several pop-ups since. “It’s quite a colossal task.”
But the idea that vegan haute cuisine is implausible is changing quickly. Humm has been a vocal advocate of the shift, with Eleven Madison Park retaining its three stars the year after it got rid of meat. Asked whether he’s worried about losing his stars, Passard said he has “never thought about that”.
“We’re going to have to deliver. If we can maintain this level of quality, then I’m extremely confident,” he stated.
His decision was welcomed as a “positive approach” by Gwendal Poullennec, the international director of the Michelin guide. “We will continue to follow the evolution of Arpège, remaining faithful to our criteria,” he told AFP.
There are now seven (nearly 100%) vegan restaurants with Michelin stars. Two – Plates in London and Légume in Seoul – received their first star this year. They joined the likes of Eleven Madison Park (three stars), Dutch establishment De Nieuwe Winkel (two stars), Germany’s Seven Swans, Switzerland’s KLE (both one star). Arpège is the latest on this list.
US plant-based giant Beyond Meat has launched its hotly anticipated mycelium steak at New York City’s Ladybird and all BOA Steakhouse locations.
Beyond Meat is going beyond plants for its latest product launch, turning to fungi in a bid to attract consumers still unconvinced by the taste and texture of meat alternatives.
The company has launched the Beyond Steak Filet, a mycelium-based whole cut that ‘bleeds’ like beef and delivers a tender, juicy bite reminiscent of a premium steak.
The mycelium steak also contains fava bean protein and avocado oil – two ingredients that the company turned to last year to address nutritional concerns – and offers 28g of protein per serving.
It is now on the menu at New York City eatery Ladybird and all four locations of restaurant chain Boa Steakhouse. This rollout follows the steak’s quiet debut at Next Level Burger and Veggie Grill earlier this month, where it features in the All American Vegan menu alongside broccoli, potatoes, and a choice of melted blue cheese, a creamy peppercorn sauce, or chimichurri.
“We’re bringing something bold and inventive to the plant-forward scene with our Beyond Steak Filet – a protein crafted from plants that delivers the rich flavour and texture of a premium cut,” said Diana Stavaridis, culinary director at Beyond Meat.
How the Beyond Steak Filet will be served
The Beyond Steak Filet as part of baos at Ladybird, New York City | Courtesy: Beyond Meat
Situated in the East Village, Ladybird is a vegan tapas bar known for its vegetable-forward dishes. It will showcase the Beyond Steak Filet in a bao bun.
“Partnering with a beloved dining destination like Ladybird is an exciting opportunity for any chef,” said Stavaridis. “Our aim is to offer the indulgence of a classic dining experience – rooted in vegetables.”
In line with the company’s approach of targeting meat-eaters, the mycelium steak will roll out at Boa Steakhouse too. The chain has locations in West Hollywood, Santa Monica, Manhattan Beach and Austin, with another opening soon in Las Vegas.
Here, the fermentation-derived product will be the centrepiece of a Club Room Style Steak Frites dish. It’s part of Boa and its chef Brendan Collins’s efforts to expand the steakhouse experience with innovative and thoughtful options.
“The launch of Beyond Steak Filet on our menu allows us to extend that hospitality to more people, without compromising on quality or creativity,” said Collins.
“It also gives our culinary team the chance to explore new ingredients while staying true to what we do best – serving food that’s thoughtful, delicious, and a little unexpected,” he added.
A Beyond Steak Filet served at Boa Steakhouse | Courtesy: Beyond Meat
“The avocado oil gives us that high smoke point we need for a beautiful sear and caramelisation, locking in flavour and texture,” explained Stavaridis. “This is all about delivering that classic steakhouse experience – without compromise.”
Beyond Meat did not respond to questions about the use of mycelium and its retail plans for the Steak Filet at the time of writing.
Beyond Meat eyes turnaround with mycelium steak
The new steak, which is set to roll out at more restaurants across the US soon, was first announced by Beyond Meat CEO Ethan Brown last year, who imagined it as an alternative to chicken, salad toppings, and burrito fillings.
“The focus on this has been a very small number of ingredients, very high protein, very low saturated fat,” he told CNBC.
The company teased the product at Natural Products Expo West in Anaheim, California earlier this year. At a taste test, Green Queen’s attendee, Alessandra Franco, was left impressed. “Beyond very much delivered on its promise of a steak that ‘mirrors the texture, flavour, and experience of a premium USDA steak fillet’,” she wrote. “The mouthfeel, texture, and flavour were all spot on.”
The mycelium steak is an effort to address a number of concerns about vegan meat alternatives in the US. Health is the main reason Americans eat plant-based food; that said, a third of Americans (32%) last year had been buying fewer plant-based products because they didn’t like how they tasted.
Courtesy: Beyond Meat
In a restaurant setting, however, over half of consumers (54%) said they wouldn’t choose a main with plant-based meat because of its taste, and 42% blamed the texture.
Beyond Meat has been ramping up its health messaging, via packaging, product development and a documentary, and has blamed “intense misinformation” for the sales slump of plant-based alternatives. The company itself had a “disappointing Q1”, witnessing a 9% drop and getting a $100M debt financing deal.
It is now betting on mycelium to help turn its fortunes around. The ingredient has become a darling of the alternative protein industry, and fermentation startups have kept attracting investors in an otherwise dire funding landscape. The root-like structure of filamentous fungi, mycelium is a complete protein with a very low environmental footprint and can be adapted to match the flavour and texture of meat.
The Beyond Steak Filet will compete with the likes of The Better Meat Co, Meati and others in the US. Can fungi be it get its mojo back?
Oat milk leader Oatly has revised its full-year guidance after sales dropped in the US and China, where it is mulling a potential restructuring.
Swedish plant-based milk giant Oatly continued to struggle in the US and Greater China in Q2 2025, leading it to reduce its revenue expectations for the year and initiate a strategic review of the latter market.
While the company’s revenue for the April to June period was up by 3% (at $208.4M), this was largely due to favourable foreign exchange rates. When discounting these, its sales slimmed by 0.2% from Q2 2024, reaching $201.7M.
Meanwhile, the company’s losses swelled by 84%, primarily due to fair value losses on convertible notes. It has now revised its full-year outlook, with constant currency revenue growth expected to flatline at 1%, compared to its prior expectation of 2% to 4%.
“Our updated guidance reflects slower-than-expected top-line progress in our North America segment, as well as a soft macro-environment in our Greater China business,” said Oatly CEO Jean-Christophe Flatin.
At the same time, the company’s adjusted EBITDA loss – revenue excluding all non-operational and one-time expenses – shrank by 67% to $3.6M. “This continued progress and the actions we are taking to drive the business give us the confidence to reaffirm our full year profitability guidance,” he told investors in an earnings call.
China operations continue, but a carve-out is a possible option
Courtesy: Oatly
Oatly continued to drive growth in its home market, where sales were up by 12% (before foreign exchange impact) compared to the year-ago period, reaching $118M. Its volumes also grew by 9.4% in the Europe and International segment, thanks primarily to its barista lineup.
Most of its revenue (79%) in this region comes via retail, where its 4.7% growth outperformed both the wider oat milk category (whose sales were up by 2%) and the overall plant-based milk segment (up by 4%).
In North America, year-on-year sales of Oatly decreased by 7% to $63M in Q2, with volumes down by 7.5% due to lower sales to the segment’s largest foodservice customer. Outside that client, however, the business recorded its highest quarterly foodservice revenue, while posting record retail sales.
Daniel Ordonez, the company’s COO, noted that the North American results were below its expectations. “Given the success we’ve seen in Europe and internationally using the same playbook, we know what’s possible, and we remain committed to applying these lessons to drive the consistent performance that we expect from our North American business,” he said.
Meanwhile, Oatly’s sales in Greater China were down by 6% to $27M, thanks in large part to a drop in foodservice, which makes up 62% of its revenue in the region. The firm has long struggled in China, and is now conducting a $1.4M strategic review of this segment.
“We will consider a range of options, including a potential carve-out with the goal of accelerating the growth and maximising the value of the business,” said Flatin. “We will continue to operate in the region, including our Ma’anshan facility.”
He added: “Our Greater China business has improved over the past few years. And it is much stronger now. It has been a strong contributor, delivered better results, established market leadership and is now well positioned for the future. We believe in the future potential of this business.”
Courtesy: Anay Mridul/Green Queen
Oatly bets on lookbook and bats away protein concerns
Oatly ascribed its European growth to the refresh playbook it deployed late last year. Part of this involved increasing its relevance by leveraging its barista portfolio and targeting Gen Z with new taste experiences. It also plans to attack barriers of conversion, most notably preconceptions about taste, as well as increase distribution.
“Anywhere we taste blind, we see that around one in two people prefer Oatly to cow’s milk in their coffee,” noted Ordonez.
The playbook has delivered success in Germany, the UK and Sweden, its three largest European markets, and is now being rolled out in the US. “We are confident that with proper execution and future steady investments, this strategy can drive incremental demand,” he said.
A key tenet of the playbook is the Spring/Summer lookbook it unveiled in May, featuring a range of recipes highlighting innovative use cases for its barista milks. “The lookbook is helping us break down those barriers and drive incremental demand, generating excitement with quotes reminiscent of fashion and unexpected recipes that totally change the way in which consumers view oat milk,” said Ordonez.
The recipes range from a maple miso latte and lacto-fermented blueberry matcha to a salty banana split. “These are premium signature drinks that tap into Gen Z’s obsession with flavour and cold drinks. Can you imagine any of these drinks with cow’s milk? We don’t think so,” he said.
The company is now translating the success of these flavours into new products. In Sweden, it has launched a popcorn-flavoured barista oat milk inspired by the lookbook’s sweet and salty popcorn latte, while in the UK, it has released a ready-to-drink matcha latte.
Courtesy: Oatly
As the company looks to replicate the success of its European playbook in North America, Ordonez addressed a question about whether Oatly’s low protein content and dairy’s resurgence in the US played a part in its weak performance in this region.
“The protein topic is more of a value phenomenon in North America, less than a volume phenomenon when you look at the dairy category,” he said. “We don’t make a choice between health, protein, [and] fibre, and we strongly believe that we are focused on driving both penetration and frequency in that order.”
He continued: “Taste remains the number one barrier to consumption for plant-based products and certainly for oat milk and plant-based milk. So you will see, without ignoring the point of our protein, a lot of focus on the health topic via enhanced fibre content, wholeheartedly driving the taste strategy, which is starting to prove to work in Europe.”
Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Oatly’s new matcha latte, Revo Foods’s clean-label mince, and Lactalis Canada’s plant-based exit.
New products and launches
Swedish oat milk giant Oatly is the latest to join the matcha craze, launching a ready-to-drink matcha latte with finely ground Tencha matcha. The one-litre packs are available in the UK for £2.95 at Sainsbury’s and Morrisons, with Ocado adding to the list next month.
Courtesy: Oatly/Aflo Images/Green Queen
Californian firm Mud\Wtr has introduced Nourish, a protein powder with 25g of complete plant protein per serving, along with lion’s mane, cordyceps, ashwagandha, Bacopa and prebiotic fibre. It’s available in chocolate and vanilla flavours on its website for $70 per 645g bag.
Also in the US, plant-based waffle brand Vafels has rolled out gluten-free stroopwafels in caramel and maple flavours, which can be found on its website for €19.95 per 10-pack.
Courtesy: Revo Foods
Austrian 3D-printed meat maker Revo Foods has launched a four-ingredient Minced Fungi Protein with more protein than beef and higher bioavailability than chicken. Made from mycoprotein, rapeseed oil, rapeseed protein and spices, each 160g pack contains 25g of protein. The product is available at Billa Pflanzilla, online on its webstore and Billa’s website, and Kokku in Germany.
UK food manufacturer Premier Foods has unveiled a four-strong lineup of vegan jelly with no added sugar under its McDougalls brand. They come in 1.4kg packs (enough to make 17 litres of jelly), with flavours including strawberry, raspberry, orange, and lime.
Courtesy: Premier Foods
France’s Vétéjal has created a range of powdered seasonings for plant-based creams, sauces, marinades and grilled meals, which can be mixed with water, oil, milk and cream or sprinkled on top of dishes. Flavour options include cream of mushroom soup, king crab, spicy bacon, and Roquefort-style blue cheese.
Dutch specialty ingredient supplier Prodalim has launched upcycled VivaPro Coloring Foodstuffs and NaturaPro Natural Colors lines to tackle the growing demand for clean-label and sustainable plant-based colour solutions.
Courtesy: Atlr.72
And Japanese conglomerate Ajinomoto‘s Atlr.72 Flowering Ice Cream, which uses Finnish gas fermentation firm Solar Foods‘s Solein protein, is available at food trucks at the World Aquatics Championships (July 18 to August 3) in Singapore.
Company and finance updates
English football club Forest Green Rovers have launched a fully vegan football kit for the next two seasons (as part of its efforts to cut waste), featuring Reflo’s Reloop technology (which offers a fibre-to-fibre mechanical recycling solution).
Courtesy: Forest Green Rovers
UK vegan pet food company Omni – which made a splash with its success on Dragons’ Den this year – has been certified as a B Corp.
Speaking of certifications, Beyond Meat‘s burger, beef mince, steaks, chicken pieces, and sausages have now been accredited as Glyphosate Residue Free.
Courtesy: Beyond Meat
New York-based Helaina has expanded the manufacturing capacity of Effera, its precision-fermented human lactoferrin, to a metric-tonne scale, which would allow it to produce 10 million servings per production run.
Planetarians, a US-based producer of upcycled plant-based meat, is shutting down and auctioning its IP and assets, citing fundraising challenges.
Courtesy: Enjoy
Lactalis Canada, a subsidiary of the world’s largest dairy company, is closing its Sudbury plant and exiting the plant-based milk business this December. It comes just a year after the facility was turned into a vegan hub and the business introduced the Enjoy brand of dairy-free milk.
Nurasa, the sustainable food innovation platform owned by Singapore’s Temasek, has signed a strategic partnership with Protein Industries Canada to fast-track the entry of Canadian plant-based companies into the city-state and Asia-Pacific through technical, regulatory, and commercialisation support.
Policy developments
Canada’s Ocean Supercluster has pledged C$750,000 in a C$1.9M project to develop a vegan whitefish fillet, working with Profillet, Ardra Inc, Mara Renewables, and Rondo North America.
Courtesy: Else Nutrition
Weeks after criticising the FDA for its “outdated” regulation of dairy-free baby formula, Israel’s Else Nutrition has applauded the US House of Representatives Committee on Appropriations’s passage of bills that recognise the importance of expanding access to alternative infant formulas.
US non-profit People For Better Food has launched its first “culture shift” campaign, Plants for the Win, to shift young men’s perceptions about protein myths and plant-rich diets.
Courtesy: Renault Group
French carmaker Renault has pledged to eliminate animal leather from its entire portfolio by the end of the year.
In Spain, Alcorcón has become the third city in eight weeks to endorse the Plant Based Treaty, following in the footsteps of Parla, El Masnou and 40 other cities globally.
German bakery giant Martin Braun-Gruppe has partnered with London-based food tech startup Win-Win to introduce two cocoa-free chocolate coatings for manufacturers.
Martin Braun-Gruppe is the latest confectionery player to dive into cocoa-free chocolate, having struck a deal with British firm Win-Win.
The distribution agreement will see Martin Braun add two glazes based on Win-Win’s vegan milk chocolate and dark chocolate to its portfolio, enabling retailers, wholesalers, and foodservice clients access to a low-carbon alternative for their baked goods.
“We are delighted to enter into this partnership with Martin Braun, who have a fantastic reputation in the bakery sector and unrivalled customer networks,” said Win-Win CEO Mark Golder.
Cocoa-free alternative uses same techniques as conventional chocolate
Courtesy: Martin Braun-Gruppe
Formerly called WNWN Food Labs, Win-Win is modernising carob-based chocolate by combining the ingredient with tiger nuts, sunflower seed, and rice, alongside RSPO-certified palm oil.
The company employs the same techniques found in conventional chocolate making, from fermentation to roasting, grinding, refining and tempering. Its cocoa alternatives, which come in meltable button and liquid formats and can be used to make a range of desserts and baked goods at scale – think pastries, doughnuts, cookies, cakes, and coatings.
The partnership with Martin Braun – which invested in Win-Win in 2023 – focuses on the latter. The vegan glazes are produced using raw materials available within Europe, melt at 50°C, and deliver up to three times higher yields than couverture chocolate.
The ingredients of both options are nearly identical. The cocoa-free dark chocolate coating blends palm oil and sugar with roasted carob powder, tiger nut flour, sunflower seed protein, fermented rice, lecithin, natural flavourings, and salt. The dairy-free milk chocolate alternative, meanwhile, adds dehydrated oat syrup to that base.
Martin Braun has produced a book of recipes to showcase the use cases of Win-Win’s alternatives to its roster of baking, confectionery and catering industry clients. These include a Williams Pear petit gâteau, an Amaretto roulade, tartlets, nut corners, and more.
“We are proud that they have chosen Win-Win as their exclusive partner to develop the fast-growing alt-choc sector, and we are enjoying working with them to deliver a more sustainable solution to chocolate for customers and consumers,” Golder said.
Chocolate alternatives offer industry more viable solution
Courtesy: Martin Braun-Gruppe
The cocoa-free chocolate coatings will appeal to Martin Braun’s customers, who are actively looking for alternatives that offer more stable supply chains, lower costs, and better climate credentials.
Climate change has caused global cocoa stocks to slump to their lowest in a decade. Plantations in Ivory Coast and Ghana – the two largest producers – are the hardest hit due to extreme weather and crop diseases. That has caused cocoa prices to reach all-time highs, and the trend is set to continue this year.
Scientists have warned that cocoa trees are threatened, and a third of them could die out by 2050, which could lead to a global chocolate shortage. At the same time, dark chocolate is a highly emissive product, generating more greenhouse gases than all other foods except beef. Meanwhile, a bar of chocolate requires 1,700 litres of water to produce on average.
Industry leaders are feeling the effects. For example, Hershey’s profit forecast for 2025 was below analysts’ expectations, and it has just announced a double-digit hike in product prices due to high cocoa costs.
“We all love chocolate, but the way it’s currently produced isn’t sustainable. Climate change is leading to reduced yields, causing spiralling prices and supply-chain uncertainty,” said Golder.
“As consumers, we’re already seeing the impact of this in the form of rising prices and shrinkflation, and the cocoa industry continues to be troubled by issues relating to deforestation. The industry is at an inflexion point and needs alternative solutions that are stable and more environmentally and socially sustainable.”
Win-Win’s chocolate alternatives use up to 80% less water and generate 82% fewer CO2e emissions. They’ve been used at Toad Bakery and Lyaness bar in London, and Sem, a wine bar in Lisbon, and the firm has also rolled out dark chocolate thins, a Daim-style Waim! bar, and copycat versions of Cadbury Wholenut, Terry’s Orange and Tony’s Chocolonely on limited runs with its consumer brand.
Plant-based diets are linked to better health outcomes, so should vegans be entitled to better insurance rates too?
A frequent criticism of vegan diets is that they’re too expensive. Meat and dairy alternatives tend to be costlier than the products they’re aiming to replace, although the argument doesn’t account for the fact that whole foods like fruits, vegetables, legumes and nuts all tend to be much cheaper than animal protein.
But while the average vegan may pay more for their groceries, some argue that the benefits of their diet should entitle them to pay less for health insurance. Several providers are already making this move, given that life insurance is based on risk factors.
If you smoke, drink, or eat a lot of junk food, you’re taking a known risk against your health. Ditto if you consume too much red or processed meat, as is the case in most Western countries. Insurers account for these activities when underwriting the premiums you’ll pay – so the healthier you are, the lower you pay.
Vegan diets have repeatedly been found to offer much better health outcomes than those rich in meat and dairy, so is it time for insurers across the globe to standardise this as a measure of good health and low premiums?
Studies show plant-based diets are healthier – should insurers take that into account?
Courtesy: Studio Roman
During their risk assessment, insurance companies evaluate various aspects of your life to determine the level of risk you present, which informs how they calculate the premiums you’ll pay. They usually look at a range of factors, from your age and medical history to your drinking and smoking habits and overall physical condition.
While diet isn’t itself a question people are asked on applications, insurers analyse how your diet influences important health markers, like your weight, cholesterol levels, diabetes risk, blood pressure, and heart health. So what you eat does affect how much you pay for life insurance, even if it’s an indirect connection.
For example, if your diet is high in saturated fat and cholesterol, it raises the risk of obesity and heart disease, which will likely mean higher premiums. Likewise, if your diet promotes heart health and helps you maintain weight and healthy cholesterol levels, insurers will see that favourably.
This is where the argument for low premiums for plant-based diets comes in. Research has consistently shown that animal-free eating patterns tend to be better for your overall health. One recent study found that swapping meat with plant-based alternatives – ultra-processed or otherwise – can lead to significant weight loss.
In 2024, a meta-analysis of 14 studies revealed that a healthy vegan diet reduces the risk of death from cardiovascular disease by 19%, cancer by 12%, and all causes by 16%. Similarly, earlier this year, researchers at Harvard University and the University of Sydney studied large-scale consumption patterns to determine the most health-promoting diet and found that whole-food plant-based eating is the key to lowering mortality rates.
Meanwhile, one study has suggested that even small amounts of processed meats like hot dogs and bacon are associated with a higher risk of developing type 2 diabetes, heart disease, and cancer. Researchers ascribed this to the excessive amounts of sodium, nitrates, chemical preservatives, and saturated fat.
And although some papers have sought to position red meat as healthy, a recent review revealed that two-thirds of these studies are backed by the meat industry and used misleading comparisons to suggest that beef is good for you. By contrast, most of the independently funded trials reported worse cardiovascular effects of eating red meat.
Plant-based meat and milk, however, have similar or better nutritional profiles than conventional animal proteins, according to an 11-country review. Vegan alternatives have zero cholesterol, way more fibre, and, broadly, less saturated fat.
Several insurers already offer discounts to vegans
Courtesy: Studio Roman
The idea that plant-forward eaters should pay less for life insurance is neither hypothetical, nor new. In the UK, Animal Friends Insurance launched a life insurance scheme for vegetarians back in 2001, giving them a 25% discount for the first 12 months as they were found to be less likely to suffer from chronic illness than meat-eaters.
Six years later, the company unveiled another scheme that offered a 6% discount on premiums for vegetarians and pescatarians.
In 2013, Australia’s Make A Difference Insurance slashed life insurance premiums for vegetarians and vegans by 20%, citing research linking meat-free eating to a lower risk of serious illnesses.
Meanwhile, Israeli company Clal Insurance began offering life and health insurance policies at a discounted rate for vegans in 2018, again based on scientific research about the positive health outcomes of plant-based eating.
This trend has reached the US, too, with Health IQ offering life insurance discounts for vegans since 2017.
It’s important to note that any health study will come with certain limitations and require nuance, while concerns about UPFs are largely misled, yet need more research. It’s also true that a person can be both vegan and smoke, drink, and have a heavy intake of junk foods and unhealthy fats, so purely eating a plant-based diet may not automatically mean better insurance rates.
Still, with overwhelming evidence and a wave of precedents of successful policies from existing companies, insurance providers must begin incorporating diets into their risk assessments and consider providing discounted rates to those eating healthy plant-based diets.
Many people say they care about the planet and animals, yet still eat meat. A new study explains why.
Are you a meat-eater who loves the environment and the animals? You’re not alone. In the UK, nearly half of the respondents to a 2020 survey said they felt hypocritical for doing so.
There’s a good reason for this: caring about the planet and its creatures rarely leads to people cutting out meat, according to a new study published in the Appetite journal.
The real driver of dietary change? Cognitive dissonance, or the psychological discomfort people feel when their behaviours (in this case, meat consumption) don’t align with their values (caring for animals and the planet). When they can no longer justify this action-intention gap, they end up lowering their meat intake, the authors suggest.
Others use a range of strategies to rationalise their continued meat consumption. They often state that humans evolved to eat meat, that eating meat is normal because most people do it, that it is necessary for health, or that it tastes good.
“Some individuals may also dissociate meat from its animal origins to further reduce the psychological discomfort,” the study states. “Individuals who have progressed through the stages of change are more likely to resolve cognitive dissonance by reducing their meat consumption.”
Cognitive dissonance drives people to give up meat
Courtesy: Appetite
The study involved nearly 600 participants from the US and Australia, two of the heaviest meat consumers in the world. As expected, people who had no intention to change their diets felt the benefits of a plant-based diet were low, while those who were already vegetarian reported the highest perceived advantages.
Awareness of the downsides of factory farming followed a similar pattern, with people intending to change their diets more knowledgeable than those who were not, though less so than vegetarians.
Respondents with no plans to alter their eating patterns were the most influenced by various barriers, including health and feasibility concerns of meat reduction, and the idea that eating meat is morally acceptable. In addition, they ate meat more frequently than those intending to adopt a vegetarian diet.
In a follow-up survey conducted six months later, 20% said they adopted a vegetarian diet and continued to follow it. These participants’ cognitive dissonance significantly increased, while their perceived barriers of health and feasibility fell. Further, they reported much greater support from partners and friends than those who did not give up meat.
“Simply informing consumers about the benefits of plant-based diets may be insufficient to change their food choices,” the researchers found. And once individuals do decide to reduce their meat intake, practical constraints like “the availability of plant-based options, cooking skills, and cost” become particularly relevant.
‘We need to go beyond raising awareness’
Courtesy: Appetite
“Health-related barriers significantly decreased among individuals who successfully transitioned to a vegetarian diet, reflecting the physiological challenges that can arise during this shift. These challenges include hunger, fatigue, digestive discomfort, and potential nutrient deficiencies in iron, vitamin B12, and protein,” the study states.
Those who followed through with their intention to go vegetarian were a lot more likely to seek nutritional advice, exhibiting how these health concerns can be alleviated with proper planning.
Moreover, the researchers found that looking up meat-free recipes online and preparing answers for social situations where participants’ choices may be questioned were also important actions that support the dietary transition.
They noted that policy interventions and consumer-focused strategies could help reduce barriers and trigger cognitive dissonance: “Policymakers can help mitigate feasibility barriers, such as limited availability and higher costs.”
Meat alternatives are more expensive than conventional animal proteins, but if both categories’ prices reflected their cost on the environment, their prices would be at parity. “Meat taxes, therefore, present a viable policy tool for encouraging plant-based diets without disproportionately affecting low-income households,” the study states.
Promoting plant-based education via integrating vegan meal preparation into culinary school courses is another useful measure. Restaurant associations, meanwhile, can incentivise chefs to create plant-forward menus through awards, while the media can feature more vegetarian dishes in popular cooking shows.
“Shifting to a plant-based diet is tough when meat is convenient, tasty, and socially accepted. That’s why practical support – like nutrition guidance, simple recipes, and a supportive community – matters so much,” said co-author Sebastian Inbanner. “Our takeaway: To encourage sustainable eating, we need to go beyond raising awareness. We want to help people navigate the discomfort and make plant-based options easy, appealing, and normal.”
3D printing food tech startup Steakholder Foods has debuted two fish-free seafood products in grocery stores in Israel.
Israeli 3D-printed meat maker Steakholder Foods has commercialised its first plant-based seafood products in the country’s retail sector.
The Rehovot-based firm has developed white fish kebabs and salmon patties, which are now on sale at vegan specialty stores under the brand name Atid Yarok (Green Future). They’re manufactured by meat-free producer and distributor Bondor Foods.
“Seeing first products selling in the market based on our prize-winning premixes is a huge step forward for Steakholder,” said Steakholder Foods CEO Arik Kaufman. “It is an exciting demonstration of how successfully our B2B customers and partners can roll out compelling, scalable, next-generation seafood alternatives to consumers.”
Latest products part of extensive 3D-printed seafood portfolio
Courtesy: Steakholder Foods
Formerly known as MeaTech, Steakholder Foods was founded in 2019 and makes 3D-printing production machines and premix blends for plant-based and cultivated proteins, including beef steaks, white fish, shrimp, salmon, and eel.
The company has developed a DropJet technology specifically for its seafood applications. The 3D bioprinting process combines drops of gel-based materials to create a 3D structure, and allows it to drastically reduce the number of ingredients in vegan fish products.
Steakholder Foods also serves as a B2B supplier of 3D bioprinters and bio-inks for alternative protein manufacturers, allowing them to mass-produce price-competitive meat and seafood analogues.
It has unveiled various plant-based and cultivated seafood prototypes over the years. In 2023, it unveiled the industry’s first 3D-printed eel, using precision layering and a unique mix of materials to achieve the fish’s complex texture. And a month later, it introduced a shrimp prototype using bio-ink developed by its R&D team.
And last year, Steakholder Foods completed a two-year state-backed R&D project with Singapore’s Umami Bioworks to figure out the feasibility of producing 3D-printed cultivated fish fillets at scalable volumes. The two firms are now working with Singapore’s National Additive Manufacturing Innovation Cluster to commercialise the hybrid protein.
The new 3D-printed seafood products, available in 180g packs for 21.90 shekels ($6.50), are made from a base of rice and soy proteins, which are mixed with refined coconut oil, methylcellulose, seasonings and flavourings, and soy protein hydrolysate. They contain 6g of fat per 100g (3g of which is saturated), and 7.7g of protein. And unlike conventional fish, they have zero cholesterol.
First revenue from full product cycle for Steakholder Foods
Courtesy: Steakholder Foods
The seafood industry is marred by overfishing, microplastic pollution, and disease outbreaks. It’s a major contributor to climate change, which in turn has a highly negative impact on the sector. Nearly 90% of the world’s fish stocks are now 80% of the planet’s fisheries have been fully exploited, over-exploited or depleted, according to the UN FAO.
In fact, we could be heading towards a complete collapse of ocean life by 2048, driven primarily by overfishing for human consumption, as well as marine pollution and climate change. This is why 30% of respondents to a 2024 survey by the Marine Stewardship Council said they had been eating less seafood in the last two years. At the same time, over 80% of people had changed their dietary habits in this period, and 43% are doing so for sustainability reasons.
Steakholder Foods’s process generates a fraction of the emissions that conventional seafood does. The latest innovations under the Green Future label represent its first full product-cycle revenue stream, from premix supply to consumer sales. The launch builds on an initial purchase order from September 2024, which followed a pilot rollout and commercial scale-up with Bondor Foods.
Listed on the Nasdaq and Tel Aviv stock exchanges, Steakholder Foods entered an agreement with Alumni Capital to receive a $1.25M private placement in March, alongside an $8M equity line of credit. It has so far secured $740,000 of its $1M Singapore-Israel Industrial R&D Foundation grant over three tranches of funding.
Moreover, the firm has made a major step towards its Asia expansion, agreeing to sell its MX200 3D printer and plant-based premixes to Taiwanese food company Vegefarm, which will commercialise plant protein products in the local market with support from the Industrial Technology Research Institute.
Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers a new GLP-1 alternative drink, Canada’s pea protein bet, and the European Space Agency’s cultivated meat project.
New products and launches
Texas-based Ozzi has launched Crave Crusher, a plant-based drink designed to suppress appetite and serve as an alternative to GLP-1 drugs. It’s free from caffeine and is available on its website for $60 per 20-stick pack in watermelon, grape and lychee flavours.
Courtesy: Ozzi
Meanwhile, California’s Glucostra has introduced a plant-based supplement with 20 botanicals and metabolic nutrients to support healthy blood sugar management.
NBA player Chris Paul’s vegan snack brand, Good Eat’n, has rolled out five of its products at over 1,000 Walmart stores nationwide, including popcorn, tortilla chips, and puffs.
US plant-based milk producer Malk Organics has released a four-ingredient shelf-stable vanilla almond milk, which is available at Whole Foods Market and Amazon.
Courtesy: Malk Organics
Finnish gas protein firm Solar Foods has partnered with US-based Sensapure Flavors to create new flavour combinations for its shake and ready-to-drink beverage concepts made with Solein protein.
Swiss firms Yumame Foods and Le Patron have teamed up to develop tasty, healthy and sustainable plant-based foods.
Courtesy: Plantein
And vegan discovery platform abillion has partnered with Australian meat-free startup Plantein Foods to expand its distribution.
Company and finance updates
Snacking company Pladis has kicked off its first Accelerator Programme with 12 startups, including fibre-to-sugar startup Zye and AI protein discovery firm Shiru.
Dutch cultivated fat startup Upstream Foods has ceased operations, with its founder and CEO citing fundraising difficulties.
Speaking of cultivated meat, India’s Biokraft Foods has announced The Great Indian Cultivated Chicken Cook-off for chefs and innovators to cook with its cultured chicken.
More from this sector: Multus Biotechnology and Fishway have teamed up to develop scalable, cost-competitive cultivated fish, combining the former’s AI-led media optimisation platform with the latter’s expertise in fish cell line development.
Courtesy: Multus Biotechnology
Protein Industries Canada has announced a C$4.87M ($3.6M) new pilot project to meet the demand for better-tasting and more nutritious pea protein, in partnership with Louis Dreyfus Company (LDC) and the Seven Oaks Hospital Chronic Disease Innovation Center.
South Korean plant-based dairy companyArmored Fresh has appointed David Benzaquen as its new director of sales strategy and Geo-Yoo Kim as its new CTO.
Research and policy developments
The European Space Agency is seeking proposals to investigate cellular agriculture as a novel technique to produce food, especially cultivated meat, in future space missions.
Courtesy: European Space Agency
The term ‘lab-grown’ meat enjoys a 20-point advantage in consumer understanding over ‘cell-cultivated’ in the UK, where 26% are willing to include it in their diet, according to the Food Standards Agency.
Also in the UK, over 100 parents have signed a petition to reinstate meat-based dishes at Sharow School in Sheffield, which advertises itself as a vegetarian primary school.
In the Philippines, 91% of consumers believe plant-based foods and meat analogues are healthier than animal proteins, and 83% want to increase their intake in the coming year.
Courtesy: Corbion
Dutch ingredient specialist Corbion has secured multiple regulatory approvals from China’s General Administration of Customs for its algae-derived omega-3 products, marketed under the AlgaPrime DHA and AlgaVia DHA brands.
And researchers at India’s Lovely Professional University have developed plant-based fermented probiotic gummies to offer a palatable, safe, and effective natural digestive health solution, particularly for children and those seeking clean-label alternatives.
While a majority of Spaniards are reducing meat or open to doing so, the plant-based industry needs a “level playing field” to help them shift their eating habits.
Meat is becoming unfashionable in Spain, but plant-based alternatives need a policy boost to step up for mass adoption.
A growing share of citizens are looking to improve their diets and eat in a healthier and more balanced manner, which has led 80% of them to lower their meat intake or be open to that change, according to a new survey covering over 2,000 consumers.
Conducted by More in Common on behalf of the Federation of Consumers and Users (CECU), the survey found that 35% have already cut back on chorizo, jamón, sobrasada, and the like, while 22% have thought about doing so, and 23% are willing to consider it.
This is despite two in five Spaniards (39%) increasing their protein intake last year. In fact, 35% of consumers upped their consumption of the nutrient through plant-based food. And in both cases, the survey found these trends resonated most with people under 40, those who exercise regularly, and those interested in healthy nutrition.
That said, people over 64 (48%) are more likely to say they’re shying away from meat than Gen Z (20%). So why are young people less willing to cut back? “Many would be willing if they understood why, it’s better for them and knew great alternatives exist,” argues Bernat Añaños, co-founder of Heura Foods, Spain’s leading meat-free brand.
“Most people care about the planet, animals, and their health, but many don’t think these options are accessible, tasty, or affordable, [so] the switch feels out of reach. We need to inspire, not guilt-trip,” he tells Green Queen.
Many Spaniards find it hard to transition to a plant-based diet
Courtesy: CECU
Most of the respondents (95%) said they eat everything, while only 3% were vegetarian or vegan, consistent with most countries globally. For over half of Spain’s population, eating a variety of foods and staying healthy are the most important dietary drivers.
Moreover, health is the main motivation behind eating less meat, as cited by 42% of people who have already cut back. A third of them were also influenced by livestock’s impact on the planet.
However, the importance of climate drops drastically to 20% among Spaniards who are considering a reduction in meat, with high prices and maintaining physical appearance being more important to this cohort (26%). Still, health remains the most influential factor among prospective meat reducers (41%).
The main drivers of plant-based food, meanwhile, were added micronutrient intake (28%), climate protection (27%), and weight loss (23%). Nearly half of the respondents agreed that vegan diets are better for the planet and their wallets, and 43% said they were healthier.
Courtesy: CECU
Among the minority unwilling to lower their animal intake, 42% cited nutritional concerns, 35% said they like the taste of meat, and 34% weren’t interested in changing their eating habits. Likewise, nearly three in 10 respondents said a lack of protein and the renunciation of foods they like were the chief reasons deterring them from eating more plant-based food, while 23% pointed to high costs.
This is why 62% of people in Spain find it difficult or impossible to transition to a plant-based diet, and only 9% say it’s very easy. That has translated into declining sales for meat alternatives too, which fell by 1.6% in 2024 (versus an increase in other vegan categories).
Añaños ascribes this to the fact that “food is emotional” and tied to culture and tradition. “But we also need to step up as an industry: we must create amazing products and break the myths around plant-based food,” he says. “The worst enemy of the category are bad products. People only change habits when the alternatives are exciting, familiar, and truly satisfying.”
This was highlighted by a survey conducted by Heura last year, where 86% of Spanish consumers said they’d eat more plant-based meat if it offered nutritional and taste parity to animal proteins, alongside a lower environmental impact.
Spain calls on government to support low-carbon foods with policies
Courtesy: CECU
In the CECU poll, 83% of Spaniards said they follow a Mediterranean diet, which promotes whole foods like legumes, nuts, fruits and vegetables, and lean animal protein over red and processed meat. Still, two in five think it’s false or undecided that this diet calls for a reduction of meat and dairy intake.
That said, legumes emerged as a winning ingredient in the survey. Nearly three-quarters (73%) of respondents find them very healthy, versus just 40% who say the same for meat. Concerningly for the plant-based industry, this falls to 22% for tofu and tempeh, and just 17% for meat analogues.
Legumes, though, are viewed as the cheapest food in Spain, with 49% calling them somewhat or very inexpensive. In contrast, 64% find plant-based meat very expensive, and an even larger share (88%) had the same view of conventional meat.
CECU suggests that there is an intention-action gap when it comes to legumes, with the average Spaniard consuming only 3.36kg of these foods per year, falling well short of the 11.5kg recommended in the national dietary guidelines.
Its survey further unearthed a lack of awareness when it comes to plant-based food. Only a quarter of consumers have heard of the term ‘plant-based’. And some plant protein sources remain largely unknown too, including tempeh (which 81% haven’t heard of), mycoprotein (71%), and seitan (65%).
The findings highlight the need for more government support for plant-based food. More than two in five Spaniards feel it is the responsibility of companies and policymakers to reduce the climate impact of food.
Courtesy: CECU
In terms of public policies, 85% support a lower VAT on low-carbon food and 74% said more polluting products should be taxed higher. Meanwhile, 78% back the introduction of carbon labels on food, 73% want the government to financially help farmers to grow plant-based foods that can replace meat, and 53% want to see the establishment of an incentive plan to reduce the number of livestock farmers.
“We need a level playing field. Right now, meat is heavily subsidised,” says Añaños. “Governments should support innovation in plant-based food, ensure fair labelling, and bring these options into schools and public institutions. Spain has everything it takes to lead this shift, but it needs bold policy to make it happen.”
A majority of consumers globally remain interested in plant-based meat and dairy alternatives, while millennials are keenest on blended proteins.
Despite the doom-and-gloom coverage of the plant-based sector, three-quarters of global consumers are interested in plant-based alternatives to meat and dairy, according to new research.
Every generation wants to eat more protein, with its appeal peaking among millennials and Gen Zers (70% of whom say so). And nearly 80% of consumers believe eating plant proteins will help them age better and build or maintain muscle strength.
The data from ADM’s 2025 Alternative Protein Landscape Report shows that 46% of consumers identify as flexitarians, a movement led by Germany, South Korea, the US and Brazil. Vegetarians and vegans make up a further 4% and 1% of the population.
The rest are deemed “carefree” eaters, who eat both plant-based and animal proteins and don’t intentionally seek out or avoid either one. They skew slightly older and retired, and two in five don’t follow any specific dietary pattern. In fact, 73% of these consumers believe it’s healthier to obtain protein from a variety of sources beyond just animal products.
“Gen Z and millennial consumers are particularly open to protein variety,” said ADM. “And with Gen Z’s purchasing power just beginning to emerge, we anticipate amplified acceptance and adoption of a wider array of protein offerings.”
Here are five other takeaways from ADM’s annual report.
1. Is fermentation the darling of alternative proteins?
Courtesy: ADM
According to ADM, fermentation might be the future of alternative proteins, having garnered consumer acceptance for use in meat, dairy and seafood alternatives, as well as specialised nutrition. Notably, this is the only alternative protein vertical that has continued to attract investment against the tide.
While flexitarians are most attracted to novel plant-based ingredients, blended proteins and fermentation-derived ingredients aren’t far behind – 64% express interest in such meat and dairy products. Millennials are the biggest market for the latter, with 72% interested in these foods, followed closely by Gen Z (68%).
Meanwhile, 59% of global consumers show interest in cultivated meat, and 61% say the same for cell-cultured dairy proteins.
2. Traditional plant proteins on the rise
ADM’s research found that chickpeas and soybeans are among the most recognisable sources of plant protein globally. In fact, 83% of plant-forward consumers say soy protein is a good base for building and maintaining muscle, 81% call it a great option for reducing fat intake, and 79% link it with an active and healthy lifestyle.
Lentils are the next big thing in the traditional plant protein space, according to the report. While they have an awareness-to-consumption gap of 20%, they’re thought of as extremely healthy and nutritious, as well as tasty, clean and natural, aligning with flexitarians’ top food drivers.
3. Health and taste over everything else
Courtesy: Kampus Production/Pexels
Taste and health are the dominant motivators for alternative protein trial purchases among both flexitarian and carefree consumers. Improved flavour and mouthfeel are increasingly important for products like baked goods, ready meals, meal kits, and sports nutrition offerings.
Flexitarians place an equal emphasis on taste and nutrition, with 63% calling them a joint top driver for plant protein consumption. But health continues to be their main reason for choosing a flexitarian lifestyle, with 86% feeling it’s healthier to get protein from a wider variety of sources.
For carefree consumers, taste is more important than nutrition when it comes to plant-based alternatives. That said, 67% of them say eating more plant proteins will help improve their overall health.
Meanwhile, 78% of flexitarians say private-label plant-based products are just as good as branded, a sentiment particularly popular in Brazil and Australia. “In future innovations, consumers also want to see more food safety certifications, along with enhanced functional health benefits and sourcing transparency,” ADM said.
4. GLP-1 boom could be a boon for plant-based
The report looked at the impact of GLP-1 medications like Ozempic and Mounjaro, suggesting that their growth is positively influencing the uptake of plant-based food. Globally, 77% of flexitarians believe plant proteins make it easier to lose weight. In fact, weight management is among the top motivators globally for trying vegan snacks, sports nutrition, and ready meals, regardless of GLP-1 use.
In the US, 64% of weight-loss drug users pay more attention to a product’s protein content, and 44% are intentionally adding more plant-based sources to their diets.
Moreover, fibre is gaining relevance, with nearly half of consumers (49%) looking to eat more of this macronutrient. “New and reimagined plant-based foods and beverages that target portion control and deliver high protein and dietary fibre stand to succeed,” the report stated.
5. Blended proteins stand to win big
Courtesy: ADM
Blended meat and hybrid dairy are all the rage now. These products combine animal protein with plant- or fermentation-based ingredients to offer consumers a more balanced protein offering without significantly changing their diets.
Millennials are the most interested in these formats (75%), followed by Gen Zers (72%), Gen Xers (66%) and baby boomers (53%). There are several things that appeal to consumers here: they find blended proteins better for them and the planet, believe they add variety to diets and promote better balance between animal and plant proteins, and feel they’re more nutritious.
Some companies are betting on plant-based ‘meat extenders’ to boost animal protein’s volume for cost-conscious shoppers, like Nestlé has done in Chile. “While one in four global plant-forward consumers have never heard of meat extensions and only 16% claim to currently consume them, the perception of meat extensions is much more positive than expected,” said ADM.
“Protein blends meet every rising consumer demand – protein and ingredient diversity, higher protein content, elevated taste and texture, sustainability concerns and affordability,” it added. “And they do so better than the current selections in the marketplace, namely, traditional meat or dairy or all-plant products.”
TikTokers are loading up on fibre in Gen Z’s latest health trend, fibermaxxing, which has a rare seal of approval from nutritionists. It’s also a big opportunity for plant-based food brands.
Protein may be everywhere right now, but fibre isn’t far behind.
Rising interest in Ozempic, supplements and gut health has brought fibre to the fore of food conversations, fuelling a TikTok trend that has even nutritionists excited.
If you use the social media platform, your algorithm has probably presented you with fibermaxxing, a viral trend that sees creators chomping down on fibre while laying out its health benefits. The idea is to increase the intake of the macronutrient in meals and snacks via fibre-rich foods like fruits, vegetables, beans and whole grains, or sometimes supplements.
It’s putting plants in full focus, at a time when meat is back in American shopping baskets and vegan alternatives are being dismissed with the ultra-processed food (UPF) tag. As the importance of fibre as a macronutrient becomes more widely known, can this TikTok trend serve up a win for plant-based brands?
What is fibermaxxing, and why is TikTok doing it?
Courtesy: RossHelen via Canva
While daily fibre intake recommendations vary by sex and age, in the US, it usually ranges from 25g (for women) to 38g (for men). The trouble is, most Americans don’t consume nearly enough fibre. Research shows that only 5% of adults meet the daily requirement of fibre intake, with the average person consuming half the recommended amount.
But the demand for fibre has been steadily increasing. Last year, a 3,000-person survey found that the two nutrients Americans were most interested in consuming are protein (71%) and fibre (64%), figures that increased from the poll’s 2023 edition.
The macronutrient has also gained popularity with personalised nutrition apps like Zoe, documentaries such as Netflix’s Hack Your Health, and the 30-plants-a-week movement that it spawned. Another big trend that has paved the way for fibermaxxing? Ozempic. With one in eight Americans having already injected a GLP-1 agonist drug, weight loss and healthy eating are front of mind.
Courtesy: Zoe
GLP-1 is an incretin hormone released in the gut, which reduces appetite and prolongs the feeling of being full, and helps regulate blood sugar levels and manage weight. While weight-loss medications replicate this effect, it can be regulated naturally in our bodies by dietary fibre.
So why all the fuss about fibre? The nutrient is key to a healthy gut, which itself regulates metabolism and hormone levels. It can help manage weight and blood glucose levels, as well as lower cholesterol levels. Plus, it boosts satiety and helps you feel full longer. It’s why diets rich in fibre have been linked to a lower risk of obesity, type 2 diabetes, stroke, heart disease, and even certain cancers.
All this has made fibermaxxing a welcome wellness trend. “This is a fun trend to see happening,” Emily Haller, a registered dietitian, told the New York Times. “A lot of times we see people obsessing about things that really don’t move the needle in terms of health, whereas eating more plants and ingesting more fibre is going to have a positive health benefit.”
That said, it’s important to moderate fibre intake – overconsuming it can lead to bloating, discomfort, and diarrhoea.
Can plant-based brands capitalise on fibermaxxing?
Courtesy: THIS
Animal products don’t contain any fibre. Plants, however, are full of it. And with more than nine in 10 consumers getting fibre from food products instead of beverages or supplements, makers of plant-based food can cater to the fibermaxxers big time.
The fibre rush has forced companies to think out of the box and introduce new products that meet people’s evolving needs. Some firms are betting on whole-food alternatives to meat, cramming as many plants as possible in familiar formats, like Actual Veggies‘ burgers, or novel ones, like Oh So Wholesome’s Veg’chop and This’s Super Superfood.
Beans have never been more in fashion on the internet, and just as well, given they’re a fibre powerhouse. The UK is being urged to make beans more appealing to consumers, and brands like Bold Bean Co, which won a £50,000 investment on Dragons’ Den, have enjoyed a 306% year-over-year growth, and scored a partnership with Yotam Ottolenghi, are delivering on this front.
Bean-derived products like tofu and tempeh are gaining ground too. British brand Better Nature Tempeh is taking on chicken and was the second-fastest growing meatless brand last year (with sales up by 457%), while The Tofoo Co enjoyed its best year yet, with sales growing by nearly 20% in 2024.
Courtesy: Better Nature Tempeh
In the US, Equii launched a pasta line made from its fermented yeast protein flour, featuring a rigatoni with 28g of protein and 10g of fibre per 100g. Daily Harvest (now owned by Chobani) went big on the two nutrients with a new smoothie range – each 190g serve packs 20g of protein and 10g of fibre.
Industry giants are getting in on the fibermaxxing act, too. Nestlé now has a GLP-1-friendly brand with products rich in protein and fibre, Coca-Cola has launched a prebiotic soda, and PepsiCo has bought Poppi for nearly $2B. And just this month, Danone-owned Kate Farms introduced high-protein, high-fibre plant-based nutrition smoothies.
Research by ADM suggests that 49% of GLP-1 users in the US are looking to eat more fibre, and 44% want to add more plant-based protein to their diets. As Americans max out on fibre, plant-based firms have a chance to turn their fortunes around. “New and reimagined plant-based foods and beverages that target portion control and deliver high protein and dietary fibre stand to succeed,” the report said.
Germany still taxes plant-based milk at a rate nearly three times higher than dairy, prompting retailers and manufacturers to launch a petition demanding parity.
Reduce the value-added tax on plant-based milk to the same rate as dairy to ensure “socially just taxation” consistent with Germany’s climate, health, and nutrition goals, a group of companies have urged in a petition to the Bundestag.
In Europe’s largest economy, conventional dairy products carry a 7% surcharge, but vegan alternatives made from oats, peas, soy, etc. are charged a 19% VAT.
But retail giant Rewe Group and plant-based dairy companies Oatly, Vly and Berief Food are calling on the government to lower the non-dairy levy to the same level as cow’s milk, creating “a level playing field” that will enable companies to pass on the cuts to customers.
The petition is live until August 20, and at the time of reporting, has received over 5,000 signatures in under 24 hours.
“The tax discrimination against plant-based drinks is no longer appropriate and contradicts social developments and scientific findings. Sustainable diets must not be discriminated against,” said Svenja Fritz, general manager of Oatly DACH and Poland. “We call on the Bundestag to finally end this social and ecological inequality and adjust the VAT rate. Now is the time to set the course for a fairer, future-proof, and sustainable diet in Germany,” she added.
“We strongly welcome this initiative by key players in the German market. The current VAT policy, which unfairly disadvantages plant-based milk, stands in direct contradiction to Germany’s own climate and sustainability goals – and it’s time to correct that,” Ivo Rzegotta, senior public affairs manager for Germany at the Good Food Institute (GFI) Europe, told Green Queen.
Lower VAT offers climate, health and economic benefits
Courtesy: Rewe Group
In 2024, a litre of plant-based milk cost €1.52, while the same amount of cow’s milk set consumers back by €1.34, according to GFI Europe. If the former products had the 7% VAT applied, their average price would have dropped to €1.37, almost on par with dairy.
The petition lays out several reasons for lowering the VAT on plant-based milk. The companies argue that considering cow’s milk a ‘staple food’ (thus making it eligible for the reduced rate) and plant-based alternatives as ‘beverages’ that require the 19% levy is “implausible”.
This is because these products are integral to consumers who have intolerances, allergies, or certain dietary preferences – in Germany, 37% of households bought plant-based milk last year. The higher VAT, therefore, disadvantages these citizens and affects their freedom of choice. “Equal taxation would eliminate these products from tax discrimination, and consumers would have more affordable access,” the petition reads.
There’s the sustainability argument too. Plant-based milk requires a fraction of the land and water that dairy does, while also emitting dramatically fewer greenhouse gases. Oatly’s oat milk, for example, has a nearly three times smaller climate footprint than Bären Marke’s 1.5% cow’s milk.
The petition points out how fortified plant-based milks are a “nutrient-dense option” part of many countries’ dietary guidelines (though Germany’s recommendations were criticised for excluding non-dairy milk). These products are higher in fibre, lower in saturated fat, and have no cholesterol – but a lower VAT rate is needed to make them affordable and attractive for people.
A reduction to the 7% rate for plant-based milk also makes economic sense, the petitioners argue. A study by the Institute for Policy Evaluation found that while it would lead to a €40M annual decline in tax revenue, the lower emissions from these products would save around €62.4M per year in future climate change costs.
“Tax equality at 7% would not be a gift to the industry, but a strong signal for fairness and a modern and forward-looking food policy. It’s not about subsidies, but about equal opportunities – for consumers and companies alike,” said Nicolas Harmann, founder and CEO of VF Nutrition, the startup behind the Vly range of pea protein milks and yoghurts.
Germany not in step with European counterparts
Courtesy: Anay Mridul/Green Queen
The fight for tax parity for plant-based milk isn’t new. Germany has one of the widest VAT gaps between dairy and non-dairy products in Europe. In 2023, MPs Tim Klüssendorf (SPD) and Bruno Hönel (Green Party) proposed a change in the country’s tax laws to reduce the VAT on alt-milk in the annual tax law negotiations, though that effort was unsuccessful.
Several of Germany’s European counterparts have closed the gap and now charge an equal VAT rate for dairy derived from both cows and plants, including Czechia (10%), Greece (13%), France (5.5%), Denmark (25%), and Portugal (zero-rated). In the Netherlands, soy milk remains at the same level as dairy at 9%. And Belgium charges the same rate for soy, rice and cow’s milk.
“Hardly any other EU country disadvantages plant-based milk to this extent – many don’t tax plant-based alternatives more heavily at all. If we want to encourage more people to choose sustainable options, plant-based milk must be priced on equal footing with conventional milk,” noted Rzegotta.
“The current VAT rules unfairly inflate the price of plant-based products, discouraging climate-friendly choices. Yet public sentiment is clear: 62% of people in Germany want this corrected, including a strong majority of voters from the governing CDU, CSU, and SPD parties.”
The petitioning companies allude to Germany’s disparity with much of the rest of Europe. “Equal tax treatment of animal milk products and plant-based drinks is not only objectively necessary, but also a step toward a fairer, healthier, and more sustainable food policy,” they said.
Indeed, sales of plant-based milk were up by 3.6% in the country last year, with volumes growing by 7.6%. This was the result of strategic pricing, with many dairy-free milks now on par with cow’s milk, and vegan cream 5% cheaper. This itself is driven by private-label offerings: Lidl spearheaded the shift by achieving price parity for its Vemondo line.
“The 19% tax on plant-based milk alternatives is a relic of past nutrition policy and an obstacle on the path to a more sustainable future,” said Harmann. “This unequal treatment creates a market environment in which startups like us find it more difficult to compete with traditional products – even though we focus on innovation, sustainability, and transparency.”
He added: “We demand equal tax rules for equivalent products. And we expect policies that don’t slow down transformation, but rather help shape it. Those who want sustainable nutrition must also make it possible through taxation.”
UK tofu maker The Tofoo Co recorded an 18.5% growth in revenue in 2024, hitting nearly £24M in the same year the company changed hands.
Subverting the decline of the UK’s meat-free market, The Tofoo Co enjoyed a milestone year with sales reaching record highs after the business was acquired by German private equity firm Comitis Capital.
The company, which sells tofu, tempeh and seitan under The Tofoo Co label and tofu under the Clearspot brand, hit £23.9M in revenue, an 18.5% improvement from 2023. Its profits also swelled by 40% to £2.2M, before accounting for a one-off charge related to its takeover.
The Tofoo Co ascribed the growth to the launch of new products, an 89% increase in marketing spend, deeper distribution, and expansion in foodservice. “The decision to move to third-party co-pack on added-value tofu products has helped us unlock new revenue streams and is something we will continue in 2025,” its board wrote in the business’s financial filing for 2024.
The Tofoo Co drives category growth amid UPF concerns
Courtesy: The Tofoo Co
The firm’s success was driven by The Tofoo Co label, whose retail sales value touched £30M for the first time, making it the second-largest meat-free brand in the UK, behind mycoprotein leader Quorn.
Further, the Tofoo Co brand helped the tofu category reach more households, growing annual penetration by 0.2%. While this growth is minuscule, it’s far better than how the larger meat-free category performed, whose penetration declined to 24.3%.
In its filing, the company blamed the category’s struggles on “continued negative press around the category and ultra-processed foods, and an impression that meat-free is expensive relative to meat”.
Concerns around UPFs, which make up 57% of the average Brit’s diet, are driving consumers away from plant-based meat (whose sales fell by 10% last year). It has led to a surge in whole-food innovations like Veg’chop and This’s Super Superfood. In fact, meals made from vegetables, beans and legumes saw the highest net increase in intake (46%) among the entire category, though tofu, seitan and tempeh witnessed the smallest net gain (19%).
Still, the Tofoo Co’s namesake brand drove better gross margins, which were up from 38% in 2023 to 40.3% in 2024. “This was mainly the result of rising volumes but also better processing and labour efficiency in the operation,” its board said. “Soya bean costs were stable during the period.”
It invested £1.9M to streamline its manufacturing operations by expanding soy milk processing capacity, bringing tempeh production in-house, and investing in a larger broiler and grid connection. In addition, the company recently revealed plans to build a 68,000 sq ft factory one mile from its current site in Yorkshire, which will triple its capacity and is expected to be completed by late 2026 or early 2027.
The Tofoo Co continues to be the leading tofu company in the UK, accounting for 53% of the market in 2024 and finishing the year as one of the only growing meat-free brands.
The Tofoo Co goes international in positive start to 2025
Courtesy: The Tofoo Co
Looking ahead, the board shared a positive outlook for 2025, which it said has “started well” with “consistent value and volume growth”, enlarging its share in the meat-free market to 11.3% (its highest yet).
It outlined further opportunities for growth this year, through distribution gains in existing retail customers, new product development, and expansion in foodservice, which remains a small yet growing part of its total business.
The nine-year-old company is betting on international expansion, having launched its products in four major French supermarket chains. The acquisition by Comitis Capital was key here, with the majority shareholder “providing stable backing of the business and promoting new growth opportunities, especially given their knowledge of European markets, where Tofoo Co is looking to expand”.
Even after modelling downslides in sales, margins and operating performance, the board said the firm would remain profitable and have positive cash balances. Still, it outlined several challenges that could derail its performance in 2025, including rising energy and ingredient costs, the ongoing impact of Brexit, and lower consumer demand for meatless products.
“Meat-free as a category continues to see some declines, but growth has been strong in the first quarter of 2025 on tofu and the trend towards more natural products continues,” The Tofoo Co said. Indeed, the volume of tofu sold in the UK was 10% higher in January 2025 than 12 months prior, possibly due to its affordability. Meanwhile, tempeh and seitan enjoyed an 85% hike (albeit from a tiny base).
The company is now splurging on marketing and mainstream media for product sampling, building brand awareness, and attracting new consumers. Its board remains confident that the demand for tofu will keep rising in the coming years, thanks to “increased awareness of both more natural, healthier and environmentally friendly diets and products”.
Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Beyond Meat’s Steak Filet debut, Quorn’s £18M injection, and Chocolat Stella’s apricot kernel milk bar.
New products and launches
Beyond Meat has debuted its new Steak Filet as part of the All-American Vegan menu at Next Level Burger and Veggie Grill, which has 28g of protein and is paired with potatoes, broccoli, and either melted blue cheese, a peppercorn sauce, or chimichurri. The menu also features Oshi‘s whole-cut salmon.
Courtesy: Next Level Burger
US plant-based company Better Balance Foods has partnered with Papa Johns to supply vegan protein products for the chain’s Green Ranch and Green BBQ pizzas and vegetable fingers in Spain and Portugal
Plant-based milk leader Califia Farms has expanded its barista oat milk range in the UK with pistachio and hazelnut, which are available at Ocado now and at Sainsbury’s next month.
Courtesy: Califia Farms
Still in the UK, Juice Plus has become the latest brand to jump on the 30-plants-a-week movement, launching a Superfood Powder drink mix with 30 different fruits, vegetables and berries, as well as plant-based vitamins. They’re available on its website starting at £104 for 30 single-serve sticks.
Austrian startup Kern Tec has teamed up with Swiss confectioner Chocolat Stella to introduce a limited-edition vegan chocolate bar using the former’s upcycled apricot kernel milk. Titled ApriCoa, it’s available on Stella’s website for 2.80 Swiss francs ($3.50) per 80g bar.
Courtesy: Chocolat Stella
And in Tokyo, the restaurant 8go has introduced new menu items using local startup Umami United‘s vegan eggs: Spanish omelette, financiers (in plain, matcha and chocolate flavours), and canelé.
Company and finance updates
Israel’s AlgoCell has raised $2.8M in pre-seed funding to build its AI-powered digital twin platform for bioprocess development and optimisation, targeting cultivated meat and fermentation companies.
Marlow Foods, which includes mycoprotein giant Quorn and tofu brand Cauldron, was injected with £18M in fresh capital by its Filipino parent company, Monde Nissin. It used the money to further pay down its debt as part of a turnaround strategy following a difficult few years for the business.
Courtesy: Finneato Fysh Foods
Speaking of mycelium meat, German firm Kynda has been named Startup of the Week by business magazine WirtschaftsWoche.
Finnish oat milk cheese maker Mö has witnessed a 135% increase in revenue this year after quick growth in the Nordic region.
Courtesy: Mö
Lallemand Bio-Ingredients has acquiredSolyve, a French producer of enzymes specialising in solid-state fermentation, from its parent company, InVivo Group.
In Canada, state-funded agency Alberta Innovates has committed $500,000 to support the Cellular Agriculture Prairie Ecosystem (CAPE) project, a $2.4 million programme led by New Harvest Canada.
Xanterra Travel Collection, the main foodservice provider of some of the US’s most popular national parks – including the Grand Canyon, Yellowstone and Mount Rushmore – has committed to making 50% of all menu items plant-based by 2026.
Courtesy: Plant Based Treaty
El Masnou, a municipality in Catalonia, has become Spain’s second city to formally endorse the Plant Based Treaty, after the city council passed a motion to do so with 17 votes in favour (versus two against).
New research by NielsenIQsuggests that 37% of Indians are looking to add more plant-based proteins to their diets in the next 12 months.
Danone-owned plant-based dairy leader Alpro has introduced a new range for kids in the UK, starting with low-sugar milk and yoghurt alternatives.
Alpro is looking to expand its customer base with a new range dedicated to children, at a time when kids’ nutrition is under the microscope in the UK.
The new Alpro Kids range comprises a chocolate oat milk, a strawberry soy milk, and vanilla and strawberry soy yoghurts, which contain 30% less sugar than the market average for similar products, according to the brand.
“We are proud to be offering healthy and nutritious options for every member of the family,” said Tom Kerr, head of the plant-based category at Danone. “With ‘flexitarian’ diets continuing to be popular across households, the new product range is a tasty way to help parents introduce their children to new foods. It’s a deliciously smart way to start the day.”
The move comes a week after the UK government and supermarkets established a new healthy food standard to make the average shopping basket more healthful and contribute to developing “the healthiest generation of children ever”.
Alpro hits on key nutrients with kids’ range
Courtesy: Alpro
The launch is a direct response to parental concerns around healthy eating, according to Alpro, which cited research from Quant that showed ‘less sugar’ and ‘no added sugars’ are important nutritional benefits in products for 71% of parents. Government data shows that 91% of children exceed the daily recommended intake of added sugar, with the average calorie share twice as high as advised.
The Quant survey found that 77% see taste as the top priority for kids’ snacks. Leveraging that insight, Alpro taste-tested all its recipes for the new milks and yoghurts to ensure appeal.
“Parents face the challenge of finding foods that are both nutritious and appealing to their children on a daily basis,” said Kerr. “Our new Alpro Kids range addresses this dilemma by offering genuinely delicious plant-based options that kids love, providing a source of essential nutrients for healthy growth – all with less sugar than comparable products.”
The new lineup is fortified with calcium, iodine, and vitamins B2, B12 and D2. They’re also low in fat and saturated fat (which 85% of British children overconsume), and contain no artificial flavourings, preservatives or colourings.
Plus, the yoghurts represent Danone’s focus on fibre and gut health, two increasingly popular health topics in the UK’s food discourse. Over 60% of the company’s dairy and plant-based sales come from products in functional segments like immunity, gut health, indulgence and performance. It will look to expand this in a country where 86% of children fail to meet their daily recommended fibre intake.
The launch comes shortly after a recent review of 27 studies found that vegan diets can support healthy growth in children when planned well and supplemented with the right nutrients.
Danone expands plant-based portfolio for kids
Courtesy: Kate Farms
Around one in 10 Brits suffer from lactose intolerance, while 2-3% are allergic to dairy. And as of 2021, 8% of children in the country followed a plant-based diet, underscoring the opportunity for products like Alpro’s new milks and yoghurts.
The non-dairy milks are available in 200ml cartons for £0.90 (or £1.50 for two), while the vegan yoghurts come in four-packs of 115g pots for £2.25. This is on par with other health-forward kids’ products in the UK, and will appeal to the 84% of parents who say good nutrition is a top factor in deciding what to feed their children, as well as the 56% who cite price and affordability.
The Alpro Kids range is available at Asda now and will roll out at Tesco on July 23, followed by an expansion into Sainsbury’s, Waitrose and other major supermarkets in September.
In the UK, sales of plant-based milk fell by 2.3% in 2024, but non-dairy yoghurts witnessed a 6.7% hike. And unlike most of Europe, branded products were more resilient than private-label options: sales of the former declined by 3%, compared to a 12% decline for the latter, so new launches like Alpro’s do have room to succeed.
This range complements Alpro’s portfolio for the next generation, which includes oat and soy milks under the Growing Up label. It’s part of a wider trend of plant-based launches for babies and children over the last year.
Potina, founded by a former Alpro employee, introduced banana oat milks for kids in the UK last year, while Grow with Iris released a free-from plant-based milk for toddlers. Across the Atlantic, Califia Farms brought out its Complete Kids Plantmilk, Koia launched three oat milkshakes for kids, and Silk (owned by Danone) rolled out an oat and pea milk blend for children.
Danone has also made moves in the plant-based infant nutrition sector. In 2023, Danone signed a letter of intent to license Canadian firm Else Nutrition’s vegan formula under its own branding, though there has been no public update since. And this month, it completed its acquisition of plant-based infant formula maker Kate Farms.
A new survey shows that a majority of US consumers believe vegan diets are more costly than the Standard American Diet, despite meat being the highest source of spending for 70% of them.
Talk about veganism in a social setting, and complaints about cost are never far away.
And there’s some justification in that – plant-based meat alternatives carry an 82% premium on conventional meat in the US. That’s no surprise, considering the latter is a legacy industry with gigantic scale and government support (both via subsidies and policies).
But veganism is more than just about meat analogues, so by using them as a yardstick for the plant-based diet, they’re missing a trick. Meals built around whole foods are usually far more affordable than those centred on animal proteins, according to Xavier Toledo, a registered dietitian with the Physicians Committee for Responsible Medicine (PCRM).
The health advocacy group polled 2,200 Americans with Morning Consult to find that 77% of adults say grocery prices are too high at the moment. And when asked what they spend the most money on, 70% of respondents said meat, and another 12% said dairy.
Courtesy: PCRM/Morning Consult
Americans blame meat alternatives for plant-based diet costs
PCRM suggests that Americans are misinformed about the cost of eating a plant-based diet, since 61% of them believe buying groceries for this way of eating is more expensive than the Standard American Diet.
The latter is characterised by the US dietary guidelines as too high in red meat, high-fat dairy, processed and fast foods, refined carbohydrates, added sugars, salt and calories, and too low in fresh fruits and vegetables, whole grains, lean protein and healthy fats.
The perception of plant-based diets as more expensive rises with age, with baby boomers most likely to think so (67%). The sentiment is more popular among white and rural demographics, too. Surprisingly, though, the lowest-earning Americans in the poll (earning under $50,000 annually) were least likely to think that vegan diets are costlier, with 58% saying so.
When asked which groceries cause plant-based eating to be more expensive, a majority of the participants (60%) pointed to meat alternatives. The aforementioned price gap with conventional meat helps to explain this. It’s also why sales of plant-based meat and seafood have continued to decline in the US, falling by 7% last year.
Courtesy: PCRM/Morning Consult
Separate research shows that if meat-free alternatives are more expensive, Americans’ preference for them falls below 20%, and if they’re priced equally, this increases to 21%. Whereas if vegan alternatives cost about half of a conventional burger, the number of people choosing the former would double. And lowering the price of the plant-based burger by even 10% would result in a 14% increase in sales.
Three in 10 consumers told the pollsters that fruits and vegetables make vegan diets expensive, highlighting the “knowledge gaps about plant-based eating”.
“Centring a plant-based diet on whole, minimally processed foods is one of the most effective ways to not only nourish your body, but also cut grocery costs,” said Toledo. “Simple shifts – like buying produce in season, choosing frozen or canned when it’s more affordable, cooking in batches, and leaning on budget-friendly staples like potatoes, beans, and brown rice – can make a big difference.”
Is veganism really that expensive?
Inflation has hiked grocery prices across the board, whether it’s a Beyond Burger or Perdue chicken. Now, nine in 10 Americans say healthy food has become more expensive, and 62% suggest that prices are now a high priority in their food purchasing decisions.
Moreover, some foods have been hit harder by inflation than others. According to the Pew Research Centre, prices of meat, poultry, fish and eggs saw the fastest hikes of any food category since January 2020, up by more than 36%. The category least affected by inflation? Fruits and vegetables, which are 16% more expensive today.
The egg crisis has been well-documented, with prices breaking records consecutively in the first three months of 2025, and set to rise by another 40% throughout the year. In addition, the cost of fresh chicken rose to levels never seen before this year, crossing $2.06 per lb in March. And milk has remained above the $4 per gallon rate since August 2024, and was up by 5% this April compared to 12 months earlier.
Meanwhile, ground beef prices hit 5.80 per lb in cities in April, the highest since records began 40 years ago. Likewise, the cost of uncooked beef steaks reached an all-time high of $11.12 per lb.
Courtesy: PBFA
SPINS data crunched by the Plant-Based Foods Association found that average retail costs grew across all animal-based food categories in 2024, with eggs registering the largest hike (6%), followed by butter (3%), creamer (3%), and cheese (2%).
Plant-based yoghurt and meat were among the only categories whose price hikes outpaced their animal counterparts. Vegan butter and ice cream were 3% cheaper in 2024 than the year before, while the cost of non-dairy creamers and cheese fell by 1%. And while milk alternatives were 1% more expensive, their price hike was lower than the 2% experienced by cow’s milk.
Meat and dairy are the categories Americans spend their most money on, the PCRM survey showed, while plant-based alternatives only rank in the top two spending categories for 6% of Americans.
Courtesy: PCRM/Morning Consult
Veganism isn’t expensive. Meat and dairy, however, are getting pricier. Replacing them with fruits, vegetables and whole foods can bring major wins for Americans’ wallets.
This was proven by a PCRM study last year, which revealed that a low-fat vegan diet can cut food costs by 19% to $1.80 per day, when compared to the Standard American Diet. These savings were largely attributed to meat and dairy, outweighing the increase spend on vegetables, grains, and even meat alternatives.
Zus Coffee, now Malaysia’s largest coffee chain, has launched a vegan menu with Southeast Asian plant-based meat startup Green Rebel Foods at over 200 locations.
With a fifth of Malaysians looking to cut back on meat, its largest coffee chain is leaning into that wish with a collaboration with Green Rebel Foods.
Zus Coffee has introduced a vegan ready-to-eat menu using the Indonesian startup’s meat alternatives at over 200 locations in the states of Terengganu, Kelantan and Pahang.
It’s a marriage of two tech-driven startups in Southeast Asia, blending local flavours with food innovation to help Malaysians meet their health goals while lowering their impact on the environment.
Green Rebel bets on Zus Coffee’s growing popularity
Courtesy: Green Rebel Foods
The menu comprises ready-to-eat products that consumers can eat in-store or take home. It spotlights Green Rebel’s mushroom and soy protein, which is the star of all three dishes: a nasi rendang padang, a rendang spaghetti, and a creamy mushroom and truffle pasta, with the latter featuring the brand’s dairy-free cheese.
Its signature meat-free protein solutions are made from the proprietary Rebel Emulsion Technology, which helps recreate the mouthfeel of animal protein via an emulsion of coconut oil, water, and natural plant-based seasonings. The mushroom and soy are mixed with cassava flour, rice flour,r and whole oats.
“We’re proud to partner with a forward-thinking brand like Zus Coffee,” said Max Mandias, co-founder and chief innovation officer of Green Rebel. “Together, we’re not just serving great food, but we’re redefining how Southeast Asians enjoy our cultural dishes while caring for the planet.”
Zus Coffee was founded in 2019 and has grown exponentially with its tech-led approach to specialty coffee. It has highly digitalised operations and had a companion app at launch to facilitate online ordering, takeaway and delivery.
The company collects data on consumers’ tastes and preferences too, using the insights to create new products and improve existing ones. While the uptake of its cashless payment and online ordering approach was slow at first, Covid-19 popularised these soon after.
Zus Coffee has since gone from strength to strength, on the back of an aggressive expansion strategy that has seen its locations jump past 3,300, surpassing even Starbucks. The company has been keen to lower its climate footprint, using biodegradable rice straws, and now with the plant-based menu.
Courtesy: Green Rebel Foods
Malaysia is hungry for plant proteins
The partnership comes as awareness about plant-based food grows in Malaysia. A survey by the Good Food Institute (GFI) APAC last year found that 89% of locals have heard of meat alternatives. That said, less than a fifth (19%) eat it regularly or once a month.
At the same time, 21% of Malaysians said they were looking to limit their meat intake in the upcoming year, with beef (24%) and lamb, pork and mutton (27%) overindexing. For these consumers – as is the case in other Asian countries – health is the biggest driver of this consumption trend, with the top three reasons cited as better cardiovascular health, weight loss, and improved digestion.
This is confirmed by a separate poll by GlobalData from December 2023, where 59% of Malaysians said plant-based meat alternatives are healthier than their conventional counterparts.
The GFI APAC survey also revealed that 66% of Malaysians who had never tried plant-based meat intended to do so in the coming year, while 43% of those who had wanted to increase their intake. And for 40% of consumers, restaurants were the most common way to be introduced to these products, a finding Green Rebel’s partnership with Zus Coffee aligns with well.
Courtesy: Green Rebel Foods
The plant-based meat maker, which has worked with Starbucks in Malaysia before, has been expanding its presence across the region. It recently entered 7-Eleven Philippines as part of in-store dishes and with on-shelf products.
Further, it has commercial partnerships with AirAsia, Tous Le Jours, NTUC FairPrice and Annam Gourmet, with its products available in over 1,200 foodservice locations and more than 300 retail stores across Indonesia, Singapore, Vietnam, the Philippines, and Malaysia.
In other plant-based news from Malaysia, Pure Mylk has opened the region’s first dedicated innovation centre for non-dairy milk, featuring R&D labs, sensory testing rooms, a showroom, a training centre, and a full-scale pilot plant for manufacturers.
Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Chike Nutrition’s plant protein coffees, a sunflower seed meat alternative, and US physicians’ letter to the government.
New products and launches
US protein beverage powder maker Chike Nutrition has introduced plant-based Toasted Coconut Mocha and Salted Caramel Latte. The two drinks contain 20g of pea and pumpkin seed protein, two shots of espresso and 3g of sugar per 34g serving; they will roll out on its website on July 15 and at Whole Foods Market in September.
Courtesy: Chike Nutrition/Nadiya Senko
US plant-based company Before the Butcher has debuted VegBurg, a line of whole-food veggie burgers designed for foodservice and at-home cooking enthusiasts, combining lentils, zucchini, carrots, quinoa, mushrooms, and more.
Californian frozen food startup Hey!Hunger has unveiled Indian-inspired Tikka Patties made from whole foods and free from isolates, gums and preservatives. The clean-label plant-based product is available at Good Earth, Berkeley Bowl, Rainbow Market, Woodlands, and over 30 independent stores in the state.
Meanwhile, Beyond Meat has become the official Plant-Based Protein Partner of the Premier Lacrosse League, with its products being integrated into team meals and player nutrition programmes across all eight clubs.
Vegan cheese pioneer Miyoko’s Creamery has launched a meltable Oat Milk Taco Blend Seasoned Shreds SKU. It’s available at Erewhon, Nugget Market, Hy-Vee and National Co+op Grocers stores nationwide for $6.99 per 7oz bag.
Courtesy: Daiya/Gulnar/Green Queen
Elsewhere in the plant-based cheese world, Canadian firm Daiya has added Chipotle Cheddar Shreds and Pepper Jack Slices to its oat milk cheese lineup, which can be found at retailers across the US.
Meanwhile, Canadian vegan fast-food chain Odd Burger has teamed up with retailer Vegan Supply to expand the distribution of its CPG line. These products will now be available at all Vegan Supply stores across British Columbia.
Courtesy: Odd Burger
Certification body V-Label LATAM has released Todo Vegan, an iOS and Android app to help users in Latin America search for vegan-certified products more easily and conveniently.
In the UK, Papa Johns has introduced a new vegan pizza with French plant-based pork brand La Vie. It features vegan ham, jackfruit pepperoni, and non-dairy cheese from Scotland’s Sheese, and costs £12 for a large option.
Courtesy: Papa Johns
Irish brand The Happy Pear has gained a listing at UK online grocer Ocado, which will now stock both chilled and ambient offerings, like hummus, tapenade, dip and snack pots, pesto and granola.
Indian online grocer Country Delight has expanded into the plant-based realm with an oat milk targeted at health-conscious Indians. It’s available in 400ml packs for ₹40 ($0.47).
Courtesy: Jacked Nutrition
In Pakistan, Jacked Nutrition has introduced a vegan brown rice protein powder with 24g of protein and 2g of fibre per 30g scoop. It’s available in chocolate and vanilla flavours.
Company and finance updates
Protein Industries Canada, in collaboration with NRGene Canada, Pulse Genetics, Hensall Co-op, and Yumasoy Foods Ltd, has committed $4.3M to bolster the national specialty soybean market and support the development of plant-based foods.
In Germany, Planet A Foods, the company behind ChoViva cocoa-free chocolate, has been named as a finalist for the prestigious entrepreneurial award, Deutscher Gründerpreis 2025.
Courtesy: Planet A Foods
Planet A Foods has also been recognised as a Rising Star at Manager Magazin and Bain & Company’s Game Changer Award 2025.
In Portugal, four major Lisbon hospitals have committed to offering more plant-based options under ProVeg Portugal‘s Sustainable Meals programme.
Luxembourg-based molecular farming firmMoolec Science has secured a US patent for its Piggy Sooy technology, which produces pork protein directly within soy seeds.
Policy and research developments
Over 130 physicians have penned an open letter to the US Department of Health and Human Services (HHS) and Department of Agriculture (USDA), urging the government to prioritise the consumption of legumes as a protein source in the upcoming national dietary guidelines.
Courtesy: Bold Bean Co
The UK’s Food Standards Agency has created a Business Support Service to help companies looking to file regulatory applications for cultivated meat, in its latest move to advance novel food regulation.
Over 60% of Hong Kong’s leading restaurant groups have committed to ending the use of caged eggs across all global operations, according to analysis by non-profit the Lever Foundation.
Courtesy: Luc Vietanh Soto/10 Billion Solutions
The International Institute of Refrigeration has urged all countries to establish National Refrigeration Committees to tackle food security, public health, energy use, and sustainability challenges.
Researchers from Brazil’s Institute of Food Technology and the University of Campinas have worked with Germany’s Fraunhofer IVV Institute to develop a sunflower-seed-based meat alternative.
Courtesy: Unicamp
In a redux of the conversation sparked by The Game Changers documentary, a new study has found that whole-food plant-based diets could lower the risk of erectile dysfunction, compared to animal-based and processed diets.
Finally, another study has revealed that healthy plant-based foods are linked to better heart health, but unhealthy ones are not.
Germany’s Veganz Group has established Mililk FoodTech to unlock hidden business value following a 34% drop in sales last year, and will sell its OrbiFarm subsidiary for €30M ($35M).
Following three years of revenue decline, German plant-based pioneer Veganz Group is eyeing a turnaround with strategic investment and a restructuring of its operations.
The holding company has set up Mililk FoodTech as a new subsidiary to “leverage hidden reserves” within the business, building on its Mililk brand of 2D-printed oat milk. In addition, it has agreed to sell 100% of OrbiFarm GmbH – a private limited company it formed in April, stemming from its indoor farming vertical – to a third party for €30M ($35M) plus an earnout.
These moves have been made in preparation for strategic investments in Q3, with the total volume expected to be between €10-20M ($12-24M), based on a pre-money valuation of €80M ($94M). Following the financing, Veganz will continue to hold a majority stake in Mililk.
Veganz goes global with Mililk expansion
Courtesy: Veganz
Veganz’s 2D-printed milk technology was licensed from US startup Vitiprints in 2022. It prints the oat mass directly after fermentation via a screen printing process on an industrial printer. Drying out the oat base into compact discs requires 94% fewer materials for packaging (compared to the Tetra Paks used for standard oat milks), which is 85% lighter in weight and lowers emissions by 90%.
It has been selling the shelf-stable oat milk sheets since October 2023 under the Mililk brand, and given the technology’s potential to optimise a broad range of foods and beverages, Veganz has decided to diversify its business with the new venture.
Mililk FoodTech will deal with R&D, patents, production, distribution and tech licensing for food manufacturing. Its current focus is centred on plant-based milk, though projects for juices, smoothies and functional drinks are already underway.
Veganz partnered with Döhler Group last year to develop a new process that reduces the number of manufacturing steps and the energy requirements, making production more efficient and cost-effective.
And earlier this year, it signed a deal with Jindilli Beverages (the maker of Milkadamia) to bring its products to North America, Australia and New Zealand. This includes the production of Mililk’s oat and almond milks and its coffee creamer drops, as well as the export and distribution of one-litre Tetra Pak formats for retail and five-litre packs foodservice.
“In view of the enormous market potential for our Mililk technology platform, we are currently only scratching the surface,” said Anja Brachmüller, COO of Veganz and CEO of Mililk FoodTech.
The company predicts the demand for Mililk will reach 30 million litres over the next year, equating to €30M ($35M) in sales, suggesting that this volume is possible due to the significant cost savings its products present.
“In the US, we have already identified a production site that has all the necessary permits and offers enough space to produce more than 60 million litres of our plant-based milk alternatives per year,” noted Brachmüller. This plant is set to be opened in early 2026, with Mililk producing under a licensing model.
Veganz COO and Mililk FoodTech CEO Anja Brachmüller | Courtesy: Veganz
Can OrbiFarm sale and strategic investments help Veganz bounce back?
Veganz’s current facility in Ludwigsfelde only has an annual capacity of three million litres; it’s now being expanded to 11.5 million litres with €1M ($1.2M) of capital expenditure. “In Europe, we also want to establish six new production sites,” Brachmüller said. Once online, these would generate triple-digit revenue growth for the Mililk brand alone.
The expansion will be helped by the upcoming strategic investors and the sale of OrbiFarm, developed over several years with indoor farming tech licensed from the Fraunhofer Institute for Molecular Biology and Applied Ecology. The entity was officially launched just over two months ago, with Veganz initially planning to sell a 25% stake for €10M ($12M) – but now, it has agreed to part with the whole business.
Veganz said the transaction enables strategic partners who are prohibited from investing in subsidiaries of listed companies to become involved, with the proceeds from the sale boosting its liquidity and creating new scope for growth.
“The initial order forecast from North America makes it imperative for long-term investors to come on board so that we can build up production capacity as quickly as possible to meet the high demand,” said Brachmüller.
The firm has raised $24M to date, including an $11M equity round for Mililk’s expansion last year. And earlier this month, it issued a capital increase that would net the business a further $7.5M in gross proceeds.
Graphic by Green Queen
All this comes on the back of several years of decreasing sales, which peaked at €30.4M in 2021. Then, year-on-year sales fell by 22.4% in 2022, 30.5% in 2023, and 34.2% last year, when they totalled €10.8M. The company blamed difficult market conditions, portfolio adjustments, and production delays due to unfinalised financing.
That said, experts expect the company to bounce back this year with €13.2M in sales (representing a 22.5% growth). “In a challenging year 2024, we continued to successfully drive forward the reorganisation of Veganz Group AG and see a further increase in own production sales and an improvement in EBITDA,” Veganz co-founder and CEO Jan Bredack said earlier this year.
“With our five new business units [Veganz, Mililk, Happy Cheeze, Peas on Earth, and OrbiFarm], we are clearly positioned for the future and, assuming financing, will be able to meet the high market demand in 2025,” he added.
Atlantic Natural Foods, the company behind Loma Linda and Tuno, has signed an asset purchase agreement with Philippines-based Century Pacific Food.
Two months after declaring bankruptcy, US legacy plant-based meat player Atlantic Natural Foods has entered into an asset purchase agreement with Filipino food processor Century Pacific Food.
It will allow Atlantic Natural Foods, whose roots date back 135 years, to continue operating after an extended period of uncertainty.
Inflation and tariffs get costs spiralling
Courtesy: Atlantic Natural Foods
While Atlantic Natural Foods was founded in 2008, its portfolio brand Loma Linda has been around since 1890, when it was established by John Harvey Kellogg, the creator of corn flakes and brother of Kellanova founder WK Kellogg.
The New Orleans-based firm bought Loma Linda from what was then known as Kellogg’s in 2014, and has since expanded its brands’ presence to over 25,000 stores in the US, plus 30 other countries.
The company has manufacturing plants in both Nashville, North Carolina, and Bangkok, Thailand; in January 2024, it began transitioning its supply chain to other locations. That effort was accelerated in December, after it withdrew from an acquisition deal with Above Food, which had been in the works for three years.
“This decision reflects a strategic realignment following a comprehensive evaluation of the evolving business landscape,” Atlantic Natural Foods said at the time. “Factors such as the global impact of Covid-19, supply chain disruptions and rising food inflation played a key role.”
Months later, the firm filed for Chapter 11 bankruptcy, listing $10-50M in assets and $1-10M in liabilities, with 100 to 199 creditors.
“During this period, Atlantic Natural Foods experienced rapid cost escalation with material impact directly related to tariffs on steel (from which our cans are made), grains, spices, along with egg whites and more,” said chairman Doug Hines.
“The restructuring of government tariffs, inflation, price pressures from government and others, labour, insurance – coupled with cybersecurity attacks which have created IT cost to increase three times – showed no relief on the near horizon,” he added.
Atlantic Natural Foods doubles down on Adventist church customer community
Courtesy: Atlantic Natural Foods
The aforementioned challenges forced Atlantic Natural Foods to shutter its US manufacturing site in March and begin shifting production to Century Pacific. It positioned the Philippines as the primary supply location for Loma Linda’s shelf-stable products, targeting Seventh-day Adventists in the country.
The company has a long history with the church. Kellogg was brought up in the Seventh-day Adventist Church, and was the owner of the Loma Linda brand until 1990. Its products are considered a staple for those transitioning to a meat-free diet when joining the church.
Atlantic Natural Foods cited supply chain hurdles and a tough business landscape as the driving factors behind its move to restructure operations. “There is simply too much uncertainty right now,” said Hines.
The shift to Century Pacific has been planned for over a year and will allow supply continuity “well into the next generation” under its oversight, infrastructure, production capacities and capital.
Owned by the Po family, Century Pacific was first founded as a food canning company in 1978, and is now a global processor of meat, seafood, dairy, pet food, and plant-based products. Its CEO, Teodoro Po, said the business is already facing the impacts of the tariff war, but it plans to invest in capacity expansion.
“As far as acquisitions are concerned, there are a few bolt-ons, so those are of smaller sizes that we can just bolt on to our existing platforms. So watch this space,” he told the Philippine Star this week.
“The past months have been the most painful business experience in my 50 years in the food industry,” said Hines. “However, our mission to ensure a continuing food source for the Adventist consumer has remained our number one priority, and in that, we can take great pride in being able to ensure a successful future.”
A new review suggests that well-planned plant-based diets are safe and healthy for kids, if they’re carefully planned and supplemented to prevent nutrient deficiencies.
Can kids be vegan and healthy?
According to a major review of 27 studies, when planned well and supplemented with the right nutrients, the answer is yes.
“When carefully planned, vegan diets can support healthy growth in children, but supplementation is essential to prevent nutrient deficiencies. Nutritional counselling and ongoing pediatric monitoring are fundamental,” the authors write in the Nutrition Reviews journal.
They embarked upon the study after finding limited research on the effects of plant-based diets on children. Most existing papers focus on vegetarian diets or the risks of poorly planned vegan diets, which they suggest lead to inconsistent dietary recommendations for children.
That can cause confusion among parents and doctors. “Healthcare professionals should be equipped to support families choosing vegan diets for their children,” the study states. “Understanding both the benefits and shortcomings of vegan diets is necessary to formulate research-based recommendations.”
The effects of a vegan diet on children
Courtesy: Crystal Sing/Corelens
The findings suggest that children could be at risk of certain nutrient deficiencies if their vegan diets are not planned or supplemented properly.
While Vitamin B12 is a major deficiency concern that can cause serious neurological effects, it can be easily prevented in plant-based children via supplementation. Similarly, low intake of vitamin D2 in kids consuming a vegan diet often calls for supplementation for normal growth and development.
Vegan diets typically have a higher iron intake but lower bioavailability, requiring co-consumption of foods rich in vitamin C to improve absorption or iron supplementation to prevent anaemia. Children on an animal-free diet also have a low calcium intake, which impacts bone health.
Meanwhile, excessive fibre can lower calorie density and hinder growth; carefully planned diets can prevent that risk. And iodised salt can lower the risk of iodine deficiency, which is common in children eating a vegan diet.
Further, the review found that these kids show normal growth and development, with no significant differences in height, weight, or body mass index. They have lower total HDL and LDL cholesterol levels, indicating a reduced cardiovascular risk and a more favourable lipid profile than children consuming vegetarian or omnivore diets.
Vegan children are additionally less likely to be obese or overweight, with healthier body compositions than those who eat meat, dairy, and eggs.
“Well-planned vegan diets can meet energy and nutrient needs, including protein, fibre, omega-3 fatty acids, iron, zinc, iodine, calcium, and vitamin D,” the authors wrote, adding that regular assessment and supplementation with vitamin B12 are essential.
Vitamin B12 deficiency in focus
Courtesy: Grow with Iris
One of the standout recommendations from the research surrounded vitamin B12, with the authors arguing that public health campaigns should stress the nutrient’s importance for neurodevelopmental health in children eating plant-based diets.
“Mothers on a vegan diet need nutritional counselling and vitamin B12 supplements before conception and during breastfeeding,” they write. “Infants with unexplained neurological symptoms should be tested for deficiency.”
Preventing B12 deficiencies requires fortified foods or supplements – most plant-based milk products for kids come fortified with the nutrient, while foods like nutritional yeast are a good source too.
Another critical nutrient is vitamin D, which is vital for bone health during pregnancy, lactation, and the first 1,000 days of life to prevent rickets. The study emphasises the need for paediatrician-supervised supplementation, as well as the intake of calcium-rich foods like dark greens, tofu, almonds and fortified plant milks for optimal bone health.
Iron-rich foods like beans, soy, nuts, seeds, and fortified cereals – along with vitamin-C-rich foods – are crucial too, as is the inclusion of omega-3 fatty acids via chia seeds, flax seeds, walnuts, seaweed, and more.
“Paediatricians and dietitians should educate families on the benefits and risks of vegan diets, provide age-specific guidelines and ensure ongoing support, with professional guidance essential for safe implementation,” the study suggests. “Expert organisations should provide tailored dietary guidelines for children on a vegan diet, considering age and regional and cultural factors.”
The need for healthcare training to help eco-minded Gen Alpha
Courtesy: Impossible Foods
Dr Shireen Kassam, a consultant haematologist and founding director of the medical association Plant-Based Health Professionals UK, has previously highlighted why there’s a lack of education on children and vegan diets among healthcare professionals.
“The teaching and training of healthcare professionals in general is still based around omnivorous diets when it comes to nutrition. Nutrition training in most non-nutrition healthcare courses is still lacking,” she told Green Queen last month.
“We don’t have sufficient studies on vegan diets and pregnancy at present,” she added. “In addition, the current media narrative around plant-based diets centres around them being restrictive and nutrient-deficient, and this tends to shape the views and attitudes of healthcare professionals.”
As the researchers point out, people are not just turning to plant-based foods for their health benefits, they are also motivated by ethical reasons and environmental sustainability. No generation is more susceptible – and therefore concerned – about climate change than Gen Alpha.
Research shows that saving the planet will be the main career mission for two-thirds of these children, and 80% of their parents have already been influenced to lead more eco-friendly lives. This has led to greater interest in alternative proteins: nearly 80% are willing to try plant-based meat, while 74% say the same for cultivated meat.
It underscores the need for better nutrition education for kids on a plant-based diet. “Emphasise a well-planned vegan diet with vitamin B12, vitamin D, calcium, iron, zinc, iodine and omega-3 supplements during pregnancy, lactation and breastfeeding, as well as throughout the rest of the child’s life span to ensure adequate nutrient intake for normal growth and development,” says the study.
Mumbai-based Prot has released Prot Block, a shelf-stable ingredient offering health-conscious Indians a new format of plant-based protein.
Walk into metropolitan India right now, and you might begin wondering whether you have a protein deficiency.
Protein is everywhere right now, from chocolates and coffee to kulfi and even water. It has given a boost to functional health startups and forced dairy giants like Amul and Mother Dairy to innovate and introduce protein-rich offerings.
Swathes of studies suggest that India has a protein problem—according to one survey, 73% of the country has a deficiency. That said, a separate analysis of household food intakes reveals that the risk of protein deficiency, when adjusted for digestible quality, is low in adults and non-existent in young Indians.
Either way, the protein trend isn’t going anywhere. And in a country with the world’s largest vegetarian population, it’s an opportunity for plant-based companies.
The challenge? Meat alternatives are still ultra-niche, and tofu (often marketed as ‘soy paneer’) is only just emerging into tier 2 cities. The industry’s USP, however, is health and nutrition.
Polling shows that protein and health benefits are the most influential purchase drivers of plant-based meat and dairy in India, even more so than affordability. It’s what spurred the 18% growth of the vegan market between 2021 and 2024.
According to market research firm Ipsos, this value is expected to expand 18-fold in the next decade, with plant proteins “set to be woven into everyday meals and snacks, attracting a wider audience beyond vegans”.
It leaves room for new, innovative products that pack a punch with protein and fibre, all while satisfying the taste buds of a food-loving population.
Not an alternative to tofu or paneer
Courtesy: Prot
Prot, a Mumbai-based startup formerly known as Seaspire, is tapping into the opportunity. It has released Prot Block, a novel format of plant-based protein that isn’t quite a meat alternative or tofu, and holds its own on the culinary and nutrition fronts.
“The motivation for us in developing this product actually came from an unintended blind test, where we just had some test consumers give insights on how they feel about the texture and early iterations of this product without any positioning… [except only] if they were given the option to eat plant protein,” co-founder Varun Gadodia tells Green Queen.
“And this got us a strongly positive early feedback that vegetarian consumers in India and some Western markets are looking for a protein texture that can be incorporated easily in their daily food habits without sounding like any alternative or plant-based meat positioning.”
Indeed, we’re already seeing this shift in Europe, where whole-food options and new formats are taking over the plant-based space. In the UK, Oh So Wholesome’s Veg’chop and This’s Super Superfood both offer protein blocks made from legumes and vegetables. Meanwhile, Austria’s Revo Foods uses mycoprotein to deliver The Prime Cut, which doesn’t mimic meat and is designed for functional nutrition instead.
Prot Block – available in plain and tandoori flavours – contains 15g of protein (on par with tofu) and 10g of fibre per 100g, as well as 7g of fat sourced from coconuts and sunflower. In fact, both the overall and saturated fat content are over three times lower than paneer.
“In the short to medium term, we don’t intend to raise this as a rival of traditional paneer or tofu, but more of an option in the vegetarian protein textures, as consumers don’t really have much to look at and they are looking for options more actively,” suggests Gadodia.
“The commoditisation of soy and paneer in India within a very complex yet mature supply chain has left consumers with a choice paralysis with a cluttered marketplace of paneer, tofu and other soy derivatives,” he adds.
“In order to meet the differentiated positioning, we took the road to break out of that clutter,” he continues. “An allergen-free offering is just another value-added category [in which] we aim to position this product as a counter.”
Prot Block spotlights peas over soy
Courtesy: Prot
Peas are the star ingredient, with the Prot Block comprising textured pea protein and pea protein isolate. Wheat fibre and spices close out the ingredient list.
Using pea protein was a strategic choice to reduce the Asian market’s reliance on soy. “Reinventing the wheel with any soy-derived texture doesn’t compel consumers enough to look over the likes of tofu and tempeh, and soy granules, chunks or chaap (heavily consumed in many parts of India as a vegetarian protein),” Gadodia says.
“The opportunity here is to establish bench standards for wider adoption of pea protein, which unfortunately has remained restricted to the supplement space,” he adds, contends that this will ultimately help lead to improved standards of protein processing and commercialisation.
Prot describes the product as a versatile option suited to both local and international cooking styles, as well as a range of applications, from curries and rice to wraps and barbecue. “But this is just the beginning,” he says.
“We are in the process of some process tweaks in the product, which can get us to position it as an on-the-go snack that can be consumed directly. The hint lies in packed halloumi sticks and cheese sticks,” Gadodia adds. “While the product is pre-cooked during the course of processing and can be consumed raw, we are not positioning this as a use case.”
By offering a shelf-stable format, Prot is tackling a key bottleneck for India’s plant protein sector—the cold supply chain—while offering a long shelf life and potentially mitigating food waste.
Government support is critical to tackling India’s protein deficiency
Courtesy: Prot
The release of the product follows a closed-group pilot with more than 500 fitness enthusiasts, home cooks, and health-conscious, food-savvy early adopters. According to Prot, the feedback on taste, texture, nutrition and usability was “overwhelmingly positive”, underscoring the need for functional, high-protein options in the country.
“India is largely protein-deficient, despite heavy dairy consumption,” says Gadodia. “The environment around plant-based protein as a healthier choice is offering a great stage. However, the motivators are high-protein, allergen-free, affordable, low-cholesterol, in contrast to slow or underperforming categories like plant-based meat alternatives.”
“The low-hanging fruit, even for us, is the audience seeking high-protein offerings and willing to try more value-added products, [whether] out of need or simply boredom,” he says.
“The fact that plant protein products are still a niche is [reflective of] the consumer behaviour in India, which varies between a wide spectrum of cultural differences. While consumption in many regional markets is getting an upgrade with more disposable incomes, when it comes to food, consumers have a taste for traditional offerings,” the Prot co-founder explains.
“Many of these traditional foods already include a good chunk of plant protein derived from lentils, etc., but clean and additive-free packaged foods that solve for convenience are still a white space.”
The government, he believes, has a crucial role to play. Gadodia likens it to the promotion of the millet-based trade: “More formative policies can support the growth of plant-based foods, which need a robust supply chain and processing support to overcome scaling challenges.”
This chimes with calls from other experts, who have urged the government to launch a national plant protein mission to scale the sector and build a dedicated policy framework for plant-based foods.
Prot attracts pre-seed investment
Courtesy: Prot
Prot’s protein block is priced at ₹199 ($2.3) per 200g product. That’s several degrees higher than what Indians pay for paneer and, in many cities, tofu.
Gadodia admits that there’s an initial premium, though he insists that it is “well-gauged to a number that consumers are willing to pay for a value-added and differentiated protein offering that not only serves their need, but also hooks an aspiration to include a new product in their lifestyles”.
“The current pricing is slightly higher than good-quality paneer offerings, yet it’s in a ballpark of what an early consumer is actively looking to spend to find a valuable offering. We have our early consumers who have found the product reasonable,” he says.
“Our pricing strategy has been gauged carefully by understanding the value creation, early customers, unit economics and supply chain costs,” he adds. “Yet we have plans to improve pricing further with greater traction and quick turnaround times that could enable us to improve operational margins.”
Prot Block is currently selling the ingredient on its website and via foodservice. “We have great foodservice partnerships in place with curated menus, kitchen takeovers, etc. taking place to raise consumer awareness, and driving it all to the B2C channel,” says Gadodia.
To boost the startup’s plans, Gadodia and co-founder Shantanu Dhangar are now fundraising. “We have just closed a pre-seed funding round to support our growth plans with Prot Block and our growing presence in the retail and CPG space,” Gadodia says, hinting at an investor announcement in the coming weeks.
In another example of the effort to diversify India’s plant protein sources, plant-based meat brand Blue Tribe Foods – backed by Indian actress Anushka Sharma and cricketer Virat Kohli – has just unveiled Klaw, a brand of protein puffs derived from “supergrains”.
Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Violife’s protein-packed Cheddar alternative, Petaluma’s plant-based dehydrated dog food, and the EU’s vegan labelling war.
New products and launches
Vegan cheese giant Violife has launched Supreme Cheddarton in the UK. It’s a Cheddar alternative with at least 30% less fat and over 9g of plant protein (a rarity for coconut-oil-based cheeses), and is available at all major supermarkets for £2.95 per 200g block.
Courtesy: Violife
British frozen vegan pizza startup One Planet Pizza has revamped its recipe to add a bigger sourdough base, hand-stretched cheese, and more toppings.
Still in the UK, the ongoing heatwave has led to plant-based meat firm Thiswitnessing a 21% hike in sales of its vegan burgers and sausages over the past two weeks.
German ingredient producer Raps has introduced Compound Vegan Roast, a functional solution to enhance the flavour of plant-based roast meat analogues.
Courtesy: Raps
Likewise, French plant-based ingredient supplier Roquette has expanded its Nutralys line with two new textured solutions from wheat and pea protein.
Following its success in the Netherlands, discount retailer Lidl has launched blended burger and mince SKUs with 60% beef and 40% plants in Belgium.
In the UK, meanwhile, Lidl has unveiled high-protein vegan pudding pots in chocolate, caramel and hazelnut flavours under its Vemondo brand. They’re priced at £1.29 per 200g pack, each of which contains 20g of protein.
Courtesy: Unlimeat/Green Queen
South Korean plant-based brand Unlimeat has launched two desserts in the US. The Oat Cream Buns and Hotteok will be sold under the new Bbang label.
Speaking of the US, plant-based chicken makerRebellyous Foods has expanded its offerings with Spicy Kickin’ Nuggets, Tenders and Kickin’ Popcorn, which are now being served in over 390 school districts.
Californian vegan pet food firm Petaluma has introduced the Whole Food Mixer, a dehydrated dog food topper with organic kale, spinach, and antioxidant-rich fruits.
Courtesy: Petaluma
And Indian vegan startup Plant Yum has released a millet-based, protein-packed mango shake premix as part of a new suite of instant drink powders aimed at the health-forward consumer segment.
Company and finance updates
Greek functional dairy-free ice cream maker Plan(e)t Foods has scooped up €1.05M to fuel its product development and expand into other European countries.
Univer Solutions Belgium has expanded the distribution deal between its Foodology division and ingredient giant Ingredion to introduce plant proteins, functional native starches, and a range of stevia sweeteners to the Benelux region.
Courtesy: Proeon
Dutch startup Proeon Foods is scaling up the production of its mung and peanut protein isolates in Pune, India, through funding from Invest International and national government agencies.
Canada’s Burcon NutraScience Corporation, meanwhile, has signed a multi-year deal worth $6.8M to supply a leading provider of clean-label plant-based ingredients from its facility in Galesburg, Illinois. The first year is set to generate at least $1.4M in revenue for the manufacturer, which is set to increase every year.
Swiss giant Nestlé will let go of 80 employees at its Krupka factory in Czechia, representing a fifth of the workforce. The move is in response to slowing demand for plant-based meat products in Europe.
Courtesy: Edinburgh Innovations
The University of Edinburgh is leading the £14M state-backed Carbon-Loop Sustainable Biomanufacturing Hub, which aims to turn carbon-based waste into next-gen pharmaceuticals and cosmetics via microbial fermentation.
Singaporean deep tech startup KosmodeHealth has shut its pilot plant for the production of its upcycled, high-protein W0W Noodle range, and shrunk its team by 80% as it is “trimming to grow”, its founder has announced.
Belgian early-stage investor Biotope Ventures has announced the first close of €5M for its Biotope Ventures 2 fund, with an additional €4M set to be raised over the next 12 months to allow the fir to invest in up to 30 early-stage biotech startups.
Research and policy developments
The ‘veggie burger’ debate has cropped up again in the EU, with a group of ministers looking to introduce new rules to ban the use of meaty terms on plant-based products. It comes just months after the EU’s top court rejected a similar effort by France.
Belgium has released its new food-based dietary guidelines, advising citizens to limit unprocessed red meat intake to 300g a week and promoting plant proteins, but there’s a lack of focus on dairy alternatives and sustainability-based recommendations.
Researchers from South Korea have developed a scaffolding technology that can achieve precise marbling textures in cultivated meat. They used self-healing hydrogens that achieve robust, reversible bonding at a neutral pH.
A report by tech forecasting firm GetFocussuggests that cultivated meat technologies are advancing faster than livestock farming, potentially accelerating the path to price parity.
Courtesy: GetFocus
Food awareness organisation ProVeg International has rolled out Future Plates, a catering guide to help large-scale event organisers offer plant-based meals to attendees.
Events and awards
Dutch cultivated pork startup Meatable is continuing its outreach efforts by participating in the Blue Earth Forum at the ongoing London Climate Action Week 2025 (June 21-29).
On International Picnic Day, animal rights charity PETAunveiled a 23-metre-long vegan ham and butter sandwich at Place de la Bastille in partnership with La Vie, to symbolise the 23 million pigs killed for meat each year in France.
Courtesy: Pam Méliee/PETA
World Animal Protection, meanwhile, has launched the first Dine Vegan Nashville event. Running from June 22-28, it will promote vegan dining across the Music City via partnerships with local restaurants.
In Hong Kong, animal welfare organisation Planet for All partnered with cruelty-free beauty pioneer Lush to promote Cage-Free Hong Kong, the city’s first welfare campaign for laying hens.
In the US, organic plant milk brand Mooala‘s Simple Almond Milk has been named the Best Almond Milk in Good Housekeeping’s 2025 Snack Awards and Self Magazine’s 2025 Pantry Awards.
Finally, ClimateCats Studios, the film studio run by the influencer duo Root the Future, has won the Best TV Series 2025 for its upcoming docuseries, Culturally Plant-Based, at the Milan Independent Awards.
Diner-style chain Denny’s has rolled out a Plant-Based Breakfast Slam at all its locations in the US, bucking the trend of the wider restaurant industry.
Denny’s has reiterated its commitment to plant-based food with a new dairy- and egg-free pancake breakfast option.
The 24-hour diner-style chain has unveiled the Plant-Based Breakfast Slam at all its 1,311 locations across the US, swapping out the eggs for flax seeds. It comprises two multigrain pancakes featuring cinnamon and brown sugar served with maple syrup, vegan hash browns, and seasonal fruit. The dish starts at $11.99
It comes during a time when many US restaurant chains are shying away from plant-based options, citing unsatisfactory flavour and texture, and falling demand.
Denny’s breakfast move reignites the plant-based vs vegan debate
Courtesy: Instagram
While the dish should appear to plant-based customers, Denny’s has distanced itself from the ‘vegan’ tag.
“The Plant-Based Pancake Slam is not vegan because it is prepared in the same facility with non-vegan items,” the company wrote on an Instagram post by animal rights group PETA.
The debate around plant-based products being cooked with the same equipment as meat isn’t new. The cross-contamination question was brought into wider focus when Burger King first launched its Impossible Whopper in 2019, which was cooked on the same grill as beef but marketed as vegan. That led to a lawsuit that was later dismissed by a judge.
For what it’s worth, PETA has long held the stance that vegans shouldn’t demand that chains use separate equipment. “We urge vegans not to insist that their food be cooked on equipment separate from that used to cook meat; doing so doesn’t help any additional animals, and it only makes restaurants less inclined to offer vegan choices (which, again, hurts animals),” it tweeted in 2020.
That’s consistent with its response to Denny’s comment, which read: “The Plant-Based Pancake Slam is still vegan – no animal products are used. Being made in the same facility doesn’t change that, as it doesn’t involve harming animals.”
Denny’s decision is a win amid slowing foodservice sales for plant-based food
This isn’t the first plant-based item at Denny’s, but given that it’s an animal-free version of a core offering, it’s a big move for the chain’s favorability with plant-based and flexitarian audiences.
Some sides and breakfast items – such as the English muffins, sautéed zucchini and squash, and red-skinned potatoes – are automatically vegan, while others can be modified (the grits, for example, can be cooked in water instead of milk).
For mains, customers can create their own burger with a veggie patty and customised toppings. Denny’s previously teamed up with Beyond Meat for the plant-based burger before switching to Dr. Praeger’s California Veggie Patty.
By adding a vegan pancake offering, Denny’s is going against the industry trend– many of its peers have withdrawn plant-based menu options over the last few years. McDonald’s infamously doesn’t serve the McPlant (featuring the Beyond Burger) in the US anymore, while Carl’s Jr and Del Taco have both removed Beyond Meat from their menus too.
Snack giant Doritos has teamed up with food tech startup NotCo to launch co-branded vegan products with the iconic Flamin’ Hot flavour in Chile.
Known for its groundbreaking partnerships with food industry giants, Chilean food tech unicorn NotCo has unveiled its latest plant-based products that incorporate a renowned snack flavour.
The startup has collaborated with PepsiCo-owned tortilla chip behemoth Doritos to launch Flamin’ Hot Not Chicken Nuggets, as well as the nacho-cheese-infused NotMayo Doritos.
The result of an eight-month effort, the two products are available in NotCo’s home market of Chile, priced at $4.20 each. “Doritos, to me, is one of those things that you don’t need to be hungry to want one,” said NotCo co-founder and CEO Matias Muchnick.
“The conversation began with a random connection. That quickly led us to a ‘what if?’ (which is the same as a ‘why not’, but reimagined),” he explained. “There were no infinite decks or eternal presentations. There was just a desire to do it. There were guts and common sense to move forward.”
How NotCo and Doritos created the new products
Courtesy: NotCo/Doritos
While the ingredients of either of the new products have not yet been revealed, they bear a resemblance to NotCo’s core products. Its Not Chicken Nuggets are made from a base of flour, sunflower oil, pea and bean protein, wheat gluten, while the original NotMayo contains soybean and sunflower oils, modified starch, spirit vinegar, chickpea flour, and more.
The collaboration blends these innovations with the signature seasonings created by Frito-Lay, the PepsiCo subsidiary that owns Doritos, Cheetos, Lay’s and other snack brands. Flamin’ Hot originally contains a range of spices, cheese, MSG and food dyes, and the classic Doritos cheese flavour combines Cheddar and Romano cheeses with buttermilk, whey concentrate, and a host of spices.
NotCo is known for turning CPG classics vegan, using Giuseppe, its artificial intelligence platform. It sifts through an almost infinite number of combinations to find the most suitable ingredients to replace animal-derived ones, complementing the work of food scientists, chefs, and product developers, from concept creation all the way to the final version of the formula.
“When we sat down with the PepsiCo team, everything moved fast. The first thing was to try something out, and that was our bet – go big or go home,” said Muchnick. “Step one from Giuseppe? A Doritos ice cream sandwich covered in chocolate with Doritos-flavoured ice cream.
“There were several of us at the table, and being a somewhat perceptive person, I noticed the immediate faces of: ‘What the hell did we get ourselves into?’ And rightfully so,” he recalled.
But it was Benjamin Herrera, the marketing director for PepsiCo’s South Cone division, who stepped up and cracked the code. “I stared at him and saw the look on his face that screamed: ‘Holy shit,’ but he didn’t say it,” said Muchnick. “Instead, he smiled provocatively… and said: ‘Let’s go all in.’”
Creating a Doritos-flavoured NotMayo “was too obvious not to do”, argued Muchnick, outlining how it made Doritos “even more Doritos-y”.
“Then we jumped into the Flamin’ Hot craze and, with our collective obsession over Shaq’s reaction on one of YouTube’s most-watched shows, Hot Ones, we said: Not Chicken Nuggets Flamin’ Hot? Why (the fuck) not?” he added.
Courtesy: NotCo/Doritos
NotCo bets on AI tech to recreate more classics
Herrera called the two products “intense, unexpected, daring and built with the best of both worlds: the power of Doritos’ intense and iconic flavour and NotCo’s food technology”.
“This positions us at PepsiCo Southern Cone as a centre of talent and innovation. Because we are a global company, but we think locally in all the markets where we operate,” he said. “Thinking glocal is what allows us to continue surprising and growing.”
The new nuggets and mayo will be produced by NotCo and sold by both brands, and other co-developed products will follow soon.
PepsiCo is far from the only food and beverage leader working with NotCo, either on co-branded items or on tailored product development. Mars, Mondelēz International and Nestlé are all leveraging its AI platform to speed up their R&D and improve products.
“Usually, they need better nutritional labels, [and] more cost-efficient formulations. Regulations are changing all the time. Governments are pushing towards having better products from many aspects,” Karim Pichara, co-founder and CTO of NotCo, told Green Queen in March. “Now, we have several projects with all these companies that are related to reformulation and end-to-end product creation.”
Courtesy: NotCo/Doritos
Most notably, NotCo has formed a joint venture with The Kraft Heinz Company, which sells plant-based versions of classics like the blue-box mac and cheese and Oscar Mayer hot dogs in North America. This month, they released mac and cheese cups and chipotle-flavoured mayo to the market.
The company recently unveiled a new GLP Booster powder for people who have weaned off Ozempic and other weight-loss drugs, or those who can’t or don’t want to use them.
It’s already the largest alternative protein player in Latin America, and has teased more launches over the coming months. “We have a few products with some companies in Latin America, and also in the US and in Europe, where we are building entirely new concepts for them,” said Pichara.
“There are several products – very iconic and famous products – that are going to be rolled out this year with a newer version, and we were the ones that reformulated those,” he added.
British plant-based milk firm Mighty Drinks has entered administration amid rising costs and fundraising challenges, with its future now hanging on a rescue deal.
Mighty Drinks, the brand that introduced pea milk to the British mainstream, has gone into administration after seven years of operation.
The company appointed Interpath as administrator earlier this week, which said Mighty suffered from rising costs and “fragile consumer confidence” that impeded its scalability and path to profitability. While it looked to explore investment, a lack of options led the company to file for insolvency.
“The plant-based category has shifted dramatically over the last few years. Despite our best efforts to adapt, streamline, and secure new investment, we couldn’t raise what was needed to take the next step,” said Tom Watkins, co-founder and co-CEO of Mighty, who established and ran the startup with his brother Nick.
The decision came on the back of mounting losses for the business, which has raised £8M over the years. Government filings show it lost £12M at the end of 2023, £3.4M more than the year before.
Mighty Drinks a victim of dire investment landscape
Courtesy: Mighty Drinks
While it began as a pea milk company (it was formerly known as Mighty Pea), the firm has since diversified into other ingredient bases too. This included a line of oat milks, a pea protein and oat blend, oat milk powders, and fermentation-derived oat milks that sought to more closely resemble dairy.
Mighty banked on the UK’s growing appetite for non-dairy milk, which is as close to mainstream as any plant-based category has gotten. Last year, 32% of British households bought a non-dairy milk at least once, and 11% did so at least once a month.
However, the category hasn’t been immune to the wider headwinds faced by alternative protein sector. “The Mighty team has created a great product, with an exciting kids milk range set to launch with retailers given the allergen-free benefits of pea protein, and a path to profitability from improved margins and increased volumes,” noted Tom Swiers, food and drink lead at Interpath.
“Unfortunately, however, this has come at a point in the company’s cycle where it required further investment, which was not forthcoming from typical investors in this space, nor was it attractive to typical ‘special situations’ investors given the relatively early stage of the company’s development.”
Indeed, after the 2020-21 boom in alternative protein, investor interest has shrunk more and more every year. Plant-based companies raised only $309M in 2024, a sharp 64% fall from the year before.
“Alternative protein funding has slowed amid this increased investor focus on AI, while elevated interest rates, high production costs, and topline sales declines have also weighed on investment activity,” Daniel Gertner, lead economic and industry analyst at the Good Food Institute, told Green Queen recently.
Interpath’s Swiers added: “There has been an increasing focus on profitability within all aspects of the ‘alt’ category, following the investment boom of a few years ago. It is no longer simply a case of ‘growth as number one priority’.”
Plant-based milk on a rollercoaster ride in the UK
Courtesy: GFI Europe
Mighty’s insolvency comes at a curious time for plant-based dairy in the UK. On paper, retail sales of milk alternatives fell by 2.3% last year, with volumes dropping by 2.6% too. And despite matching the price deductions of cow’s milk (reducing by 3%), plant-based milk is still 69% more expensive on average.
However, it remains a category with broad appeal, especially with product formats like barista milks, which saw a 10.4% growth in volume sales in the UK last year. Oat milk is especially popular, accounting for over half of milk alternative sales in 2024, and witnessing steady volumes compared to the previous year. The overall plant-based segment, meanwhile, made up 11% of all milk sales.
Still, a number of underperforming products have been pulled from British supermarkets. Nestlé \withdrew its Wunda brand of pea milks (a direct competitor to Mighty) two years after launch, while Innocent Drinks made the same decision with its milk alternative range.
Courtesy: Mighty Drinks
Oat milk products weren’t spared either. Oatly took its entire range of ice creams and its Plain Oatgurt off shelves, while Arla discontinued its Jörd line of oat milks earlier this year. And Alpro, meanwhile, pulled its oat-based This Is Not M!lk – which aimed to mimic dairy, much like Mighty’s M.lkology range – from the UK in 2024.
“While ‘This Is Not M!lk’ was designed to create a more familiar dairy milk taste, our UK shopper research showed us that many of our consumers enjoy the taste of oat just as much, if not more so,” Tom Kerr, head of plant-based at Danone UK & Ireland, told Green Queen in March. Still, it is doubling down on its core oat milk lineup, making a multimillion-pound investment to expand the production of the range using British oats.
Meanwhile, other plant-based milk brands have secured investment and successful exits too. British clean-label producer Rude Health was acquired by Finland’s fellow plant-based milk firm Oddlygood, and Swedish pea milk maker Sproud, which counts the UK as a key market, gained investment from Love Island host Maya Jama and pea protein giant Lantmännen.
M&As continue to grab plant-based headlines
Courtesy: Mighty Drinks
“We fought through Brexit, a pandemic, inflation, massive global instability – not to mention the perpetual challenge to go up against some of the biggest FMCG brands in the world who all wanted a slice of the alternative milk category,” noted Watkins.
Mighty is far from the only plant-based startup that has suffered this fate. Since 2024, several firms globally have been forced to cease operations or declare bankruptcy before being rescued, including Akua, Sunfed Meats, Willicroft, Allplants, Wild Earth, and Atlantic Natural Foods.
“Becoming a founder of a VC-backed food and drink business isn’t so much a rollercoaster – it’s strapping yourself to a rocket and hoping you won’t disintegrate on the way to orbit,” said Watkins. “I want to thank every member of staff, investor, customer, and retailer who believed in us and supported the mission over the years.”
Mighty will hope it ends up the same way as businesses like Allplants, Wild Earth, Meatless Farm, VBites and Plant & Bean, which were rescued from the brink.
“We will now work with the company’s stakeholders to explore the options available, including seeking offers for the business and its assets, including the Mighty brand and related intellectual property,” said James Clark, managing director at Interpath and joint administrator of Mighty.
Dutch food tech firm Rival Foods has secured €10M ($11.5M) in funding to scale up its suite of whole-cut plant-based meats, which contain minimal ingredients and high amounts of protein.
If there are three things consumers want from their plant-based meat today, it’s fewer ingredients, lower prices, and better taste and texture.
Dutch startup Rival Foods is attempting to do it all. Using shear-cell technology to replicate animal muscle fibres with plants, its meat alternatives undergo minimal processing while maximising texture and protein.
To expand its technology, the firm has raised €10M ($11.5M) in a Series B funding round led by Dutch pension fund ABP, with participation from Pymwymic and ROM Utrecht Region and follow-on investment from PeakBridge.
“This investment marks a major milestone in our mission to make high-quality plant-based meat mainstream,” said Birgit Dekkers, founder and CEO of Rival Foods. “With the backing of world-class investors, we’re ready to scale fast and reshape the future of protein. We’re called Rival for a reason –we’re here to be one.”
Courtesy: Rival Foods
Rival Foods looks to meet anti-UPF demand
Founded in 2019 as a spinoff from Wageningen University & Research, Rival Foods is among several startups specialising in whole-cut meat alternatives. These products aim to mimic the fibrous texture loved by meat-eaters, addressing a key pain point for plant-based meat.
Sensory testing shows a 38-point gap in texture preference between the average animal and plant-based meat product, with the latter being liked by less than three in 10 omnivores in the US. Another survey found that 22% of Americans are reducing their intake of vegan alternatives due to poor texture.
Elsewhere, 26% of Germans say they’d pay more for a plant-based product if it has the same taste and texture as the food it’s hoping to replace. In the UK, too, 51% of people say taste/texture is the biggest factor driving them away from meat alternatives.
Courtesy: Rival Foods
Whole cuts offer a solution. Rival Foods uses patented shear-cell technology to recreate meat’s fibrous textures. “The process can simply be explained as a pressure cooker with a rotating part, using temperature and rotation to enable deformation and alignment of proteins for fibrous texture creation,” it says on its website.
Its current portfolio includes chicken and beef, which contain a blend of plant proteins alongside water, natural aromas, herbs and spices, and salt. The chicken contains 28g of protein and 0.6g of fibre per 100g, and is available in fillets, blocks and pulled formats. The beef, meanwhile, boasts 26g of protein and 2.5g of fibre per 100g, and comes in chunks and pulled variants.
The additive-free products are specifically designed to address consumer concerns about ultra-processed foods (UPFs). Viewing plant-based meat as overly processed has led many to perceive it as unhealthy, even though experts have warned that the level of processing doesn’t define how nutritious a product is.
“Rival Foods have built something special: a scalable process to turn standard plant proteins into exciting fibrous, meat-like structures. Rival Foods’ products offer a satisfying bite with high protein content and a clean label,” said Lodewijk Meens, senior portfolio manager at ABP Netherlands’s Energy Transition & Biodiversity fund.
Courtesy: Rival Foods
Cost reductions are key for plant-based meat
In the Netherlands, sales of meat analogues fell by 7% in retail, as consumers cooled on centre-of-plate formats like burgers and fillets. Instead, products like mince and strips worked better, possibly because they’re now 6% cheaper per kg.
Part of the reason why Rival Foods raised funds is to double its production capacity at its Geldrop facility, which will help the startup optimise its production costs and reach price parity with conventional meat.
Research shows that if plant-based alternatives are more expensive than meat, their preference falls below 20%, and if they’re priced equally, this increases to 21%. Whereas if vegan alternatives cost about half of a conventional burger, the number of people choosing the former would double. And lowering the price of the plant-based burger by even 10% would result in a 14% increase in sales.
In an interview with Green Queen, PeakBridge founding general partner Nadav Berger said if he had a magic wand to revitalise the plant-based meat sector, he’d make the products “20% cheaper than real meat”. “If it’s a really magic wand? 40% cheaper,” he added. “Texture and flavour are the other keys, but that’s already well on its way. The technology is there.”
Courtesy: Rival Foods
Reacting to Rival Foods’s Series B round, PeakBridge partner and COO Martina Pace echoed the sentiment. “Real success in the alternative protein space demands three tough things to achieve: great taste, texture, and competitive prices. We’re proud to see Rival Foods achieving all three, she said.
The company employs a B2B approach, working with chefs, retailers and brands across Europe to bring plant-based whole cuts to consumers. The new capital will help fuel its international growth, establish new partnerships with major clients, and expand its team.
Whole-cut meat alternatives stand to win
Expansion beyond Europe will only help the brand. In the US, while the overall category saw a 10% decline in annualised sales between 2022 and 2024, whole cuts like steaks, fillets and cutlets experienced a 16% increase.
Conventional whole cuts are also the most popular meat category stateside, regularly consumed by 68% of Americans. For plant-based versions, this drops to 30%, though 44% would consider eating them if these products improve.
Courtesy: GFI
Rival Foods’ successful round is proof that investor appetite for plant-based startups exists, particularly for scalable models that address consumer needs. While this sector saw VC funding fall by 60% last year, investors have continued to back innovative startups in 2025, such as Ecovative ($11M) and Project Eaden ($15.6M).
