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Category: Vegan

  • Bee-Free Honey Startup MeliBio Acquired by Switzerland’s FoodYoung Labs

    melibio honey
    4 Mins Read

    Californian food tech startup MeliBio, known for its plant-based Mellody honey, has been acquired by Swiss innovation hub FoodYoung Labs.

    US bee-free honey startup MeliBio has been snapped up by FoodYoung Labs, a Swiss venture studio and innovation hub.

    The deal includes MeliBio’s consumer brand Mellody, which sells plant-based honey, its Generation 1 technology and related IP. It doesn’t involve the Generation 2 precision fermentation technology, which would have enabled the firm to produce bioidentical honey without the bees.

    It comes months after the Californian startup bagged an undisclosed sum in a pre-Series A round, taking its total raised to around $10M. The financing was a pivot from a planned Series A round that would have netted the business another $10M, but the funding challenges of the food tech market meant this never materialised.

    Co-founder and CEO Darko Mandich told Green Queen in October that the firm would open the Series A again this year. However, the company’s assets have now been acquired to expand the reach of its plant-based honey.

    “For food. tech to thrive, it needs the kind of deep roots that only experienced food companies can offer,” said Mandich about the sale. “With FoodYoung’s longstanding heritage and expertise, I’m confident this is the right environment for MeliBio’s mission to grow and flourish.”

    From Michelin-starred eateries to discount retailers

    vegan honey
    Courtesy: MeliBio

    Mandich established MeliBio with CTO Aaron Schaller in 2020 to commercialise a precision-fermented honey, before adding the plant-based version to its portfolio with the launch of Mellody.

    Unlike other vegan honey products, which make use of apples and lemons, elderflower, carob, or other ingredients, Mellody replicates honey through a combination of fructose and glucose, complemented by a range of plant extracts (red clover, jasmine, passionflower, chamomile, and seaberry), gluconic acid and natural flavours.

    The brand made a big splash by securing New York City’s three-Michelin-starred eatery, Eleven Madison Park, as its first customer. It later debuted the product in the D2C channel via a partnership with the restaurant’s online store.

    Mellody has since been expanded across the US (alongside a new hot honey variety), and is available at independent retailers and a growing list of restaurants, such as Palmetto Superfoods and Joyride Pizza in California and Moto Pizza in Seattle. Moreover, it has expanded its distribution through KeHE, UNFI, Greco and Sons, and ACE Natural.

    MeliBio has also launched vegan honey in Europe through a $10M, four-year partnership with Slovenia’s Narayan Foods. In the UK, this is in the form of Vegan H*ney under the Better Foodie brand, while in Austria and Switzerland, it sells as Vegan Hanny or Ohney under Aldi’s private label, Just Veg. The distribution deal aims to put MeliBio’s plant-based honey into 75,000 stores eventually.

    “It has been a pleasure taking the concept of real honey made without bees to a reality… into 400+ locations worldwide and countless palates,” Schaller wrote on social media. “It is amazing what can be achieved when pairing innovative science with time-tested business strategy and operations.”

    vegan hot honey
    Courtesy: MeliBio

    What’s next for precision-fermented honey?

    FoodYoung Labs operates an innovation facility in Balerna, Switzerland, with a focus on confectionery, baked goods, snacks and bars. Its portfolio of brands includes ZAZ, Kakoo, Bonnap, Frÿze, Man, and CimaNorma.

    “With our Swiss full-stack innovation lab and US commercial powerhouse, we’re taking MeliBio’s bee-free innovation to the next level – making Mellody truly clean-label and unrefined,” said FoodYoung Labs founder and CEO Abouzar Rahmani.

    The fate of MeliBio’s precision fermentation tech is not known for now, though the firm has made several tech advancements on this front in the last year. It has taken at least three of its protein and enzyme targets from ideation to proof-of-concept to bioreactors, and increased the titer – the amount of product per unit volume at the end of the fermentation process – of its main enzyme target by 1,300%.

    mellody honey
    Courtesy: MeliBio

    This was a result of its collaboration with AI-led biomanufacturing startup Pow.Bio; Melibio had been engaging in scale-up efforts with the latter since March 2024. As of October, MeliBio was evaluating further biomanufacturing partners for the next phase of its precision-fermented honey, though the future of this partnership is currently unknown.

    MeliBio’s sale comes amid a dire investment landscape for food and climate tech. Global agrifoodtech funding fell by 51% in 2023, and another 4% last year. The wider climate tech sector, meanwhile, suffered a 38% dip in venture funding in 2024.

    This new reality has forced several future food companies to either cease operations or seek acquisition deals. This year alone, vegan pet food company Wild Earth has filed for bankruptcy, while mycelium cheese maker Bolder Foods recently shut down too.

    And this month, dairy giant Danone bought dairy-free kids nutrition brand Kate Farms, while yoghurt leader Chobani snapped up frozen ready meal maker Daily Harvest.

    The post Bee-Free Honey Startup MeliBio Acquired by Switzerland’s FoodYoung Labs appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Swap: French Plant-Based Chicken Startup Replaces SEO, Seeks Emergency Funding

    swap vegan chicken
    4 Mins Read

    The co-founder of French plant-based chicken startup Swap (ex-Umiami) has been forced to step down as CEO amid weak sales, with the firm reportedly needing $10M by the end of this year.

    Swap, the Parisian vegan chicken firm formerly known as Umiami, is reportedly in financial trouble amid the wider slowdown of the plant-based meat category.

    According to French financial news outlet L’Informé, the startup is looking to renegotiate its debts with its creditors after recording a turnover of just €1M ($1.1M) in 2024 and running into issues scaling up production and delayed commercial development.

    The troubles have led to co-founder Tristan Maurel stepping down as CEO, moving to the role of board chairman. He has been replaced by former Mondelēz and Pierre Martinet executive Hervé Salomon.

    Swap, which has raised $107M since being founded in 2019, is reportedly in need of immediate funding to stay afloat. According to L’Informé, the company requires €9M ($10.2M) by year-end, and nearly €30M ($34.1M) by the end of 2026.

    Swap’s bet on international expansion

    swap plant based meat
    Courtesy: Swap

    Maurel, Clémence Pedraza and Martin Habfast founded the startup as Umiami, built on its ‘Umisation’ texturising platform for producing whole-muscle replicas of conventional fillets like chicken and fish.

    This involves a technique that transforms plant proteins into structured fibres without high heat or pressure. The tech was touted as a key reason why the company was able to produce plant-based meat with a handful of ingredients; Swap’s chicken features eight ingredients and no artificial flavours, colourants or texturisers.

    The firm opened a 14,000 sq m facility in the Alsace region last year, backed by a €38M ($41.3M) investment with support from local and federal governments. It says it can produce 7,500 tonnes of plant-based meat annually, eventually rising to 20,000 tonnes.

    In October, the company rebranded to Swap and launched into the US foodservice sector, targeting flexitarians via Chicago restaurants like Spirit Elephant, Soul Veg City, Majani, and Clucker’s Charcoal Chicken.

    The brand refresh was positioned as a call to action to encourage “consumers to make a positive choice for themselves and for the planet”, and allowed Swap to expand beyond chicken fillets to all kinds of meat and fish analogues, broadening its future product development plans.

    In April, Swap teamed up with Spain’s Heura Foods to launch a whole-cut chicken breast in over 3,000 stores in France, Spain and Portugal, with each firm labelling it a “turning point” for its European ambitions.

    Plant-based meat’s struggles continue

    alternative protein investment
    Graphic by Green Queen

    Despite these moves, Swap has not been immune to the larger headwinds of the alternative protein sector, especially in the US. Retail sales of plant-based meat fell by 7% in 2024, while in foodservice, these products have suffered a 10% annualised decline since 2022.

    That has come amid a renewed appetite for meat, whose sales reached record highs in the US last year, compounded by growing consumer concerns about ultra-processed food. As a result, investors have remained cautious with their money, with financing in alternative protein startups falling by 27% in 2024. Plant-based startups were hit hardest, raising only $309M, a sharp 64% fall from the year before.

    Swap’s troubles come despite its chicken being the recipient of a Tasty Award by sensory-based research firm Nectar, signalling that more than half of taste-testing omnivores found it to taste the same or better than conventional chicken.

    swap chicken
    Courtesy: Swap

    It’s not alone, though. Beyond Meat, which also received a Tasty Award, posted a 9% decline in revenues in Q1 2025, with founder and CEO Ethan Brown labelling it a “disappointing” quarter reflecting “broader macroeconomic concerns and reduced consumer confidence”. The company received a $100M loan boost as it continues to evaluate further deals to address its $1.1M debt.

    Swap’s troubles echo those of US-based clean-label mycelium meat startup Meati, which filed documents earlier this month that suggest it’s set to be sold for $4M two months after a bank unexpectedly swept most of its cash reserves due to a technical default. The firm has raised $450M to date and was valued at $650M in 2022.

    Since 2024, several plant-based companies globally have been forced to cease operations or declare bankruptcy before being rescued, including Akua, Sunfed Meats, Willicroft, Mycorena, Allplants, and Wild Earth.

    Others have been acquired by larger companies and investment firms: Wicked Kitchen, Nuggs, and Blackbird Foods were all taken over by Ahimsa Companies last year. In recent weeks, dairy giant Danone bought dairy-free kids nutrition brand Kate Farms, and yoghurt leader Chobani snapped up frozen ready meal maker Daily Harvest.

    Back in Swap’s homeland, consumers are now more focused on whole foods like beans and grains, with their dietary habits driven by a health-first approach. The government has sought to ban meat-related terms on vegan packaging labels too, although top courts in the country and the EU rejected that attempt.

    The post Swap: French Plant-Based Chicken Startup Replaces SEO, Seeks Emergency Funding appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Vegan Pet Food ‘Most Effective’ Measure to Tackle Climate Footprint of Dogs & Cats

    pet food climate change
    5 Mins Read

    A new review suggests that pets have a significant climate footprint, and the best way to lower their impact is to feed them nutritionally sound plant-based food.

    Globally, a tenth of all meat is consumed by cats and dogs, a share that rises to 20% in some high-income countries, like the UK and the US. In the latter, in fact, up to 30% of the environmental impact of livestock production has been attributed to pet diets.

    Shifting our furry friends towards plant-based meals formulated to be nutritionally sound is the “most effective” way to mitigate their climate impact, a new review has found.

    The research was carried out by Bryant Research’s Billy Nicholles and University of Winchester’s Prof Andrew Knight (who has led a number of studies exploring veganism, pet health, and climate change).

    The two researchers included 21 studies in their review, assessing the meat- and plant-based ingredients in commercial pet food, the role of animal byproducts, and emerging innovations like cultivated meat and microbial proteins for cats and dogs.

    “Given the very significant and comparatively neglected environmental impacts of the pet food industry, measures to reduce the dietary ‘paw prints’ of our companion animals warrant urgent adoption,” the authors write in the Frontiers in Sustainable Food Systems journal.

    Where do pet food emissions come from?

    vegan dog food study
    Courtesy: Sergeeva/Getty Images

    The review found that a diet solely comprising wet pet food is linked to nearly eight times more emissions than dry food.

    Studies have found that manufacturing and energy costs are among the most carbon-intensive processes in pet food production, while packaging and distribution are among the least impactful factors.

    Food waste was identified as an exacerbating factor, particularly due to overconsumption. Consumer demand and perceptions of pet health have led to some pet foods having much more protein than required, which can contribute to overfeeding by their guardians. The study points out that pet obesity is a major problem, with around half of cats and dogs in various geographies overweight or obese.

    Impacts from animal urine and faeces have a significant contribution to absolute emissions, especially via freshwater eutrophication and disposal via landfill.

    However, ingredient selection has the largest impact on pet food’s climate footprint. One life-cycle assessment (LCA) from Brazil found that these make up at least 70% of the industry’s impact.

    The problem with animal byproducts in pet food

    pet food climate change
    Courtesy: Humonia/Getty Images

    Knight’s previous research has found that 53% of ingredients used in pet food are animal-derived, including both those that can and cannot be consumed by humans. The latter group (think byproducts like bones, meat meal, or intestinal linings) comprises 75% of all animal-based ingredients in the sector.

    “There is a widespread and commonly accepted misunderstanding that animal byproducts are associated with reduced environmental impacts due to their status as waste products from human meat production, that would otherwise be discarded,” the authors say, even noting some studies that suggest pet food offsets the impact of the human food industry.

    However, only around a quarter of animal byproducts produced in wealthy nations go towards the pet food industry, which competes for these ingredients with the likes of the livestock, energy and pharma sectors.

    To that end, some studies have contended that byproducts actually have a worse environmental impact because of their poor nutritional content.

    “For dog food, using animal byproducts rather than human-grade meat requires 1.4 times more livestock carcasses, and for cat food, 1.9 times more,” the authors added. This is because the industry needs more livestock carcasses on average to produce the same amount of ingredients it would with human-grade meat.

    “Hence, animal byproducts are less efficient to produce, than human-grade meat. Their production requires significantly more livestock carcasses. This has the potential to increase the number of livestock animals required, and the associated environmental impacts,” the study explains.

    How vegan pet food can mitigate these impacts

    vegan dog food study
    Courtesy: Sergeeva/Getty Images

    According to Nicholles and Knight, plant-based pet food has been controversial in the past because of nutritional concerns. But over the last few years, various studies (including some by Knight) have proven that vegan food can be safe for both cats and dogs, and can have better health outcomes than meat in some cases.

    It’s not just pet wellbeing that can benefit from animal-free food – it’s the planet’s health too. A global transition towards vegan diets for cats and dogs could save an area of land larger than Mexico and Germany combined, and emissions higher than the yearly collective total of the UK and New Zealand.

    These findings are based on conservative estimates of dog and cat numbers and energy requirements. “In reality, the environmental impact reductions associated with a transition to vegan companion animal diets can be expected to be even larger,” the researchers note.

    Microbial proteins and cultivated meat, meanwhile, “offer significant, and in some cases extremely large, reductions in environmental impacts”. One LCA found that cultivated meat for pet food can generate 84-95% fewer emissions than beef, and 47% fewer than chicken.

    “There is no longer any sound reason not to support such a dietary transition, particularly given the strong and growing body of evidence demonstrating equivalent or superior health outcomes when nutritionally sound vegan pet diets are used,” the study noted. Even the British Veterinary Association has ended its objection to plant-based dog food.

    The study calls for several policy measures to help decarbonise food for our furry friends. This includes informational campaigns for pet owners to prevent overfeeding and food waste, and communicating to them the substantial climate footprint of pet diets and the best way to mitigate them (which is a transition to animal-free proteins).

    It also urges investors and government funds to ramp up their activity in alternative protein production for pets. “These responses – in particular, a rapid transition away from animal-based ingredients to sustainable alternatives – represent an opportunity to substantially mitigate the environmental impacts of the large and increasing global pet food industry,” it states.

    Another idea is to encourage gradual transition, feeding them 50% vegan and 50% meat-based diets first. “Even a 50% reduction in meat-based pet food consumption would still significantly mitigate the environmental impacts of pet food production,” the authors said.

    The post Vegan Pet Food ‘Most Effective’ Measure to Tackle Climate Footprint of Dogs & Cats appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Tofu Emerges As Bright Spot in Embattled US Plant-Based Category

    plant based state of the marketplace
    6 Mins Read

    US sales of plant-based food fell by 4% and 5% in retail and foodservice last year, respectively, but they held steady above the $8B mark for the third year in a row.

    Despite widespread sales declines across the plant-based category, more Americans now like the taste of these foods, while health concerns continue to drive many away from animal proteins.

    The slowdown of the vegan food sector has been well-documented over the last couple of years, though there are several caveats to it: some segments are more popular than others, household penetration remains strong (59%, with a 79% repeat rate), and the industry is better off now than it was in 2020 (at least in term of sales).

    For instance, Americans spent 4% less on these foods in supermarkets last year, while foodservice sales were down by 5%. At $8.1B, retail purchases were still up by 14% compared to the beginning of the pandemic, with foodservice seeing a 19% increase ($289M).

    “Given the enormous diversity of the plant ingredients that make up its products, the unique and compelling opportunities to foster customer loyalty and generate substantial incremental sales are essentially boundless,” notes the Plant-Based Foods Association (PBFA) in its 2024 State of the Marketplace report.

    Here are the key takeaways from the research:

    While health is a critical lever, taste is gaining ground

    us plant based market
    Courtesy: PBFA

    According to PBFA’s analysis of Kroger shopper data with the retailer’s insights firm, 84.51°, two in five Americans are reducing milk intake in favour of plant-based alternatives, and a quarter are doing the same for fresh meat.

    Asked why they’re making the switch, nearly half (48%) said they felt vegan foods are healthier, and 36% wanted to eat fewer animal proteins due to personal health concerns.

    Interestingly, though, the share of consumers motivated by health remained the same at the end of 2024 as it did six months prior, but rose across a number of other factors. Only 23% said they were shifting from animal- to plant-based foods because they liked the latter’s taste in May, and this grew to 36% in December.

    Similarly, 36% agreed they’re better for the climate (versus 30% earlier in the year), and 29% were doing so out of animal welfare concerns (compared to 23% in May 2024).

    When assessing how companies can attract more consumers, there was a clear winning factor: price promotions. Discounts and coupon offers would make it easier for 63% of Americans to buy plant-based foods, followed by more recipe ideas (34%) and greater education about these products (31%).

    2024 saw the resurgence of coconut milk

    plant based milk market
    Courtesy: PBFA

    While sales of plant-based milk fell by 4% in 2024, at $2.8B, this is comfortably the largest segment in the sector, accounting for 35% of all sales.

    Almond milk remains the dominant alternative (capturing 54% of the market), though Americans spent 7.5% less on it last year. Oat milk flatlined (-1%) and rice milk was down too (-9%). Soy milk, however, saw a minor increase (2%), and coconut milk enjoyed a growth of 14% (reaching $149M).

    Despite the spate of new plant-based milks – from pistachios and pecans to sunflower seeds and bananas – these emerging products saw a 14% decrease in sales, as did products that blend multiple ingredients for their base (-7%).

    However, plant-based milk did see a significant increase in dollar and unit sales in foodservice last year, outpacing the growth of conventional dairy.

    Whole cuts represent a major opening for plant-based meat

    plant based meat market
    Courtesy: PBFA

    Meat and seafood analogues suffered from a 10% annualised decline between 2022 and 2024, reflecting the challenges facing the category’s poster-child segment.

    That has come amid a renewed appetite for meat, which saw record sales in the US last year, as the manosphere and political shift changes the way Americans eat now. Vegan meat has also been plagued by the ultra-processed food tag, exacerbated by health secretary Robert F Kennedy Jr. PBFA’s research shows that people who believe plant-based foods “contain excessive artificial ingredients” rose from 20% to 25% in the past year.

    Vegan alternatives to meat and seafood only reached 13% of US households last year, though retained a strong repeat purchase rate of 63%. And not all products fell out of favour: shreds, chunks and strips saw sales grow by 8%.

    Whole-cut analogues such as steaks, filets and cutlets – 60% of which are either chicken or seafood analogues – experienced an even larger increase (16%), outlining the opportunity for companies in this space.

    Tofu takes over the US market

    whole food plant based market
    Courtesy: PBFA

    The report mentions a “growing consumer preference for plant-forward foods that highlight plants and their application potential as distinct and limitless, rather than an industry confined to solely mimicking animal products”.

    Indeed, as meat analogues falter, traditional plant proteins like tofu, tempeh and seitan are gaining ground. These products racked up $221M in dollar sales last year, a 7% increase from 2023 and unit sales were up 6.5%.

    Unseasoned tofu performed “exceptionally well”, recording a 10% growth in dollar sales and capturing 78% of the tofu market. That said, these age-old products still only ended up in 7% of homes in 2024, although 59% returned to the store for more.

    Other categories that experienced a significant retail boost in 2024 included protein powders and liquids (+11%), and baked goods (13%).

    Further, tofu emerged as a star ingredient in foodservice, witnessing the largest (and in some cases, only) increases in this segment last year. Government catering services spent nearly 60% more on tofu in 2024, with business and industry operators coming close.

    tofu sales
    Courtesy: PBFA

    Animal protein prices are on the rise – plants are not

    One of the most common complaints about plant-based food is its still-significant price gap with meat, dairy and eggs. However, PBFA’s report shows that the supply chain volatilities of 2024 hit animal proteins harder.

    The average retail price grew across all animal-based food categories, with eggs unsurprisingly registering the largest hike (6%), followed by butter (3%), creamer (3%), and cheese (2%).

    At the same time, prices for four plant-based categories actually declined. 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.

    Vegan yoghurt and plant-based meat were among the only categories whose prices rose faster than their conventional counterparts. While eggs were also shown to have an increase, previous research shows that data on unit sales and price changes here is somewhat skewed as the market-leading product shifted to a larger pack size and thus a comparably higher price point.

    vegan food prices
    Courtesy: PBFA

    “While interest in plant-based remains strong across categories, we’ve entered a new stage of the adoption curve: today’s consumers are motivated by different factors than before,” said Hunter White, plant-based category manager at KeHe Distributors. “Across our network, we see clear opportunities for clean-label products that align with broader food trends like high protein content, innovative global flavours, and gut health.”

    He added: “The next wave of success will belong to those who evolve their products and sets with intention, tapping into these emerging consumer shifts.”

    The post Tofu Emerges As Bright Spot in Embattled US Plant-Based Category appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Trend Report: Oat Milk Brands Go Beyond the Latte in New Era for the Non-Dairy Alternative

    oat milk
    9 Mins Read

    Oat milk continues to rise in popularity globally, thanks to its flavour and climate benefits – but it is so much more than simply another non-dairy alternative now.

    Despite what was perceived as a bad year for the category, oat milk, with its taste neutrality and climate credentials, remains a firm favourite for baristas and shoppers alike.

    The PR crisis for oat milk came as a group of influencers and media outlets questioned whether it is good for you, blaming it for blood glucose spikes, calling out its low protein content, bemoaning the inclusion of ultra-processed additives like emulsifiers and acidity regulators, and bashing its purported effects on bloating.

    A slew of new launches attest to the fact that oat milk is going nowhere. Beyond lining grocery shelves the world over, oats are the chosen hero ingredient in a range of new, trendy non-dairy products that showcase the grain’s popularity, versatility and omnipresence.

    Product innovators and market makers are creating new oat milk-based formats to serve new customer niches, making oat milk hot property in the plant-based dairy world yet again.

    Below, we deep dive into what coult be oat milk’s new era.

    Oat milk in numbers

    plant based food sales
    Courtesy: GFI
    • Globally, plant-based milk sales were up by 5% in 2024, reaching $22.4B. It is most popular in Asia-Pacific, followed by Europe and North America.
    • While almond milk still accounts for a majority of the US non-dairy market, its share fell from 58% in 2022 to 54% last year. It was oat milk that capitalised, going from a 22% dollar share in 2022 to 25% in 2024.
    • Dollar sales of oat milk were around $700M in the US last year – down by 1% – but the number of units sold increased by 1%.
    • In 2024, the average retail price of oat milk reduced by 2% stateside.
    • According to Oatly, oat milk’s household penetration is still under 30%, though its leaders did not say which markets this data is for.
    best oat milk
    Courtesy: GFI Europe
    • In the UK, oat milk is the best-selling dairy-free alternative, and it’s only becoming more popular, with its market share growing from 46% in 2022 to 52% in 2023 and 53% in the first half of 2024.
    • Sales volumes of plant-based milk jumped by 2.1% in the year to February 2025 in the UK, with oat milk accelerating by 7.2%. In fact, Brits purchase half a million litres of oat milk every day.
    • Annual sales of oat milk totalled £275M in the country in this period, up by 77% from five years ago. This year, analysts predict that oat will make up 40% of the market on a volume basis, with half a million litres sold each day in the UK.
    • One in four coffees sold in the UK is made from plant-based milk, with oat milk the top choice. Meanwhile, non-dairy milk is purchased by 35% of British households.
    • Blind taste tests have found that four times as many Brits prefer oat milk in their coffee than currently purchase it.
    • The global market for oat milk is expected to triple between 2024 and 2032, reaching $10.8B, according to one market research firm.
    • As of 2023, the Asia-Pacific region was the leading consumer of oat milk, responsible for half the market.
    oat milk sales
    Courtesy: Oatly
    • In the 24 weeks to the end of March 2025, retail sales of oat milk grew by 3%, according to Nielsen data cited by Oatly, the world’s largest oat milk company.
    • Oatly itself recorded its second-best quarter since its IPO in summer 2021 in Q1 2025, cutting losses by 73% and reaffirming its outlook for its first full year of profitable growth since going public.

    The problem: Why dairy and other plant-based milks can fall short

    • The climate question: Simply put, dairy is terrible for the environment, producing twice as many emissions as the entire aviation sector. Compared to oat, cow’s milk uses 11 times more land and 13 times more water, while producing 3.5 times more emissions. Plus, oat milk is one of the most water- and emissions-efficient than most plant-based counterparts.
    is almond milk bad for the environment
    Courtesy: Our World in Data
    • Non-dairy milks fall short on taste and texture: While Americans love the flavour of almond milk, baristas don’t as much, since it tends to change the flavour of the coffee significantly, while at the same time being harder to steam. Soy can be too beany, and coconut too overpowering. Oat milk is relatively neutral and performs ideally in coffee and cooking applications.
    • Anti-allergen wins: Oat milk offers an alternative for people with allergies to nuts and soy. And while it has its own allergen concerns with gluten, many brands now offer gluten-free oat milk to meet a wider consumer base – this ability is unique to oat milk, as you won’t find a nut-free almond milk, for example.
    • Opportunities for oat milk: The category has its own issues, too, such as the aforementioned concerns around ultra-processing and sugar content. There are opportunities for brands to clean up their labels and clarify how much sugar comes from the natural processing of oats, and how much is added sugar.

    What are oat milk brands trying to solve?

    Nutrition and functionality

    minor figures hyper oat
    Courtesy: Minor Figures

    Many new oat milk products are targeting the ultra-processed argument with cleaner-label formulations that do away with emulsifiers and other additives. Oatly’s Super Basic milk in the US is in direct response to this, containing just a base of oats, water and sea salt, plus citrus fibre. Meanwhile, its recently launched organic barista oat milk cleans up the ingredient list, with only rapeseed oil and an acidity regulator added to the oat milk base.

    In addition, Oatly is aiming to bat away concerns around the sugar content by introducing unsweetened or No Sugars versions of its milk, just as Alpro has done in the UK too. While this could raise concerns around overprocessing, it will help them avoid being taxed under the extended soft drinks industry levy.

    A growing number of oat milks are now skewing functional, and the UK is leading the charge here. Minor Figures recently unveiled its Hyper Oat range, featuring adaptogens and nootropics in berry, turmeric, matcha and mango flavours.

    Plenish is claiming to be making the country’s “only clean-label fortified” oat milk with no oils or additives. Its Enriched Oat Milk contains water oats, chicory root and citrus fibres, and is fortified with calcium, vitamins and iodine. Plus, it’s gluten-free.

    Another British brand adding adaptogens to oat milk is Floatmilk, whose additive-free oat milk won the Dairy Alternative Innovation category at the 2024 World Dairy Innovation Awards.

    All in on coffee

    oatly lighter taste
    Courtesy: Oatly/Green Queen

    Given baristas and their customers’ affinity for oat milk over other non-dairy alternatives, oat milk brands are making a big play in the coffee space.

    Oatly, for instance, launched its Lighter Taste barista milk last year, designed to pair better with light-roasted coffees. Its ingredient list is identical to the flagship barista milk, but the proportions vary – this version has less fat and a more neutral flavour.

    In Asia, Singapore-based Noomoo has also been working on two barista oat milks for different functions. The one titled ‘Barista’ is crafted from Australian oats and high-oleic canola oil, and geared towards medium to dark roasts, while the ‘Artisan’ version (still under development) preserves the pleasant acidity of light-roasted coffees with Mongolian oats and low-sodium lake salt.

    Oatly is experimenting with packaging formats too; the company is expanding the reach of its barista line through strategic partnerships using its 20ml Jigger, including one with British Airways. Further, it collaborated with Nestlé to co-launch a Nespresso capsule “for use with oat milk only”.

    Heightened sustainability

    blue farm oat milk
    Courtesy: Blue Farm

    While oat milk is already very climate-friendly, some brands are pushing the envelope further through innovative formats and packaging solutions. Some, for example, sell oat milk in bottles, like Oato and Float in the UK, or OatMlk and Alterati in India.

    A range of firms are making powdered oat milks, which aim to cut packaging waste, transport emissions, and water use. These include Overherd and Mighty in the UK, Blue Farm in Germany, Oatbedient in Singapore, JOI in the US, and Nimbus in Australia. In a similar concept, Germany’s Veganz offers 2D-printed oat milk sheets that can be blended with water.

    Meanwhile, in the UK, MYOM makes an oat milk paste, with each 65g pouch making 500ml of milk (it comes with a reusable glass bottle).

    Convenience and accessibility

    potina oat milk
    Courtesy: Potina

    ‘Tis the damn season of flavoured plant-based milks. Alpro recently introduced a caramel barista milk made from soy and oats, while Oatly released vanilla and caramel barista milks at Nordic coffee chain Espresso House. Oddlygood and Califia Farms sell vanilla-flavoured barista oat milks too.

    These milks lean into the demand for ease of use and convenience. Via Nature is a new British brand retailing Oat Shaker, a line of gut-friendly smoothies that blend oat milk with fruits – the three flavours are banana-coconut, blueberry-acai, and matcha-pineapple. They’re made for on-the-go snacking.

    Still in the UK, YouTubers James Marriott and Will Lenney, meanwhile, have launched a ready-to-drink coffee brand called Rodd’s. The dairy-free line comprises an oat latte, a waffle oat latte, and a vanilla matcha oat latte.

    And fellow British firm Potina is targeting gut health too, with a range of banana oat milks for kids. Minor Figures is leaning into this trend with the aforementioned Hyper Oat line too. Elsewhere, in Germany, Blue Farm’s oat milk powders come in a range of flavours.

    Novel taste experiences

    koatji
    Courtesy: Koatji

    Oat milk is already loved for its largely neutral flavour, and some firms are banking on this to offer elevated flavour experiences in different formats.

    US company Koatji, for example, blends oat milk with koji, the mould that forms the base of fermented products like miso, shoyu and soju. Designed by Michelin-starred chefs, its Oat & Koji Milk is being positioned as “the plant milk of the future”, with the fermentation process imparting an umami flavour to make dishes more complex and appealing to the palate, while complementing coffee and matcha’s tasting notes.

    Speaking of fermentation, oat milk is being used to enhance alcoholic drinks. In the US, Misunderstood Whiskey makes oat milk cream liqueurs under its Oatrageous brand, which come in espresso, coconut and bourbon cream with 14% ABV.

    baileys oat milk
    Courtesy: Diageo

    More famously, Diageo recently released two oat milk versions of its popular Baileys cream liqueur, which are available across the US in Coffee Toffee and Cookies & Creamy variants. (The company’s previous dairy-free Baileys iteration, made from almond milk, has since been discontinued.)

    Shrewed brands are noticing the potential of boozy oat milk. Oatly teamed up with Pernod Ricard’s coconut rum brand Malibu on a marketing drive in the UK last year, hosting a series of music, wellness, entertainment and lifestyle pop-ups to accompany the Piña Oatlada, a dairy-free soft serve featuring the brands’ oat milk and rum.

    As oat milk continued to encroach upon its fellow plant-based rivals’ share, there are opportunities for brands across health, sustainability, and new formats to sow their wild oats. The question is: will consumers flock towards the grain?

    The post Trend Report: Oat Milk Brands Go Beyond the Latte in New Era for the Non-Dairy Alternative appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Future Food Quick Bites: Oatly x Chris Parnell, Vegan Nutella & Forbes 30 Under 30

    forbes 30 under 30 asia
    6 Mins Read

    Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Nutella Plant-Based’s UK launch, Oatly’s collab with Chris Parnell, and Nestlé’s new biotech centre.

    New products and launches

    Ferrero has announced that it will launch Nutella Plant-Based in the UK on May 25. It will be available at Sainsbury’s for £3.99 per 350g jar, before rolling out to other retailers next year. For context, the classic Nutella is 30p cheaper for the same size.

    vegan nutella
    Courtesy: Ferrero

    US startup Nature’s Bakery has released two new products: a gluten-free strawberry flavour of its flagship Fig Bar, and a raspberry and lemon oatmeal crumble bar. The plant-based treats are available at Target and on its website for $7 per six-pack.

    Vegan snack brand Hippeas has rolled out Cheezy Cheddar Pops made from yellow peas and chickpeas. They contain 3g of protein and 2g of fibre per 1oz serving, and are available at Target, Walmart, and on Amazon and its website in various sizes.

    hippeas
    Courtesy: Hippeas

    French plant-based startup Hari&Co has launched Moroccan-inspired keftas, made from wheat and pea protein. They contain 20g of protein per 100g, have an A rating on the Nutri-Score scale, plus a 90/100 score on product-scanning app Yuka.I

    Slovenia’s Juicy Marbles is bringing its plant-based whole cuts to Spain via a distribution deal with Zyrcular Foods.

    juicy marbles lamb
    Courtesy: Juicy Marbles

    Germany’s Veganz Group has signed a deal with Jindilli Beverages to export its Mililk line of oat and almond milks in Tetra Pak formats to North America, Australia and New Zealand. The agreement also includes a new non-dairy creamer called Mililk Drops.

    Also in North America, Canadian vegan fast-food chain Odd Burger has secured its own distribution agreement with Dot Foods, which will see its retail and foodservice products expand their national grocery and restaurant chain footprint.

    odd burger
    Courtesy: Odd Burger

    Vegan pizza maker Blackbird Foods has rolled out its frozen products at 88 Hy-Vee supermarket locations across the Midwest. They’re available in Margherita, Supreme, and Pepperoni flavours (the latetr features Beyond Meat).

    And Indian startup Cosmix has launched No-Nonsense Plant Protein PRO, a yeast protein powder with the maximum protein digestibility score (akin to whey)

    Company and finance updates

    Speaking of India, New Delhi-based vegan egg startup Plantmade has ceased operations after four years.

    As part of its Blind Love campaign, Oatly has launched a spoof ad with comedian and Saturday Night Live alum Chris Parnell to spread the word about what it has termed Dormant Oatmilk Condition: five times more Americans prefer oat milk in their coffee over dairy, but they don’t know it yet.

    In Switzerland, Nestlé has opened a biotech centre to advance its nutritional solutions across a range of verticals, including early life, women’s health, and weight management. Among the hub’s credentials are enhanced capabilities in precision fermentation.

    Meanwhile, Beyond Meat has amended its lease on its headquarters, giving up 61,000 sq ft of its office space back to HC Hornet Way for a one-time termination fee of $1M. It continues to rent 220,000 sq ft of space, but expects to incur $600,000 in modification costs. This comes after a disappointing Q1 for the plant-based meat maker.

    beyond meat documentary
    Courtesy: Beyond Meat

    Food tech startup High Time Foods, which makes ambient plant protein products, has raised $1.2M in a new funding round. Following the deal, it has relocated from the US to India, and is gearing up its product development and international expansion efforts.

    Aussie firm Levur, which is working on a precision-fermentated alternative to palm oil, has also secured $1.2M in pre-seed funding.

    fable shiitake infusion
    Courtesy: Daniel Hine/Fable Foods

    Fellow Sydney-based startup Fable Food has posted a 50% year-on-year revenue growth, and projects an even better performance this year, thanks to its shiitake-mushroom-based products (which have taken the blended meat world by storm).

    In New Zealand, Opo Bio – a B2B supplier of livestock cells for cultivated meat production – has secured investment from Epic Angels to expand its R&D efforts and patent portfolio.

    eatkinda
    Courtesy: EatKinda

    Forbes has named Mrinali Kumar, co-founder and CEO of cauliflower ice cream brand EatKinda, and Emily McIsaac, co-founder and COO of precision fermentation firm Daisy Lab, on its 30 Under 30 list, under the Arts and Industry, Manufacturing & Energy categories, respectively.

    Canada’s Lovingly Made Flour Mills and Botaneco are working with British firm Stars UK R&D and the University of Leeds to develop Canadian-grown legumes and sunflower ingredients to improve the juiciness of plant-based burgers.

    just egg uk
    Courtesy: Eat Just

    California’s Eat Just has hired Kristie Middleton as its VP of foodservice sales. She was most recently the chief relationship officer at vegan chicken maker Rebellyous Foods.

    Also in California, cultivated meat startup Omeat has appointed Eric Schulze as its CTO. He is a former regulator at the FDA who later spent seven years at Upside Foods.

    Research, policy and events

    In the UK, The Vegan Society will celebrate its 80th year with the Veganism: Past, Present and Future exhibition at the Library of Birmingham from May 17 to August 24.

    Cellulaire Agricultuur Nederland and the Dutch Research Council (NWO) are preparing to open a €4M research call focused on scaling up the production and reducing costs of foods produced via precision fermentation and cell culture.

    Retail sales of plant-based meat in the US fell by 7.5% to $1.13B in the year ending April 20, 2025, according to SPINS. Refrigerated burgers bore the burnt of the fall, with sales dipping by 26%.

    The number one reason deterring people from plant-based milk is taste. At the Technical University of Denmark, researchers suggest the solution lies in the same microbes found in kimchi: lactic acid bacteria.

    foodtech world cup
    Courtesy: HackSummit

    Finally, Argentinian gut health startup Future Biome has won this year’s FoodTech World Cup at the HackSummit for its new class of fungi-based prebiotic solutions.

    Check out last week’s Future Food Quick Bites.

    The post Future Food Quick Bites: Oatly x Chris Parnell, Vegan Nutella & Forbes 30 Under 30 appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Beyond Meat, Quorn & 50+ UK Companies Are Giving Meat-Free Eating A Makeover

    meat free made easy
    5 Mins Read

    More than 50 brands, organisations, and restaurants have come together for a first-of-its-kind Meat Free Made Easy campaign.

    In the UK, half of adults want to change the way they eat, either by adding more plants to their diet, or cutting back on meat and dairy.

    In fact, two in five of them are already doing this, identifying as either flexitarian, pescetarian, vegetarian or vegan. But their belief in the nutritional attributes of plant-based food – and their ability to cook them – remains low.

    In response to these findings, British consultancy Plant Futures Collective has convened 53 companies and organisations to launch a collaborative campaign called Meat Free Made Easy. The coalition involves three dozen alternative protein brands, including Beyond Meat, THIS, Linda McCartney Foods, La Vie, Planted, VFC and Quorn.

    It also encompasses foodservice and restaurant operators like Compass Group, Mildreds, and Alexis Gauthier’s 123V, suppliers such as Compleat Food Group and Vegan Food Group, and organisations like Plant Based Health Professionals, Veg Capital, and Meat Free Monday.

    The campaign is being endorsed by Henry Dimbleby, co-founder of Leon and author of the UK’s National Food Strategy. “We need fewer rules, and more real-world solutions,” he said. “This is the kind of collaborative leadership that moves consumers – and the category – forward.”

    It’s all about ease and convenience

    meat free mondays
    Courtesy: Plant Futures Collective

    Plant Futures teased the campaign in January, when founder and CEO Indy Kaur spoke to Green Queen about the firm’s research on Meat Free Monday. It had found that participants were “forming healthier eating habits throughout the week, such as eating more fruits and vegetables, trying new plant-based foods, and opting for more meat-free meals when eating out”.

    It’s what inspired the new campaign, which will run across social media and press channels, with a larger rollout set for Q4. This will include in-store activation, promotions to push trial, and a wider cultural push to “build new norms around meat-free eating”.

    “This is the first time the plant-based sector has come together at scale to actively drive category penetration through the power of collective action and coordination,” explained Kaur. “This campaign is built around real insights, design thinking and a systems change approach to inspire millions of people to shop the category.”

    She added that behavioural research shows ease is the “most powerful lever” of adoption: “Consumers aren’t necessarily resistant, they are uncertain, lacking in confidence, capability and know-how.”

    plant based meat consumption
    Courtesy: GFI Europe

    The aforementioned research, conducted by Plant Futures, Good Food Institute (GFI) Europe, and HarrisX, found that among the people who want to change their diets, a third want to reduce their meat intake, and 38% want to eat more plant-based food. Only 45% feel comfortable cooking a plant-based dish, versus 83% who say the same for meals with animal products.

    “Behaviour change isn’t just about awareness, it’s about ease,” noted Richard Shotton, a behavioural scientist and author. “Remove the friction, and you unlock mass behaviour.”

    Meat Free Made Easy will see participating brands showcase simple ways to swap meat for plants in everyday meals – think lentils in a lasagna or a veggie burger instead of beef. “Meat-free doesn’t have to be all or nothing, it just needs to feel doable and fun,” said Kaur.

    Meat Free Made Easy must build cultural momentum

    indy kaur
    Courtesy: Indy Kaur

    The campaign’s initial phase will focus on helping consumers imagine themselves trying something new and view meat-free eating as “normal, flexible and worth a go”. It marks a shift from siloed marketing by plant-based brands to collective action.

    It’s reminiscent of the ‘checkoff’ programmes in the US, which operate as centralised marketing and research funds to promote industries like beef and dairy. Marketing drives like Got Milk? are a result of these efforts. “The plant-based sector, however, doesn’t yet have this kind of infrastructure, which would be incredibly valuable,” Kaur told Green Queen earlier this year.

    Meat Free Made Easy’s strategy focuses on the three audience segments uncovered by its consumer research. Among those looking for dietary change, 13% are classed as Meat & Dairy Reducers; they want to eat fewer animal products without increasing plant-based food intake. These are mainly older people looking to lose weight.

    Over a sixth (18%) are Plant-Based Increasers. These Brits want to eat more vegan food without decreasing animal protein intake, and are likely to be younger and higher-earning, and often men, seeking protein and fibre with fitness goals like muscle-building.

    The third and largest group are Balanced Lifestyle Seekers (20%). These are midlife consumers aiming for health and variety, looking to both increase their uptake of plant-based foods and lower their meat and dairy consumption.

    meat consumption uk
    Courtesy: GFI Europe

    There are several key messages that the participating companies must focus on. Only half of Brits believe plant-based foods are important for nutritional balance, and just a quarter have friends or family who eat vegan food. Meanwhile, a mere 27% of adults choose meat-free meals out of habit, compared to 64% for dairy.

    Building cultural momentum and new habits (through repetition and nudges) is essential, as is outlining the health benefits of these foods. “Helping the nation eat less meat will only be possible if we provide solutions that make it easy, affordable and enjoyable,” said Dimbleby. “That’s exactly what Meat Free Made Easy sets out to do.”

    Will collective action turn the tide for plant-based, and the planet? This campaign hinges on that premise.

    The post Beyond Meat, Quorn & 50+ UK Companies Are Giving Meat-Free Eating A Makeover appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Future Food Quick Bites: Massive Attack, Blonde Chocolate & A Price Freeze

    massive attack vegan
    6 Mins Read

    Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Massive Attack’s vegan concert, Beleaf’s plant-based meat price freeze, and the FDA’s labelling guidelines.

    New products and launches

    Lindt has released its oat-milk-based Lindor Vegan Truffles in Canada, with both the milk and dark chocolate versions available in 120g packs for C$12.99.

    ombar blonde chocolate
    Courtesy: Ombar

    British vegan chocolate brand Ombar has re-released its Blonde Caramelised White Chocolate bar, a Nestlé Caramac copycat, on a permanent basis thanks to popular demand. The 70g bars are available for £2.75 at Tesco.

    In more chocolate news, fellow UK dairy-free brand Nomo has introduced Salted Popcorn, Birthday Cake and snackable Cookie Dough bars.

    UK plant-based meat brand THIS has rolled out two new SKUs at Sainsbury’s, Waitrose, and Ocado stores. The THIS Isn’t Chicken Deli Pieces contain 28g of protein per serving and are priced at £3.95 per 120g pack, and THIS Isn’t Pork Cocktail Sausages have 20g of protein and cost £2.95 per 140g.

    this isn't chicken
    Courtesy: THIS

    Vegan food producer Gosh!, meanwhile, has launched Mexican- and Italian-inspired snack packs called Veg Bites, which are high in ‘plant points‘ and available at Morrisons for £1.30 per 50g pack, or as part of a meal deal.

    Also in the UK, Compleat Food Group’s Wall’s Pastry has expanded its meat-free range with Vegan Peppered Steak and Vegan Chicken & Mushroom slices, available for £2 per 180g pack at Tesco.

    At London Coffee Festival, Califia Farms will introduce hazelnut- and pistachio-flavoured versions of its barista milk, tapping into a global trend for non-dairy milk.

    plant based meat price parity
    Courtesy: Beleaf Foods

    In the US, Beleaf Foods has initiated a price freeze until 2027 for its plant-based meat range to address consumer complaints about the price gap with meat, which will likely be exacerbated amid the tariff war.

    Flavour giant T. Hasegawa has introduced PlantReact, a “science-driven” natural flavour technology that leverages Maillard reactions, enzymolysis, and fermentation to make better-tasting vegan chicken, beef, pork, and milk analogues.

    Speaking of fermentation, ingredient manufacturer DMC Biotechnologies has launched a fermented myo-inositol for food, beverage, and supplement applications. The compound is naturally present in both plants and animals and used in nutrition products, but suffers from sustainability, traceability and supply issues.

    beyond meat jalapeno burger
    Courtesy: Beyond Meat

    In the Netherlands, Beyond Meat has rolled out its jalapeño burger at 750 Albert Heijn stores, 75 Plus locations, and online retailer PicNic, and expanded its availability at Jumbo to 150 doors.

    Austrian plant protein player Revo Foods, known for its 3D-printed seafood analogues, has kickstarted a crowdfunding campaign and has already raised €1.2M of its €2M goal.

    revo foods factory
    Courtesy: Revo Foods

    And Spanish biotech firm MOA Foodtech has unveiled Albatros, an AI-driven microbiology platform to help manufacturers identify agricultural sidestreams to turn into valuable products through fermentation.

    Company and finance updates

    Popular vegan seafood chain Planta has filed for Chapter 11 bankruptcy protection, citing a need to cut costs as consumers cut back on dining out. The move will provide it with a “strategic opportunity to streamline our cost structure and strengthen our balance sheet”.

    Shoofly, a vegan wholesale bakery in Portland, Oregon, has shuttered after its staff walked out over alleged late payments and dissatisfaction with its new owner. Now, one supervisor has started a GoFundMe page to help compensate employees for lost wages, and either buy the bakery or start their own.

    shoofly vegan bakery
    Courtesy: Shoofly

    US startup Sennos (formerly Precision Fermentation) has secured $15M to expand its AI-powered fermentation platform for biofuels, biopharma, and alternative proteins.

    Cultivated meat firm Upside Foods has appointed John Mitchell as its new VP of sales. He was previously the chief product officer at alt-seafood startup Konscious Foods.

    Finnish food tech firm Foodiq has raised $11.1M to scale up its multi-layer cooker technology for clean-label dairy and alternative proteins, and expand internationally.

    massive attack act 1.5
    Courtesy: Horace Downs

    In the UK, Manchester’s fully electric Co-op Live venue will go fully vegan for the show headlined by trip-hop band Massive Attack next month. The band has been pioneering low-carbon concerts and held a fully plant-based festival last year too.

    Precision fermentation firm Better Dairy has diversified its portfolio with the successful production of osteopontin, a functional bioactive protein found in mammalian milk, bones, and tissue.

    British fermented food brand The Cultured Collective has brought in James Robinson as chair and non-executive director. He holds a similar position at The Bold Bean Company.

    turion labs
    Courtesy: Turion Labs

    South Korea’s S&S LAB and Indonesia’s Future Lestari have joined forces to launch Turion Labs, a new biotech platform in Singapore that plans to build a regional network of facilities to support early-stage biotech ventures.

    Vegan cheesemaker Violife says it is now the leading plant-based cheese brand in Canada, capturing a third of all sales in the market.

    New Zealand’s Life Health Foods has decided to withdraw its Bean Supreme line of meat-free sausages, burgers and mince from the market, citing “tough market conditions” and changing consumer behaviours.

    Research and policy developments

    In the US, Oklahoma Governor Kevin Stitt has signed HB 1126 into law, a false advertising bill that requires producers to disclose clearly that cultivated and plant-based meat products are not meat. Violators could face misdemeanour charges.

    The US Food and Drug Administration has extended the public consultation for its front-of-package labelling update by another 90 days, with the deadline now set for July 15.

    fda front of package labeling
    Courtesy: FDA

    In a study co-funded by New Zealand’s Ministry for Primary Industries, the Cawthron Institute and Nutrition from Water have identified 14 microalgae strains with a naturally high protein concentration of over 40%, which the latter will use to create affordable nutrition prototypes under its Marine Whey series.

    Finally, a scientist at the Malaysian Agro-Biotechnology Institute’s Food Biotechnology Department has developed a vegan burger patty from grey oyster mushrooms, a widely cultivated but underused variety of fungi in the country.

    Check out last week’s Future Food Quick Bites.

    The post Future Food Quick Bites: Massive Attack, Blonde Chocolate & A Price Freeze appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Plant-Based Restaurants Are Shutting Down – This ‘Vegan McDonald’s’ Wants to Be the Exception

    mr charlie's
    6 Mins Read

    Backed by the likes of Mike Tyson and Future, vegan fast-food chain Mr Charlie’s is opening 18 locations in Arizona, despite widespread restaurant closures in the US. Here’s why.

    It’s never been easy to own a hospitality business; for today’s F&B operators though, it can feel like the deck is stacked against them.

    The traditionally thin margins of the restaurant industry are being met with rising ingredient, utility, rental and labour costs, thanks to the climate crisis, geopolitical tensions, and the tariff war. Concurrently, consumers are spending less on dining out or takeaway, and the Ozempic boom has also played a part.

    The situation has arguably been even bleaker for meat-free restaurants, as beef became popular again in 2024 and meat sales reached record highs, spurred by the MAGA and MAHA movements, a disdain for ultra-processed foods (UPFs), and manosphere influencers like Liver King.

    It wasn’t just supermarket shoppers buying fewer meat analogues last year – in the foodservice sector, sales of plant-based proteins fell by 5% too.

    This landscape has led to the demise of several restaurants and chains around the country, including Matthew Kenney’s VEG’D, Kevin Hart’s Hart House, and Baia in California, Plum Bistro in Seattle, and Organic Village in New York. Just this week, popular vegan sushi chain Planta filed for Chapter 11 bankruptcy. And Canada’s Odd Burger recently thwarted its US expansion plans due to the tariff war.

    Others have added meat to the menu in the hopes of winning more customers, such as Hot Tongue Pizza, Elf Cafe, Burgerlords, Margo’s, and Sage Regenerative Kitchen – the latter wound down earlier this year.

    So it’s hardly an exaggeration that plant-based restaurants are in dire straits right now.

    One chain – dubbed as a ‘vegan McDonald’s’ – believes it can be an outlier. With three locations in California and Sydney, Australia, Mr Charlie’s Told Me So (known as Mr Charlie’s) has signed a deal to open 18 new stores in Arizona.

    The first outlets will be opened in Scottsdale later this year. “We’ve identified our target sites and are currently finalising the details. We’re excited to bring Mr. Charlie’s to a vibrant community that aligns with our ethos and demand for plant-based innovation,” Mr Charlie’s co-founder Taylor McKinnon tells Green Queen.

    mr. charlie's
    Courtesy: Mr Charlie’s Told Me So

    Why Mr Charlie’s chose Arizona

    McKinnon founded Mr Charlie’s with Aaron Haxton in 2020, and the restaurant quickly found TikTok-fame thanks to its McDonald’s-spoofing branding: menu items include Not A Cheeseburger, Mr Muffin, and a Frowny Meal, while its packaging features red boxes with a yellow sad face, a wink-wink ‘unhappy’ brand aesthetic.

    The chain teased its expansion last October, developing a franchise model targeting area developers and master franchisees in large US territories, and leveraging data from Uber Eats and Postmates to pinpoint the most well-suited locations and enable faster rollouts.

    In Arizona, area developer Patrick Lam, president of Access Capital Group, has become Mr Charlie’s first franchisee. “These restaurants will be hubs of community, second chances, and delicious food,” he said, a nod to Mr Charlie’s commitment to providing opportunities to employees from underprivileged backgrounds, including those overcoming addiction or homelessness.

    But what makes Arizona more attractive than other states, like New York or Massachusetts? For McKinnon, the Grand Canyon State “represents a unique intersection of economic growth, [a] favourable business climate, and a rapidly evolving food scene”.

    “Scottsdale, in particular, has become a hub for innovation and lifestyle-driven concepts, making it a natural fit for Mr Charlie’s mission,” he says. “Compared to states like Massachusetts, Arizona offers a consumer base eager for fresh, health-conscious alternatives – especially in fast casual. It’s the right energy, the right time, and the right audience.”

    mr charlie's told me so
    Courtesy: Mr Charlie’s Told Me So

    That said, the restaurant chain now has a licence to franchise in 38 states and territories (pending final approval of its disclosure document in California and New York). To help manage this model, it has hired Adam Wilks as president.

    Wilks is the former CEO of Carma HoldCo, the parent company of the sports and wellness brands of Mike Tyson, Ric Flair, and Future. Carma HoldCo made an investment in Mr Charlie’s in October as part of a strategic round that “significantly contributed” to its expansion plans.

    “The Scottsdale launch and several franchise support initiatives are fully funded by our previous round,” says McKinnon, adding: “While we remain open to future capital infusions, current plans are adequately resourced through existing funds and ongoing operational revenue.”

    Expansion ‘not a risk, but a response to demand’

    vegan mcdonalds
    Courtesy: Mr Charlie’s Told Me So

    The decision to expand came on the back of a “strong year [of] strategic growth” for Mr Charlie’s. “In the US, our flagship locations saw continued year-over-year increases, bolstered by brand loyalty and an uptick in foot traffic across core markets,” explains McKinnon.

    “In Australia, our Sydney location exceeded projections and served as a powerful proof of concept for global scalability. Overall, revenue was up across both regions, and margins improved due to refined supply chains and better unit economics.”

    He feels the decline in plant-based sales is less about a lack of demand, and more about a desire for better quality and clearer value. “The category grew too fast, and many products didn’t meet consumer expectations,” he suggests.

    “At Mr Charlie’s, we focus on taste, experience, and familiarity, not just on being ‘plant-based’. We offer indulgent, comforting food that just happens to be vegan. That positioning resonates beyond diet choices and speaks to a broader cultural movement around conscious consumption.”

    This is where some of Mr Charlie’s peers faltered. “Many vegan concepts failed by targeting too narrow an audience or failing to differentiate themselves. Mr Charlie’s has always positioned itself as a lifestyle brand, not just a vegan food spot.

    “Our confidence is rooted in real consumer engagement and data, our foot traffic, return customers, and online buzz prove that our model connects. Expansion isn’t a risk, it’s a response to demand.”

    The UPF question and importance of customer loyalty

    vegan fast food
    Courtesy: Mr Charlie’s Told Me So

    One of the main talking points around plant-based food – particularly meat and dairy alternatives – is their health impact. Nearly four in five Americans would like to eat healthier this year, and half of them feel plant-based foods are better for them than animal proteins. At the same time, 45% want to eat less meat and dairy due to personal health concerns.

    However, these products also suffer from a negative perception due to their links with ultra-processing and their long ingredient lists, and vast misinformation campaigns funded by the meat industry don’t help their cause. Leaders like Beyond Meat have repeatedly stated how confusion about the category has affected their bottom lines.

    Mr Charlie’s uses plant-based burgers from Impossible Foods, chicken nuggets and patties from TiNDLE Foods, and vegan cheese from Stockeld Dreamery, which McKinnon says helps “deliver the taste and texture our customers love”.

    In a recent taste test of meat-eaters in the US, 20 plant-based meat products performed better than their animal-derived counterparts, and six of these belonged to Impossible Foods. This bodes well for Mr Charlie’s appeal to omnivores and flexitarians, a key part of its expansion strategy.

    “We’re always exploring new collaborations and innovative products that align with our flavour profile, sustainability goals, and vibe,” says McKinnon. “2025 will see exciting menu additions and potential partnerships that keep us ahead of the curve without compromising who we are.”

    As for the UPF debate, he points out that Mr Charlie’s isn’t trying to be a health food chain. “We’re creating a new kind of fast food that’s fun, nostalgic, and kinder. Our model works because we bridge the gap between cultural familiarity and modern values,” he says.

    “We’re upfront about what we serve, and our customers come for the experience as much as the food. People don’t just eat Mr Charlie’s, they connect with it emotionally. That loyalty goes deeper than trends.”

    The post Plant-Based Restaurants Are Shutting Down – This ‘Vegan McDonald’s’ Wants to Be the Exception appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Brits & Germans Look to Cut Back on Meat & Eat More Plants

    plant based food survey
    6 Mins Read

    More than two in five consumers in Europe’s two largest plant-based markets want to eat less meat or are already doing so, a new poll has found.

    Half of adults in the UK and Germany want to change their diets by either reducing meat or eating more plant-based food, with interest in whole foods higher than vegan alternatives to meat, according to a survey of over 4,800 consumers.

    The research, conducted by the Good Food Institute (GFI) Europe, Plant Futures Collective, and HarrisX, reveals that while flexitarianism remains popular in the region’s two largest markets for plant-based food, consumers need more support to overcome dietary change barriers.

    “Factors such as taste, familiarity and convenience are blocking large groups of people from choosing plant-based foods, so companies need to develop tastier products, communicate nutritional benefits more clearly, and help consumers overcome their lack of familiarity with simple recipe suggestions,” says Helen Breewood, senior market and consumer insights manager at GFI Europe.

    Less than 8% of respondents in both countries described themselves as vegans or vegetarians, while 31% in the UK and 39% in Germany identified as flexitarians who ate small amounts of meat or reduced their meat consumption.

    In each country, a third of consumers want to cut back on meat and dairy, and 38% want to increase their plant-based consumption.

    Which plant-based foods are most popular?

    plant based trends
    Courtesy: GFI Europe

    The research revealed that around two-thirds of consumers in both countries had consumed plant-based products from one of eight categories – spanning alternatives to animal foods to vegetable-based dishes and traditional plant proteins – in the previous year.

    The high penetration belongs to meals made from beans and legumes, with 46% of Brits and Germans consuming these in the last 12 months. This was followed by plant-based milk (around 40%) and meat (34-37%).

    Germans are more likely to have eaten tofu, tempeh or seitan in this period (24%) compared to Brits (18%), and in both nations, vegan egg alternatives were the least consumed plant-based products (10% in the UK and 14% in Germany). This is partly due to a lack of options, though Eat Just’s European arrival, beginning with these two countries, would hope to change that.

    vegan trends
    Courtesy: GFI Europe

    There’s an interesting trend around whole-food intake in the UK. Meals made from vegetables, beans and legumes have seen the highest net increase (26%) among the entire category in the last 12 months, but tofu, seitan and tempeh have witnessed the smallest net gain (17%). It underscores the opportunity for products like Veg’chop and THIS’s Super Superfood, which pack legumes and vegetables in compact plant protein blocks.

    In Germany, however, non-dairy milk has seen the biggest net hike (16%), followed by other plant-based dairy items and meat alternatives (both 13%). Traditional plant proteins also score low here (a 6% increase), behind only fish-free seafood.

    Consumers want to cut out meat, but plant-based barriers remain

    plant based meat consumption
    Courtesy: GFI Europe

    So what’s driving this shift away from meat and dairy? In the UK, high costs (cited by 25%) and health concerns (24%) are the primary factors, followed closely by changing taste preferences (19%), which would explain why oat, almond and other milks have reached 35% of households in the country.

    Shifting taste preferences are the primary factor pushing Germans away from meat and dairy (26%), with cost (23%) and health (19%) further down the pecking order. Meanwhile, only 6% and 7% of respondents in the UK and Germany, respectively, are doing so for environmental reasons, highlighting a wider trend in Europe.

    plant based survey
    Courtesy: GFI Europe

    Despite these cost concerns, people in both countries think meat and dairy are much more cost-friendly than plant-based alternatives. Animal proteins score much higher on the taste scale, too, and respondents tend to have much greater knowledge about them.

    However, this is outlined by some major perception differences between flexitarians and omnivores – the former group is much more likely to enjoy the taste of products like Beyond Meat and Oatly, feel good after eating them, and be influenced by animal welfare or climate change.

    The three types of dietary change consumers

    meat consumption uk
    Courtesy: GFI Europe

    The researchers divided the respondents into four profiles based on their motivations and demographics, including one set of consumers who don’t plan to change their diets (making up nearly half of both populations).

    Among the others, one of the groups, Meat & Dairy Reducers, involved those who want to eat less of these foods without increasing plant-based food intake. This is characterised mainly by older people looking to lose weight, and comprises 13% of consumers in both countries.

    Meanwhile, a sixth of the respondents were identified as Plant-Based Increasers, who want to eat more vegan food without cutting back on animal proteins. These consumers tend to be younger and higher-earning, and often men, seeking protein and fibre with fitness goals like muscle-building.

    meat consumption germany
    Courtesy: GFI Europe

    Finally, the largest dietary change cohort was the More Plants, Less Meat & Dairy subset. This includes people looking for healthier lifestyles, often with weight-loss goals. They account for a fifth of the respondents in each country.

    “Applying this model to behaviour change has brought much-needed clarity and direction to the plant-based food sector. For the first time, we can clearly see the gaps in capability and opportunity that exist for people who are interested in eating more plant-based food or reducing their meat and dairy intake,” says Indy Kaur, founder of Plant Futures.

    “This deeper, more nuanced understanding of what’s holding people back is essential if we want to support healthier and more sustainable dietary choices at scale.”

    How the plant-based industry can adapt

    this isn't chicken
    Courtesy: THIS

    The researchers put the onus on retailers and food producers to normalise plant-based eating as an everyday habit, and help consumers overcome a lack of familiarity with supportive tools (like providing recipe suggestions).

    Plant-based food stakeholders must collaborate and use the right platform to educate consumers about the nutritional benefits of their products and how they contribute to a balanced diet. And as younger generations – especially men – opt for red meat over plants, the industry must shift its positioning to stay relevant with this demographic.

    As for brands, they need to understand what drives their target audiences, whether that’s protein for muscle gain, weight loss, sustainability, or a combination of factors. Tailoring their product messaging to highlight these properties will attract like-minded consumers.

    To tackle food tech neophobia and bridge the gap with familiarity, brands should consider developing new products and marketing existing ones via recognisable ingredients, cuisines, formats, and packaging. They should also be easy to prepare.

    Finally, they should use regular consumer feedback and track repeat purchase rates to fine-tune the flavour of their products and ensure they’re satisfying, delicious, and seen as high-quality.

    “This report reveals a potential market for these products extending far beyond vegans or vegetarians,” says Breewood. “But to enable people to act on their intentions and adopt healthier, more sustainable diets, the industry must understand what motivates different types of consumers.”

    The post Brits & Germans Look to Cut Back on Meat & Eat More Plants appeared first on Green Queen.

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  • Spain’s Plant-Based Meat Leader Bags €20M EU Bank Investment & Promises Q4 Profitability

    heura funding
    6 Mins Read

    Spanish food tech startup Heura Foods has received a €20M ($22.2M) loan from the European Investment Bank to move beyond plant-based meat, and expects to become profitable by the end of this year.

    Sustained sales and product innovation are helping Barcelona-based Heura Foods inch closer to its goal of turning a profit this year, and attract yet more investment to expand its business.

    The Spanish startup is known for its vegan chicken, burgers and sausages, which netted €38M in sales in 2024 (matching the 2023 total), thanks to a 35% growth in Southern Europe. Heura has simultaneously cut its losses in half, and now expects to become profitable in Q4 2025 and continue that momentum for a first full year of profitability in 2026.

    “This leadership is built on constant innovation and the boldness to transform the category with offerings that reconnect us with the flavours that move us inside, blending nutritional excellence and sensory pleasure to help us live longer and better,” said Heura co-founder and CEO Marc Coloma.

    To that end, the firm is now diversifying into “nutrient-dense” plant-based cold cuts, non-dairy cheese, and protein-rich pasta, an effort for which it has received a €20M ($22.2M) loan from the European Investment Bank (EIB), the EU’s lending arm.

    It comes a year after the company’s €40M Series B round, and takes its total raised to €108M ($120M). In addition to supporting R&D on the new products, the financing will also help Heura scale up production by buying equipment for both its own lab and co-manufacturers’ facilities in Spain.

    vegan ham
    Courtesy: Heura

    Heura doubles down on Southern Europe

    Since being founded in 2017, Heura has emerged as a leader in Europe’s plant-based meat category, with its products available in more than 20,000 stores in 20 countries.

    But the company hasn’t been immune to the alternative protein sector’s challenges, with several startups and restaurants closing down and even more being acquired by other businesses. The consolidation phase has led Heura to fine-tune its approach to profitability, dialling down its footprint in the UK, Switzerland, and Austria.

    At the same time, it has magnified its focus on Southern Europe, while retaining all its staff in the midst of implementing an “ambitious efficiency plan”. This is because the company’s sales grew by 35% in Italy, France and Portugal, and stabilised in Spain.

    But the company says it’s already the leading plant-based meat maker in its home country, with a market share twice as high as its nearest competitor, and the highest brand loyalty. Seven of the 10 best-selling meat alternatives in Spain come from Heura, while its York-style ham has driven a 60% growth in the segment.

    This year, it has launched chicken chunks, a whole-cut fillet (in collaboration with France’s Swap), and a chicken burger, and has “two more game-changing products” earmarked for the summer, head of content Laurent Gubbels told Green Queen last month.

    The company is also expanding its foodservice presence via key partnerships with cruise line Royal Caribbean, airline company Vueling, and fast-food chain Rodilla, and has appeared at “high-visibility” events like Taylor Swift’s Eras Tour shows in Madrid.

    How Heura plans to battle the UPF debate with new products

    In October, Heura announced its intention to tackle a wider range of categories and battle the ultra-processed tag that has plagued the plant-based sector. A survey of nearly 20,000 Europeans has shown that among those who want to change their diets, 51% want to eat healthier food.

    Heura’s strategy involves offering meat and dairy alternatives and pantry staples that eschew additives, modified starches, and saturated fats, with a focus on new technology instead of just new ingredients.

    At Future Food-Tech London, the company served up spaghetti made from wheat semolina and soy protein isolate, amping up its protein concentration from under 20% all the way to 60%, and lowering the carbohydrate content by 74%.

    It also exhibited dairy-free versions of feta, parmesan, mozzarella, and melty cheese that contained 20% protein and low saturated fat. Plus, Heura gave a glimpse of its nutrient-forward cold cuts, describing them as the only vegan deli meats “with high protein, low saturated fat, and no additives while having an unparalleled sensory experience”.

    heura cold cuts
    Courtesy: Heura

    “Who wouldn’t want to replace excess saturated fats, simple carbohydrates, and unnecessary additives with nutrient-dense products made from plant proteins and healthy lipids? And we can do this by leveraging readily available, consumer-friendly ingredients that require no regulatory approval,” said Coloma.

    Gubbels confirmed last month that these products are “currently in development”, and suggested that they have already undergone some taste tests.

    They could be crucial for Heura to sustain in what is a volatile environment for plant-based meat and dairy. Europe was the leading market for these products in 2024, recording $9.7B in sales. This followed a 5% increase in the region’s six largest markets the year before. But UPF concerns have shifted public perception, turning many away from meat alternatives and towards whole foods.

    At the same time, the funding landscape has been dire for alternative proteins. Plant-based startups took the biggest hit, raising only $309M in 2024, a sharp 64% fall from the year before. In the first quarter of this year, they only raised $54M.

    Heura, however, has bucked the trend, its €40M Series B the largest funding round for a plant-based company last year. And now, the €20M loan from EIB serves as further proof of investors’ confidence in its business model.

    heura cheese
    Courtesy: Heura

    EU loan part of food security and sustainability push

    “With this agreement, we are boosting the dynamism of the startup ecosystem in Spain and Europe and responding to new consumer needs by developing new sustainable food products,” said EIB Group president Nadia Calviño.

    Heura’s loan is guaranteed by InvestEU, the bloc’s flagship programme that aims to unlock €372B in public and private capital to support its policy goals between 2021 and 2027.

    “This can help the EU to unlock new economic opportunities, create high-value jobs and solidify its position as a leader in the evolving global food landscape,” explained Lucas González Ojeda, acting director of the EU Commission representation in Spain. “This operation is a good example of what InvestEU can do to empower businesses to grow, innovate and build a sustainable future.”

    heura foods
    Courtesy: Heura

    Alessandro Izzo, the EIB’s director of equity, growth capital and project finance, added: “By investing in the development of new plant-based food products, the EIB is also contributing to a healthier, more sustainable food system in Europe and to the overall food security of the European Union.”

    This is a key point. Farmers and climate groups had implored the Commission to form a plant-based action plan in its agrifood vision, but it failed to do so. But following calls from policymakers, agricultural commissioner Christophe Hansen finally committed to developing a protein diversification strategy.

    “It will focus on fostering the domestic production to improve self-sufficiency to reduce the long-standing dependency on imported plant-based protein and on diversifying imports of plant-based protein to increase the EU food security,” he said.

    The post Spain’s Plant-Based Meat Leader Bags €20M EU Bank Investment & Promises Q4 Profitability appeared first on Green Queen.

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  • More Plants, Less Meat Key to Longer Lives, Show Major Harvard & Sydney U. Studies

    5 Mins Read

    Yet more evidence has emerged that diets rich in plant-based whole foods and low in meat are the key to longevity.

    Plant-rich diets will help you age better and live longer, according to two major studies that spotlight the ill health effects of animal proteins.

    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.

    The findings come at a time when meat and dairy are regaining popularity in countries like the US and the UK, driven by advocates of raw milk and the carnivore diet, rising concerns around ultra-processed foods (UPFs), and political support for animal proteins.

    Some of the criticism is tied to vegan meat alternatives, whose volume sales in the US dropped by 2.3% in 2024, against a 4% increase for conventional meat. Experts argue that these products don’t reflect the entire plant-based diet.

    Miyoko Schinner, founder of vegan cheese pioneer Miyoko’s Creamery and a University of California professor, noted we “can’t conflate products with the future” of the plant-based sector. “We’re just focused on the sales of products that we’re making, and that doesn’t reflect the entire picture,” she told Green Queen in January.

    “The whole world’s not going to go vegan because there’s Beyond Burger, right? But they might go vegan if we promote a plant-rich diet,” she said. And these two studies argue that doing so might help you live better too.

    Harvard study: plant-rich diets will help you age better

    plant based diet aging
    Courtesy: Jul Po/Getty Images

    At the Harvard TH Chan School of Public Health, researchers investigated the midlife diets and eventual health outcomes of more than 105,000 Americans over a 30-year period, noting that diet is the second-largest behavioural risk factor for mortality in the US (after tobacco).

    They scored participants based on how well they followed eight dietary patterns that promote healthy ageing – each emphasises a high consumption of fruits and vegetables, whole grains, unsaturated fats, nuts, and legumes, and low to moderate intake of fish and certain dairy products. They also looked at the consumption of UPFs.

    Nearly a tenth of the participants aged healthfully, with adherence to one of the eight dietary patterns linked to better cognitive, physical, and mental health. On the flip side, higher intakes of processed meat as well as sugary and diet beverages were linked to lower chances of healthy ageing.

    The leading diet was based on the Alternative Healthy Eating Index, which was developed to prevent chronic diseases and is rich in plant-based whole foods and low in red and processed meats, sugary drinks, sodium, and refined grains. Participants who stuck to this diet were 86% more likely to age healthily at 70 years, and over twice as likely at 75.

    Another leading diet was based on the Planetary Health Diet Index, which emphasises plant-based foods and minimising animal proteins to improve both human and planetary health.

    “Our findings suggest that dietary patterns rich in plant-based foods, with moderate inclusion of healthy animal-based foods, may promote overall healthy ageing and help shape future dietary guidelines,” said co-corresponding author Marta Guasch-Ferré.

    It’s a highly relevant point, since scientists have recommended that the US Department of Agriculture prioritise plant proteins and encourage Americans to cut back on red meat in the upcoming dietary guidelines.

    The research, published in the Nature Medicine journal, follows a December 2024 study by the Harvard Health School, which found that a higher ratio of plant proteins to animal-based foods can improve heart health. And in March, its researchers were part of another analysis that suggested replacing less than a tablespoon of butter with plant-based oils can lower the risk of premature death from cancer and other causes by 17%.

    Populations with high plant protein intake have longer lives

    plant based diet aging
    Courtesy: Gabriella Csapo/Studio India

    Across the Pacific, experts at the University of Sydney’s Charles Perkins Centre assessed demographic and food supply data from 101 countries over almost 60 years. This included regions where meat consumption is high, like the US, Australia, Sweden and Argentina, as well as places such as Pakistan and Indonesia, where plant-based food intake is more prevalent.

    Since it’s hard to compare the countries very easily, the researchers corrected the data to account for income and population size. Doing so revealed that nations with higher availability of plant proteins had longer life expectancies than those where animal proteins were more readily available.

    For children under five, easy access to higher amounts of meat, dairy and eggs was linked to lower mortality, with the researchers noting that adding energy from any protein source – plants or otherwise – was beneficial for kids. They stressed that the findings “do not refute the advantage of incorporating plant-based proteins in a malnourished environment”.

    In adults, however, plant proteins increased overall life expectancy. “The optimal balance of protein and fat in national food supplies – which correlates with minimal mortality – varies with age, suggesting that reductions in dietary protein, especially from animal sources, may need to be managed with age-specific redistributions to balance health and environmental benefits,” the authors wrote in the Nature Communications journal.

    “Protein is a crucial part of the human diet, but as eating habits change and developed countries look to decarbonise, where we get our protein from has come under greater scrutiny,” said senior author Alistair Senior.

    “The knowledge that plant-based protein is associated with a longer life is really important as we consider not only how our diets impact our own longevity, but the health of the planet.”

    The post More Plants, Less Meat Key to Longer Lives, Show Major Harvard & Sydney U. Studies appeared first on Green Queen.

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  • Tesco Admits Plant-Based Meat Target Is ‘Highly Unlikely’ Amid Changing UK Diets

    tesco meat alternatives
    5 Mins Read

    The UK’s largest retailer is not on track to meet its goal of increasing plant-based meat sales by 300% by this year, as consumers show an appetite for vegetables, beans, and tofu instead.

    In a further sign of the UK’s dietary shift towards plant-based whole foods, its largest supermarket says it is “highly unlikely” to achieve its ambitious sales target for meat alternatives.

    Tesco is well behind its goal of increasing purchases of vegan meat products by 300% by December 2025 (from a 2012 baseline), given “the year-on-year decline in the plant-based market” and the “change in approach” by consumers.

    “Many of our customers who are interested in plant-based foods are turning to veg-led dishes, where vegetables are the star, rather than relying on meat alternatives,” the retailer said in its latest sustainability report.

    It revealed that it has exceeded its reduction targets for scopes 1 and 2 emissions, cutting them by 65% from a 2015/16 baseline. But 98% of its carbon footprint comes from scope 3 emissions, which account for the entire value chain and the use of its products by consumers.

    Tesco has lowered some of its scope 3 emissions by 22% in this period, and has pledged to reduce forest, land use and agriculture (FLAG) emissions by 39% by 2032.

    Plant-based meat sales slow at Tesco

    tesco vegan
    Courtesy: Tesco

    The retailer first established the meat alternative sales goal in 2020, pledging to add more products across 20 categories, reduce prices, work with suppliers to innovate new products, and provide a meat alternative wherever a meat version is featured.

    While it started well, recording increases of 96% and 130% in 2020/21 and 2021/22, respectively, compared to the 2018 baseline. This growth began shrinking in 2022/23, when its sales were only up by 119%, followed by a 109% hike in 2023/24. In the last year, however, plant-based meat sales at Tesco are only 94% higher than in 2018, a far cry from the 300% goal.

    It’s in line with the wider trend around plant-based meat. In the first half of 2024, average weekly sales value and volumes of these products declined by 7% in the UK compared to 2023, when sales had already come down by 6% and volumes by 13%.

    “We’ve been seeing a growing demand for ‘protein diversity’, including plant-based whole foods such as lentils, chickpeas, beans, nuts, seeds and tofu,” Tesco said in its report.

    Vegetable-led foods now make up 40% of all plant-based sales at Tesco, according to data from IRI/Circana. In the 41 weeks to October 12, the supermarket sold nearly 600,000 more veg-forward dishes, compared to the same period in 2023.

    “These dishes inspire and make it easy for customers to incorporate more vegetables into their diets,” the retailer said, while noting that it has “seen plant-based meat alternative sales slow” at the same time.

    Tesco also noted that the proportion of protein sales coming from plant-based alternatives has decreased from 12% in 2020/21 to 9% in 2024/25, against a four-point increase for meat and egg products. That said, the share of dairy sales emanating from oat, almond, and other alternatives has expanded slightly from 5% to 7% in this period.

    tesco sustainability report
    Courtesy: Tesco

    Gut health and UPFs in focus as Tesco stocks whole-food proteins

    With Brits showing a greater appetite for whole foods over meat analogues, Tesco doubled down on pulses, nuts, seeds and vegetable-based ingredients in its vegan range for Christmas 2024, labelling it phase two of the “biggest food trend this century”. Likewise, it recently introduced a meat-free Root & Soul ready meal range that puts vegetables front and centre.

    These products are targeting the 22% of Brits who want to consume more plant-based foods, according to Tesco’s research. Last month, it began stocking THIS’s Super Superfood and Oh So Wholesome’s Veg’chop – a new class of plant protein ingredients made from whole foods, with the aim of replacing meat instead of mimicking it.

    “Most retailers are looking for more plant-packed, healthy and minimally processed foods with clean ingredient lists across the store. In plant-based specifically, I think the whole market knows that some changes need to be made to excite shoppers and inspire home cooks,” Oh So Wholesome co-founder Simon Day told Green Queen. “Tesco specifically have often been at the forefront of plant-based category development in the UK and led with new ranges.”

    tesco plant based
    Courtesy: Simon Day/LinkedIn

    Tesco is keeping a close eye on the conversation around ultra-processed foods (UPFs), which have been linked to a range of health issues and even early death. Nutritionists have pointed to gaps in how these foods are classified, given that most plant-based meat alternatives, often identified as UPFs, are painted with the same brush as sugary sodas, packaged cakes and desserts, and ice creams.

    In the UK, they make up 57% of calorie consumption, rising to around two-thirds among adolescents and 80% for children or people with lower incomes. “We already ban the use of many additives in our own-brand products, including some flavours, colours and MSG, and we work with our suppliers to minimise the use of others,” the retailer said.

    All this is part of its healthy eating push too, with the retailer planning to increase sales of healthy products to 65% of its total by 2025 (by the end of 2024, it got to 64%). This includes Tesco’s gut health focus. Its polling found that gut wellness is a top concern for 37% of Brits this year, thanks to movements like ’30 plants a week’ and documentaries such as Netflix’s Hack Your Health, pushing it to launch its own-label Gut Sense brand in January.

    “Future progress will be harder won. There are challenges we won’t be able to solve alone without wider policy or societal shifts. It will require even greater commitment, innovation and cross-sector collaboration – with farmers and suppliers, industry and government – to drive progress,” said Tesco CEO Ken Murphy.

    “Whether that’s tougher laws to prevent deforestation, regulation requiring food businesses to report their healthy sales volumes in a consistent way, or more support and policy certainty for British agriculture.”

    The post Tesco Admits Plant-Based Meat Target Is ‘Highly Unlikely’ Amid Changing UK Diets appeared first on Green Queen.

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  • Plant-Based Meals Offer Triple Win for Health, Planet & Wallet, Shows Study

    vegan diet vs meat
    5 Mins Read

    A comparison of like-for-like meat-based, vegetarian and whole-food plant-based meals shows that the latter can improve micronutrient intake, reduce climate impact, and lower costs.

    Plant-based meals in restaurants, cafeterias and schools can deliver a triple win for human, planetary and financial health, according to a new comparison study.

    Published in the Nutrients journal, researchers looked at the nutritional quality, environmental impact, and cost of vegan, vegetarian and meat-based versions of four lunch dishes at a London university cafe.

    The study included lasagne, chilli, curry and teriyaki meals, with the meat-based dishes using beef or chicken, meat-free versions using vegan mince or Quorn, and whole-food plant-based meals employing vegetables, tofu, and lentils.

    In all cases, the whole-food plant-based meals “consistently outperformed” their meat-based counterparts on cost, sustainability, and nutrition.

    “These findings highlight the potential benefits of increasing the availability and uptake of healthy plant-based meals in foodservice settings (e.g., restaurants, takeaways, cafeterias, schools, and workplaces) to reduce the environmental impact of food consumption while improving micronutrient intakes and public health,” the researchers noted.

    Plant-based lasagna tops nutrition chart

    is plant based diet healthy
    Courtesy: Nutrients

    The nutritional quality of meals was evaluated using the Nutrient Rich Food (NRF) index. The original NRF 9.3 index is based on nine nutrients to encourage (like protein, fibre, vitamins and minerals) and three to avoid (saturated fat, sugar and sodium), but it was originally developed for American adults.

    NRF 9.3 doesn’t include some of the nutrients of public health concern for British adults, so the researchers also assessed the meals with NRF 17.3, which includes more micronutrients.

    The whole-food plant-based lasagna (comprising lentils) received the highest rating, achieving over 40% of the maximum NRF 17.3 score. The chilli and teriyaki recipes made from these ingredients scored around 35%, while the curry had a score of just under 30% of the maximum.

    In comparison, the beef lasagna received just under 40%, and the beef chilli only 25%. The chicken teriyaki and curry, meanwhile, scored only around 10% of the maximum.

    “An ideal recipe should have an NRF score equal to approximately 30% of the maximum NRF score,” the researchers said. Only four recipes – the whole-food vegan lasagna, chilli and teriyaki, and the beef lasagna – passed this threshold.

    In fact, the lentil lasagna was the most nutrient-dense recipe in the whole study, providing 19% of the daily recommended value for protein, and exceeding the fibre recommendation by 30%. In addition, it was the only lasagna to have lower than 30% of the recommended saturated fat intake, and had the highest amounts of thiamine, folate, magnesium, potassium, iron, copper and selenium across all lasagne.

    Meat-based meals far worse for the planet – and the wallet

    whole food plant based diet
    Courtesy: Nutrients

    The difference between the environmental impact of meat and meat-free dishes was massive. The global warming potential (GWP) of one beef lasagna was 5.8 kg of CO2e, equivalent to 15 lasagne containing plant-based meat, and 22 whole-food plant-based versions.

    Similarly, the impact of one beef chilli is higher than that of 11 plant-based meat versions and 28 whole-food chillies. “In other words, eating a plant-based chilli for lunch every day for an entire month would result in the same climate impact as eating one beef chilli,” the study noted.

    And even though chicken has a much lower carbon footprint and has been touted by bodies like the UN FAO as a climate-friendlier protein, one chicken teriyaki noodle dish had the same GWP as four tempeh-based versions. The difference was even larger with curry, with one chicken-based version equivalent to seven vegan curries.

    When it came to prices, the cost of vegan meals was cheaper than meat across the board. The average cost for meat-based recipes was £2.31, while vegetarian meals averaged out at £1.97. In comparison, vegan (both whole-food and with meat analogues) dishes had the lowest average price at £1.49, subverting a constant criticism about the high prices of plant-based alternatives.

    Meat was the single-largest contributor to recipe costs, with chicken responsible for up to 75% of the meal’s price, and beef up to 70%. For vegetarian recipes, the bulk of the cost came from Quorn (up to 63%) and cheese (16%), while the price of vegan meals came primarily from meat alternatives (32-56%) and non-dairy cheese (11%).

    “In whole-food vegan recipes, the contribution of main ingredients (i.e., various vegetables, pulses, and pasta/noodles) to total recipe cost was relatively equally distributed,” the researchers found.

    vegan diet expensive
    Courtesy: Nutrients

    Whole-food plant-based on the rise in the UK

    “Meat-based meals in this study with high environmental impact were transformed into more sustainable alternatives by replacing animal-based ingredients (e.g., meat and dairy) with plant-based options… [which] significantly reduced the environmental impact of meals in all cases while also improving the nutrient density of recipes in most cases,” the study stated.

    It added that plant-based meat and dairy “can serve as healthful replacements for meat when chosen carefully” and be more climate-friendly too. “However, their nutritional quality is dependent on the type of product, formulation and degree of processing.”

    The study serves as further proof that the real stars are whole foods such as vegetables, legumes, whole grains, and nuts. Already, British consumers and food companies are recognising this. Last month, Oh So Wholesome released Veg’chop, a whole-food-packed protein block, the same day meat alternative maker THIS launched a similar concept called Super Superfood.

    Meanwhile, the UK is spearheading the ’30 plants a week’ movement, led by figures like Zoe co-founder and nutritionist Tim Spector and documentaries like Netflix’s Hack Your Health.

    plant based diet vs meat
    Courtesy: Nutrients

    This study shows that in addition to retail, foodservice operators play a “central role” in encouraging consumers to eat better. “The more convenient and accessible these healthy and sustainable options are, the more likely consumers are to choose them,” the researchers said.

    They advocated for “clear and accessible communication strategies”, such as traffic-light labels for health and climate impacts, making plant-based meals the “dish of the day”, and optimising sensory-focused descriptions that enhance their appeal.

    In 2024, the World Resources Institute compiled a list of 90 techniques that can help foodservice players ‘nudge’ plant-based behaviours among diners. Some of the most effective strategies include chef training to improve the quality of vegan meals, increasing the ratio of these dishes, integrating meat-free options into meat sections in displays, and – as this new study recommends – using indulgent and appealing language to describe them.

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  • Despite Misinformation, 50% of Americans Still Find Plant-Based Diets Healthy

    food trust report
    5 Mins Read

    Half of Americans recognise the health benefits of a vegan diet, but they need reassurance from their primary care doctors to eat more plants.

    While a majority of Americans say they are happy to eat more plant-based food and know it’s good for them, a lack of guidance from healthcare professionals keeps them at bay, according to a new survey.

    In the 2,200-person poll, Morning Consult and the Physicians Committee for Responsible Medicine (PCRM) found that half of the respondents believe vegan diets can improve their health, while only about a third think otherwise. Another 17%, meanwhile, are unsure.

    “What’s missing is support and guidance from health care professionals,” contended Xavier Toledo, a registered dietitian with the PCRM. “This represents a huge missed opportunity to turn interest into action – and to reduce the risk of chronic diseases that affect millions.”

    Doctors can be a force of dietary change

    vegan health benefits
    Courtesy: PCRM/Morning Consult

    The survey revealed that only 1% of Americans follow a vegan diet, and another 1% are lacto-ovo vegetarians. In fact, 91% of respondents said they eat meat at least once a week, and 88% said the same for dairy. On the other hand, over a quarter (28%) say they rarely or never eat seafood.

    Among those who believe plant-based food can improve health and reduce chronic diseases, the sentiment was most popular with Gen Zers and millennials, those with a college degree, high-income households, non-white Americans, urban residents, and Democrats.

    Only one in five survey respondents have had their primary care doctor speak to them about the benefits of a vegan diet, with these consumers skewing young, male, Black or Hispanic, and urban. Over half (57%) of Americans said their primary care practitioners have not discussed this with them.

    This leaves a major gap, as Toledo noted. It’s because when Americans are shown evidence of how plant-based diets can enhance their health, their willingness to try such a diet jumps by 15 percentage points – nearly two-thirds (65%) are open to eating vegan if they’re shown the science.

    This sentiment is similar for both men and women, but is more common with younger, college-educated respondents who vote Democrat, earn over $50,000 per year, and are Black or Hispanic. Meanwhile, only a quarter (26%) said this wouldn’t influence their dietary habits.

    plant based doctors
    Courtesy: PCRM/Morning Consult

    It highlights the impact of doctors speaking to their patients about how plant-based diets can help them. “The teaching and training of healthcare professionals in general is still based around omnivorous diets when it comes to nutrition,” Dr Shireen Kassam, a consultant haematologist and founding director of medical association Plant-Based Health Professionals UK, told Green Queen last week.

    “Nutrition training in most non-nutrition healthcare courses is still lacking, with education on plant-based diets being even less well covered,” she added. She was responding to a recent study showing that only 72% of midwives feel prepared to advise pregnant patients on plant-based nutrition, though her comments covered the broader medical profession.

    “It is clear from our own research that health professionals, including dietitians, would benefit from more teaching and training on plant-based and vegan diets, given they are becoming more popular and given that they are recognised as being necessary for their co-benefits for environmental health.”

    Health in the spotlight in MAHA era

    make america healthy again
    Courtesy: MAHA

    The poll comes at a time when health is in full focus in the US, thanks in part to the continued post-Covid wave of wellness and nutrition, and Robert F Kennedy Jr’s Make America Healthy Again movement.

    The US health secretary has taken a stick to ultra-processed foods (UPFs) and what he calls “fake meats”, which have contributed to the ongoing slowdown in sales of plant-based food in the US. Last year, meat alternative sales were down by 7%, and purchases of non-dairy milk by 5%.

    At the same time, beef is back to the centre of American plates, driven by the rise of the manosphere, the backlash against UPFs, heightened misinformation around alternative proteins, all going hand-in-hand with shifting politics and culture wars. Novel foods like cultivated meat are now banned in five states, with plenty of others hoping to join that list.

    This latest poll shows fathere is an appetite for plant-based food, mirroring another survey by Morning Consult and PCRM, which found that nearly half (48%) of Americans would consider eating vegan food to reduce their climate footprint.

    plant based meat sales
    Courtesy: GFI

    Evidence of health being a primary consumption driver is mounting. Research by the American Heart Association last year found that 77% of Americans would like to eat healthier. Meanwhile, another survey showed that 48% feel plant-based foods are healthier than animal proteins, and 45% want to eat less meat and dairy due to personal health concerns (a 7% rise since 2023).

    Among consumers identified as the “addressable market” for plant-based meat, two in five find meat or protein good for health. At the same time, though, 43% say health is a top benefit they seek from both meat and vegan alternatives, and a third of them believe the latter are better for heart health.

    That’s a fact confirmed by tons of research, including a recent Harvard study. An 11-country review has also found that plant-based meat and dairy are either on par or better than animal protein in terms of their nutritional profile. And in 2023, a meta-analysis of two million people found that higher adherence to plant-based diets is linked to significantly lower risks of type 2 diabetes, heart disease, cancer, and early death.

    Plant proteins were a major talking point in discussions for the upcoming update to the national dietary guidelines, with scientists recommending the US Department of Agriculture prioritise plants over meat.

    The post Despite Misinformation, 50% of Americans Still Find Plant-Based Diets Healthy appeared first on Green Queen.

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  • Future Food Quick Bites: Science Museum, Fermented Rapeseed & Shifting Shelves

    science museum future of food
    4 Mins Read

    Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers the Science Museum’s future food exhibit, Beyond Steak’s UK debut, and a Dutch public-private plant-based partnership.

    New products and launches

    In London, the Science Museum will host a Future of Food exhibit from July 24, featuring Aleph Farms‘s cultivated beef steak, the oldest sample of Quorn‘s burger from 1981, Clean Food Group‘s yeast-derived palm oil alternative, and more.

    lab grown beef
    Courtesy: Science Museum Group

    British YouTubers James Marriott and Will Lenney (aka Willne) have launched Rodd’s, a dairy-free ready-to-drink brand featuring an iced latte, waffle latte, and a vanilla matcha latte, all made with oat milk. They’re available at 300 Sainsbury’s stores for £2.20 per 250ml bottle.

    Rude Health has released a “clean deck” iced coffee range, with its Oat Latte Iced Coffee and Mocha Iced Coffee aiming to address ultra-processing fears. They’re available for £3.75 per 750ml pack.

    In more oat milk news from the UK, new startup Via Nature has rolled out Oat Shaker, a line described as a “snack in a bottle”. It comes in Banana & Coconut, Matcha & Pineapple and Blueberry & Açaí flavours, and can be found at Sainsbury’s for £4 per 750ml.

    beyond steak uk
    Courtesy: Beyond Meat

    Beyond Meat‘s vegan steak pieces have made it into the UK, rolling out at 650 Tesco stores to align with British Sandwich Week (May 19-25), priced at £4.50 per 160g pack.

    Vegan chocolate maker NOMO has released Salted Popcorn and Birthday Cake flavours in UK supermarkets, which are available in 32g and 127g bars, respectively.

    New Zealand-based Nutrition from Water has released a Ready-To-Bake Sponge Cake Premix from its Marine Whey 50 algae protein.

    vegan french butter
    Courtesy: Maison Linotte/Meawnamcat/Getty Images

    French luxury pastry maker Maison Linotte has unveiled Purely, a premium vegan butter for professionals and baking enthusiasts. Described as a clean-label product, it contains no palm oil and can be used as a 1:1 replacement for dairy butter. It has a neutral flavour and colour, and reduces emissions by 82%.

    Italian almond-based cheesemaker Dreamfarm has debuted vegan Ciliegine, or mini mozzarella balls, at the TuttoFood fair in Milan. They will roll out at Esselunga stores, with each 120g pack containing 12 balls.

    Also in the non-dairy world, Canada’s Daiya has reformulated its cream cheese and Deluxe Mac & Cheese lines with its new fermented oat cream. It has also added a Cinnamon Twist flavour to the former range.

    daiya cream cheese
    Courtesy: Daiya

    And in the US, Dr. Praeger’s is launching two frozen vegan snacks – Taco Stars and Ranch Crunchy Veggie Fries – at Target stores this month.

    Policy, company and finance developments

    Belgium’s Bolder Foods, which was working on a mycelium ingredient for better vegan cheese, has ceased operations after failing to close its funding round.

    In the Netherlands, Wageningen University & Research, Jumbo, Intersnack Group, Alpro, HAK, and The Vegetarian Butcher have launched a two-year public-private partnership called Shifting Shelves, which aims to increase the uptake of plant-based meat and dairy, legumes, and nuts via literature reviews, consumer research, and virtual and in-store supermarket tests.

    shifting shelves
    Courtesy: Jumbo

    Berlin-based startup Cultimate Foods has received funding from the Investitionsbank Berlin, co-financed by the European Regional Development Fund, to scale up its cultivated animal fat.

    Denmark’s Ferm Food has earned EU authorisation to sell its fermented rapeseed cake as a food ingredient. A byproduct of canola oil production, it contains 28-30% protein and can be used in bread, cakes, and plant-based products.

    ferm food
    Courtesy: Ferm Food

    Abhay Rangan, co-founder and former CEO of Indian plant-based dairy startup One Good (now part of Nourish You), has joined German cultivated milk startup Senara as its chief business officer.

    Finally, UK tempeh brand Better Nature has hired Helen Atkinson as its new head of sales. She has previously worked at Dr Oetker, Noble Foods and Bel Group.

    Check out last week’s Future Food Quick Bites.

    The post Future Food Quick Bites: Science Museum, Fermented Rapeseed & Shifting Shelves appeared first on Green Queen.

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  • Swiss Ban on Plant-Based Meat Labels ‘Contradictory’ to National Nutrition Strategy

    plant based meat switzerland
    4 Mins Read

    Switzerland’s highest court has introduced labelling rules for plant-based meat products that it claims would avoid confusing customers; in reality, further confusion is likely to be the outcome.

    Animal names like ‘chicken’ or ‘beef’ can no longer be used on plant-based product packaging in Switzerland, while terms such as ‘steak’ and fillet’ are fair game, according to a new ruling by its top court.

    On Friday, the Federal Supreme Court overturned a 2022 decision by the Zurich Administrative Court, which had rejected a cantonal laboratory’s ruling that prevented Planted – the country’s leading meat-free manufacturer – from using terms like ‘Planted chicken’, ‘like chicken’, and ‘like pork’ on product labels.

    The administrative court upheld Planted’s appeal of the cantonal laboratory’s ruling, based on research that showed 93% of respondents identified its chicken alternative as plant-based within seconds.

    In response, the Federal Department of Home Affairs filed its own appeal against this decision, which was upheld by the country’s Supreme Court last week.

    Planted slams labelling decision ‘driven by politics and emotion’

    plant based meat labelling ban
    Courtesy: Planted

    “The term ‘chicken’ refers to poultry, that is, an animal,” the federal court said in a statement. “A plant-based product which refers to the term ‘chicken’ and does not contain meat is a deception.”

    The four majority judges said the prevailing principle is that a food made without animals can’t be named a meat product, but conceded that the rules are very technical.

    For example, terms like ‘beef steak’ or ‘chicken from plants’ are now prohibited, while ‘soy sausages’, ‘grain minced meat’ or ‘lentil steaks’ can continue to be used on product labels.

    One of the judges argued that these designations served a commercial purpose, saying they were not just aimed at vegans, but at other Swiss consumers whom plant-based meat companies intend to convince too. “Imitation products must be labelled and advertised so that consumers can see the actual nature of the food and to distinguish it from products with which it could be confused,” the court said.

    However, Planted, which is set to receive a deadline to rename its products, called the move politically motivated. “As a Swiss citizen, I’m disappointed that a decision of this magnitude seems driven by politics and emotion,” said co-founder Judith Wemmer, who is also the president of the Swiss Protein Association.

    “Rather than helping consumers with simple, clear terminology, unnecessary bureaucracy is being created – wasting valuable resources,” she added, noting that the company would remain committed to its mission, having saved nearly 3.5 million chicken lives.

    “We at Planted never lack creativity when it comes to naming animal-free products,” Wemmer said. “No matter what’s written on the packaging, the content remains the same – delicious.”

    Swiss ban contradicts nutrition policy and EU legislation

    planted steak
    Courtesy: Planted

    The Swiss supreme court heavily relied on EU legislation and case law, having aligned itself more with European food labelling standards since the 2017 overhaul of its Foodstuffs Act.

    However, these restrictions on plant-based products no longer exist in the EU, with the European Parliament voting against a labelling ban in 2021, and the European Court of Justice reinforcing that in October last year after France’s government attempted to impose a similar ban.

    The ECJ ruled that no member state can prohibit companies from using terms like ‘veggie burger’, ‘plant-based sausage’ or ‘vegan bacon’ on product labels, a view echoed by France’s top court too. However, since Switzerland is not part of the EU, this decision doesn’t dictate labelling laws here.

    Wemmer called the Supreme Court’s decision “contradictory” in light of the Swiss Federal Council’s new nutritional strategy. Published last month, it calls for an overhaul of the national diet, with an emphasis on boosting plant-based nutrition, reducing food waste, and creating sustainable food environments.

    The eight-year plan chimes with the country’s latest dietary guidelines for adults, published last August, which recommend eating more whole foods and plant proteins. 

    It remains to be seen how Planted renames its offerings to meet the law’s guidelines.

    Meanwhile, meat alternatives might not be the only vegan products in jeopardy, with the federal agricultural research centre, Agroscope, last month stating that labels on non-dairy milk can “overwhelm” consumers and often be misleading.

    “More mandatory and harmonised provisions in food marketing are necessary in order to promote a sustainable and healthy diet,” it said, though also noting that eco labels have “great potential for even further use” with products like oat milk.

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  • Lack of Time & Training Holding Back Plant-Based Nutrition Support During Pregnancy

    vegan pregnancy
    5 Mins Read

    Only 72% of midwives feel prepared to advise pregnant patients on plant-based nutrition, highlighting the need for further education.

    While most midwives have a positive attitude towards plant-based pregnancies, many feel unprepared to provide advice to these patients due to a lack of time or because they feel unqualified to do so, according to a new study.

    Published in the BMC Pregnancy and Childbirth journal, the research revealed that micronutrient deficiencies and supplementation are the main concerns around plant-based pregnancies. Midwives who don’t eat meat, meanwhile, are much more likely to feel confident about advising their patients on plant-based pregnancies, but they only make up 23% of the total.

    The researchers conducted interviews with 133 midwives in New Zealand. While 96% say they feel equipped to give their patients advice on general nutrition, this level of preparedness falls to just 72% for plant-based nutrition. 14% say they’re wholly unprepared to advise on meat-free pregnancies.

    “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, with education on plant-based diets being even less well covered,” says Dr Shireen Kassam, a consultant haematologist and founding director of medical association Plant-Based Health Professionals UK.

    “In addition, most country-based dietary guidelines do not provide sufficient advice and guidance on supporting people to eat a healthy plant-based diet,” she adds.

    “From the evidence and guidance we have, a well-planned vegan diet can support a healthy pregnancy. Like with all diet patterns, some knowledge and skills around healthy plant-based eating are useful. And given that it’s still rare to find health professionals who understand vegan diets for pregnancy and lactation, we would always recommend seeking support from a nutrition professional with expertise in vegan diets.”

    Why many midwives don’t feel qualified to give plant-based advice

    plant based pregnancy
    Courtesy: BMC Pregnancy and Childbirth

    While 45% don’t experience any specific barriers towards discussing plant-based nutrition, 36% cite a lack of time, and 30% say they feel unqualified to provide such advice. Other hurdles include client disinterest, concerns about how advice may be perceived as a judgment of lifestyle choices, a lack of knowledge regarding plant-based diets, and the challenge of keeping up to date with changing nutrition advice.

    Ensuring that plant-based patients have access to evidence-based dietary information should be a primary objective of maternal care. As the researchers write: “Midwives are frequently recognised as important sources of dietary information during pregnancy. Current findings suggest a potential gap in maternity support for plant-based diet followers.”

    To that end, while almost all midwives believe that nutrition is important during pregnancy, nearly 70% say clients are responsible for educating themselves about nutrition. Despite only half agreeing that their patients are knowledgeable about their nutrition needs, 76% expect plant-based clients to have a good knowledge base.

    Meanwhile, only 7% and 3% of midwives think plant-based diets are better for mothers’ and babies’ development, with around three in 10 disagreeing – most remain neutral (63% and 68% for mothers and babies, respectively). Even so, more midwives (92%) recommend omnivore patients to adjust their diets to meet nutritional needs, compared to 84% for plant-based clients.

    “We don’t have sufficient studies on vegan diets and pregnancy at present, which is probably why there are a variety of answers to this question. 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, including midwives,” explains Kassam.

    Micronutrient deficiencies are the chief concern. Most midwives believe that plant-based diets leave patients more susceptible to iron deficiency or anaemia (78%) and a lack of vitamin B12 (75%). Over a quarter of midwives discuss vitamin and mineral intake with pregnant patients who follow meat-free diets, and a sixth recommend supplementation.

    Less than 1% encourage them to add animal proteins to their diets. And nearly three in 10 say these patients are less likely to develop hypertensive disorders of pregnancy than those who eat meat.

    vegan midwife
    Courtesy: BMC Pregnancy and Childbirth

    Public health resources need an overhaul

    The study found that most midwives have had patients who follow restricted diets, including vegetarians (encountered by 90% of care professionals) and vegans (63%).

    Meanwhile, those who follow an omnivore diet themselves are less likely to agree with the statement that vegan diets are better for expecting mothers and their infants. “Given the influence of midwives’ own diets on their attitudes and beliefs about plant-based diets, it is important midwives have access to reliable evidence-based information to inform their own diet choices,” the authors say.

    The gap in confidence in providing nutritional advice on plant-based pregnancies is nothing new – previous research shows that this phenomenon has had little improvement over 28 years of analysis, with midwives feeling unprepared to advise on plant-based diets (thanks to a lack of knowledge), and feeling least equipped in advising vegetarian clients (compared to other common nutrition-related conditions).

    plant based diet pregnancy
    Midwives’ practices towards pregnant patients on plant-based diets versus omnivorous diets | Courtesy: BMC Pregnancy and Childbirth

    That said, the preparedness to advise on general and plant-based nutrition in this latest study was higher than in previous research – in one study, 87% reported moderate to high confidence in providing general nutrition advice, but only 41% aid so for vegetarian diets.

    “Although the prevalence of formal nutrition training appears to have increased, it is possible the education standards regarding nutrition require more plant-based-diet-focused content, or recent curriculum changes are yet to be reflected within the workforce,” the researchers write.

    “Gaining relatively specialised knowledge from general public health resources is challenging, and there remains a significant information gap in terms of plant-based diets,” they add. “There is a clear need for an evidence-based, public-health resource specifically for plant-based diets during pregnancy, to minimise midwife burden and ensure clients can easily access relevant information.”

    Kassam adds: “It is clear from our own research that health professionals, including dietitians, would benefit from more teaching and training on plant-based and vegan diets, given they are becoming more popular and given that they are recognised as being necessary for their co-benefits for environmental health.”

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  • Climate-Smart Pet Food M&A: Prefera Acquires British Startup The Pack

    the pack pet food
    4 Mins Read

    The Pack, a British startup making alternative proteins for pet food, has been acquired by Prefera Petfood, a premium manufacturer founded by industry veterans.

    London-based alternative pet food maker The Pack has sold its brand to premium manufacturer Prefera Petfood, with the terms of the transaction undisclosed.

    The acquisition comes just weeks after the startup co-launched the UK’s first cultivated meat product for pets, and follows Prefera’s deal to co-produce cultivated mouse meat with another firm in Europe.

    The deal will see The Pack co-founders Judy Nadel and Damien Clarkson join the Prefera team to continue to grow their brand in Europe.

    “In joining Prefera Petfood, The Pack is going to be able to create the next generation of highly nutritious products for pets,” says Clarkson, who will remain CEO of the brand. “We are excited to combine our skills with the world-class production talent assembled by Prefera and look forward to seeing the brand grow greatly in the coming years.”

    He added that the deal would help The Pack develop innovative products and bring them to market much more quickly.

    vegan dog food
    Courtesy: The Pack

    The Pack sells brand after successful year

    Clarkson and Nadel – the pair behind agrifood investment platform Vevolution – founded The Pack in 2021, and sell both wet and dry dog food, including Europe’s first complete oven-baked plant-based kibble.

    Its products are made from pea protein, lupin beans, vegetables and herbs, and are rich in protein and micronutrients (with a digestibility rate of over 90%). Plus, the use of plant-based ingredients means its meals have a carbon footprint 17 times lower than meat-based dog food.

    The company closed an £835,000 seed funding round in December 2022 to bring its total funding to over £1M, before embarking on a crowdfunding campaign last summer. At the time, its sales were up by 39% year-over-year, with the firm “on track for our best-ever financial year”, Clarkson told Green Queen at the time.

    He had hinted at the company’s move past vegan products, and into cultivated meat. Building on that, The Pack co-developed oven-baked Chick Bites with London-based cultivated meat startup Meatly, the first company to be approved to sell these proteins in the UK.

    The limited-edition dog treats were available at Pets At Home in 50g pouches for £3.49. Clarkson labelled it a “watershed moment”, noting: “Cultivated meat offers a tasty, low-carbon, and healthy protein source, which has the potential to eliminate farmed animals from the pet food industry.”

    Pets account for 22% of the UK’s meat consumption, which is more than what British children eat every year. Meanwhile, labradors – the most popular pet dogs in the country – consume 70 million kg of meat annually, nearly 60% more than their owners.

    But environmental concerns have pushed half of global consumers to switch pet food brands or products, a number that rises slightly for millennials and Gen Zers, who are increasingly opting to have pets instead of children.

    These worries have only deepened over the year – in 2024, over a third (36%) of consumers said they were more likely to pay more for sustainable pet food than three years prior.

    cultivated pet food
    The Pack CEO Damien Clarkson, Pets at Home COO Anja Madsen, and Meatly CEO Owne Ensor | Courtesy: Meatly/Pets at Home

    Prefera continues M&A trend in plant-based sector

    Prefera, meanwhile, was formed in early 2024 by a group of industry veterans, with the team comprising former senior leaders from pet food giants, nutritionists, and veterinarians. The company is a specialist in premium wet pet food production, and sells primarily in Europe.

    “The Pack has been one of the pioneering companies in the emerging alternative protein pet food market,” said Nicola Magalini, managing partner of Prefera. He is the former CEO of Lily’s Kitchen, and also worked as an executive at Purina, the pet food brand owned by Nestlé.

    “Prefera are excited to add the brand to our growing portfolio of brands to work with Damien Clarkson and Judy Nadel, in growing the brand across Europe and expanding their range of products vastly,” Magalini added.

    Last month, Prefera partnered with US startup BioCraft Pet Nutrition to co-manufacture the latter’s cell-cultured mouse ingredient on a commercial scale. The details about the length of the partnership, the production volumes, or the deal’s financials were not disclosed.

    However, BioCraft co-founder and CEO Shannon Falconer told Green Queen: “We anticipate being able to offer meaningful volumes of our ingredient to pet food manufacturers in Europe in late 2025.” The firm recently registered its ingredient to sell cultivated meat for pets in the EU.

    The Pack’s acquisition is part of a wider trend of mergers and acquisitions in the plant-based sector, where both sales and VC dollars have dried up in recent years. US vegan pet food maker Wild Earth recently filed for bankruptcy, while companies like Wicked Kitchen, Deliciously Ella, Nuggs, Vertage, Blackbird Foods, and Allplants have all been acquired in the last 12 months.

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  • Beyond Meat Brings Back Fan Favourite: Unbreaded Chicken Pieces

    beyond meat chicken pieces
    6 Mins Read

    Beyond Meat has launched plant-based Chicken Pieces at Kroger stores across the US, marking a new iteration of its first-ever product, and the return of a fan favourite.

    At the behest of its fans, plant-based giant Beyond Meat has brought back the cult-favourite product that kickstarted the company’s journey.

    The El Segundo-based firm has reintroduced Chicken Pieces, a successor to its first-ever product, Chicken Strips, which was discontinued six years ago.

    According to the company, the new unbreaded chicken is one of Beyond Meat’s “most highly requested products”, teasing its release on its Instagram page with a post that featured countless comments from customers asking for the chicken and debuting it at Expo West in Anaheim, California this past March.

    The launch comes days after a two-decade-long study showed that regularly eating chicken could double the risk of death from gastrointestinal cancers, raising fresh concerns about advice from bodies like the UN Food and Agriculture Organization, which has supported a shift to white meat as a planetary and human health solution.

    “After several years of research to raise the bar on taste, clean ingredients, and nutrition, Beyond Meat is reintroducing our unbreaded chicken platform as Beyond Chicken Pieces,” a company spokesperson told Green Queen.

    “As a company dedicated to rapid and relentless innovation to create the most delicious and nutritious plant-based proteins, and following the introduction of our breakthrough unbreaded chicken strips, we are excited that we have truly raised the bar with this newest iteration of unbreaded chicken,” they added.

    The evolution of Beyond Meat’s chicken

    beyond meat chicken strips
    The original Beyond Meat chicken strips. Courtesy: Reuters

    While Beyond Meat may be best known for its beef burger patties today, when it first entered the retail market, it was with a plant-based chicken range, launching grilled strips in a frozen format in 2013.

    That product was the result of 20 years of research by University of Missouri professors Harold Huff and Fu-Hung Hsieh, whose formula was licensed by Ethan Brown, founder and CEO of Beyond Meat.

    The firm launched the Chicken Strips in the US market in 2012 and garnered a cult following among its customer base. However, the product failed to impress food journalists like Mark Bittman, then an influential columnist at the New York Times, who called it “bland, unexciting and not very chicken-like” when trying the strips unadulterated.

    As Beyond Meat introduced its beef and sausage analogues in the years ahead, it discontinued the OG chicken product in 2019, the same year it went public.

    The company did not respond to Green Queen’s question about why the frozen chicken strips were withdrawn from the market in the first place, though an FAQ section on its website at the time said: “We’re constantly innovating and renovating our products based on consumer feedback. Unfortunately, our Chicken Strips weren’t delivering the same plant-based meat experience as some of our more popular products.”

    It added: “But, there’s good news. We have a team of chefs and scientists who are working on getting an even better, tastier version of Beyond Chicken Strips back on retail shelves and restaurant menus as soon as possible.”

    Now, after six years, they’re finally back, this time as pieces rather than strips. “Made from simple ingredients including avocado oil, which is high in heart-healthy monounsaturated fats, Beyond Chicken Pieces offer 21g of clean plant protein per serving with only 0.5g saturated fat, no cholesterol, no GMOs, and no added hormones or antibiotics,” the company spokesperson told Green Queen.

    Like many of Beyond’s recent products, it carries certifications from the American Heart Association’s Heart-Check and the American Diabetes Association’s Better Choices for Life scheme.

    Will consumers take to unbreaded vegan chicken pieces?

    beyond chicken pieces
    Courtesy: Beyond Meat

    Beyond Meat’s unbreaded chicken pieces are made from soy protein, wheat gluten, natural flavours, avocado oil, potato starch, pea fibre, potassium salt, yeast extract, spices and seasonings, and salt. They’re available at 1,900 Kroger stores, with each 10-oz pack setting you back $8.99.

    While it may be the company’s most requested product, introducing a pre-cut unbreaded chicken analogue is an interesting choice. There are several other products like this on the market, including from The Vegetarian Butcher and Vivera, but they tend to be a hard sell for meat-eaters, which is the focal consumer demographic for plant-based meat companies.

    In a 2,700-person taste test of American omnivores, only 37% liked the market-leading vegan chicken strips and chunks, falling to 25% for the average brand, as opposed to 67% who liked the animal-based benchmark.

    Taste-testers complained of a bland, earthy and chemical flavour, as well as a weird aftertaste in the average unbreaded plant-based chicken chunks. In fact, even the plant-based leader was preferred over its conventional counterpart by just 15% of participants.

    When it comes to unbreaded chicken analogues, people prefer whole-cut filets over strips or chunks. “One of the biggest R&D opportunities across all categories was juiciness [or] tenderness,” explained Caroline Cotto, director of Nectar, the research agency that conducted the taste test. “That played out in this category clearly where perhaps the smaller pieces have more problems retaining their moisture.”

    Beyond Meat restates core focus amid whole-food demand

    beyond chicken
    Courtesy: Beyond Meat

    Plant-based meat continued to see declining sales in the US last year, dropping by 7%, just as traditional proteins like tofu, tempeh, and seitan witnessed a 7% hike in sales. This comes as consumers are looking for more whole-food options. In the UK, plant-based meat brand THIS’s Super Superfood and Oh So Wholesome’s Veg’chop, which pack plants in protein-rich blocks, lean into this trend.

    Beyond Meat did not respond to questions about market decline or the impact of the Trump administration’s policies on its business though the company said that its “core product portfolio is intended to replicate beef, pork and poultry”. When asked how it plans to straddle the line between meat alternatives and whole foods, it pointed to the Sun Sausage line it launched last year, which the spokesperson called “an important and exciting expansion of our product portfolio”.

    The Sun Sausages contain a base of yellow peas, brown rice, red lentils and faba beans, which are complemented with avocado oil, oat bran, oat fibre, and other ingredients. While the brand has touted a “clean and simple ingredient list”, each of the three flavours contains over 20 ingredients.

    Beyond Meat has been doubling down on the health messaging over the last year, battling vast amounts of misinformation from the meat industry with a new documentary, Planting Change, released last week.

    “There’s also a very strong countercurrent, which is this narrative around being highly processed and full of questionable ingredients, which is a manufactured narrative. It’s not one that actually has science behind it or much truth to it,” Brown said in an earnings call in February.

    He has previously stated that it would be arguable “whether Beyond Meat is, at its core, a plant-based meat company that delivers health and wellness, or a health and wellness company that makes plant-based meat”.

    The company’s revenues were down by 5% in 2024, though the rate of decline had slowed substantially, with losses shrinking by 52%. That said, it decided to suspend its China operations and laid off 9% of its global workforce in the last quarter of 2024. Now, it’s preparing to debut a new steak product made with mycelium, and will announce the financial results of Q1 2025 next week.

    The post Beyond Meat Brings Back Fan Favourite: Unbreaded Chicken Pieces appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Eat Just’s Single-Ingredient Protein Powder Doubles As An Egg Replacer

    eat just protein powder
    5 Mins Read

    Eat Just has added a new single-ingredient protein powder to its portfolio, made from the same mung bean base as its Just Egg. The company says the product has more protein than “anything else on the market”.

    As sales of Just Egg hike amid the avian flu crisis, its parent company is now targeting another high-in-demand product: protein powder.

    California’s Eat Just has rolled out Just One, a range of protein powders made from the same mung bean base that powers its liquid egg alternative, at all Whole Foods locations in the US.

    The unflavored, single-ingredient version is also available at Purple Carrot, and contains 30g of complete protein per serving (three heaped tablespoons, or 35g). This means it contains all nine essential amino acids, and more of them than whey, pea or soy protein, which populate the current market of protein powders.

    just egg protein powder
    Courtesy: Eat Just

    In addition, Just One comes in three flavours – chocolate-peanut butter, maple-banana, and vanilla-chai – which contain 17g of protein per serving. Each protein powder comes in a 12oz reusable aluminium tin, priced at $34.99.

    “This is more than a conventional protein powder – it’s a protein that enables you to bake, to bind, to emulsify, to make pancakes and muffins and sauces. It’s an awesome, creamy [addition] to oatmeal.” Eat Just co-founder and CEO Josh Tetrick tells Green Queen, adding that it can replace eggs and milk in a range of applications.

    “It has more protein per serving than anything else on the market. It’s an entirely new category; a new, innovative kitchen staple,” he suggests.

    Just One protein powder hailed by chefs

    “We spent years trying to find a clean, single-ingredient protein that could make it a little easier to eat better,” Tetrick said in a statement. “We’re so excited to see what folks make with it.”

    Explaining how it’s made, he tells Green Queen: “It’s exactly the same protein we use to make Just Egg. We take a bean, mill [it] into a flour, and separate the protein at high rates of speeds in a centrifuge.”

    This proprietary protein separation technology maintains the protein’s integrity during processing, allowing the resulting ingredient to gel, emulsify, leaven, bind, and more. Eat Just argues that most protein powders make food denser and grittier, but Just One makes it better.

    just one protein powder
    Courtesy: Eat Just

    It carries some clout with culinary experts too, with celebrity chef Andrew Zimmern saying: “My chefs and I have fooled around with Just One in our kitchens for the last six months. We’re in love. From pumpkin bread to mushroom meatballs and silky smoothies, this single ingredient can do it all. It’s best in class.”

    All of the flavour contains brown sugar, natural flavours, and salt, with 8g of added sugar per serving; the maple-banana powder also has banana powder and natural maple flavour, the chocolate-peanut butter version uses Guittard cocoa and roasted peanut powder, and the vanilla-chai variety has cashew powder and chai spices.

    How Just One compares with eggs to feed US protein demand

    To use Just One as an egg replacer in baking recipes, the company recommends blending 80g of the powder with 200g of water, with 50g of the hydrated mix equivalent to one egg. That means one tin of the protein powder can roughly replace 25 eggs.

    At the suggested retail price, this equates to $1.38 per egg used in baking. That’s not far away from the price of chicken eggs in some larger US cities. Plus, the mung bean powder gives bakers the ability to add 6.5 times more protein than conventional eggs.

    This will appeal to an increasingly protein-hungry American population. The number of people trying to consume more protein has been steadily increasing in the US, from 59% in 2022 and 67% in 2023 to 71% in 2024, according to a 3,000-person survey. And this year, 85% want to continue increasing the amount of protein they eat.

    vegan protein powder
    Courtesy: Eat Just

    “I think Americans love protein for all sorts of reasons – cultural, emotional, and because of evidence-based reasons,” says Tetrick. “They have loved [it], and probably will always want more of it.”

    It leaves a major opportunity for alternative protein companies, given the environmental intolerance issues associated with conventional whey protein. That said, 87% of Americans believe you need animal products to get enough protein, despite vast evidence to the contrary, so there is a need for education.

    Still, the demand for plant-based protein powders can be seen in the numbers. In 2024, retail sales of the category rose by 11% (reaching $450M), with Americans buying 30 million units (a 13% rise). They also became 2% cheaper, and were the fourth-largest category in the vegan market after milk, meat and creamer alternatives.

    Animal-free protein powders on the rise

    just egg whole foods
    Courtesy: Eat Just

    Just One is among a growing list of companies offering animal-free protein powders. Just last week, Finland’s Solar Foods announced the world’s first protein powder made from air – targeted at the health and performance nutrition market in the US – while Balletic Foods entered the space with three fermentation-derived protein powders.

    Perfect Day was one of the first companies in the world to create an animal-free whey protein powder, and lent its ingredient to CPG protein powder brand Strive Nutrition, as well as online sports nutrition giant Myprotein. And last year, Nestlé released a Better Whey product under its Orgain line last year, featuring the same ingredient.

    Elsewhere, France’s Bon Vivant has introduced a three-strong range of functional animal-free dairy protein powders, while Dutch microbial protein maker Farmless is working on a ‘brewed’ protein powder.

    Meanwhile, precision fermentation startup The Every Company has launched a sugar-free syrup with 5g of recombinant egg protein per ounce, offering consumers a new way to add protein to their diets.

    The post Eat Just’s Single-Ingredient Protein Powder Doubles As An Egg Replacer appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Oatly Posts Second-Best Earnings Since IPO, But Misinformation & Tariff Threats Loom

    oatly earnings
    6 Mins Read

    Swedish oat milk leader Oatly has slashed its losses by 73% and reaffirmed its guidance to become profitable this year, although health misinformation and the trade war could complicate things.

    Oatly has recorded its second-best quarter since its Summer 2021 IPO, cutting its year-over-year losses by 73% in Q1 2025, reaching $12.5M.

    While the company’s revenue was down slightly by 0.8%, totalling $197.5M, a lower cost of goods and the closure of its Singapore facility meant that its gross profit (up by 16%) and gross margin (up by 4.5 percentage points) have been the highest since going public.

    It has led Oatly to reaffirm its outlook of a first full year of profitable growth in 2025. Its only profitable quarter came in 2023, when it posted a profit of $44M. However, “misinformation on health” and the ongoing tariff war could throw that plan into jeopardy.

    “Key variables could influence where we would exactly land. That could be our sales guidance range. That could be our customer mix. That could be potentially foreign exchange and potentially, structure development on the tariff situation as we know,” said CEO Jean-Christophe Flatin told investors in an earnings call. “So, our plan is to continue to make this progress on our path towards our long-term gross margin target of 35-40%.”

    Oatly outperforms the plant-based milk sector despite American decline

    oatly q1 2025
    Courtesy: Oatly

    In the Europe and International segment – Oatly’s largest market – revenue decreased by 2.5% to $108M, while volume rose by 4%, thanks largely to its barista oat milk lineup. However, with a 4.6% year-on-year growth in retail, Oatly still outperformed the overall oat milk (+2.8%) and plant-based milk (+3.5%) categories.

    It’s unclear whether Oatly will be affected by the proposed change to the UK’s soft drinks industry levy, which will see milk drinks and plant-based alternatives with 4g or more of added sugar per 100ml get taxed. This excludes natural sugars that come from ingredients like oats, so the only Oatly products that would have been affected are its flavoured milks – though they contain 3.3% of added sugar, according to the ingredients on-pack.

    As whole milk and raw milk enjoy a resurgence in the US, the firm saw an even bigger decline of 11% in North America, recording $60M in revenue in the 12-week period. This was accompanied by an 11% volume decrease too. “We’re navigating a change in sourcing strategy at our largest customer, and second, we’re going through an SKU rationalisation on certain frozen items,” explained COO Daniel Ordonez.

    Here too, though, Oatly outperformed the wider category in retail, where its losses were at 4.5%, compared to 5.6% for all oat milks, and 5.5% for the overall plant-based milk sector. And when discounting non-recurring costs – also known as adjusted EBITDA – its performance in this region improved with a profit of $1.1M, compared to a loss of $400,000 12 months ago.

    Meanwhile, the Greater China segment was the only region where Oatly recorded revenue growth in the first quarter of 2025, although this is the company’s smallest market by some distance. Revenues jumped by 38% to $30M, driven by sales to a new foodservice consumer and entry into the club consumer segment in retail.

    One of Oatly’s ongoing priorities is to “aggressively pursue cost efficiencies”, with the business reducing its cost of goods per litre by 15% compared to Q1 2024, and 6% to the previous quarter. “Our teams have done a stellar job, leveraging our fixed assets with volume growth, finding additional efficiencies, renegotiating contracts, as well as rightsizing our network, including plant closures,” said Ordonez. “This translates into a year-on-year total cost of goods reduction of $10 million.

    How Oatly plans to ‘ignite positive momentum’

    oatly malibu ice cream
    Courtesy: Oatly/Malibu

    Another priority for Oatly is to “ignite positive momentum” on a global scale, for which it has a three-pronged strategy. One pillar involves expanding the availability of its products, while another entails increasing its relevance to consumers by leveraging the growing momentum of its barista line in the coffee space.

    “Relevance does not start and stop with the product – Oatly is a generational brand that maintains its cultural edge with millennials and Gen Z,” noted Ordonez. Over the last year, the company has struck several partnerships to drive “cultural relevance and conversion into oat milk”, including with Nespresso, Malibu, and British rapper Giggs.

    The second strategy is to attack barriers to oat milk, primarily “preconceptions on taste and misinformation on health”. Ordonez said Oaty was dialling up its model of driving foodservice experiences and helping customers recreate those at home with retail purchases.

    “There is a taste bonanza and a flavour bonanza going on in coffee around the world, and our teams are intimately woven into this community. So, whether in a coffee shop in Shanghai, Brussels, Mexico, Dubai or Boston, Oatly is uniquely positioned to bring the hottest emerging global taste trends to their menus,” he noted.

    The company is working with its foodservice clients to revamp their menus and better cater to Gen Z and current and future trends, which would help it achieve 50% household penetration.

    “Coffee is massively, drastically evolving from hot latte art a few years ago only, where millennials were driving the world of coffee, into Gen Z, who are driving beverages and cold beverages,” said Flatin, citing the “matcha phenomenon“. “Most of our very large customers are trying to evolve and catch up with that trend.”

    Tackling dairy and oat milk misinformation

    dairy misinformation
    Courtesy: Oatly

    Oatly is going big on tackling misinformation around the health impact of oat milk, mirroring a larger issue for the plant-based sector. Nowhere is the influence of the dairy lobby more clear than the US, where influential groups have pushed educational materials presenting milk as a healthy and necessary choice for students, following years of campaigns to make it an integral part of school meals.

    Dairy associations spent $7.6M on lobbying in 2024 alone, and over the years have been targeting the same demographic as Oatly: Gen Z. In 2022, Dairy Farmers of America collaborated with YouTuber Sean Evans – host of First We Feast’s Hot Ones, where guests eat spicy chicken wings – to promote milk as a safeguard for spicy foods that can “also help keep the planet from getting too hot”. Evans’ content included a sponsored video on National Farmers Day to promote pro-milk facts.

    Meanwhile, Dairy Management Inc tapped social media influencer Jimmy Donaldson – better known as MrBeast – to promote the National Dairy Checkoff’s #UndeniablyDairy campaign. He was chosen for his popularity with Gen Z to portray how dairy is a “wellness solution” produced in an “environmentally friendly” way.

    Oat milk specifically has received bad press in recent months, with influencers and media outlets pointing to blood glucose spikes, its low protein content, the inclusion of ultra-processed additives like emulsifiers and acidity regulators, and its purported effects on bloating.

    How does Oatly plan to combat that? “Instead of creating more noise, we have been systematically engaging with registered and renowned dietitians, nutritionists and key opinion leaders, arming them with science-based facts about our category and our products, so they can be advocates for the truth,” said Ordonez, who called the science behind Oatly’s offerings “unequivocal”.

    He believes people are simply getting tired of the noise about, say, how many pimples you’ll get by drinking oat milk. “We are indeed building alliances, be it in Brussels or at The Hill, be it with some thinkalike partners of ours and… public education,” he said

    “While there’s plenty more to do to ensure that the public is not being misled, our tracking data shows that negative media coverage has declined very significantly compared to last year. So, we’re making progress on ensuring the discussion on our category is balanced and honest.”

    The post Oatly Posts Second-Best Earnings Since IPO, But Misinformation & Tariff Threats Loom appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Future Food Quick Bites: Gordon Ramsay x Flora, Hyper Oat Milk & Vegan School Meals

    gordon ramsay flora ad
    4 Mins Read

    Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Gordon Ramsay’s partnership with Becel, a new vegan egg in Italy, and Spain’s plant-based school meal decree.

    New products and launches

    Celebrity chef Gordon Ramsay has taken his partnership with plant-based dairy giant Flora Food Group global, appearing in a replica Skip the Cow ad (minus the expletives) for its Canadian dairy-free butter brand Becel.

    In the UK, Quorn has added two new flavours to its mycoprotein-based deli slices range. The tomato-basil flavour can be found at Sainsbury’s and Asda, and the garlic-herb variant at Tesco, both for £2.60.

    As whole-food plant-based food surges in the UK, The Tofoo Co introduced a Thai Burger and Southern Fried Pieces, which will retail at Waitrose and Tesco, respectively, for £3.

    Speaking of whole foods, vegan seafood player Happiee! has launched what it claims is the UK’s first ready-to-cook lion’s mane mushroom chunks. They’re available in original and teriyaki flavours, retailing for £4 per 180g pack at 240 Sainsbury’s stores.

    lion's mane mushroom uk
    Courtesy: Happiee!

    Confectionery giant Mars has rolled out a new Honeycomb for its dairy-free Galaxy range in the UK. Combining cocoa and hazelnut paste with honeycomb pieces, the bar is available at Sainsbury’s for £1.50.

    Ice cream maker Oppo Brothers has launched a better-for-you vegan sorbet range called Oppo Refresh, available in Sicilian Lemon & Strawberry, Alphonso Mango & Passionfruit, and Raspberry Coulis Swirl flavours for £3.75 per three-pack.

    Also in the UK, oat milk brand Minor Figures has launched the Hyper Oat line it had unveiled at Expo West. Available in berry, turmeric, matcha, and mango variants, the milks contain adaptogens and nootropics. The berry and mango flavours are available at Waitrose for £3 per 750ml bottle, followed by a wider launch in the coming months.

    minor figures hyper oat
    Courtesy: Minor Figures

    In Spain, plant-based meat leader Heura has rolled out a Fine Herbs chicken burger to cater to the country’s affinity for white meat, one of several products planned for this year.

    Italian plant-based producer The Bridge has launched a vegan liquid egg called Veg Egg, which is made from soy milk and soy protein.

    Across the Atlantic, South Korea’s Unlimeat has brought its flagship Korean BBQ Bulgogi and Pulled Pork Original products to 300 Kroger-affiliated stores in the US, including Ralphs, Fred Meyer, King Soopers, and Smith’s.

    unlimeat
    Courtesy: Unlimeat

    Californian biotech firm Checkerspot has developed what it says is the world’s first high-oleic palm oil alternative made entirely via microalgae fermentation.

    Company and finance updates

    US animal-free dairy startup DeNovo Foodlabs has formed a 50:50 joint venture with Earth First Food Ventures called PFerrinX26 to scale up the production of precision-fermented lactoferrin protein. They will announce a manufacturing partner soon, and plan to build facilities to produce 300 tonnes of the protein within the next decade.

    LoveRaw, the cult-favourite British vegan chocolate brand known for its Ferrero Rocher and Kinder Bueno copycats, has been rescued from administration by Bulgarian plant-based producer Smart Organic, after investment and supplier challenges disrupted the former’s operations and revenue.

    loveraw chocolate
    Courtesy: LoveRaw

    Mycelium Technologies, the French parent company of mycelium protein brand Mycfoods, has kickstarted its first fundraising round, with a €750,000 target. It plans a subsequent €4.5M round next year.

    French plant-based companies Hari&Co, Accro, HappyVore, La Vie and Swap Food have formed InterVeg, a coalition aimed at accelerating the transition to a plant-based diet via constructive dialogue with policymakers and promotional campaigns.

    Policy and research developments

    In a big win for the protein transition, Spain’s Council of Ministers has approved the Royal Decree on Healthy and Sustainable School Cafeterias, which contains a provision to protect children’s right to a 100% plant-based menu in schools, as well as increase legume consumption.

    new wave biotech
    Courtesy: New Wave Biotech

    What makes a lean startup? Singaporean sustainable food production platform Nurasa and AI-based precision fermentation facilitator New Wave Biotech have released a whitepaper to help ingredient manufacturers “reimagine the five core lean startup principles” for the food tech world.

    Researchers from the US have devised a new 3D printing process to make vegan calamari, using mung bean protein isolate, powdered light-yellow microalgae, gellan gum, and canola oil.

    At the University of Florida, researchers are testing a new kind of cattle feed that could help dairy cows release less methane and use nutrients more efficiently.

    Finally, in Norway, scientists are proposing kelp and other seaweed species, as well as plant residues, as an alternative to blood and other animal-derived inputs to use as culture media for cultivated meat.

    Check out last week’s Future Food Quick Bites.

    The post Future Food Quick Bites: Gordon Ramsay x Flora, Hyper Oat Milk & Vegan School Meals appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Plant-Based Milk Brands Are Going All-In On Replicating Dairy – Will Consumers Sip?

    eclipse non dairy whole milk
    5 Mins Read

    A wave of ‘not milks’ is on the rise, attempting to replicate dairy instead of merely replacing it, but previous efforts have seen mixed success.

    From Japan to the US, plant-based milk brands are hoping to tackle the resurgence of dairy with ultra-realistic alternatives that match cow’s milk on flavour and texture, branding them with monikers like ‘Not Milk’ or ‘Like Milk’.

    It’s a concept that was first popularised by Chile’s NotCo, whose NotMilk – made from a blend of ingredients identified by artificial intelligence (think peas, pineapples, and cabbage) – took the US by storm for its likeness to conventional dairy.

    The idea was that traditional plant milks didn’t necessarily deliver on flavour. Soy was too beany, oat too cereal-like, and coconut, well, too coconutty. Consumers were left wanting more. In 2023, research suggested that despite 44% of US households buying non-dairy milk, a third of Americans still hadn’t found an alternative that met all their needs.

    A recent global survey found that among the people who don’t purchase plant-based milk, nearly six in 10 are open to making the shift if their needs are met. The problem? Unsatisfactory taste or texture, which remains the primary barrier and leaves 57% of consumers resistant to drinking dairy-free alternatives.

    This is why some plant-based milk brands are now focusing on replicating the flavour of cow’s milk, as opposed to just offering a non-dairy alternative that may not taste similar. NotCo did it first, and Alpro followed soon after – but will this approach be successful?

    plant based barriers
    Courtesy: Roland Berger

    Replicate, don’t imitate

    Last week, California’s Eclipse Foods debuted a Non-Dairy Whole Milk for coffee shops, bakeries, smoothie bars and other foodservice outlets.

    “Unlike most plant-based milks that aim to imitate traditional dairy milk, Eclipse’s latest innovation truly replicates milk,” the company explained in a press release. Its team isolated proteins from peas and chickpeas to replicate the molecular structure of milk.

    The new product focuses on “flavour, stability, sweetness, and whiteness”, which Eclipse Foods argued are the main categories where most non-dairy milks fall short. Its innovation is said to foam in both hot and cold temperatures, and hold that foam for as long as cow’s milk.

    The brand says it’s inspired by Hokkaido, the dairy-famous region in Japan. So it’s fitting that in the East Asian country, another non-dairy company is hoping to reproduce the flavours of milk.

    like milk
    Courtesy: Asahi Group

    Asahi Group, the holding company of the eponymous beer giant, this month began test sales of Like Milk, an animal-free milk made from yeast. The firm leverages fermentation to achieve this result, feeding yeast with sugar, powdering the extracted biomass, and mixing it with plant-based ingredients.

    It contains an equivalent amount of protein to dairy and soy milk, and lots more fibre. In addition, it’s free from 28 common allergens, and positioned as a product that “can be used in every aspect of daily life in the same way as milk”.

    Asahi’s technology boosts the yeast’s emulsifying properties and removes its unique flavour to leave a mellow-tasting vegan alternative reminiscent of dairy. Like Milk is set to be released nationwide next year.

    Fermentation is also the star of Koatji’s Koji Oat Milk, which is crafted by Michelin-starred chefs. While the brand doesn’t specifically market the product as a dairy replica, it suggests that the combination of oat milk with the enzymes used to make miso imparts a depth of flavour to “create the plant milk of the future”.

    koatji
    Courtesy: Koatji

    Do consumers want dairy-like non-dairy milk?

    These plant-based milk innovations rival other newcomers that are targeting aspects like nutrition (see Whole Moon and Potina), sustainability (Força Foods and Kern Tec), and premiumisation (Tách and PKN).

    It comes amid a resurgence of dairy consumption in some parts of the world. In the UK, while conventional dairy sales increased by 6% in January, plant-based analogues only saw a 1% hike. Across the Atlantic, sales of dairy milk grew by 2% in the US last year, with raw milk intake up by 18% (albeit from a smaller base) – in contrast, the country saw a 6% decline in plant-based milk consumption.

    Can meeting the thirst for cow’s milk with ‘exact’ replicas help vegan brands attract more consumers? Companies like Eclipse Foods and Asahi are betting on it, though the category’s history to date shows middling returns.

    NotCo’s Not Milk is no longer as widely available in the US, though that could be more to do with the firm’s shift in approach and the handover of its North American operations to Kraft Heinz.

    However, some notable examples come from Danone. In the US, the dairy giant discontinued its Silk Nextmilk and So Delicious Wondermilk SKUs, both alternatives said to replicate the molecular composition and taste of cow’s milk. The company didn’t give a reason for the withdrawal, saying at the time it was “prioritising our efforts on innovation across our product portfolio to deliver on evolving consumer preferences, including functional and nutritional needs”.

    alpro this is not milk
    Courtesy: Alpro

    And in the UK, Danone recently pulled its This Is Not M!lk range under the Alpro brand, as revealed by Green Queen last month. “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 a subsequent email.

    “As such, we decided to focus on the great taste of our core oat range and discontinued This is Not M!lk in the UK towards the end of 2024,” he added. “We have no plans to bring this back to the UK at the moment… However, it continues to be enjoyed by consumers across several markets in Europe.”

    Indeed, for many consumers, non-dairy milk simply tastes better. One global survey found that two in five respondents buy plant-based milk for its taste superiority. It’s why you see so many people who aren’t vegan or lactose-intolerant opting for an oat milk latte – and research shows one in five Americans who purchase vegan alternatives also put cow’s milk in their shopping carts.

    So will products like Eclipse Foods’s Non-Dairy Whole Milk and Asahi’s Like Milk help turn the tide for plant-based milk? Or will they go the same way as Danone’s attempts? Only time – and consumers – will tell.

    The post Plant-Based Milk Brands Are Going All-In On Replicating Dairy – Will Consumers Sip? appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Planting Change: Beyond Meat Links Beef to Big Tobacco in New Documentary

    beyond meat documentary
    6 Mins Read

    As one of the world’s largest plant-based meat companies, Beyond Meat has hit back at the livestock industry with a new documentary.

    Is beef just the new tobacco?

    That’s one of the central claims in a new short film by Beyond Meat, a plant-based giant looking to clear the headwinds that have plagued it in the last few years.

    In Planting Change, a fast-paced nine-minute documentary, the El Segundo-based firm tackles the health and environmental impacts of plant-based meat, the effect on farmers, and, of course, the misinformation campaigns from the meat industry.

    “American beef producers are following a very similar playbook to the tobacco industry – of undermining science and of creating counternarratives that suggest that plant-based products are somehow harmful,” says Dr Robert K Jackler, a professor at the Stanford University School of Medicine, and the founder of the Stanford Research Into the Impact of Tobacco Advertising group.

    Really, though, the livestock industry is only concerned about one thing: its bottom line. “Their concern is that plant-based meats will begin to eat into their sales and harm their profits,” says Jackler.

    red meat misinformation
    The meat industry has used the tobacco playbook to spread misinformation | Courtesy: Beyond Meat

    And for a while, they were. At the turn of the decade, Beyond Meat was at the height of its popularity, with a successful IPO and major celebrity endorsements taking the brand’s valuation to $14B at its peak. With Covid-19 soon confining Americans to their homes, they became more health-conscious and actively began swapping out beef.

    Of the $10.7B invested in plant-based food companies since 2015, $4.2B came in 2020-21, when sales of meat alternatives reached record highs. And in the two years since the pandemic, conventional meat consumption dropped by 4kg per person in the US.

    Things have taken a turn in the year since. In 2024, meat made a comeback – driven by a shifting cultural and political landscape – with sales reaching record highs. Purchases of vegan alternatives, however, were declining.

    So the “playbook” Jackler says the beef industry employed has been successful. Beyond Meat, one of this campaign’s biggest and most frequent targets, has felt the squeeze, with sales sliding for nine consecutive quarters until the latter half of 2024. The documentary, it seems, is its answer to Big Meat.

    Beyond Meat tackles UPF concerns through documentary

    beyond meat ultra processed
    Plant-based meat can be reformulated, cows cannot | Courtesy: Beyond Meat

    For a while now, there’s one statistic that Ethan Brown – Beyond Meat’s founder and CEO – has been using to illustrate the impact of the meat industry’s misinformation campaign: in 2020, more than half of Americans felt that plant-based meat was good for them, a number that fell to 38% two years later.

    Amid attacks on long ingredient lists and ultra-processing, the company changed tack in 2023, airing a marketing campaign focused on farmers. Months later, it took another turn, this time going all-in on health.

    “We faced a fundamental choice, and that was to either bang our fists on the table and explain the health benefits of our products. Or, to take a look inward and say: ‘How do we make our products even healthier? How do we make them unassailable from a health perspective?’” Brown says in the documentary.

    Beyond Meat did a little bit of both. It reformulated its core product line in collaboration with “leading medical and nutrition experts”, including Stanford professor Dr Christopher Gardner (who was behind the famous ‘twin study‘ featured in Netflix’s You Are What You Eat) and renowned dietitian Joy Bauer. At the same time, the company refreshed its packaging to put health claims like ‘75% less saturated fat’ and ‘no cholesterol’ compared to beef.

    beyond burger
    Courtesy: Beyond Meat | Graphic by Green Queen

    Dr Kristi Funk, a breast cancer surgeon and advocate of whole-food plant-based nutrition, explains the difference in the film. When you cook meat, as soon as the heat interacts with the creatinine, it forms highly carcinogenic compounds.

    “When you grill, sauté or barbecue a Beyond Meat burger, you’re not making any appreciable carcinogens,” says Funk. “The protein sources are healthful foods – peas, lentils, brown rice, faba beans.”

    Dr Matthew Nagra, who led research on the heart health impact of meat and vegan alternatives, explains: “One of the underappreciated aspects of plant-based meat alternatives is that we can reformulate them. You can’t do that with a cow.”

    The documentary also sheds light on how Beyond Meat’s faba bean steak is made, in an effort to answer critics of ultra-processed foods. “The farmer plants the crop. The plant is harvested. Then it’s milled. The flour is placed in the air chamber. Because the density and size of protein and starch are different, they naturally separate,” explains Brown.

    “We then take the protein, blend it with wheat, and we run it through heating, cooling and pressure to restructure the form of that protein into animal muscle,” he continues. This is then mixed with natural flavours and colours and plant-based oils to form the Beyond Steak.

    What about the farmers?

    beyond meat ad
    Courtesy: Beyond Meat

    Beyond health, one of the other major criticisms of plant-based meat surrounds the people who grow our food. If we eat plants, what happens to our ranchers?

    This argument misses the reality of climate change. There’s simply not enough land or water to feed Americans as much beef as they’re projected to eat over the coming decades. When it comes to polluting foods, beef is as bad as it gets.

    Our insatiable demand for meat has led the industry to convert wild habitats into land for livestock grazing, resulting in significant biodiversity loss. Producing Beyond Meat requires 97% less land and water, and generates 90% fewer emissions.

    “For us to solve climate change, beef consumers have to consume less,” says Timothy Searchinger, a researcher at Princeton’s Center for Policy Research on Energy and the Environment. “Not none,” he adds, “but less.”

    The short film also features several endorsements from farmers in the Midwest. For one farmer in Montana, having red lentils has made a big difference for his farm, as well as agriculture across the state. This is because the pulse crops grown for Beyond Meat don’t need as much water or any synthetic fertilisers.

    He also suggests that these crops are fuelling some hope into the younger generation to take up the profession – a major point of concern for the industry. A fava bean farmer in North Dakota, meanwhile, says the return on investment has been 20-25% higher than other crops.

    Oswald Schmitz, a population and community ecology professor at Yale University’s School of the Environment, puts it best. “One of the really cool opportunities for cattle ranchers is to get them to change their mindset from being livestock producers to carbon ranchers.

    The short film does feature some compelling arguments about the need to diversify our protein sources, but in an America where regenerative beef and tallow are all the rage, and UPFs are public enemy number one, will consumers bite?

    Brown ends the film with a hopeful message: “[If] you fearlessly confront the questions of our time and refuse to go numb in defeat, there is truly hope and a path forward in eating closer to the sun.”

    The post Planting Change: Beyond Meat Links Beef to Big Tobacco in New Documentary appeared first on Green Queen.

    This post was originally published on Green Queen.

  • British Startup THIS Targets Anti-UPF Demand with Whole-Food Plant Protein Range

    this super superfood
    5 Mins Read

    THIS, the UK startup famous for its plant-based meat analogues, has introduced a new product format that champions whole foods and has more protein than tofu.

    After years of building its brand around products named THIS Isn’t Chicken and THIS Isn’t Beef, London-based startup THIS has announced a new range of plant-based products that it says are not meant to replicate animal meat, while still offering shoppers a centre-of-plate protein option.

    The food tech innovator has launched THIS Is Super Superfood, which it describes as a “next-generation” plant protein that can compete with traditionally vegan protein-rich ingredients like tofu and tempeh. It’s geared towards a UK population currently looking for minimally processed whole-food options, just as meat alternatives struggle to capture wallet share.

    The new product range comes in a 250g block format, as well as a 180g pack of lemon-and-herb-marinated pieces, with both retailing at £3.95. They will roll out at Tesco and Waitrose and on Ocado by the end of this month, and in Sainsbury’s and Asda (only the Super Block) in May.

    They contain fava bean protein, a range of seeds, and vegetables to offer consumers a protein rich in fibre, omega-3, and iron, and contribute to your five-a-day. The block and pieces can be used for stir-fries, curries, pasta and ramen dishes, among others, and importantly, the protein holds its texture when fried in a pan.

    With the Super Superfood, THIS is aiming to fill a gap in the category by delivering on health, convenience and flavour.

    “Two years ago, I thought of the idea in the shower, whilst my cat was watching me,” THIS co-founder Andy Shovel said last week. “Since then, the team have done an amazing job of developing them, building a supply chain for them, perfecting their branding, and selling them in… I think these have a shot at really disrupting the plant-based food category.”

    Is this the next generation of plant-based protein?

    this plant based
    Courtesy: THIS

    Luke Bryne, innovation director at THIS, explained that the Super Superfood range is a testament to how simple ingredients can be transformed into something “truly innovative”. “Our innovative superfood technology harnesses the natural synergy of beans, seeds, and mushrooms to create an entirely new plant-based texture,” he explained.

    “At its core, we use fava bean protein as the primary source of protein, blending it with shiitake mushrooms, celebrated for their rich umami depth and unique texture. To further enhance the sensory experience, we incorporate selected seeds that add layers of complexity and mouthfeel.”

    The products contain pumpkin seeds, flax seeds, hemp hearts, and chia seeds, while the shiitake mushrooms are complemented by spinach. They contain 18g of protein per 100g, on par with tempeh and 9% higher than the UK’s bestselling tofu from The Tofoo Co.

    The protein concentration is lower than conventional animal proteins like chicken or beef, as well as THIS’s own meat alternatives – though given that the UK overconsumes protein by 44-55% than what’s recommended, the company is betting on the fact that they will still hold appeal for the average British consumer.

    In fact, THIS plans to lean into the demand for nutritious plant proteins with a texture that matches consumers’ expectations. “This cutting-edge approach allows us to craft a next-generation plant-based protein – one that is not only nutritious, but also elevates texture and taste to unprecedented levels,” says Bryne.

    THIS CEO Mark Cuddigan added: “We have created a whole new plant-based protein and texture using nothing but natural ingredients – it’s like discovering a new superpower. We think that’s pretty super… so much so, we named it twice. The plant-based category is evolving, and THIS Is Super Superfood offers consumers something new.”

    New range meets consumer demand, but THIS’s meat alternatives here to stay

    this isn't chicken
    Courtesy: THIS

    The launch of the Super Superfood was teased by Cuddigan last year, when he said the company was developing a ‘tofu-life’ superfood with more nutritional value than anything currently on the market. The company’s £20M Series C round was also earmarked to roll out new products catering to “evolving consumer health preferences”.

    There’s a heightened demand for whole-food plant-based options in the UK. While sales of plant-based meat slid by 7% last year, tofu expanded its market share, reaching 9% of households. One of the best-performing meat-free brands, meanwhile, was tempeh maker Better Nature, whose sales grew by 476% (albeit from a small base). And searches for ‘high protein’ on online grocer Ocado doubled in 2024, with interest in plant-based sources like lentils up by 18%, chickpeas by 27%, and edamame by 44%.

    “People are less focused on vegan food vs non-vegan food. Instead, they’re looking for food that’s good for them, the planet and animals vs food that’s not,” Better Nature co-CEO Elin Roberts told Green Queen earlier this year.

    Consumers are increasingly apprehensive about ultra-processed foods (UPFs), which make up 57% of the average Brit’s diet, and up to 80% when it comes to children or people with lower incomes. Plant-based meat has suffered from a loss of confidence due to its classification as a UPF, driven by some misleading coverage by national media outlets.

    “There’s so much misinformation out there now – people don’t know what to believe. Is vegan food good or bad?” noted Roberts. “Nutrition can be complex. That’s why messaging that is focused on eating more plant-based whole foods is resonating better – you can’t go too far wrong there.”

    It’s this philosophy that drives THIS’s new superfood range. And it’s not the only brand taking this approach – Oh So Wholesome uses a similar concept, packing whole plants like quinoa, red lentils, split peas, seeds, and vegetables into blocks that can be used in a variety of dishes. Its product line, called Veg’chop (formerly Vegbloc), will launch at Tesco on April 28, the same day as THIS’s Super Superfood.

    That said, THIS’s meat alternative line – which helped the brand grow by 33% to reach £22M in sales last year – isn’t going anywhere, Cuddigan noted. “We’re just growing. We still make the best plant-based meat alternatives, but now we’re giving consumers more options,” he said.

    “The future for the plant-based category is about creating something for everyone, whether you’re a meat-lover, flexitarian, or fully plant-based. So whether you want meat-like texture or whole-food protein, we’ve got you covered.”

    Still, THIS and other plant-based meat makers will need to navigate a fine line: catering to a new set of whole foods-focused customers without alienating the core fans of their original line of plant-based meat replacement products.

    The post British Startup THIS Targets Anti-UPF Demand with Whole-Food Plant Protein Range appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Future Food Quick Bites: Earth Day, 30 Under 30 & Spirulina Salmon

    forbes 30 under 30 2025
    6 Mins Read

    Our weekly column rounds up the latest sustainable food innovation news. This week, Future Food Quick Bites covers Purple Carrot’s partnership with Fable Foods, Gosh!’s new points-based packaging, and SimpliiGood’s spirulina-based salmon.

    New products and launches

    Plant-based meal company Purple Carrot has added Fable Foods‘s Pulled Shiitake mushrooms to its lineup, including the Bluff Bourguignon Stew and BBQ Burnt Ends kits.

    purple carrot fable shiitake
    Courtesy: Purple Carrot

    US non-dairy creamer brand Laird Superfood has released a larger 750ml pack of its functional-mushroom-infused coffee creamers, which come in Unsweetened, Sweet & Creamy, Cinnamon and Vanilla flavours.

    In the UK, ready-to-eat vegan food brand Gosh! has revamped its packaging with a new ‘Plant Points’ system aimed at supporting the goal of eating 30 plants a week. Each point denotes the inclusion of a fruit, vegetable, whole grain, legume, or seed, and each of the brand’s products has a minimum of six points.

    gosh plant based
    Courtesy: Gosh!

    To mark Earth Day (April 22), Dutch cultivated pork startup Meatable has joined forces with Food Tank, the United Nations Global Compact, and The Hunger Project to tackle climate change and global hunger through the food system.

    Also in honour of Earth Day, Indian plant-based brand Blue Tribe – backed by actress Anushka Sharma and cricketer Virat Kohli – has launched an Eat Green Initiative to promote sustainable eating. The weeklong campaign (April 22-28) sees employees and influencers share recipes made with the company’s products.

    At the ongoing Expo 2025 Osaka, members of Japan’s Cultivated Meat Future Creation Consortium are showcasing 3D-printed cultured meat and an at-home marbled meat maker, aiming to commercialise the products by 2031.

    Company and finance updates

    Indian plant protein manufacturer Proeon Foods has secured a €1M grant from the Province of South Holland, as part of the European Regional Development Fund, for its EGGcellent project. The startup is working with precision fermentation firm Vivici, Applikon Biotechnology, and Planet B.io to develop an egg alternative for industrial baking applications.

    Relsus, a Singaporean producer of functional plant-based ingredients, has opened a commercial-scale manufacturing facility in Ujjain, India.

    vegan cheese spain
    Courtesy: Quevana

    In Europe, cashew cheese maker Quevana has opened a 2,400 sq m facility in Segovia, Spain, which will double its capacity to over 400,000 units of fermented dairy-free cheese each month.

    Swiss vegan seafood startup Catchfree has raised $1.45M in seed funding to scale up production and commercialise its plant-based shrimp, fish burgers, and fish bites this summer.

    Elin Roberts and Christopher Kong, the co-founders and co-CEOs of British tempeh startup Better Nature, have been named in the Art & Culture of Forbes‘s 30 Under 30 list.

    spirulina salmon
    Courtesy: SimpliiGood

    Armed with a $4M grant from the Israel Innovation Authority, AlgaeCore Technologies‘s SimpliiGood has secured European approval to commercialise its spirulina-based smoked salmon alternative. It is now pursuing clearance in the US too, has pilots with several companies, and will launch its first products as part of private-label brands within the next six months.

    Alternative protein think tank The Good Food Institute is experiencing a change at the top, with CEO Ilya Sheyman departing in June. Jessica Almy, senior VP of policy and government relations, will take over as interim chief as the organisation hunts its next CEO.

    Likewise, at US molecular farming pioneer Moolec, co-founder Gastón Paladini has stepped down as CEO.

    moolec science
    Courtesy: Moolec Science

    Californian vegan frozen foods maker Sunday Supper has expanded its executive team, adding Spencer Oberg as CEO, Matt Williams as head of sales, and Chris Hays as CMO, as it kickstarts a $2.5M seed funding round.

    Meanwhile, the Canadian province of Nova Scotia has invested $5M in the newly opened Neptune Bioinnovation Centre in Dartmouth. The 4,738 sq m facility will offer precision fermentation and spray drying capacity, and is set to create over 2,400 jobs and contribute $334M to the region’s annual GDP.

    neptune bioinnovation centre
    Courtesy: Government of Nova Scotia

    Event organiser Emerald Expositions has acquired the Plant Based World Expo and its media platform, Plant Based World Pulse, from JD Events for an undisclosed sum. The deal includes both the North American and European editions of the show.

    Research and policy developments

    Amid the hike in dairy sales in the UK, plant-based milk is also on the rise for the first time since 2022, with sales volumes up by 2.1% between February 2024 and 2025. Oat milk is the leader, with a 7.2% growth in that period – it’s set to take 40% of the non-dairy market this year, according to Kantar.

    In related news, British bakery chain Gail’s has dropped the surcharge on soy milk after a Peta campaign, offering the alternative for free from May 21. However, it will still ask customers to pay 40-60p extra if they want oat milk.

    gail's oat milk
    Courtesy: Gail’s

    The US Department of Agriculture has cancelled the $3B Partnerships for Climate-Smart Commodities programme that aimed to promote environmentally friendly farming practices. The revocation of the Biden-era initiative is part of the Trump administration’s sweeping climate rollbacks.

    In Canada, meanwhile, candidates from all four major political parties will participate in an election debate about animal protection today (April 23), organised by a group of animal welfare organisations, including Animal Justice and World Animal Protection.

    chocjes
    Courtesy: Kai Kitschenberg/Funke Foto Services

    In its TrendTracker 2024 report, food giant Cargill found that 73% of consumers want their governments to set stricter environmental standards for the chocolate supply, just as European plant-based chocolates and desserts grew by 25% annually between 2019 and 2023.

    Swapping out red meat for plant-based alternatives and choosing non-dairy milks can help cut the average Australian household’s emissions by six tonnes a year, research by the George Institute for Global Health has found.

    lactic acid plant based
    Courtesy: Technical University of Denmark

    Finally, researchers from Novonesis and the Technical University of Denmark suggest that the bacteria in lactic acid could help reduce off-flavours and degrade anti-nutrients in plant-based dairy products, enhancing their taste profile and nutrient bioavailability.

    Check out last week’s Future Food Quick Bites.

    The post Future Food Quick Bites: Earth Day, 30 Under 30 & Spirulina Salmon appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Celeb-Backed Vegan Burger Chain Neat Shuts Final UK Sites After Series of Global Closures

    lewis hamilton neat burger
    4 Mins Read

    Neat, the vegan burger chain backed by Sir Lewis Hamilton & Leonardo DiCaprio, has shut its remaining UK locations, after a spate of closures over the last 18 months.

    Popular plant-based fast-food chain Neat has closed its two remaining sites in the UK, where it originated in 2019.

    The celebrity-backed burger restaurant – which has had over a dozen locations in four countries – now only has two sites remaining in Milan, following closures in London, New York City and Dubai over the last 18 months.

    The closure of the Camden and Wembley stores in London will potentially affect 150 jobs, and follows a challenging financial period for Neat.

    “We have no further comment at this time, other than to confirm that the business has taken the difficult decision to close its UK restaurants,” a company spokesperson told The Sun, which first reported the news.

    Neat’s UK closure marked by mounting losses

    neat burger
    Neat at the 2025 Met Gala afterparty | Courtesy: Neat

    Previously called Neat Burger, the chain opened to much fanfare in 2019, with Formula One legend Sir Lewis Hamilton an early backer, and actor Leonardo DiCaprio and footballer Thibaut Courtois joining as investors in subsequent rounds.

    The company has raised over $25M and was valued at $100M in 2023, when it charted a path for expansion both domestically and outside the UK. However, this followed years of Covid-19-related turmoil for hospitality and foodservice businesses, and Neat wasn’t immune to the fallout.

    In 2022, the company posted a £7.85M loss, up by 145% from the £3.2M loss reported in 2021. (Its 2023 accounts are overdue by a month, according to the UK’s Companies House.

    This led to the closure of five UK restaurants in 2023, halving its footprint in the country. The chain also shelved plans to open four more locations here. The company attributed the losses to a drop in footfall in London’s financial district and West End due to the rise of post-pandemic hybrid working patterns, as well as a decline in demand for food delivery.

    “We believe that sometimes, taking a step back is necessary to make a bigger leap forward,” Neat said at the time. “We remain deeply committed to our mission of providing delicious, sustainable, plant-based dining, and are excited about our future growth prospects.”

    While it had earmarked more restaurant openings in the US and Middle East, over the course of 2024, its existing sites in these countries shut their doors too. This was followed by the closure of Neat’s outposts in London Victoria and Soho, and the departure of co-founder and director Zack Bishti.

    Vegan restaurant closures continue

    neat burger closing
    Courtesy: Neat

    It has been tough going for the restaurant industry, and plant-based concepts haven’t been spared either. In the UK, restaurants are closing at the fastest rate in a decade – over 1,400 eateries shuttering between September 2023 and 2024, a 19% increase from the period 12 months prior. Rising ingredient, utility and rental costs have put more than 10% at an “imminent” risk of closure, experts say.

    Since 2024, vegan fast-food restaurants The Vurger Co, Frost Burgers, Donner Summer, and JJ’s Vish and Chips all closed their doors, while Flower Burger exited the UK market. Bristol-based group Oowie, which had been expanding with a vegan-only approach, is now focusing on growing its diner-style restaurants with meat. In October, it turned a plant-based location into one serving animal products.

    That trend is being seen in the US too, with Hot Tongue Pizza, Elf Cafe, Burgerlords, Margo’s, and Sage Regenerative Kitchen all adding animal proteins to their meat-free menus. The latter wound down earlier this year, becoming one of a number of casualties in Los Angeles’s restaurant industry.

    Neat’s UK closure is the latest example that even celebrity backing may not be enough to survive in this landscape. In LA, Matthew Kenney’s VEG’D and Kevin Hart’s Hart House shut their doors in 2024, while in the UK, Made in Chelsea star Verity Bowditch and YouTuber Mikey Pearce’s Clean Kitchen Club closed its last remaining site in January, nine months after introducing meat on its previously vegan menu.

    Meanwhile, Deliciously Ella also closed its Plants by DE eatery in Mayfair following its acquisition by Hero Group in September, despite retaining the restaurant in the deal.

    But in an encouraging sign, two months after Unity Diner – the vegan fast-food restaurant co-owned by animal activist Ed Winters (aka Earthling Ed) – announced its closure due to rising costs, it successfully negotiated a new deal with its landlord and reopened in its original location in East London.

    The post Celeb-Backed Vegan Burger Chain Neat Shuts Final UK Sites After Series of Global Closures appeared first on Green Queen.

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  • Loma Linda’s 135-Year Vegan Legacy Faces Uncertainty with Bankruptcy Filing

    atlantic natural foods
    3 Mins Read

    Atlantic Natural Foods, the plant-based company behind Loma Linda and Tuno, has filed for bankruptcy months after withdrawing from a takeover deal by Above Food.

    In the latest example of the financial challenges facing the plant-based industry, one of the US’s foremost vegan food brands has filed for bankruptcy.

    Atlantic Natural Foods, whose portfolio of brands includes Loma Linda, Tuno, Chick’n, and Neat, sought Chapter 11 protection in the Eastern District of Louisiana earlier this month.

    It comes five months after the company mutually terminated an agreement to be acquired by fellow plant protein maker Above Food, citing rising food inflation, supply chain disruptions, and the impact of Covid-19.

    Bankruptcy filing follows withdrawal from acquisition deal

    loma linda foods
    Courtesy: Atlantic Natural Foods

    The roots of Atlantic Natural Foods have been around for a long time. The company itself was founded in 2008, predating giants like Beyond Meat and Impossible Foods, but Loma Linda was first established in 1890 by John Harvey Kellogg, the founder of Kellanova.

    Atlantic Natural Foods bought Loma Linda from its parent (then called Kellogg’s) in 2014, and has since expanded to over 25,000 stores in the US, plus 30 other countries.

    It sells canned plant-based alternatives like hot dogs, steaks, tuna and chicken from Tuno, Chick’n and Loma Linda (an umbrella brand that also offers plant-based meals). Additionally, it makes vegan egg and meat substitutes via its Neat line and a caffeine-free coffee alternative through the Kaffree Roma range, and has a dedicated foodservice brand called Modern Menu.

    The company – which has manufacturing plants in Nashville and North Carolina in the US, and Bangkok in Thailand – hasn’t provided a specific reason for its bankruptcy filing. But it plans to reorganise its business over the next few months.

    In its petition to the district’s bankruptcy court, it listed $10-50M in assets and $1-10M in liabilities, with 100 to 199 creditors.

    The development follows Atlantic Natural Foods’s decision to pull out of an acquisition deal with Above Food, which was first announced in 2021. It was ascribed to the former’s “strategic realignment following a comprehensive evaluation of the evolving business landscape”.

    Had the $30M deal gone through, Atlantic Natural Foods would have become part of Above Food’s sprawling portfolio of 120 plant-based meat, dairy and baby food products and 17 unique grains and proteins, which are distributed at over 35,000 retail points in 29 countries.

    Financial hurdles drive M&As in plant-based sector

    atlantic natural foods bankruptcy
    Courtesy: Atlantic Natural Foods

    “Operating in the industry’s ever-changing landscape has not been without its challenges, but we remain steadfast in our commitment to resetting the standards for the years ahead,” Doug Hines, chairman of Atlantic Natural Foods, said after the agreement was terminated.

    “We are drawing on tried-and-true food preparation and supply methods that have withstood the test of time to meet the needs of our global consumers,” he added.

    The two companies said they would continue to maintain their collaborative ties, with Atlantic Natural Foods keeping its shares in Above Foods, while the latter will retain its interest in the Loma Linda owner.

    “This strategy allows us to reinstate our commitment to returning the company to its core principles, products and consumer while carrying out our mission of creating healthy food for the world in 2025 and beyond,” Hines said.

    But the company’s future is now uncertain, in what is a volatile landscape for the plant-based industry too. Sales and investment have dipped (the latter by 75% last year), while consumers have become concerned about ultra-processed foods, despite the misconceptions around this category and plant-based meat.

    These market challenges have led several companies to follow Atlantic Natural Foods’s path, with vegan pet food maker Wild Earth among the latest to file for bankruptcy. At the same time, these trends have fuelled M&A activity with companies like Wicked Kitchen, Deliciously Ella, Nuggs, Vertage, Blackbird Foods, and Allplants all being acquired in the last 12 months.

    The post Loma Linda’s 135-Year Vegan Legacy Faces Uncertainty with Bankruptcy Filing appeared first on Green Queen.

    This post was originally published on Green Queen.

  • Americans Know Beef is Bad for the Planet, And They Want Their Leaders to Talk About It

    rfk jr food tech
    4 Mins Read

    Over half of Americans identify beef as the most polluting food, and many are open to eating plant-based – but they need policy changes to support the shift.

    Americans are hurting over the cost of beef to their wallets, and many also seem to know about its cost to the planet, a new survey has found.

    Beef is the most emissive food on the planet, generating twice as many emissions as the next most polluting food, dark chocolate. When asked to rank five foods based on emissions, 54% correctly identified beef as the top emitter.

    That said, surprisingly, a fifth of respondents ranked vegetables as the top polluting food, and another 10% said tofu. This was followed by cheese (9%) and nuts (7%).

    what food is worst for the environment
    Courtesy: PCRM/Morning Consult

    Conducted by the Physicians Committee for Responsible Medicine (PCRM) and Morning Consult, the survey involved over 2,200 adults to explore Americans’ relationship with food sustainability ahead of Earth Day.

    It found that despite the confusion about the climate impact of food production – and the discontent around ultra-processed meat alternatives – nearly half of the respondents (46%) would consider a plant-based diet for the sake of the environment. They’re also willing to back policies that educate them and address the problem.

    Consumers would eat plant-based despite climate confusion

    food climate change survey
    Courtesy: PCRM/Morning Consult

    Globally, the overall food system is responsible for a third of all emissions. This is mainly due to animal agriculture, which accounts for nearly 60% of the sector’s GHG footprint. In fact, according to one study, meat and dairy production is the leading cause of climate change.

    According to the survey, more than half (54%) of Americans don’t know what foods contribute to greenhouse gas emissions, while only 9% know for certain. A Millennial postgraduate man who hails from the west, votes blue, and earns over $100,000 is most likely to be able to tell you which food items pollute the planet.

    The results are reminiscent of previous research demonstrating the disconnect between food and climate change in the US. In 2023, one poll showed that 40% of Americans didn’t believe consuming less red meat would help lower emissions, and months later, another survey found that 74% of them thought cutting out meat would have no impact on the climate.

    However, the PCRM-Morning Consult research reveals that 16% of consumers would “strongly consider” eating a plant-based diet to reduce emissions, and another 30% would “somewhat consider” it. While Gen Z and Black adults are among the least likely to identify which foods are the highest emitters, they’re also the most receptive to eating vegan.

    us plant based survey
    Courtesy: PCRM/Morning Consult

    Americans want their government to step up

    The pollsters believe the findings exhibit the need for public education about agricultural emissions, with Gen Z and Black adults again the most supportive of policy changes that increase awareness about this.

    But this is likely easier said than done, considering the vast climate cutbacks that have already occurred under a president who has a hard time believing climate change is real. Meanwhile, in his quest to Make America Healthy Again, Robert F Kennedy Jr has been singing the praises of raw milk and beef tallow while attacking more sustainable plant-based alternatives for being ultra-processed.

    The American public, though, agrees that federal food policies – like the national dietary guidelines – should discuss the impact of food on the planet. It’s a sentiment that 60% of the survey’s respondents agree with, and only 19% don’t. This has bipartisan support too, resonating with 77% of Democrats, 55% of independents, and 50% of Republicans.

    us plant based policy
    Courtesy: PCRM/Morning Consult

    It’s a pertinent question, since the scientists who advise the USDA on the dietary guidelines have recommended cutting back red meat and prioritising plant-based proteins instead. It remains to be seen whether the government adopts these measures later this year.

    Most adults (59%) also agree that the government should incentivise livestock farmers to transition towards plant-based farming, a belief that rings true across party lines, income levels, races, and ages.

    However, a carbon tax on meat and dairy farming – like the one Denmark will begin in 2030 – is much more divisive. Two in five Americans agree that the livestock industry should be taxed to help offset climate change, but the same number disagree too. And one in five are unsure or neutral about this issue.

    According to PCRM, though, this has to do with the perception that those taxes will hurt their own pockets, underscoring that while planetary costs matter to Americans, their wallets likely matter more.

    The post Americans Know Beef is Bad for the Planet, And They Want Their Leaders to Talk About It appeared first on Green Queen.

    This post was originally published on Green Queen.