In our weekly column, we round up the latest news and developments in the alternative protein and sustainable food industry. This week, Future Food Quick Bites covers Alpro’s collaboration with Peter Crouch, a new alternative protein jobs platform, and a host of university-related news.

New products and launches

In the UK, Alpro has partnered with Peter Crouch to kickstart its new Alpro Plant Protein Morning Trials campaign. The former England footballer tests celeb fitness routines, including waking up at 2:30 AM, multiple gym sessions, and plunging into ice baths to promote the recently extended Plant Protein range.

Also in the UK, there’s a new musical about the meat industry. Mad Cow will be coming to Canterbury’s new fully vegan Garlinge Theater next month.

Swiss meat analogues maker Planted has rolled out its fermentation-derived steak in Switzerland at Coop and in Germany at Rewe stores.

Belgian startup Bolder Foods is continuing to showcase its biomass-fermented cheese prototypes, with investors and entrepreneurs getting a taste of its product at an event hosted by ingredients leader Givaudan.

San Francisco-based startup Impact Food has announced its sushi-grade plant-based salmon, with wholesale pre-orders running now. The product premiered at Oisixs Ra Daichi’s annual World Oceans Day event in sashimi and nigiri formats in Japan.

That’s not all for vegan salmon this week – German alt-seafood producer BettaF!sh has also entered the space with SAL-NOM, a hot smoked salmon analogue made from seaweed. It retails for €3.29 per 130g jar, and will be launched as a tinned SKU too in the summer.

As part of its roster of new mini-campaigns, Veganuary ran its Choose Fish-Free Week from June 3-8, shedding light on alternative seafood brands and recipes. A BBQ Month and Choose Dairy-Free Week will be next.

Israeli 3D-printed meat producer Redefine Meat has rolled out its New Meat range of lamb kofta mix, pulled beef, pulled pork, burgers, beef mince and bratwurst in German retail via e-tailer Velivery.

Hybrid meat maker Mush Foods has partnered with French specialty meat purveyor Dufour Gourmet to introduce a charcuterie range made from its 50Cut mycelium meat. Offerings include a bratwurst, breakfast sausage, Italian-style sausage, and chicken sausage.

Californian food tech company MeliBio‘s vegan honey, which retails in some parts of Europe under the Better Foodie brand name, is now available in Switzerland and Liechtenstein through a distribution deal with Swiss wholesaler Honeydew.

Fellow Californian startup Upside Foods served its cultivated chicken at Industry Only LA, as part of buffalo chicken bao buns and cold sesame noodles.

In the US, catering giant Sodexo and the University of Cincinnati have introduced 513 Culinary Group, an immersive campus dining venture to spotlight inclusivity and local ingredients. The partnership entails new menu options with more plant-based foods and special care given to allergens.

If you’re in New York, the Fordham Plaza is hosting the Bronx Vegan Bazaar every third Saturday from noon to 6 PM starting this weekend on June 15.

The Roots drummer Questlove partnered with Stella Artois to host the Questlove’s Cheesesteak Diner pop-up, which features Impossible Foods’ beef. It was the first event of the beer brand’s Let’s Do Dinner: Summer Series, which brings together food, lifestyle and entertainment platforms.

Speaking of which, Impossible Foods‘ new beef hot dog has made its way into Safeway stores in California and Jewel-Osco locations in Chicago – and it’s gone straight into the meat aisle.

And Singaporean beanless coffee startup Prefer has moved into the frozen world with a gelato launched in partnership with local dessert parlour Aphrodite Waffles and Gelato. The ice cream uses Prefer’s bean-free coffee concentrate.

Finance and company updates

Accelerator programme ProVeg Incubator has announced its latest cohort of alternative protein startups, featuring Atlantic Fish Co, Optimised Foods, Friends & Family Pet Food Company (all US), AIProtein (Egypt/US), and Fisheroo (Singapore). The initiative has also been extended from 12 weeks to 20.

Danish startup EvodiaBio has raised €7M to produce natural aromas for the food industry using precision fermentation. Its tech can improve the taste of non-alcoholic beer by producing yeast-derived ingredients that recreate the taste of hops.

Fellow fermentation company The Better Meat Co has slashed the production costs of its mycoprotein, which is now on par with commodity beef when manufactured at scale.

Germany’s Veganz Group – which makes plant-based dairy, meat and snack products – has confirmed the drawdown of a grant from the State of Brandenburg’s investment bank to construct a new facility in Ludwigsfelde.

Fellow German company Tälist has introduced AltProtein.Jobs, an AI-led ‘matchmaking’ platform to connect employers with prospective candidates in the future food sector. Its algorithm has made 2,000 matches with a 9+ score, 9,400 with 8+, and 25,000 with a 7+ rating.

The US Department of Defense has released a call for alternative protein funding proposals under BioMade, the public-private biomanufacturing consortium, with projects receiving between $500,000 to $2M. One of its key focus areas is on fermentation-derived and cultivated proteins for military rations. It has already spawned an outraged response from a cattle association.

Research and policy developments

Researchers at the United Arab Emirates University and the National University of Singapore have teamed up to explore novel plant protein sources that can be incorporated into meat analogues for better taste, texture and nutritional attributes.

In the US, Western Oregon University has signed the Humane Society of the United States‘ Forward Food Pledge, committing to transition its campus dining menus to 50% plant-based meals by 2027.

In more university news, the UK’s Nottingham Trent University has launched a master’s degree in smart agriculture, which will explore how AI, vertical farming and precision agriculture can enhance food security and reduce energy costs. Students will develop ‘recipes’ to produce food crops much more rapidly than currently possible outdoors.

Finally, plant-based food company Strong Roots conducted a 1,000-person survey in the US, the UK and Ireland to find that 52% of consumers are more likely to purchase products with carbon footprints on their packaging, and 82% want to be informed about businesses that contribute to climate change.

Check out last week’s Future Food Quick Bites.

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Competitive eater Joey Chestnut has been banned from participating in this year’s hot dog eating contest by Nathan’s Famous over a commercial deal with plant-based meat maker Impossible Foods.

Joey Chestnut, who has won 16 of the last 17 Nathan’s Famous International Hot Dog Eating Contest titles, will not be defending his title this year after making a sponsorship deal with Impossible Foods and its newly launched plant-based beef franks.

First reported by the New York Post, Major League Eating (MLE) – which runs the competition on behalf of Nathan’s Famous – confirmed that the 40-year-old won’t be allowed to participate in the competition after he chose to represent a “rival brand”.

Chestnut was paid $200,000 to appear in the contest last year, and was offered a four-year contract worth $1.4M going forward. But a partnership with one of the biggest plant-based meat companies in the US, which is rolling out its beef hot dogs nationwide as we speak, was enough for Nathan’s Famous to block him from participating.

But for a competitive eating champion who has made a living by eating hot dogs to now endorse vegan versions is a major shift, and a nod to Americans’ increasing focus on health in the food they eat.

MLE & Nathan’s ‘changed past rules’

Writing on X/Twitter, Chestnut said: “I was gutted to learn from the media that after 19 years I’m banned from the Nathan’s July 4th Hot Dog Eating Contest. I love competing in that event, I love celebrating America with my fans all over this great country on the 4th and I have been training to defend my title.”

The MLE said in a statement that it was “devastated to learn that Joey Chestnut has chosen to represent a rival brand that sells plant-based hot dogs” instead of competing in the contest. “MLE and Nathan’s went to great lengths to accommodate Joey and his management team, agreeing to the appearance fee and allowing Joey to compete in a rival, unbranded hot dog eating contest on Labor Day,” it said.

The organiser added that it has operated under the same “hot dog exclusivity provisions” for nearly two decades. Prior to the 2010 event, it banned Japanese former competitive eater Takeru Kobayashi over a contract exclusivity dispute as well, which meant the six-time champion never competed in the Nathan’s Famous contest again.

“To set the record straight, I do not have a contract with MLE or Nathans and they are looking to change the rules from past years as it relates to other partners I can work with,” Chestnut said.

“This is apparently the basis on which I’m being banned, and it doesn’t impact the July 4th event. Sadly, this is the decision Nathan’s and Major League Eating are making, and it will deprive the great fans of the holiday’s usual joy and entertainment.”

Speaking to CNBC, MLE president Richard Shea called Chestnut “a great champion and a friend”. “I hope he’s there on July 4th as we celebrate Independence Day and he changes his choice to promote a veggie hot dog rather than ours,” he said.

In response, Impossible Foods said: “We love Joey and support him in any contest he chooses. It’s OK to experiment with a new dog. Meat eaters shouldn’t have to be exclusive to just one wiener.”

Hot dogs are no longer hot

The Nathan’s Famous International Hot Dog Eating Contest has been a Fourth of July tradition in Coney Island, New York since the 1970s (though unofficially, the competition dates back to the 1910s). It is broadcast nationwide on ESPN and is a marketing strategy for Nathan’s Famous, which is dealing with the continued decline of hot dogs.

While links are a quintessential American food, concerns around their ill health impacts are driving away consumers. Hot dogs are the epitome of processed food, and processed meats like these are categorised as a Class 1 carcinogen by the World Health Organization (WHO). It means there’s “convincing evidence” that these foods cause cancer.

Last year, research published in The Lancet (and sponsored by WHO) revealed that while ultra-processed foods are linked with a greater risk of multimorbidity (when someone has two life-threatening diseases concurrently) of cancer and metabolic diseases, this is associated mostly with animal-derived foods and artificially sweetened or sugary beverages.

Despite misinformation efforts suggesting the contrary, the above study suggested that plant-based meats were not associated with this risk – thanks to the high fibre content and lower amount of saturated fat, sugar and calories than conventional meat.

Impossible Foods’ beef hot dogs contain 50% less total and saturated fat than “a leading animal-based hot dog served in restaurants”, 12g of protein (vs 6g), and zero cholesterol. The company’s research has also found that 71% of taste-testers agree its links taste like their conventional counterparts.

A win for the plant-based industry?

A 1,022-person survey last year found that health is the major reason Americans eat vegan or vegetarian diets, with six in 10 choosing it. Previous versions of this poll were part of a larger review outlining that 74% of Americans find plant proteins healthy, a number that drops sharply to 39% for animal protein. But while the adoption of plant-rich diets doubled between 2012 and 2022, this still only accounts for a quarter of the US population.

This is why brands like Impossible Foods are hoping to entice meat-eaters to try vegan analogues, which are also far better for the environment. Even Oscar Mayer, a brand synonymous with hot dogs, is launching a plant-based offering.

Chestnut has recognised this shift, and for a celebrated meat-eater to endorse plant-based meat is a big step forward for the alternative proteins sector. Nathan’s Finest banning him only punctuates this point further.

Even Kobayashi has felt the ill effects of eating hot dogs. In the Netflix documentary Hack Your Health: The Secrets of Your Gut, he announced his retirement from the sport after losing his appetite and feeling of fullness. At the end of the film, he expressed a desire to create a healthier hot dog.

“I see this as a win for the plant-based meat industry,” Arun Sundaram, VP and senior equity analyst at CFRA Research, told MarketWatch. “The fact that the industry was able to sponsor one of the greatest hot-dog eaters in the world about a month before the famous hot-dog eating competition makes for some great headlines.”

The post This Competitive Hot Dog Eater Endorsed Impossible Foods – Now He’s Kicked Out of Nathan’s Famous Contest appeared first on Green Queen.

Nadia Schilling, director and chief marketing officer of Australian infant nutrition brand Sprout Organic, talks the lack of vegan formula, seed oils, policy barriers, carbon neutrality, and its UK launch.

As plant-based infant formula goes, the options are few and far between. With 90% of offerings being dairy-based, the category has long been a victim of monopolistic practices by giants like Abbott and Danone, leading to issues like shortages and anti-competitive investigations.

But there are some brands catering to mothers who opt to use formulas, but don’t want to feed their toddlers dairy – which could trigger allergies and intestinal bleeding. One of the pioneers in this space is Australia’s Sprout Organic, which has been selling plant-based formula since 2021.

“The regulatory framework for infant formula is primarily designed for dairy, making it challenging to develop a vegan alternative,” Nadia Schilling, director and chief marketing officer of Sprout Organic, tells Green Queen. “We had to navigate uncharted territory and establish new standards. Many companies are intimidated by this complex process and are led to believe that creating a vegan infant formula is not feasible, as many people tried to tell us along our journey.”

The company stands out from other alternative formula makers in that instead of using soy, its formula is made up of rice and pea protein. “Pea protein has a high Digestible Indispensable Amino Acid Score (DIASS), which measures the quality of protein digestibility. Additionally, the pea protein we use is sprouted and fermented, enhancing its digestibility even further,” explains Schilling.

“When combined with rice protein, it forms a complete amino acid profile, comparable to soy or animal proteins. This makes it an excellent choice for creating a nutritious and easily digestible formula,” she adds.

Contending with seed oils

Speaking of ingredients, Sprout Organic uses a blend of coconut, canola and safflower oil. Seed and vegetable oils have come under a lot of scrutiny across the globe lately, with concerns over oxidisation, fatty acid content, and ultra-processing driving many away from these fats.

A major criticism comes due to the presence of omega-6, which contains linoleic acid. Some say this oxidises 40 times faster than saturated fat, and can become ‘toxic’ and cause a host of diseases, including inflammation.

“A lot of the controversy stems from concerns over chemical solvent extraction methods, but this is largely irrelevant when it comes to organic seed oils, where the use of such chemicals is prohibited,” says Schilling, nodding to the presence of trans fats in some highly processed oils. “Being a certified organic product, our oils are cold-pressed, ensuring they are extracted without the use of any heat or chemicals.

“Some customers ask why we can’t simply use coconut oil alone to avoid seed oils. Legally, all infant formulas sold in Australia must contain all essential fatty acids. When blended with coconut oil, safflower, and canola oil, it completes the required fatty acid profile, which supports brain and retina development and brings many beneficial properties to a healthful formula,” she adds.

“Once we have the opportunity to explain this to our customers, they are very supportive.”

Pricing, regulations and hospitals

As Schilling alludes to, unsupportive regulation is a major reason why we don’t see too many vegan formula makers. “Historically, dairy farmers in Australia relied heavily on government subsidies, with up to 60% of their income coming from these supports,” she says.

But the industry has been deregulated since 2000, and that has helped Sprout Organic reach price parity with organic dairy formulas (A$39.95 or $26.65 per 700g tin). “In fact, we are often more affordable than many other organic infant formula brands, allowing us to offer a high-quality, plant-based alternative that is accessible to more parents,” outlines Schilling.

She explains that formula brands are not permitted to partner with hospitals in Australia, a policy aimed at protecting breastfeeding. “We support this stance as voluntary signatories to the Australian MAIF [Marketing in Australia of Infant Formulas] agreement,” she says.

However, she believes there’s a need for legislative change in Australia to help mothers and caregivers make informed choices: “We strongly oppose the alienation and bullying of mothers who have made the personal or medically required choice to feed their child formula. It is a delicate balance that must be approached with the utmost respect and sensitivity.”

Going carbon-neutral, and dealing with offsets

This week, Sprout Organic announced it was the first Australian kids nutrition company to obtain carbon-neutral certification under the Climate Active standard, a public-private partnership that aims to drive voluntary climate action.

Since most infant formula contains dairy, there is a carbon cost to it. While estimates vary, one study from 2019 suggests that infant formula has twice the carbon footprint of breastfeeding (although contradictory research suggests otherwise). Having the option of using formula is the most crucial element for mothers, but more sustainable versions are only a good thing.

So how has Sprout Organic managed to become carbon-neutral? “Thankfully, the impact of our ingredients at a baseline level was relatively low being 100% plant-based,” says Schilling. “We have diligently measured the impact of each ingredient in our formula, including its packaging.”

“We worked on ways to further reduce our emissions, including sourcing from suppliers closer to our manufacturing site to reduce transportation, in addition to working with our suppliers to improve their environmental practices to ensure alignment,” she explains.

Climate Active advocates for carbon offsets for any emissions that companies can’t eliminate, and Sprout Organic also opts to do so by “investing in Australian projects that actively reduce or remove carbon from the atmosphere”.

However, carbon offsetting can be highly problematic, and often ends up doing more environmental harm than good. Many investigations have shown that some of the world’s most popular carbon credit and offset schemes are ineffective, with one study classifying several as ‘likely junk’. The practice is now more associated with greenwashing than being green, and has prompted legislators to put safeguards against it.

“We’re well aware that there are some shady offsetting schemes out there, which is why we have been very selective about the projects we support. Our offset projects adhere to the strict integrity framework for Australian Carbon Credit Units, as outlined in the Carbon Credits (Carbon Farming Initiative) Act 2011,’ says Schilling. “These principles ensure that each unit used to offset emissions represents a genuine and credible reduction, guaranteeing the integrity of our carbon-neutral claims.”

Climate Active also supports businesses hoping to put carbon-neutral logos on packaging. Will Sprout Organic display its climate footprint on its formula? “Due to incredibly strict regulations for infant formula labelling in Australia, we’ve reached out to the relevant authorities to see if this is permitted. We’re waiting for their response and are hopeful we can make this information available soon,” Schilling says.

International expansion on the cards?

Sprout Organic’s popularity has transcended its home country, with Schilling revealing that the brand has been “overwhelmed” by global demand through e-commerce, which now “dramatically surpasses” demand from domestic customers. “It’s an ongoing challenge, and we’re doing everything we can to scale in line with this demand,” she says.

“We receive e-commerce orders from over 60 countries worldwide,” she adds. Asked about the regulatory barriers, she explains: “Generally, purchasing for personal use is permitted. However, some countries enforce restrictions on quantity, weight, and commercial value per shipment.”

While the company’s products are available in New Zealand and Malaysia, regulatory challenges have impeded retail expansion into other countries. “In the US, the USDA approval process takes a long 24-36 months and is also designed in a way that can be financially prohibitive for foreign competitors, which played a major role in the recent formula shortages seen in 2022,” suggests Schilling.

“With the right investment partner, we are prepared to tackle this challenge and scale our operations to meet the demands of this vast market,” she adds.

However, things are more encouraging if you’re in the UK. “We are actively developing an e-commerce strategy with in-country warehousing to accelerate our market entry,” Schilling says of the company’s British plans. “The rollout will be within the next 12 months.”

The post Sprout Organic Outlines UK Launch Plans & Why There’s A Lack of Vegan Infant Formula appeared first on Green Queen.

Global plant-based food leader Wicked Kitchen has been acquired by the newly formed Ahimsa Companies, which seeks to lead an “industry-wide consolidation effort”.

Ahimsa Companies, a newly formed holding company by the Ahimsa Foundation, has acquired vegan food brand Wicked Kitchen and its subsidiaries Good Catch and Current Foods for an undisclosed sum.

With global plant-based sales flatlining last year, investment on the decline, and meat analogues facing a downturn in purchases in the US, many have suggested that consolidation could be key to the future of the category. This is Ahimsa Companies’ aim too, leading a sector-wide consolidation effort to generate opportunities for vertical integration and scale-up.

“We’ve said all along that consolidation will drive success for the plant-based industry,” said group CEO Matt Tullman. “As Ahimsa Companies brings together more brands, it can leverage this strength to help stabilise and shape the new landscape for the plant-based industry.”

Why Ahimsa Companies acquired Wicked Kitchen

Wicked Kitchen, a maker of plant-based ready meals, desserts, snacks and ingredients, was founded by brothers Derek and Chad Sarno in 2016. Until last year, the former was head of plant-based innovation at Tesco, the UK’s largest retailer, which brought the brand to market in 2018.

The startup has since grown internationally, with products available in over 20,000 retail locations and a roster of more than 150 offerings. And, as it began to expand, Wicked Kitchen itself brought other brands into the fold. In September 2022, it acquired vegan seafood producer Good Catch, another company founded by the Sarno brothers.

Last year, it bought another plant-based seafood startup, Current Foods. This came amid a rollercoaster-like period for seafood analogues, which made up just 1% of sales of the overall meat analogues category. While brands like Konscious Foods and Hooked Foods expanded their footprint, others were forced to shut, such as Ordinary Seafood and New Wave Foods.

Consolidation has been pinpointed as a solution to the volatility. Peter McGuinness, CEO of plant-based meat giant Impossible Foods, alluded to this in a recent interview with Bloomberg. “There are a lot of companies that are making food that’s not great food. There’s 200 plant-based companies in America – probably only need three, or two. So there’s a lot of small companies making not-so-great food and people are having bad first impressions,” he said.

“You’re going to be left with a couple of brands and private labels, and that’s going to be the category.”

Ahimsa Foods similarly believes consolidation is “critical to the growth and success” of the sector, and now plans to add multiple brands, as well as manufacturing and sales enablement businesses, to its roster, with the goal of vertically integrating and leveraging resources.

Wicked Kitchen, meanwhile, will expand to additional retailers, add to its foodservice offerings, and invest in further product innovation following the acquisition. “We are aligned in our mission, and we believe that Wicked Kitchen is stronger today and better positioned to serve the health and environmentally conscious consumer who does not want to sacrifice on taste or convenience,” said Pete Speranza, who has been the brand’s CEO since 2020.

He and the Sarno brothers will remain shareholders in the new business.

Plant-based M&A deals ramp up

This is far from the only consolidation deal in the vegan sector recently. In fact, last year saw M&A deals in the overall food industry jump by 57%, according to one report, with the estimated value climbing by 20% to reach £2.1B.

“There is potential for increased M&A activity in areas of the plant-based market that are showing resilience or growth, such as indulgent categories or products offered by discount retailers,” said Sam Sharp, senior associate and food and drink head at British-Irish law firm Browne Jacobson. “Companies might look to acquire or invest in brands that have successfully navigated the current economic climate or are aligned with consumer trends towards healthier and more sustainable options.”

In February, Vegan Food Group – another recently formed holding company evolving from the plant-based meta brand VFC – acquired Germany’s TofuTown, months after buying Clive’s Purely Plants and Meatless Farm. The company is continuing to explore further acquisition opportunities, with the goal of becoming a “vegan Unilever”.

A month earlier, US non-dairy coffee creamer brand Nutpods was acquired by newly formed CPG investment arm MPearlRock, around the same time Australian plant-based meat maker v2food took over ready meal brands Soulara and Macros. Meanwhile, vegan fast-casual chain Next Level Burger purchased restaurant group Veggie Grill (alongside its Más Veggies taco chain) in January as well.

This followed Indian superfood brand Nourish You’s acquisition of alt-dairy startup One Good in late 2023, in one of the country’s largest plant-based M&A deals. British artisanal vegan cheesemaker Palace Culture was taken over by The Compleat Food Group (formerly Winterbotham Darby) a month earlier, just as Canada’s Protein Powered Farms bought Lovingly Made Ingredients, a plant protein extrusion facility.

And, in October, Finnish alt-dairy brand Oddlygood acquired Nordic brand Planti, while recently founded US company Superlatus agreed to buy plant-based dairy and egg startup Spero, months after it agreed to purchase precision fermentation dairy leader Perfect Day’s consumer arm The Urgent Company.

That month, German food conglomerate Pfeifer & Langen also earned a majority stake in Rügenwalder Mühle, which produces vegan sausages. And Australia’s All G Foods spun off its alt-meat brand Love Buds, which merged with Fenn Foods’ vEEF to form The Aussie Plant-Based Co.

“In the context of flat or declining category demand, consolidation, and M&As are vital for rapid growth in the plant-based sector. These strategies allow companies to scale, innovate, and navigate through resilience challenges more effectively,” Vegan Food Group co-founder Matthew Glover told Green Queen in February. “Combining resources and expertise through M&As enables businesses to expand their market presence and improve supply chains efficiently, which is crucial when organic growth is hard to achieve.”

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Californian alternative protein leader Eat Just has debuted the fifth iteration of its vegan Just Egg, made from mung beans, which further closes the gap in taste and functionality with conventional eggs.

It’s five years, five versions for Eat Just’s market-leading Just Egg, which now promises to match chicken eggs on flavour and functionality better than ever before.

Announced in time for National Egg Day (June 3), Just Egg v5 is said to be the brand’s “biggest jump” in the taste, texture and functionality of its vegan liquid egg since its launch in 2019, with co-founder and CEO Josh Tetrick calling it “the best Just Egg we’ve ever made”.

The enhanced egg alternative has had no changes in its ingredients – instead, it’s all about the manufacturing of its mung bean protein, which forms the base of Just Egg. “Since the day the idea for this product was born, our goal has been to create an egg that tastes better, is better for you, and has the same or better functionality than a conventional egg, and v5 Just Egg represents a huge step toward that goal,” said Tetrick.

This chimes with the brand’s 2024 goal, as a spokesperson told Green Queen in January, “to sell healthier, sustainable products to millions of consumers in a way that enables the company to sustain itself in the long term”.

Fluffier, lighter, eggier – but no new ingredients

The new liquid Just Egg is said to have a cleaner flavour profile than previous versions, which provides a more neutral palette for dishes from scrambles to quiches and allows its “pillowy, creamy texture” to dominate. The new formulation also elevates baking applications like breads, cookies, pancakes or muffins, thanks to better binding and aeration characteristics.

The latest in a series of updates comes as Eat Just works towards a mung bean egg with superior flavour, functionality and nutritional profile than chicken eggs. The efforts to do so have traversed multiple disciplines, ranging from culinary expertise and protein science to operations and engineering.

Just Egg’s newest iteration doesn’t have any new ingredients or alterations in its current ingredient list. It was actually born out of its team’s attempts to simplify the manufacturing process of its pourable vegan egg. But after testing out several process changes in its mung bean protein processing plant in Appleton, Minnesota, the company discovered positive benefits to the final product, alongside a more streamlined process.

The taste and performance of the resulting vegan egg has impressed professional chefs, including American celebrity chef Andrew Zimmern. “Well over a decade ago, I became one of the first people in the world to try the very first version of Just Egg,” he said, describing it as “absolutely unbelievable”.

“This latest iteration is fluffier and lighter, with better egg texture and more eggy flavour – and it performs better than any previous version I’ve tried. I cannot tell the difference between this and a conventional scrambled egg,” he added.

“And quite frankly, it’s so much better for me. No GMOs, no artificial flavours, no egg, no cholesterol, 50g of protein in this whole carton. That is a delicious egg,” Zimmern said in an Instagram video.

Eat Just has rolled out the Just Egg v5 at stores across the US, including Whole Foods, Sprouts, Walmart, Target, and Kroger. Its pourable and folded eggs are available in 48,000 retail locations, as well as 3,300 foodservice spots in the US and Canada, like Planta, Barnes & Noble, Caffè Nero, Peet’s Coffee, and Philz Coffee.

Meeting consumer needs to drive category forward

Just Egg is responsible for 99% of sales in the plant-based egg market, and Eat Just claims it is one of the fastest-growing egg brands – plant-based or otherwise – nationwide. To date, it has sold the equivalent of 500 million chicken eggs, preventing 87 million kgs of CO2e from entering the atmosphere, saving 18.3 billion gallons of water, and averting 26,900 acres of land from being farmed for soy and corn to feed chickens.

But its product reformulation speaks to a wider need for plant-based brands – whether they’re industry leaders or fledgling startups – to continue to innovate to meet consumer needs. Beyond Meat, for example, relaunched its flagship beef mince and burger earlier this year with a healthier recipe and enhanced taste credentials.

A recent survey of 1,500 Americans revealed that one of the main barriers to consumer adoption of plant-based foods is the health perspective, especially when it comes to vegan eggs. Despite the frequent threat of avian flu, this was the only food category where more respondents felt the animal-derived version was healthier (30%) than vegan analogues (27%).

It perhaps explains why plant-based eggs are only bought by 1% of American households (although repeat purchases increased from 38% in 2020 to 48% in 2023). Last year, sales dropped by 5% to $43M. So there’s a sizeable opportunity for companies like Eat Just, and meeting consumers’ health expectations with newer formulations is a no-brainer.

It will also help the business on its path to becoming profitable. “It’s the most important objective of the company and the team is focused on increasing the probability of achieving it,” Eat Just told Green Queen earlier this year, after relaunching its cult-favourite vegan mayo.

As of November, Just Egg made up 99.9% of its profits. But Eat Just’s cultivated meat arm Good Meat, however, has been embroiled in several legal battles over the years. The biggest dispute concerns contract manufacturer ABEC, which had sued the alternative protein company for $100M over unpaid bills. Last month, a judge in Pennsylvania sided with Eat Just on some matters, and ABEC on others. While the case is ongoing, ABEC has now accused Eat Just of “bad faith” and engaging with “the worst aspects of litigation practice in the profession”.

Good Meat, meanwhile, hit a milestone by becoming the first company to introduce cultivated meat in retail, debuting a hybrid version of its chicken (with 3% cultivated cells) at Huber’s Butchery in Singapore.

The post Eat Just Reformulates Vegan Just Egg with ‘Biggest’ Improvement in Taste & Texture Since Launch appeared first on Green Queen.

Hellmann’s has made a big splash by rebranding its vegan mayo to appeal to flexitarians, in a sign of the influence of labels on sustainable food purchases.

In the UK, Hellmann’s egg-free mayonnaise is no longer labelled ‘vegan’, with the Unilever-owned brand opting for ‘Plant Based Mayo’ as a way to become more “inclusive” to flexitarians.

The relaunched spread – which first appeared in the UK market in 2018 – now comes with a new recipe and redesigned packaging in a move that aims to solve multiple pain points at once: food waste, health concerns, and label barriers.

The decision to drop the term ‘vegan’ from packaging is a conscious one, with the brand saying there was “considerable headroom for growth” in the vegan mayo world, “particularly from consumers who want to cut back on animal-based products without becoming fully vegan”.

Currently rolling out across UK supermarkets, the new mayo now also has less rapeseed oil (down from 72% to 52%), supplementing it with a seemingly lower amount of sunflower oil. Plus, it now has xanthan gum.

Hellmann’s leans into vegan labelling research

Explaining its reasoning, Hellmann’s said its consumer research has shown that “the word ‘vegan’ can be a barrier for flexitarians, who see ‘plant-based’ as more inclusive”.

This chimes with a plethora of other studies on sustainable food labelling. In 2019, analysis by alternative protein think tank the Good Food Institute found that terms like ‘100% plant-based’ and plant-based (both 53%) are much more appealing to consumers than ‘vegan’ (35%), which was amongst the least effective ways to label vegan food.

Similarly, an oft-cited study by the University of Southern California last year – covering 7,341 people – used gift baskets as a gauge for which labels work. Participants were asked to choose between a vegan and non-vegan food basket, with the former being labelled in five different ways.

Only 20% chose the ‘vegan’ gift basket over the meat and dairy one, while 27% picked it when labelled ‘plant-based’. However, describing them with impactful attributes represented a significant upturn: when marked as ‘healthy’, 42% went with the vegan basket, while 43% did so for those tagged as ‘sustainable’ or 44% when labelled as both ‘healthy’ and ‘sustainable’.

This is why phrases like “100% sustainably sourced oils”, “free from artificial colours and flavours”, and “good source of omega-3” are prominent in Hellmann’s messaging around the rebranded Plant Based Mayo.

Vegan giants like Impossible Foods and Eat Just have also been using terms like ‘meat from plants’ and ‘made from plants’ for their meat and egg analogues, respectively. In fact, the latter simply labels its relaunched vegan spread as ‘Just Mayo’ to attract flexitarians, who hold the key to success for plant-based food manufacturers.

But when the world’s largest mayonnaise brand – a subsidiary of one of the biggest CPG companies globally – bids adieu to the word ‘vegan’, it’s a telling reminder that labelling matters. Hellmann’s plant-based sales have been growing for four consecutive years, so for Unilever to make the change, it’s an indicator that ‘vegan’ wording may be blocking the full potential of climate-friendly food sales.

Since the company is aiming to reach €1.5B ($1.6B) in annual sales from plant-based products in categories that would have traditionally used animal-derived ingredients by next year, targeting flexitarians with its Plant Based Mayo is a shrewd move. In a similar move, its latest non-dairy ice cream is branded as Magnum Chill Blueberry Cookie, a departure from the Magnum Vegan moniker.

Redesigned packaging leaves less Plant Based Mayo in the bottle

The announcement accompanied a change in the egg-free mayo’s packaging, part of the brand’s long-standing efforts to cut food waste. Debuting in the UK and Ireland later this year, the new squeeze bottles are now lined with an edible plant-based coating that prevents the mayonnaise from sticking to the sides and minimises the amount left over after the spread is used up.

“We know consumers want to be able to squeeze out as much product as possible – it’s an important cost and value benefit,” Krassimir Velikov, senior science and programme leader at Unilever, said of the new “easy-out” technology. “Some of the ingredients used in the plant-based mayo presented us with specific challenges, as they made the mayo more prone to getting stuck in the bottle. Correcting this issue involved creating an edible, vegan coating that would prevent this sticking problem by making the inside of the bottle more slippery,” he explained.

“We had to make sure that this ‘easy out’ coating hit a balance that would achieve the desired ‘easy out’ effect without interacting with the product. Even a slight change could make an enormous difference. For example, a tenth of a percentage increase of the plant-based ‘egg’ could add a full 15g leftover portion to the waste.”

Velikov added that by minimising the leftover mayo, the tech helps keep its bottles – which are “made with 100% recycled plastic where technically feasible” – in the recycling process. “If they exceed the maximum weight threshold needed, they will be rejected for recycling. By helping consumers to leave less mayo in the bottles, we in effect help them recycle more successfully,” he said.

Hellmann’s has a commendable record with food waste, having launched a Make Taste, Not Waste campaign in 2018 to fight this issue. Its research shows that 59% of consumers feel brands have a role to play here, especially since food waste accounts for 8-10% of global emissions.

The mayo maker’s food waste initiatives have involved a four-week-long Fridge Night challenge, dedicated Super Bowl ads for the last four years, a partnership with Ogilvy for use-what-you’ve-got recipes, a Smart Jar that revealed hidden messages when placed in fridges at 5°C or lower, a Meal Reveal tool to provide recipe ideas from what people have in their fridges, and a collaboration with Italy’s ID.Eight to launch a collection of sneakers made from food waste.

That said, Unilever itself is walking back on several of its climate pledges, including abandoning its goal of cutting food waste in its operations by 50% by 2025. Its commitment to roll out carbon labels on the packaging of all 75,000 of its products by 2026 seems to be forgotten too. “It is possible that some of our brands may wish to communicate product carbon footprints in the future, and for this having accurate data is essential,” a company representative told Green Queen in April.

“We also know information must be provided in context to be meaningful to consumers,” they added, outlining that the business was “committed to improving transparency of GHG emissions” in its value chain. “Our collection of more accurate data will help Unilever to make more informed procurement decisions as we work towards our climate targets.

The post Is Hellmann’s Plant-Based Mayo Rebrand Proof That ‘Vegan’ Labels Hamper Sustainable Sales? appeared first on Green Queen.

A new consumer survey highlights the three key barriers to plant-based food purchases in the US, and the opportunities for brands to overcome them.

Alternative protein finds itself at a bit of a crossroads in the US, where sales and investment have dwindled, as has the number of vegans. But while plant-based meat did lose a bit of steam in terms of purchases, dairy analogues remained on their growth trajectory, and traditional proteins like tofu and tempeh gained slightly.

Over the last year, the health focus has really taken over how people interact with food. Cleaner labels, whole foods, and high-fibre are all-important now. Taste still remains crucial, however, and plant-based meat brands are doubling down on the flavour and nutrition focus to regain customers who may have had a loss of faith.

So while there’s been a dip, there’s also a lot of opportunity. A new survey by Dig Insights – in consultation with the Good Food Institute and the Plant Based Foods Association – dives into the thoughts of 1,500 Americans to find out what’s missing in the alternative protein industry, and how to address it.

The poll revealed that 64% of US consumers are looking to increase their protein intake, especially younger demographics. But there’s a gap to fill with older respondents – 60% of Gen Xers, for example, haven’t tried tofu, tempeh or seitan, while 52% have never tried meat analogues either. Meanwhile, for 47% of Americans, finding plant-based meat in the grocery store isn’t easy.

All these challenges open up new opportunities for plant-based food companies. Here are the three major barriers to widespread consumer adoption, and how to address them.

Barrier #1: Not everyone sees plant-based as healthier

The research found that the number of Americans who think plant-based meat or seafood products are healthier than their conventional counterparts (29%) is the same as those who believe the opposite to be true. Across the board, over 40% of people find vegan foods to be nutritionally on par with animal proteins.

In fact, there are more respondents who find tofu, tempeh, seitan and plant-based dairy healthier than those who don’t, with the largest gap appearing for milk – 40% say plant-based milk is healthier, but only 19% think it’s less healthy than cow’s milk. The perception of vegan eggs, however, is on the flip side, with more Americans finding them unhealthier.

But even with a majority of consumers trying to up their protein consumption, 47% aren’t too familiar with plant-based meat. And therein lies the opportunity, says the report, which found a correlation between those who want more protein and their willingness to buy plant-based protein in supermarkets and restaurants.

Among these consumers, 28% have ordered dishes with plant-based proteins in restaurants (4% more than those who aren’t looking to increase protein consumption) – 45% of these respondents state it’s very important for restaurants to have options with plant proteins. Similarly, nearly a third (32%) of protein-seekers expressed a willingness to buy these products in the grocery store, versus 28% of those not looking to eat more protein.

“The consumers becoming more accustomed to plant-based proteins are also those who will be dining out regularly,” the report suggests. “Creating plant-based protein-filled meal options, with an emphasis on protein content, caters to a wide audience of consumers, including those who may not typically consume plant-based protein.”

Barrier #2: Taste and texture need a perception change

Despite 57% of survey respondents ordering food weekly, only 24% have opted for a plant-based dish off the menu. Meanwhile, 84% of people who will decidedly not buy plant-based meat in the supermarket never see themselves eating these analogues. Dig Insights ascribes this to “taste, texture, and familiarity”.

About 30% of consumers are just not familiar with plant-based meat, tofu, tempeh, et al. And, even among the Americans either likely to buy meat alternatives or leaning against it (but aren’t decided yet), only 16% would purchase them for their taste and texture attributes. Similarly, in a restaurant setting, taste (54%) is the biggest reason deterring consumers from choosing meat analogues, followed by texture (42%) and unfamiliarity (30%).

However, 91% of Americans who try plant-based protein like the taste and texture and are satisfied with it. This highlights a major perception gap for plant-based meat products, and the need for greater education. Focusing on product samples in retail locations and promotions in restaurants are two of the best ways of doing this.

This is because 31% of Americans would buy plant-based meat in grocery stores if they were offered free samples, and 30% would do so if it were on sale. And 15% don’t eat these products in restaurants due to a lack of offerings, and because the people they’re dining with don’t consume them either.

Another key aspect of consumer education is the environmental impact of plant-based foods compared to meat. The latter emits twice as many greenhouse gases as the former, and makes up 60% of the food system’s emissions. Despite this, 62% of Americans think the climate footprint of plant-based meat is the same or even bigger. This should come as no surprise, as previous research has shown that 74% of Americans don’t think eating meat is bad for the planet.

“There’s a large opportunity to educate omnivores and carnivores (who make up 45% and 21% of consumers, respectively) on the environmental benefits of eating plant-based meats,” the report says. “Educating consumers on the impacts will lead to them being more persuaded on purchasing and incorporating plant-based proteins in their diet regularly.”

Barrier #3: It’s hard to identify plant-based products

Plant-based meats are going through a bit of an identity crisis, both in the metaphorical and literal sense. Only 38% of Americans find it easy to identify meat analogues on supermarket shelves. And, surprisingly, Gen Zers and millennials have a harder time doing so than Gen X consumers. Similarly, spotting these products is most challenging for vegans (50%), while omnivores and carnivores are much more adept at this.

“Convenience, visibility, and brand awareness are crucial factors when it comes to consumer purchasing decisions in grocery stores,” says the report. While conventional practice is to separate plant-based from animal-derived meats, study upon study has shown the benefits of putting the former in the meat aisle.

The survey saw a majority of Americans agree that all plant-based foods should be placed in the same refrigerated section as animal foods, with 69% saying so for meat and 75% for milk. There are two ways of doing this: fully incorporating plant proteins alongside their animal counterparts, or putting them in the same aisle but in a separate subsection – more respondents preferred the latter, although preferences vary based on purchase frequency.

When it comes to restaurants, menu descriptions and placements are influential. Four in five (81%) want the words ‘plant-based’ in the dish’s name, and another 80% want the source of the protein mentioned. Customisation options (78%) and flavour indicators (86%) are vital too.

Finally, brand recognition and recommendations/reviews continue to be important purchase drivers for plant-based meat in retail, and clear labelling and differentiation in restaurants represent further education opportunities for consumers.

“Despite the surge in popularity, there remain significant untapped markets and consumer misconceptions to address. By focusing on education, product visibility, and catering to the increasing demand for protein-rich options, brands can effectively expand their reach and capitalise on the diverse preferences of consumers,” states Dig Insights.

“Through strategic initiatives such as sampling programmes, promotional offers, and enhanced product placement, the plant-based protein industry can overcome existing barriers and pave the way for sustained growth in the future.”

The post The Three Main Barriers Stopping Americans from Buying Plant-Based Food – and How to Fix Them appeared first on Green Queen.

Taylor Swift fans could buy plant-based meat dishes at her Eras Tour concerts in Real Madrid’s Santiago Bernabéu Stadium.

“You smoked, then ate seven vegan nuggets.”

Taylor Swift may not exactly have butchered the lyrics to her latest title track the way I’ve done, but fans attending her Eras Tour shows in Madrid’s Bernabéu stadium could certainly do one of those two things this week.

While she performed at Real Madrid’s iconic home on May 29 and May 30, her team enlisted Spanish food tech startup Heura to offer plant-based meat products to the 130,000 concertgoers. Fans in both the general and VIP areas could choose dishes like vegan chicken nuggets, pork sausages, and burgers, but it was still a somewhat surprise move by the artist.

It marks another feather in the cap for Heura, which saw sales hike by 22% annually in 2023, and bring in another €40M in Series B funding. The company is now aiming to become profitable this year.

The vegan meat options at Taylor Swift’s Eras Tour

The Madrid shows weren’t exclusively plant-based, but did feature a bunch of different vegan options. So whether you’re Chloe or Sam or Sophia or Marcus, there was something for everyone while you watched it happen on the stage.

Heura’s soy chicken pieces were part of three different dishes. There was a snack wrap with marinated chicken and mustard mayo; a sandwich with spicy chicken morsels, sundried tomatoes, iceberg lettuce, and a black garlic mayo; and a curry with Heura chunks. The brand served its vegan chicken nuggets as well.

Additionally, Swift’s fans could opt for a chorizo roll with Heura’s pork sausage, and a Heura beef burger with pickles, sauce and vegan cheese.

This is not the first time Swift has offered meat analogues at the Eras Tour. In her four-day stay at Mexico City’s Foro Sol stadium in August, local startup Propel Foods served vegan tacos made from its plant-based Bistec steak, Chorizo and Pastor products.

And, in April, vegan seafood producer The Ish Company presented its plant-based Shrimpish as part of a grain bowl during her shows at the Raymond James Stadium in Tampa, Florida.

“Taylor Swift has been making positive strides towards promoting plant-based food and sustainability through her influence and actions,” a Heura representative told Green Queen. “These initiatives not only provide healthier and more sustainable food options at large events but also help reduce the carbon footprint associated with meat production.”

Taylor Swift and climate change: a complicated love story

As the world’s biggest artist and one of its most influential people, Swift’s climate change impact is a closely watched phenomenon.

There are, of course, the infamous private jets, which earned her the distinction of being the biggest celebrity polluter in 2022. Last year, a now-defunct Instagram page called Taylor Swift’s Jets went viral, tracking the 34-year-old’s journeys on private jets and calculating her emissions to be 138 tons in just three months – that’s about the annual climate footprint of nine Americans.

Swift’s representatives have noted that her “jet is loaned out regularly to other individuals”, and attributing “most or all of these trips to her is blatantly incorrect”. But when you fly 5,500 miles to see Travis Kelce win the Super Bowl with the Kansas City Chiefs (who are already facing their own animal cruelty crisis as we speak), three months after you’re named Person of the Year by TIME Magazine, you can’t be upset about the backlash.

And while purchasing “more than double the carbon credits needed to offset all tour travel” ahead of the Eras Tour might be a well-intentioned thing to do, carbon credits are highly problematic. Maybe she could convince 70,000 Swifties to cut their beef consumption in half, which would offset all of her flying emissions, if you’ll believe the rigorous back-of-the-envelope calculations of one Reddit user.

All that said, Swift has been vocal about her anti-fur stance, choosing to wear faux in the music video for Lavender Haze (from the 2022 album Midnights). “It’s not real fur ’cause we’re not, you know, heathens,” she said memorably.

“Taylor Swift has collaborated with fashion designer Stella McCartney on a vegan fashion line. This line, launched in conjunction with her album Lover, included eco-friendly and animal-free products such as jackets, tops, and bags. This collaboration emphasises sustainable manufacturing processes and fur- and leather-free designs, highlighting Swift’s commitment to ethical fashion,” the Heura spokesperson said.

“These efforts collectively enhance Taylor Swift’s positive impact by promoting plant-based products and sustainability, encouraging her vast fan base to consider more environmentally friendly choices.”

Let’s hope the Eras Tour keeps serving more vegan meat (Taylor’s Version).

The post The Tortured Pork Department: Taylor Swift Offers Vegan Meat at Eras Tour in Madrid’s Bernabéu Stadium appeared first on Green Queen.

As the famed hazelnut spread turns 60, confectionery giant Ferrero will introduce a vegan version of Nutella in Europe later this year.

In the TV show How I Met Your Mother, there’s an episode where all the main characters contend with the essence of being a New Yorker. The consensus? Steal a cab from someone who needs it more. Cry on the subway and not care what anybody else thinks. Kill a cockroach with your bare hands.

This is what makes you a New Yorker, according to the characters in the show.

If you live in New York, you could argue all day about these stipulations – just as you could if you’re vegan. What makes you a true vegan? I don’t really know, but there is one thing I feel is almost a rite of passage if you follow that lifestyle.

At some point, I’d wager most vegans have attempted to make their own version of Nutella at home. You know the drill: you make hazelnut butter, add some kind of sweetener, some kind of cocoa powder or chocolate, maybe a little vanilla, and voila! There are countless recipes online and on cookbook pages that tell you how to make a copycat Nutella, just using your kitchen.

Forgive the garrulous introduction, but it’s hard to understate how big a deal it is that Ferrero – the world’s second-largest confectionery company – is at long last catering to vegans with its flagship product. This autumn, the Italian brand will unveil a plant-based Nutella in Europe, marking the spread’s 60th anniversary with a highly sought-after version.

Keeping up with the times

The announcement came at Nielsen IQ’s annual Linkontro event in Sardinia, which convened over 270 FMCG brands. The event saw Ferrero present the gianduja spread, titled Nutella Plant-Based, to large-scale retailers.

Rumours about the move have been swirling around ever since Ferrero filed for a patent for the product in December 2023, a year when its net profits swelled to €53.2M. Nutella production also reached 500,000 tonnes globally in 2023, a 20% rise from a decade earlier.

During the conference, Giorgio Santambrogio, CEO of retail and distribution giant Gruppo VèGè, confirmed the launch on LinkedIn. “Gruppo VéGé, as is tradition, is the first retail group to be informed of Ferrero’s innovation,” he wrote. “Well done: with plant-based, the target audience for this iconic treat expands… Enjoy your Nutella, without milk, everyone.”

In a statement sent to Green Queen, Ferrero confirmed the news, saying: “At Ferrero, we are always scouting and exploring new categories and emerging food trends. By leveraging innovative spirit and decades of expertise of our beloved global brands, we are now preparing to launch Nutella Plant-Based (in a few European countries) starting in autumn 2024.”

Santambrogio added: “It surely won’t convince everyone, but it certainly cannot be said that Ferrero is not in keeping up with the times: in a market where demand for plant-based products is becoming increasingly high, a giant like Nutella will certainly create a lot of competition, pushing other companies to focus on the sector and perfect their products.”

Ferrero promises same taste for vegan Nutella ahead of Europe launch

Nutella Plant-Based will be launched in select European countries, and will carry a vegan certification label on the packaging. While it’s unclear which nations it will start with, Italy and Germany are likely to be on the list, since Ferrero has filed patents in both markets.

The actual ingredient change wouldn’t be massive, as the only thing that makes Nutella unsuitable for vegans is the skimmed milk powder. But this only accounts for 8.7% of Nutella’s composition, and while it’s unclear what the company plans to use to replace the dairy element, some have suggested soy milk powder.

“This further addition to the Nutella family will deliver the same unmistakeable experience replacing milk with vegetal ingredients, offering a delicious new choice able to welcome even more people into the brand,” Ferrero added.

The raw material costs are also expected to vary very little – if not decrease – which could make the vegan Nutella accessible to a wider number of people. With the new SKU, Ferrero is hoping to target the flexitarian market – in Italy, 12 million people are estimated to be following this lifestyle. It will also be aimed at people with lactose intolerance or dairy allergies, with research suggesting that as many as 72% of Italians have some sort of lactose intolerance.

The news comes as Italy’s plant-based market continues to grow, with sales reaching €681M in 2022. Milk analogues made up a large chunk of this figure, accounting for €310M. Across Europe, meanwhile, spreads were the fourth highest-selling vegan category, growing by 13% annually to cross €247M.

“The expectations, without a doubt, are very high: will it be able to convince even the most sceptical?” wrote Santambrogio. “Here we are with the innovation of innovations: Nutella changes, evolves, and here is the launch of Nutella Plant-Based.”

This story was updated to add Ferrero’s comments.

The post Ferrero to Finally Launch Vegan Nutella in Europe This Autumn appeared first on Green Queen.

A Danish court has thrown out a case brought by a woman who claimed her rights were violated after a hospital did not offer adequate vegan options during her pregnancy.

Despite one district court recognising veganism as a protected belief earlier this year, another has gone the opposite way, ruling against a woman who claimed she was discriminated against by a hospital that failed to provide her with enough plant-based food options while she was pregnant.

Mette Rasmussen was twice hospitalised in Hvidovre (just north of Copenhagen) in 2020 – once for acute pain, and the second time in connection with her pregnancy – and was offered food categorised as “side dishes” on the hospital’s menu, since they were the only vegan options available. This meant she was given items like rice, root vegetables and apple juice as her meals, prompting concerns about her nutrition.

Worried that she may not be able to breastfeed properly, Rasmussen left the hospital early during the second hospitalisation. In fact, the hospital suggested she bring a packed lunch when she returned for childbirth.

The Danish Vegetarian Association (DVF) filed a suit against the administrative unit responsible for hospitals in Copenhagen and its surroundings on Rasmussen’s behalf, arguing that her dietary choice was protected by Article 9 of the European Convention on Human Rights (which contends with the right to freedom of thought, belief, and religion).

In February 2020, the Danish Ministry of Justice acknowledged in a reply to the parliament that vegetarians and vegans were protected by the convention, and, in some situations, probably have the right to be served vegetarian and/or vegan meals in public institutions. But, on Thursday, a court acquitted the Capital Region, ruling that the patient wasn’t prevented from being vegan as she could eat the side dishes, and “had the opportunity to bring food herself or to have it delivered via relatives or others” to the hospital, or even buy food at 7-Eleven.

“It is very surprising that the court believes that what I was offered is considered adequate as vegan food, both in terms of nutrition and taste. Dry white rice, baked carrots, celery and boiled potatoes,” said Rasmussen. “And then I’m just happy that I didn’t have to be hospitalised longer than I actually was, because then I would have become decidedly underweight from malnutrition and a lack of calories.”

The experience led her to choose a home birth for her second child.

Hospital admits vegan food it offered is not nutritious enough

In 2015, the Danish national dietary recommendations included concrete proposals to satisfy hot vegan dishes, in which pulses play a key role. Hvidovre Hospital says it has adopted these guidelines in its policy, but, of the 20 lunch and dinner meals on its menu, none were vegan. And, while several vegetarian dishes on the menu follow these recommendations, employees told the court in Hillerød last month that these could not be made vegan.

The lawyer representing the defendants argued that it was too much to ask the hospital to offer vegan food or adapt vegetarian meals to be plant-based, suggesting that vegans don’t have the right to demand more than the items listed as side dishes. Two employees reiterated this, but when asked if they thought the vegan food on offer was sufficiently nutritious or met the dietary guidelines, they conceded it didn’t.

The court also heard that there was oatmeal and shortbread in the kitchenette for patients, but this would have required patients to be able to physically move. Meanwhile, soy milk and yoghurt were also present on the kitchenette’s range of available items, but hospital staff weren’t aware of this, and so never ordered them for the department.

“I honestly cannot understand that all hospital kitchens cannot prepare nutritious vegan dishes that can benefit all patients, now that they have an entire menu full of meat dishes. It goes against all recommendations to let sick people live on side dishes for all the others’ meals during their hospitalisations,” said Rasmussen.

“For me, it would be the obvious and easy choice to make a few delicious vegan dishes that everyone can eat. In this case, Hvidovre Hospital does not even follow its own meal policy or dietary guidelines set by the state. I think it’s crazy that they are allowed to do that.”

Hundreds of similar complaints against Danish hospitals

“The plaintiff has not been prevented from eating vegan food in accordance with her beliefs during her otherwise short-term admissions,” the court said after acquitting the Capital Region, basing the judgement on the fact that Rasmussen’s hospitalisations were only one and three days long. But would the outcome have been different if these were longer stays?

This is what the plaintiff is considering as the DVF and prosecutor assess whether the verdict should be appealed to the high court. “The court says that the hospital could offer Mette ‘vegan food’. But there were no full vegan meals to be had, only individual vegan food items. In addition, it states that hospitalised vegans have the option of paying themselves to have food delivered from outside or to buy in the hospital’s kiosk, but this is also clear discrimination, and moreover impossible for many if they do not have family nearby or are bedridden,” said DVF general secretary Rune-Christoffer Dragsdahl.

“Having to buy food from outside every day can add up to a large amount. Thus, it becomes a user fee for hospitalised vegans, which is not fair,” he added.

The DVF has received 450 complaints from people who have had problems with accessing vegan food in hospitals, with many having to ask family or friends to bring in food, get ready meals from 7-Eleven, or live on supplements during their hospitalisation. While several hospitals in Denmark offer vegan food, many others don’t, the association said.

“We are surprised that the country’s hospitals do not follow the excellent official recommendations for what vegan hospital food should consist of – and that some of the suggested dishes are not on the menu at all,” Dragsdahl said last month.

“It is paradoxical that by having 20 different meals on the menu, the hospital takes into account many different personal preferences based on taste and pickiness. But when it comes to a conviction protected by the Human Rights Court, no consideration is given. It simply does not make sense, and we hope that the district court comes to the conclusion that it is illegal discrimination,” he added.

In February, a district court in the city of Hjorring protected veganism as a belief under the European Convention, after a school denied a kindergarten student the right to plant-based meals, and refused to allow her to bring a packed lunch as well. The Danish government, meanwhile, became the first to adopt a national action plan to transition towards plant-based food last year.

The post Hospital Didn’t Violate Human Rights with Lack of Vegan Food for Pregnant Woman, Rules Court appeared first on Green Queen.