The IP case between mycelium meat makers Meati and The Better Meat Co has drawn to a close, after a judge ruled largely in favour of the latter.

California’s The Better Meat Co and Colorado-based Meati have ended their two-and-a-half-year-long intellectual property dispute over their mycelium protein products, paving the way for the former’s fundraising efforts.

As reported by AgFunder, a judge in the Eastern District of California court ruled largely in favour of The Better Meat Co, accusing Meati of deploying “inexplicable” tactics and engaging in “sandbagging”. The court also rejected Meati’s claim over The Better Meat Co’s patent.

The legal battle began in December 2021 after The Better Meat Co sued Meati for undermining its IP and attempting to “bully” a less-funded rival. Meati, in response, accused the former of stealing its IP. Both companies produce meat analogues derived from the same fungi strain and using submerged fermentation.

The meat of the matter

Meati was founded in 2015 by Tyler Huggins and Justin Whiteley, and has raised $365M in venture capital to date, including a $100M Series C1 round just last month. The company’s chicken cutlets and steaks are now available in more than 6,000 retail locations, and it’s aiming to take the store count to 10,000 by the end of the year.

Meanwhile, The Better Meat Co, was founded by Paul Shapiro, Joanna Bromley and Adam Yee three years later. It has brought in only $27M in funding, thanks in part to the long-running court case. It began as a company producing plant-based meat enhancers, but later revealed it had been developing meat analogues using filamentous fungi. Its Rhiza mycoprotein is, among other applications, part of Perdue Farms’ Chicken Plus blended meat line.

In July 2021, The Better Meat Co was granted a US patent for this tech, listing Augustus H Pattillo as its inventor. According to CEO Paul Shapiro, Pattillo had previously spent a year working on a Department of Energy fellowship at Chicago’s Argonne National Laboratory, at the same time Meati (then called Emergy and working on renewable batteries) was also doing work at the federal agency.

In 2019, Pattillo joined The Better Meat Co (BMC), which was accused of IP theft by Meati after receiving the patent. “On information and belief, no one had ever discovered how to make textured mycelial masses resembling animal meat before Drs. Huggins and Whitely,” Meati’s legal team had stated. Huggins and Whiteley “did not believe it was possible for BMC to have brought a product to market so quickly on its own unless Pattillo had taken something” from Meati, and argued that their names should have been on the patent.

The Better Meat Co argued that Meati had “provided no evidence that it had identified the novel claim terms of the BMC patent, had shared any of the concepts at issue with Mr Pattillo, or was even actively researching meat replacement uses of mycelium prior to 2019″.

The Californian startup also claimed that Meati had failed to provide hard, admissible evidence – despite repeated requests – to “corroborate Huggins’ and Whiteley’s testimony that they, and not Pattillo, first conceived of the claims listed in Better Meat’s patents”.

Judge reprimands Meati for ‘sandbagging’ and ‘shenanigans’

In the court order in California, judge Kimberly J Mueller sided with The Better Meat Co for the most part, admitting some trade secret claims made by Meati to proceed, but rejecting its core patent claims.

She said Meati “has not supported its opposition with citations of particular parts of materials in the record to corroborate Huggins’s and Whiteley’s testimony that they are among the inventors – or the sole inventors – who should be listed on the four Better Meat patents”.

Mueller also outlined how Meati served The Better Meat Co with nearly 3,0000 pages of documents the night before a hearing on May 17, which the Colorado-based company said supported its inventorship claims. But, the judge said, Meati’s counsel offered “no credible explanation” of why it didn’t provide such materials sooner, considering the case has been going on since December 2021.

“In a case like this one – a case pending for more than two years in which the claimant can reasonably be expected to possess the evidence it would need to prove its claims – that claimant cannot avoid summary judgment through such sandbagging and shenanigans,” she said.

Instead of showing any “genuine dispute of material fact”, she stated that Meati’s action led the court to doubt it was pursuing its claims for “a proper purpose in the first place”.

Meati targets profitability, The Better Meat Co aims to scale up

The ruling is a positive one for The Better Meat Co, which can now hope to amp up its fundraising efforts without the IP albatross on its neck.

The judge did find that Meati had “identified genuine disputes of material fact within the record” related to trade secret claims, but both companies have now agreed to bring the dispute to an end. “The case has been concluded satisfactorily and we don’t have any further comment at this time,” a Meati spokesperson said.

Echoing this, a representative for The Better Meat Co added: “This case is now concluded, and we look forward to continuing to build a better food system.”

The Better Meat Co CEO Shapiro, a long-standing animal rights advocate, was previously the subject of sexual harassment allegations during his time as VP at the Humane Society of the United States.

After leaving the charity for unrelated reasons in 2018, he told Politico: “I’ve taken responsibility for inappropriate behaviour years earlier in my career, and apologised to those who may have been offended. I cannot, however, respond to allegations that I’m unaware of, were never presented to my former employer or me during the inquiry 16 months ago, are alleged to have occurred many years ago and, frankly, just never happened.”

Both Meati and The Better Meat Co will hope to move forward with their business plans following the end of the case. Meati has enacted three rounds of layoffs in the last 12 months, the latest one cutting 13% of its workforce. It has also seen shifts in the C-suite, with Phil Graves taking over as CEO from Huggins, who has moved into an advisory role, just as COO and president Scott Tassani left the company.

The Colorado-based startup is now aiming for profitability, and has previously set out its plan to reach $1B in sales by 2025 (although the restructuring has likely pushed back this target).

The Better Meat Co just announced it had slashed the cost of its mycoprotein. When produced at scale, it will now cost the same as commodity beef, even if no further R&D advancements are made. It is now looking to scale up to supply major CPG brands in the US and Asia, who have signed letters of intent and offtake agreements for its mycoprotein.

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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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US hybrid meat startup SciFi Foods has appointed an advisory firm to sell its assets as cultivated meat continues to face a bleak investment landscape.

San Francisco-based startup SciFi Foods, the maker of hybrid meat from cultivated beef cells and plant-based ingredients, is shutting down its operations.

The news comes months after the company successfully completed its first commercial-scale production run in a 500-litre bioreactor. It had also been in consultation with the FDA over its regulatory approval path in the US.

“Given challenges in the fundraising market, we’ve appointed an advisory firm to run a sale process,” co-founder and CEO Joshua March told AgFunderNews.

“Given the nature of the process, I can’t really say much more beyond this,” he added.

SciFi Foods had achieved price parity with conventional beef

Founded in 2019 as Artemys Foods, the startup rebranded in 2022 with a cultivated beef product to be used in hybrid meat formulations. Backed by Silicon Valley VC Andreessen Horowitz (a16z) and other investors like Coldplay, SciFi Foods has brought in over $40M in total financing.

Hybrid meat, which combines cultivated proteins with plant-based ingredients, is aimed at enabling scalability and driving down the high costs of cultivated meat. Investors say this is the only way it is currently commercially viable – Eat Just, the first company to ever sell cultivated meat, has previously rolled out versions with about 60-70% of cultivated cells, and its latest innovation is a retail offering with 3% of chicken cells.

Startups like Aleph Farms, Meatable and Vital Meat – which are all expecting regulatory approval in various markets over the next few months – are also using the hybrid approach for their products. Aleph Farms, which received the go-ahead from the health ministry in Israel in January, will soon roll out its hybrid beef at restaurants in the country.

Late last year, SciFi Foods opened a 16,000 sq ft pilot facility in San Leandro, California, where it began growing beef cell lines in single-cell suspension, in a 100% serum-free process. This is where it had finished its first run in the 500-litre bioreactor.

Single-cell suspension allows cells to be grown in any standard, stirred-tank bioreactor, without the need to try and scale up novel hardware. It also does away with the need for expensive substrates like microcarriers or scaffolding, which is crucial for cost control.

SciFi Foods, whose hybrid burger was a 90/10 mix of a soy protein base and cultivated beef, announced that it had achieved price parity with conventional beef using a combination of its proprietary high-throughput cell line engineering and CRISPR technology in 2022.

Cultivated meat feels the heat

The development comes amid what has been a highly turbulent time for the cultivated meat industry. As March alluded to, fundraising has been a mountain to climb – according to the Good Food Institute (GFI), investment in cultivated meat companies nosedived by 75% from 2022 to 2023. This came amid a wider decline in food tech funding (-61%), with alternative protein financing dropping by 44% to $1.6B.

The loss of faith among VCs has continued for cultivated meat startups this year, with Q1 witnessing merely 5% of the $226M invested in the sector in all of 2023. It’s why AgFunder has earmarked cultivated meat as a “category to watch” this year.

It has become a major headache for companies in this sector. Just last week, Aleph Farms confirmed it had laid off 30% of its local staff in Israel due to difficulties in securing capital amid its scale-up process, and as part of its asset-light growth strategy. Californian cultivated seafood producer Finless Foods had similarly carried out two rounds of layoffs in less than 12 months.

Also in California, cultivated pork startup New Age Eats ceased operations in March 2023. Eat Just, based in San Francisco, has been caught up in a lawsuit against its former contract manufacturer ABEC, which has claimed over $100M in payments for changes to the scope of the work and unpaid bills in relation to its cultivated chicken arm Good Meat. A judge has sided with both entities in several matters, and the case will now proceed to trial.

Another Californian startup, Los Angeles-based Omeat, has had its workforce cut by 80%, with its founder stepping down as CEO amid allegations of creating a hostile work culture.

Apart from the financial headwinds, the industry has also been met with legislative challenges. Italy became the first country to ban the production and sale of cultivated meat last year, with France and Romania contemplating the same. And last month, the US states of Florida and Alabama both passed similar bills, which were heavily criticised even by the meat industry.

Company closures were predicted to continue this year by alternative protein experts, and SciFi Foods has become the latest on that list. “We are in a phase of consolidation and correction that isn’t over yet. Given that venture capital is so scarce, fundraising and due diligence processes are taking extremely long, and especially lead investors are so hard to find, we expect to see more businesses going down,” Albrecht Wolfmeyer, director of ProVeg Incubator, told Green Queen in April.

He added: “At the same time, we are seeing a lot of exciting innovation in the ecosystem and also growing consumer and corporate interest in markets like Germany. This and parts of next year will be tough, then we’ll see more light at the end of the tunnel.”

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German national rail company Deutsche Bahn has partnered with Planet A Foods to offer cocoa-free chocolate shortbreads during the Euro 2024 football championship and beyond.

As fans travel to Euro 2024 stadiums across Germany, those taking Deutsche Bahn (DB) trains will now be treated to free chocolate shortbreads, but with a twist. The cookies will feature cocoa-free chocolate from ChoViva, the sub-brand of German food tech startup Planet A Foods.

First-class passengers aboard DB’s Intercity Express (ICE) and Intercity (IC) trains will be offered the heart-shaped shortbreads as part of a multi-year collaboration between the two companies, but starts with a Euro 2024-centric version.

Germany is hosting UEFA’s inter-Europe football championship this summer (June 14 to July 14), and, to mark the occasion, the shortbread will be called Lieblingsfan (favourite fan) for the duration of the tournament. The initiative is designed to raise awareness among millions of football fans about chocolate’s impact on deforestation and associated greenhouse gas emissions.

“Deutsche Bahn is the perfect match for us as a partner. We both pursue the same mission: to save several million tons of CO2 per year,” says Planet A Foods CEO Maximilian Marquart, who co-founded the brand with his sister Sara in 2021. “One by offering sustainable mobility solutions, and one by producing sustainable food ingredients that are decoupled from limited resources. It only makes sense that together we can achieve even more.”

Climate-friendly chocolate goes beyond Euro 2024

The collaboration is a summer version of the Lieblingsgast (favourite guest), a small chocolate handed to DB passengers, which is made from fairly traded cocoa and wrapped in FSC-certified recyclable paper. Part of the rail operator’s climate commitments, the initiative has been ongoing since March 2023.

“The goal is to show appreciation, with sustainability being a central focus for both DB and us,” says Maximilian, whose startup participated in a bidding process to win the DB contract. He cites the brand’s taste and sustainability credentials as the reasons why it was selected.

It means the ChoViva chocolate alternative – made from a base of fermented oats and sunflower seeds – will be part of DB’s lineup on the long-distance trains over the next two summers.

“The cookie is a specific development for the German Railway together with one of our partners,” says Sara, the company’s CTO. “We chose a cookie instead of a chocolate bar as they are distributed over the summer months. The idea was to avoid any problems that might occur with melting and distribution.”

So what’s the difference between the Euro and post-Euro versions? “The cookie itself stays the same,” she says. “What changes is that after the European Football Championship is over, we’ll switch to the Lieblingsgast version again with a new branding in terms of packaging design.”

Maximilian adds that ChoViva is already working on a second iteration of the cookie to further its planet-friendliness. He remains tight-lipped on the details, but says the team is “working on improving different areas even further”.

DB’s track record of climate-friendly food

This is far from the only planet-friendly food offering at DB. The railway company has partnered with multiple companies over the years to cater to consumers’ growing demand for more sustainable catering options.

In fact, since March 2022, more than half of the food offered at its onboard eateries has been meatless, featuring vegan meat analogues, vegetarian snacks and seasonal produce. A few months before that, DB introduced Oatly’s barista oat milk for coffee orders.

Over the last few months, it teamed up with two local vegan seafood brands. The first entailed a chilli-cheese-style baguette with BettaF!sh’s tuna, and the other a noodle stir-fry with Happy Ocean Foods’ soy-based shrimp. The latter was introduced during Veganuary, and featured prominently at the beginning of the menu, which extolled the benefits of a plant-based diet.

Cocoa’s climate impact is a problem

But, while meat is the most destructive food for the planet – releasing twice as many greenhouse gas emissions into the atmosphere than plant-based foods – chocolate itself has a sizeable footprint. Dark chocolate, for example, is the second most polluting food, second only to beef. Intensive deforestation plays a big part here, and the countereffects of climate change mean a third of all cocoa trees could die out by 2050.

By using traditional fermentation and roasting methods – but eschewing the cocoa bean – ChoViva (formerly NoCoa/QOA) manages to bring down carbon emissions by 90% per kg of chocolate. This has been recognised by CPG behemoths like Lindt, Kölln, Rewe, and Griesson de Beukelaer, which have released various products using the cocoa-free chocolate.

However, ChoViva’s chocolate for the DB cookies does still use palm oil, though this is RSPO-certified, which suggests it’s sourced from certified production units and is produced according to strict ecological and social criteria. In an interview with Green Queen last year, Maximilian explained that palm oil can become essential for some of its collaborations. “If we [use it], we support sustainable palm oil cultivation and work with partners who do the same,” he explained.

“For some special applications, we couldn’t yet get rid of palm oil due to technical reasons. We try to limit those applications,” added Sara. She had revealed that the company was working on its own alternatives to palm oil and other cocoa fats.

Asked about progress on this front, she now says: “We put a lot of effort and budget into our cocoa fat alternative. We’re progressing according to our time plan right now, in terms of development.”

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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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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 Starbucks’ upcoming Oatly collaboration, a vegan certification for hospitality operators, and Bezos Earth Fund’s alternative protein centre.

New products and launches

For its summer menu, Starbucks is reportedly launching a vegan cinnamon crumble Frappuccino with Oatly‘s vanilla Oat Whip, which will be available for a free swap – a welcome policy change from the coffee chain. It will also offer a non-dairy vanilla sweet cream cold brew, and free plant-based cold foam substitutes for all core drinks.

Speaking of which, Oatly has now launched its 1.5-litre barista milk in the UK, which was teased in its latest earnings call to investors.

Also in the UK, The Coconut Collaborative has unveiled what it says is the country’s first vegan yoghurt and granola topper.

British vegan pet food maker Hownd has gained a listing for three hypoallergenic functional treat ranges – Keep Calm for stress relief, Got an Itch? for healthy skin and coat, and Yup You Stink! for bad breath – at Pets at Home, which will be available in stores nationwide in September.

Fellow UK startup Sun Bear Biofuture has joined the expanding roster of companies offering sustainable alternatives to palm oil. Its deforestation-free innovation is derived from fermentation and makes use of agricultural sidestreams as feedstocks.

Meanwhile, plant-based giant Beyond Meat has rolled out a new SKU in the UK. The spicy jalapeño burger is available at 280 Tesco and Sainsbury’s stores each, with a frozen version coming to 200 locations each in September.

In the US, Tomorrow Farms‘ animal-free milk Bored Cow, which uses Perfect Day‘s precision-fermented whey protein, has expanded into 2,000 new stores nationwide, with additional 11oz packaging for the original flavour plus four-packs now available in Albertsons, Safeway, Sprouts, Fresh Thyme, Central Market, and Shaws, among others.

Consultancy network Vegan Hospitality has launched a global certification programme for tourism and hospitality companies, offering companies expert strategy consulting, online staff training, promotional support, and free auditing.

In Germany, plant-based producer Planteneers has introduced a lineup of vegan desserts, comprising tiramisu, cheesecake, fermented oat dessert, pudding, and soft ice cream. They’re positioned as “healthy but indulgent” alternatives to their dairy counterparts.

German airline caterer LSG Group has teamed up with Unilever-owned plant-based meat brand The Vegetarian Butcher to offer vegan meals for onboard dining.

More news from the skies: Spanish meat analogues maker Heura and vegan cheese giant Violife have partnered with Vueling Airlines to launch a plant-based burger on the carrier’s summer menu, which is priced at €8.50.

There’s a new plant-based butchery in Prague. Located in the Czech capital’s Letná district, Bezmasna features meatloafs, cold cuts, deli salads, as well as chlebíček (Czech sandwiches).

Singaporean startup Jiro-Meat is aiming to commercialise its upcycled plant-based meat made from okara – the fibrous pulp leftover from soy milk and tofu production – in the next six months.

And in India, Nestlé has rolled out a limited-edition edible plant-based fork for its Maggi cup noodles. The two-piece fork is made from wheat flour and salt.

Finance and company updates

The Bezos Earth Fund has opened its first Center for Sustainable Protein at North Carolina State University, supported by a $30M fund. The facility aims to advance alternative protein production and commercialisation, and has onboarded Believer Meats (which is due to open its own cultivated meat facility in the state later this year) as a partner.

Germany’s Planteneers has also opened a Customer Center of Excellence in Aurora, Illinois as part of its North American expansion. The facility will let customers collaborate on product development and create ingredient solutions via a plant-based meat laboratory (it will soon have one for alt-dairy too).

Indian vegan seafood player SeaSpire has rebranded to PROT, as it diversifies into other plant protein sources. Its alt-seafood lineup is being relaunched as a ‘Gill-t Free’ range ahead of World Ocean Day (June 8), supported by Veganuary India‘s Fish-Free Week campaign.

Danish plant protein powder Nutrumami has closed a €450,000 seed funding round to expand its team and prepare for market launch.

Policy and research developments

A 9,272-person survey by YouGov shows that if cultivated meat was on par with conventional meat, only half would continue eating the latter (nearly a quarter remain unsure of what they’ll do). It’s an improvement from the 40% who would otherwise ‘definitely not’ eat cultivated meat. Meanwhile, Americans remain very split over bans on these products.

In the UK, Calderdale Council in West Yorkshire – which adopted a climate change emergency policy in 2020 – wants to make its menus fully plant-based, with a preference for seasonal, non-processed foods.

A joint venture between the Artevelde University of Applied Sciences and the City of Ghent has seen a food waste monitor installed in several restaurants, which will use the smart scale to better measure how much food is being thrown away.

Finally, advocacy group Eat Differently has rolled out a parody ad campaign called Hate Vegans? in Los Angeles. It aims to highlight the reasons people care about plant-based diets and their impact on the planet – ‘injuries’ sustained from preachy vegans could turn into settlements with the help of fictional attorney Seymour Loudermilk.

Check out last week’s Future Food Quick Bites.

The post Future Food Quick Bites: Non-Dairy Starbucks, Vegan Flights & A Bezos Protein Centre appeared first on Green Queen.

Israeli alternative protein startup Forsea Foods held an intimate tasting event for its cultivated unagi in Tel Aviv, with plans to launch the eel meat in Japan by 2026.

Investors, journalists, food manufacturers, opinion leaders and government representatives all convened at A, the Japanese restaurant in Tel Aviv, to get a taste of cultivated unagi yesterday.

The event, hosted by Forsea Foods, showcased three dishes featuring the Israeli startup’s cultivated freshwater eel as a centrepiece, nearly five months after it debuted the first prototype of the seafood innovation.

The highlight of the menu was unagi kabayaki, a traditional Japanese dish featuring a grilled eel fillet on a bed of rice. The preparation of the eel was supported by Yuval Ben Neriah, head chef and owner of A, and Katsumi Kusumoto, owner of Tokyo vegan restaurant Saido. It was an extension of the latter’s collaboration with Forsea Foods, having created two unagi dishes as proof of concept back in January.

“This project with Forsea has been particularly exciting as it marks my first venture into future food and the world of cell-cultured seafood and its resonating sustainability message,” said Ben Neriah. “The feedback from the diners was indeed uplifting. Several remarked that they wouldn’t have guessed that the unagi was cell-cultivated had they not been informed.”

Now, the company plans to hold further tasting events outside Israel this year, in preparation for regulatory applications and a market launch slated for 2026.

Hybrid seafood tasting pinpoints the cost challenge

Forsea Foods’ patented method for cultivated seafood uses organoid technology to create 3D microtissues comprising fat, muscle and connective tissues, which can mimic the functions and structure of organs. These spontaneously differentiate into edible cells, replicating the natural process of cell formation.

Moreover, the cell lines can self-organise into tissue structures without scaffold support. This simplifies the production process, eases supply chain bottlenecks for eel meat, and enhances the potential for scalability. And by significantly reducing the reliance on growth factors, the startup can produce in an efficient and cost-effective manner.

A $4.3B market, eel has always been a luxury seafood product, commanding wholesale prices between $40 and $60 per kg in Japan (which consumes over 70% of all eel catch). But overfishing, poaching, illegal trading, breeding troubles and pollution have ravaged supplies of the fish, with consumption declining from about 160,000 tonnes in 2000 to just over 60,000 tonnes in 2021 in Japan.

All this has made eel a critically endangered species and likely to become more expensive as demand doesn’t seem to be slowing down. Tackling costs is crucial, and it’s something that has been a major challenge for cultivated meat companies ever since the advent of the technology.

This is why most cultivated meat products that have come to the market or been showcased in public tastings are actually hybrids of plant-based ingredients and cultivated cells, which helps lower costs and makes them commercially viable. The eel presented in Forsea Foods’ tasting also contained plants, revealed co-founder and CEO Roee Nir.

While he didn’t disclose the amount of eel cell biomass used, he told Green Queen that “it was very evident in the tasting experience”. But Forsea Foods, which is working to scale up its process now, is confident about the price equation, with Nir suggesting that its technology will allow it to bring costs below price parity once it reaches larger production levels.

“The current R&D cost of the dishes we served is not really relevant to the price of the future product,” he argued. “Our organoid technology has several remarkable advantages related to the price parity challenge – it reduces the use of growth factors, eliminates the need for the scaffolding stage and makes the production process much more scalable.”

He added: “Forsea’s unique organoid technology has the potential to overcome many of the industry bottlenecks in bringing cultivated meat to the consumer plate… This event was a great opportunity for us to present our unprecedented achievements to partners and industry stakeholders.”

Forsea Foods hopes to debut cultivated unagi in Japan by 2026

One of the 40 attendees of Forsea Foods’ tasting event was Takahashi Seiichiro, Japan’s deputy chief of mission to Israel. It’s a marker of the startup’s commercialisation plans, targeting the main consumer of eel meat globally. “While we Japanese have been eating eel for more than 5000 years, we understand that cultivating eel is no simple task. Therefore, I believe that introducing the first cell-cultured eel is the accomplished result of great comprehensive corporate efforts,” said Seiichiro.

Forsea Foods is developing relationships with strategic partnerships in Japan as it targets a commercial debut of its cultivated eel in 2026. Saido – which already serves a vegan version of the fish – has previously indicated its intention to offer cultivated unagi once regulatory approval comes through. The startup previously told Green Queen it’s in talks with food safety authorities in Singapore too, but Nir said the plan is to introduce its product in Japan first, since it’s a “far larger” market.

Japan is among the countries advancing regulatory progress for novel foods. In April, the Ministry of Health, Labour and Welfare (which will continue to oversee food safety) transferred its food hygiene standards division to the Consumer Affairs Agency. Companies now must liaise with two agencies on regulatory conversations, but this puts the ultimate responsibility in prime minister Fumio Kishida’s hands.

“The Japanese regulatory process establishment is being drafted these days. That takes time. However, there is a strong backwind from the government to promote this industry,” Nir said, pointing to Kishida’s comments last year that called cellular agriculture an important part of “realising a sustainable food supply”. “Our assumption is that cultivated meat will be approved, if not late 2025, in early 2026,” he added.

Looking forward, the company is now working to enhance its recipes. Since the start of the year, we made significant advancements in improving our cell lines,” said Nir, who added that Forsea Foods is working on six different cell lines.

The startup, which has so far raised $5.2M in seed financing, will soon launch its Series A funding round, with plans to use the capital to establish a commercial pilot plant (the location of which is yet to be decided). It’s a tough funding environment for cultivated meat, where investments declined by 78% in 2023.

“Investors are now more selective and looking for companies with technological and commercial advantages. Forsea has a very unique organoid technology that allows it to reach price parity faster and bring its product to the consumer’s plate,” said Nir. “In addition, the company’s focus species at risk, which have a high price point and large market potential, allow it to target a very attractive market. Our first product, the cultivated eel, is very attractive in the Asian, European and American markets.”

Forsea Foods is the only known company working on cultivated eel, but others are producing plant-based versions. Fellow Israeli startup Steakholder Foods showcased a 3D-printed alternative in December (it plans to include cultured eel cells in the product at a later stage, if costs allow). Meanwhile, New York’s Ocean Hugger Foods and Japanese giant Nissin already have vegan eels on the market (using aubergines and soy protein, respectively).

The post Forsea Foods Hosts Cultivated Eel Tasting in Israel, Aims for 2026 Rollout 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.

In our weekly column, we round up the latest news and developments in the alternative protein and sustainable food industry. This week, Future Food Quick Bites covers a new vegan restaurant in India, blended meat for kids, and Oatly’s climate election pledge.

New products and launches

Indian e-marketplace Vegan Dukan has opened Rollin’ Plantz, a plant-based restaurant in Bengaluru, which features Indian dishes and international favourites with a mix of whole foods and meat analogues.

Singapore’s PetCubes has tapped Indonesian startup Green Rebel Foods‘ plant-based meat to launch a plant-based dog food SKU called Vegan Formula, which is high in protein and low in carbs.

South Korean plant-based meat startup Unlimeat showcased its new line of Korean fried chicken at the National Restaurant Association in Chicago (May 21-27), featuring original, extra spicy, and Cheongyang Mayo flavours.

The event also saw Tofurky unveil vegan hot dogs (a first for the brand) and new deli slices, which now contain 13g of protein per serving.

The blended meat wave continues – and this time for kids. Colorado startup Teton Waters Ranch has rolled out its Taste Buds range, which combines vegetables with beef. The Meatball Buddies, Burger Buddies, Mini Corn Dogs, and Top Dog hot dogs are available at Whole Foods, Sprouts Farmers Market, Central Market, and New Seasons Market.

In a similar vein, vegan chicken maker Rebellyous Foods will soon offer its products in public schools in Chicago, as part of its larger strategy to up plant protein presence in school lunches.

Dairy giant Bel Group has introduced the vegan versions of its The Laughing Cow snacking cheese to the Canadian market, which will be available at major retailers like Metro, Loblaws, and Real Canadian Superstore.

US alt-milk maker Malk Organics has added three creamers to its lineup, priced at $7.99 per 16oz bottle. The lightly sweetened SKU has an oat base, while the vanilla and caramel flavours are almond-based. They’ll be available at Sprouts and select stores of Whole Foods, Erewhon, Fresh Thyme and other retailers from mid-June.

Speaking of milk, UK brand Oato is making its move onto the shelves of Waitrose, following a listing with northwest supermarket Booths for its fresh oat milk in February.

Danish player Naturli’, meanwhile, has secured a listing with Tesco, the UK’s largest supermarket, for its vegan block and spreadable butters.

Months after acquiring La Fauxmagerie, UK plant-based pizzeria Purezza has opened the vegan cheesemonger in its Camden store, with over 40 cheeses and the cult-favourite cheese cellar in the basement.

Also in the UK, Shicken has updated its entire range of meat analogues from a soy and wheat protein base to an allergen-free pea recipe, with its existing products set to be phased out by the end of the month. The new iteration of its tikka kebabs is already out at Costco.

As it aims to make half its menu meatless by next year, Wagamama has introduced four dishes with Australian startup Fable Food‘s pulled shiitake mushrooms – this entails gyoza, otsumami, soba noodles and a koyo bowl.

In its efforts to address food waste, Unilever has redesigned its squeeze bottle for the Hellmann’s vegan mayo with an edible plant-based coating that prevents the spread from sticking to the sides and minimises the amount left over after use. The new packaging will be debuted in the UK and Ireland this year.

In France, plant-based meat leader Heura is running a pop-up vegan butchery at E-Leclerc hypermarkets. It started at Saint-Brice-Courcelles (May 21-25), is now at the Levallois-Perret location (May 28 to June 1), and will end in the neighbouring Clichy store (June 3-8).

Fellow French startup HappyVore has introduced a first-of-its-kind plant-based meat range called Croq’Coulis. Inspired by chocolate fondants and mochi, these combine an outer crunchy layer of pea protein and vegetables with saucy fillings (aubergine-tomato, and carrot-sweet potato-coconut curry).

And Swedish furniture giant IKEA has brought its vegan hot dogs to Australia. Made from rice protein, carrots, onions and apples, they cost A$2.

Finance, research and company updates

Australian plant-based meat maker Proform Foods, which retails under the Meet brand, has fallen into administration, appointing KPMG to manage the company. It continues to trade for now.

Dutch cultivated meat producer Meatable, which recently hosted a public tasting of its pork in the Netherlands ahead of its impending regulatory approval in Singapore, has appointed Jeff Tripician as CEO, with co-founder Krijn de Nood continuing in his board position. The move comes as part of the company’s plans to expand in the US following its Singapore launch.

Danish vegan cheese startup Færm has received follow-on funding through a €1.3M convertible loan from research firm BioInnovation Institute‘s Venture House programme.

Canada’s alternative protein economic cluster Protein Industries Canada has invested C$2.6M in a project to expand the lupin protein market alongside Lupin Platform, PURIS Holdings and YOSO Canada, who will provide the rest of the funding in the C$6.2M initiative.

Meat analogues will be the largest driver of the global incremental volume of protein ingredients, which are set to reach 860 kilotonnes by 2027, according to Swiss research company Giract.

Analysis by Japanese news outlet Nikkei has revealed that the country has the second-highest value of alternative protein patents, behind only the US. It’s followed by Switzerland and China.

British plant-based liquid egg maker Crackd has launched a ‘love it or your money back’ guarantee to encourage people to try its product. The startup has sold the equivalent of three million eggs since its 2020 launch.

Fellow British company Tate & Lyle has handed over its remaining 49.7% share in US plant-based producer Primient to KPS Capital Ventures, which will own 100% of the company once the transaction is completed (expected by the end of July).

Policy and manufacturing updates

Meat giant Maple Leaf Foods, which merged its animal and plant protein businesses in February, has announced the decision to close a production facility in Brantford, Canada to consolidate manufacturing in its existing network.

Food giant GEA has broken ground on a new technology centre for plant-based, microbial and cultivated proteins. Scheduled to open next year, it aims to help food manufacturers meet the demand for alternative proteins, while creating future-resilient jobs and local economic opportunities.

In India, the CSIR-National Institute for Interdisciplinary Science and Technology has signed a deal with Kerala’s Alter Wave Eco Innovations to tap its vegan leather manufacturing technology, using sources like pineapple leaves, banana stems, and rice straws.

Finally, ahead of the EU elections from June 6-9, Oatly and Patagonia have joined forces to build voter engagement, imploring business leaders to encourage employees to vote. They’re giving staff time off to vote, providing them with informative resources, and giving parliamentarians a manifesto for climate-friendly policies.

Check out last week’s Future Food Quick Bites.

The post Future Food Quick Bites: Vegan Indian, EU Elections & Squeezy Mayo appeared first on Green Queen.

Lidl Netherlands has completed a successful pilot experiment by placing plant-based analogues next to meat in stores. The results? A 7% sales growth.

Discount retailer Lidl is continuing its recent efforts to ramp up its vegan product sales, following the lowering of prices from its private-label plant-based range in certain markets.

In the Netherlands, Lidl partnered with the Wageningen University and the World Resources Institute to find the answer to a much-debated question in the plant-based world: does placement matter?

There have been plenty of trials and studies to determine whether putting meat analogues in the conventional meat section has an effect on the sales of vegan products. Some have found that the move boosted purchases of plant-based meat but didn’t decrease the sales of conventional meat, others have discovered a smaller hike for the former, but no effect on the latter.

So there’s been a slight lack of clarity, but the results of Lidl’s pilot couldn’t be much clearer. After placing plant-based meats next to animal-derived meats in 70 of its branches in the Netherlands for six months, the retailer saw a 7% spike in sales of the vegan products.

Visibility, taste and volume were key factors, and Lidl is addressing each of them as it progresses towards its goal of having 60% of its protein sales sourced from plants by 2030.

Lidl promises tastier, healthier meat analogues

While the positive sales impact on meat analogues decreased slightly over time, the overall effect was still significant at the end of the trial, according to Monique van der Meer, a researcher at Wageningen University. “Sales figures for meat products also fell slightly, but this was not significant,” she said.

“During the pilot period, customers were also interviewed in the store and customer cardholders could complete an online questionnaire,” added van der Meer. “This showed, among other things, that most customers generally think the placement of meat substitutes on the meat shelf is a good idea.”

The pilot revealed a clear need for larger quantities of plant-based meat. “We immediately put this into practice. The large packages are now in all our 440 stores,” said Chantal Goenee, sustainability and health advisor at Lidl Netherlands.

The retailer has promised an improvement in the quality of its plant-based meat products by the end of the year, both in terms of flavour and health, which were shown to be important consumption drivers. In fact, an EU-wide survey last year suggested that taste is the most influential aspect pushing people to eat plant-based, with 59% citing it. On the other hand, health is why most are reducing meat intake (45%).

Lidl’s plant-based push has seen it reduce the prices of own-label vegan meat and dairy products to match their conventional counterparts in its German and Belgian stores. In the former, it now also places plant-based analogues in the meat and dairy aisles, following a trial that increased the visibility of its four bestselling meat alternatives.

The results chime with previous research. A 2020 trial by US retailer Kroger and the Plant Based Foods Association (PBFA) revealed that when sold in the meat aisle, plant-based analogue sales rose by 23%, with one consumer explaining that their first thought is that these products will be in the meat section, while another said it makes buying vegan a lot easier.

And in 2021, a UK-wide report by the Institute of Grocery Distribution (IGD) found that 57% of respondents strongly agreed that moving plant-based products into the meat aisle would make it easier for them to follow healthier and more sustainable diets.

Lidl to focus on in-store visibility of plant-based meat

The aforementioned poll also found that nearly half (49%) of Dutch consumers had reduced their meat intake over the previous year. The country comprises 53% meat-eaters, and another 38% who identify as flexitarians or pescatarians.

Meanwhile, supermarkets are their preferred purchase point for meat analogues (59%), and a third of consumers say they’re cutting back on meat for environmental reasons. “If consumers choose more climate-friendly food in the supermarket, it makes a big difference,” said Stientje van Veldhoven, VP and director of Europe at WRI. “The question is how food producers and supermarket chains can respond to such a change as effectively as possible.”

Dutch animal rights charity Wakker Dier has been facilitating this push. One of its campaigns is to get retailers to commit to plant-based proteins making up 60% of protein sales by 2030, in response to the national health guidelines. This is why Lidl has adopted that target. As part of the move, the nine supermarkets involved have pledged to have 50% plant protein sales by next year, and agreed to monitor and publicly report sales data.

Plus, meat sales in Dutch supermarkets have plummeted by 16.4% since 2020, falling 2.3% last year. “This joint research project with Lidl Netherlands and Wageningen University is helping us build scientific evidence on what really works to shift consumer demand, and it’s encouraging to see Lidl responding to the findings,” said van Veldhoven.

“We know from the research that visibility of our meat substitutes is an important factor in the customer’s choice to purchase or try a meat substitute, especially for customers who do not yet purchase meat substitutes,” said Lidl Netherlands’s Goenee. “That is why we will focus even more on this in our stores and marketing in the near future.”

And it’s not just in retail that such interventions have been shown to work. Last September, McDonald’s Netherlands began promoting plant-forward eating by listing its vegan offerings before beef on the menu. It came after a ProVeg International report on fast-food chains stated: “Integrate plant-based options with similar items and list them first, while repeating them in a separately labelled plant-based section. This will nudge consumers to choose more plant-based options while making it easier to navigate the menu.”

And, earlier this month, WRI published an updated version of its foodservice playbook. One of the 18 most promising strategies derived from its analysis of research involved integrating plant-based products into meat sections on menu displays. It received an expert score of 11.04 out of 15 (which was at the higher end), and a ‘promise ratio’ of 5 (the proportion of effective versus ineffective trials).

The post Lidl Boosts Plant-Based Meat Sales by 7% by Putting Them in the Meat Aisle appeared first on Green Queen.