Rise of Plant proteins and Alternative meats

By pjain      Published Aug. 31, 2019, 10:59 p.m. in blog Foodies   

Rise of Plant proteins and Alternative meats

Not just burgers - chicken is big thing too!

Both companies started the year primarily selling burgers but have since launched new products — from Beyond’s ground beef to Impossible’s sausage to Beyond’s KFC chicken.

Valuations are sky high

  • Beyond Meat ipo $25 then lept to $169 for M=$10b

Rapid distribution via Fast food major chins

Impossible Foods announced partnerships with Burger King, Qdoba, and dozens of other restaurants and franchises like White Castle, which sells Impossible Foods sliders.

Beyond Meat started selling at restaurants including Del Taco, Carl’s Jr, Subway and KFC.

Taco Bell has offered its own in-house meat alternative product in the UK while teasing a big announcement in the US soon.

McDonald is rumoured to be waiting to make sure that it’s not a passing fad.

Meat Vendors Fight Back with their own Fake Meats

Major meat companies, such as Tyson and Purdue Farms, are launching their own plant-based meat products.

Key: Postive Feedback Loop breeds on Success!

A virtuous cycle, where consumers — more concerned with health and sustainability than ever before — demand the products, which then feeds publicity, which then fuels more customer demand.

  • So far main vendors and food makers have held back. But as they join the crowd, it propels market to new highs. Many restaurants and food manufacturers had been waiting to see whether the popularity of plant-based meat was a fad. As consumer interest has grown, “companies have become more aware that this is here to stay” — and they’re placing their own orders.

Why Rise of Plant proteins? Technology and Myths

Vegetarians remain a small minority - but Flextarianism, Reducetarians on the rise

  • In the US supposedly only 5% are vegetarians.
  • only 1% "never ate meat"
  • Even 60% of self-declared vegetarians - end up eating meat fairly often - few times a week

  • But it is NOT a all-or-nothing. If you go from a 80% meat diet to a 20% one, that is a huge reduction in meat risks.

Health Risks of Animal Products => Strong conviction Plant proteins

Aging boomers, and educated Millenial professionals have greatly increased consumer interest in healthier eating.

An elevated risk of cancer and heart attacks has been demonstrated and associated with red meat.

In general, eating vegetables is good for you. So many people might think it’s obvious that plant-based meat is healthier than regular meat.

Problem: Highly processed foods, high fat like Meats

Plant-based means it’s of ingredients that come from plants,” he told me, but that doesn’t mean you’re eating a salad

Meat alternatives match meat in macronutrient profile and calorie content, ie be as filling as real burgers, etc. But the high protein and fat content is not necessarily good.

Climate Change - Meat industry to blame

Animal cruelty severe - Pet loving Westerners hearts bleed but still eat lots!

Every year, more than 9 billion animals in the US are raised and killed on factory farms.

Factory Farms: Antibiotic resistance, No food poisoning or Mad Cow disease and Growth Hormones

Proponents of meat alternatives say these meatless meats could help change that equation.

Some people report sensitivities to the growth hormones fed to cows that then make it into burgers and steaks.

Plant-based meat should be able to avoid worries about food poisoning from undercooking and mad cow disease entirely.

These are problem that plant-based meats don't have.

Gluten Free, Soy-free and GMO-free

Beyond’s products are also soy-free and gluten-free, which are priorities for health-conscious consumers or hurt a minority medically with celiac disease.

Technology behind is radically improved over Veggie Burgers

So real - Technology of fake meat - overcomes objections!

Old style Veggie burgers only for 3% of US population

  • There have been veggie burgers available in grocery stores for a long time.

Meat alternatives

  • These are meant to taste like meat, be marketed to meat-eating customers, and replace some of those customers’ meat purchases. So their market is not the veggies or vegans but core meat eating consumers.

  • Offered today are burgers, ground beef, and sausages from two companies: Impossible Foods and Beyond Meat. In taste tests most reviewers rate them higher than veggie burgers but not quite like layer meat - not less flavor - just different.

The Impossible Burger famously bleeds, thanks to red beet juice and are made of a meat protein called heme, which the company produces from yeast.

People really like the taste of meat. Instead of trying to convince them to eat a kale and quinoa bowl, why not try to make meat for them in a better way? There are lots of Americans who are meat eaters and always will be, but who are up for trying plant-based products as long as they’re tasty, cheap, and nutritious. Those consumers, not vegetarians and vegans, would be the target of the next generation of meat alternatives.

Not vegan at all! Burger King’s Impossible Whopper is slathered in mayo — not vegan at all — and often comes with bacon bits.

Vat grown meat long way to go

Cell-based (or lab-grown, or cultured) meatare products are made from real animal cells but are grown in a food production plant instead of taken from animals raised in captivity and slaughtered for consumption.

  • Not on the market, but economics are dubious and my have a long way to go.


Tyson's fake chicken

Beyond Meat

  • Beyond Meat ipo $25 then lept to $169 for M=$10b

Impossible Foods

  • Impossible Foods closed an additional $300 million in investor funding.


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