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Impossible Foods Tony Awards Ad Campaign

©Impossible Foods

Marketing & Media

“The Summer of Impossible”: Impossible Foods Unveils Major US Marketing Campaign

Seeking to introduce new customers to the plant-based category, Impossible Foods announces it will launch two US national ad campaigns this summer. Designed to appeal to a wider range of consumers, the campaign’s first spot – a 90-second musical ad – will premiere this Sunday, June 11 during the 76th Annual Tony Awards® broadcast. According to Impossible, the campaigns are intended to reach a broader consumer base of flexitarians and meat-eaters with a lighthearted and approachable message. The first campaign, entitled “Making Meat History”, explores the history of meat through time up to the present day, when the narrator introduces meat from a new animal called “the plant.”  Impossible says the ad familiarizes consumers with the concept of plant-based meat in a fun and entertaining …

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Plantbaser_Cube

© Planteneers

Company News

Planteneers and Hydrosol Advice: Embrace Tech to Overcome Future Food Challenges

With consolidated revenues of 764 million euros last year, the Hamburg Stern-Wywiol Gruppe, a global leader in the food and feed ingredients industry, again enjoyed double-digit growth. The growth drivers in the group are its Planteneers and Hydrosol subsidiaries, said the group in a statement.  Planteneers develops and produces custom system solutions for plant-based alternatives to meat, sausage, and fish products, as well as cheese, dairy products, and deli foods. Hydrosol specialises in stabilising and texturing systems for animal foods. Factors for success Key factors for the success of the companies are intense research, the development of innovative technologies, and closeness to customers and markets, says the group. “Our innovations are precisely tuned to individual customer requirements,” commented Dr. Matthias Moser, MD of the Food Ingredients …

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New Culture mozzarella on a pizza

Image credit: Evan Robinson

Gastronomy & Food Service

New Culture’s “Groundbreaking” Animal-Free Mozzarella Makes World Debut in Los Angeles

New Culture’s animal-free mozzarella made its world debut yesterday, where leading chefs, culinary influencers and media gathered at the acclaimed Pizzeria Mozza in Los Angeles to taste the revolutionary cheese. Hosted by award-winning chef Nancy Silverton, the event gave guests a first chance to experience New Culture’s first-of-its-kind mozzarella, made from precision fermentation instead of cows.  Silverton and her team designed and prepared a four-course meal to showcase the versatility of New Culture’s cheese. The menu included arancini, eggplant parmesan, and speciality pizzas that featured the mozzarella chunked, shredded, sliced and baked.  Major milestone According to New Culture, the event marked an important milestone as the company prepares for its official launch at Pizzeria Mozza in 2024.  “The evening was an incredible debut for our …

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Veronica Fil

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Opinion

Op Ed: Veronica Fil, Founder of Grounded Foods Co, On Plant-Based Restaurant Trends

Veronica Fil is a former behavioral economist, who now specializes in marketing for the alternative protein industry. She is the co-founder of Grounded Foods Co. and author of Plant Based USA: a Guide to Eating Animal-Free in America. Reinventing the menu: more chefs embrace plant-based alternatives to meet diner demand By Veronica Fil As I patrolled the floors of the National Restaurant Association Show in Chicago last week, I was struck by a realization: ‘plant-based’ no longer appeared as a specialty category of the food service industry. Judging by the sheer amount of meat, seafood, and dairy alternatives spread throughout the Show floor–and the excitement surrounding them–I knew that plant-based food had become firmly embedded in the mainstream culinary mindset.  It hasn’t always been this …

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ADM's new innovation center in Manchester, the UK

Image courtesy of ADM

Company News

ADM Opens New Center in the UK for Innovations in Alt Protein and Other Foods

Agribusiness leader ADM (NYSE: ADM) has opened an innovation center in the UK for alt protein and other categories such as sweet, dairy, alternative dairy, and beverages. Located in Manchester, the Customer Creation and Innovation Center (CCIC) will be a UK hub fostering collaborations with food manufacturers, brands, and food service to create novel products. The 800-square-meter facility includes a state-of-the-art kitchen, a chef’s presentation theater, and flavor development lab, where ADM’s team will explore and expand its culinary capabilities and solutions into developing food innovations for the UK.  Expanding in alt protein At CCIC, ADM will offer its expertise (technology, ingredients, and solutions) for formulating and developing plant-based offerings that meet consumers’ high sensory expectations and health demands, said the company in the announcement.  Other ADM initiatives in …

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Shopping in a LIDL grocery discount supermarket in the meat aisle

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Retail & E-Commerce

Lidl to Display Plant-Based Alternatives Next to Animal Meat to Entice Meat-Eaters

Lidl Netherlands today reveals plans to display the top four best-selling meat alternatives right alongside the meat products in the refrigerator. The strategy has already been adopted in some markets such as Spain, with the strategic placement aiming to encourage flexitarian customers to opt for plant-based options more frequently. It’s important to note that not all meat substitutes will be positioned alongside the meat initially. The focus will be on vegan ground beef, vegetarian chicken pieces, vegan schnitzels, and veggie burgers. The development follows Lidl’s much-discussed news from February that the German discounter will pursue a plant-forward strategy to 2025, with a focus on reducing the number of animal-based products in its offering and increasing its range of vegetable proteins. Christof Graf, chief buyer for …

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Vivera sausage rolls

Image: Vivera on LinkedIn

Company News

Vivera Reports Stable Growth, Becomes B-Corp Certified, Enters Dutch Foodservice

Vivera is experiencing stable growth and says it aims to become one of the leading brands in meat alternatives. Yesterday the Netherlands brand announced it had achieved B Corp certification, and furthermore, the brand has entered into its first collaboration in the foodservice market, launching a meat-free sausage roll into Bakkerij van Maanen. In April Vivera launched three new meat alternatives, entailing spicy vegan drumsticks, a vegan schnitzel, and a vegan fillet spinach & cheese alternative. Having already grown faster than the category in recent years, Vivera is moving closer to its self-imposed goal of occupying a place among the top five brands in the meat alternatives category. At the moment growth of 12.5 percent is almost double that of the overall category (6.3 percent). …

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Roquette opens new food innovation center

Image courtesy of Roquette

Company News

Roquette Opens €4.5M Food Innovation Centre: “We See This Opening as an Innovation Boost for the Global Food Sector”

Global leader in plant-based ingredients, Roquette celebrated yesterday the launch of a new €4.5 million food innovation centre in Lestrem, France.  As demand for new, healthier, and more sustainable diets grows, Roquette’s Food Innovation Center will foster innovation and accelerate the launch of novel products. The center will be a “key part” of the company’s R&D global network and a unique place to develop a more collaborative relationship with customers, Roquette said in the announcement. “The ultimate goal of the Food Innovation Center is to partner with food industry players to speed up innovation, from the earliest stage of product development. To ensure this is possible, the teams can rely upon a worldwide network, as well as in-house expertise, co-development sessions, and technical training. The site …

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Two brown cows/ cattle

© Mosa Meat

Charity & Campaigns

Animal Rights Switzerland Sets Out Vision to Make the Country Vegan

Campaign group Animal Rights Switzerland has launched a project outlining how the country could become animal-friendly. The group describes how meat and dairy products could be produced through cultivation and fermentation technologies, removing the need for animal agriculture. Slaughterhouses could then be repurposed, or turned into museums. Recreational fishermen could remove litter from rivers rather than catching fish, or focus on monitoring and photographing aquatic life. Contraceptives could be used to prevent wild animals such as deer from becoming overpopulated, removing the need for hunting. To make clothing, leather and petroleum-derived materials would be replaced with alternatives such as mushroom or apple leather, and plant-based alternatives to wool would also be used. Animal protection laws would be updated to totally forbid harming and killing animals. …

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Asda launches new products for barbecue season

© Asda

Products & Launches

Asda Launches Range of New Plant-Based Products for BBQ Season

UK supermarket chain Asda has expanded its vegan OMV! and Plant Based By Asda ranges, launching several new products for the barbecue season. These include the OMV! No-Pork Chilli Sausages — featuring jalapeños, red chillies, and chipotle — along with the Plant Based by ASDA Mushroom Sausages and the OMV! No Beef Burgers. There are also some vegetable-based options, such as the Plant Based by ASDA Spiced Bean Burgers and Bombay Inspired Meat-Free Bangers (containing sweet potatoes, cauliflower, and spinach). The burgers can be served with OMV! Burger Mayo and Brioche Burger Buns. The launches come as the weather in the UK heats up, reportedly leading to a 300% surge in Google searches for “vegetarian BBQ ideas”. Over 110 new products The OMV! range launched …

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Uncommon raises $30M for its cultivated pork

Image courtesy of Uncommon

Investments & Finance

UK Cultivated Meat Company Uncommon, Previously Higher Steaks, Raises $30M in Series A

Cultivated meat company Uncommon, formerly known as Higher Steaks, announces it has secured $30 million in Series A, led by Balderton Capital and Lowercarbon Capital.  Founded in Cambridge by Benjamina Bollag and Dr. Ruth Faram, Uncommon leverages cell ag and RNA technologies to cultivate meat for the global pork market. To date, the company has raised a total of $35 million to achieve its mission of replacing animals in meat production for the health of humanity.   The fresh capital will further develop the company’s groundbreaking approach and scale production at its pilot manufacturing facility (located in Cambridge Technopark). It will also help to hire talent and begin the necessary regulatory approvals. Redalpine, East Alpha, and previous investors Max and Sam Altman, Miray Zaki and …

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OCA Low Sneakers

©Cariuma

Shoes

This World Ocean Day, Cariuma Partners with Coral Vita to Launch “Coral Saving” OCA Low Sneakers

In honor of World Ocean Day, sustainable sneaker brand Cariuma announces it is partnering with Coral Vita to launch a special collection of OCA Low shoes. Through their collaboration, Cariuma will support Coral Vita’s work to restore degraded coral reefs, and help save 10cm² of coral reef for every pair purchased. Featuring a design of churning waves, the new OCA Low sneakers are meant to evoke the energy and strength of the world’s oceans. The 100% vegan style is made with organic cotton canvas and natural rubber for comfort and fit. The show also offers a unique cap toe design and a fully-stitched lightweight outsole for a more durable shoe. Based in Brazil, Cariuma is known for its “better-for-the-earth materials” that offset carbon emissions and utilize …

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Vegan chicken nuggets by Tyson

©Tyson Foods

Products & Launches

Amid Weakening Meat Sales, Tyson Quietly Launches New Plant-Based Nuggets

Tyson Foods, the world’s second-largest meat processor, has released a new line of plant-based nuggets under its famed logo for the first time. The new Tyson Nuggets have appeared in US Target stores, along with a new variety of plant-based chicken by Raised and Rooted, the company’s meat-free spinoff. The surprise launch comes as Tyson grapples with a drop in share price, flattening sales, and lower margins due to increased operational costs. In May, Tyson posted a second-quarter loss of $97M and downgraded its annual sales forecast.  While the company’s second-quarter sales were $13.13Bn, compared to $13.11Bn a year before, adjusted operating income for the first half of the fiscal year dropped 80% to $518M. First-time challenges The company said the results were “weaker than …

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Dr Arne Ewerbeck, The Raging Pig Co

Dr Arne Ewerbeck, ©The Raging Pig Co

veg+ Interviews

The Raging Pig Co: “On a Mission to Remove 1.5 Billion Pigs From Our Global Food System”

When it comes to bold, eye-catching branding, Hamburg-based Raging Pig Co is right there in your face. Along with its cocky tagline, “The pig-less bacon that even your dad will love,” Raging Pig is impossible to ignore. And who can resist the idea of “mouthwatering pigless bacon”? On a mission to eliminate pigs from the food system, Raging Pig was co-founded by Constantin Klass and Dr. Arne Ewerbeck, who set out in 2021 on “an exciting journey to merge the power of bacon, foodtech, and pop culture to drive the positive change our world needed yesterday”. We spoke with Dr Arne who told us about the importance of branding and messaging, two recent NPDs, and some “secret” products set to follow. Also, the world’s largest …

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OmniSeafood plant-based range

© OmniFoods

Company News

Green Monday Launches OmniSeafood Dishes and Discounts to Celebrate World Ocean Day

In support of World Ocean Day, Green Monday has partnered with restaurants and supermarkets in Hong Kong to offer OmniSeafood dishes and product discounts for a month. Green Common, the company’s online platform combining retail, distribution, and dining service with stores in Hong Kong, Shanghai, and Singapore, will also provide retail deals and dinner options. The initiative aims to encourage consumers to cherish the oceans and protect marine life by switching to plant-based seafood. Green Monday is the operational arm producing and distributing plant-based food products in Asia and beyond, including OmniFoods and Green Common. OmniFoods is a global plant-based food brand retailing in over 20 markets. Its Canadian-based R&D team is responsible for the company’s plant-based series: OmniPork, OmniSeafood, and OmniEat.   Switching to OmniSeafood  The OmniSeafood …

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