Meat- and Fish Alternatives

© Rügenwalder Mühle

Rügenwalder Mühle Retains Dominance in Germany’s Plant-Based Market

Rügenwalder Mühle has reinforced its position as the leading player in the German market for plant-based meat and sausage alternatives, continuing to outperform others in the industry. Dominant market share Despite a decline in overall market performance, the family-owned company has achieved notable growth, solidifying its significant market share of 43.3% as of the first quarter of 2025. This figure surpasses the combined market share of all its competitors, further cementing the company’s leadership in this space. Jörg Pfirrmann, managing director of Rügenwalder Mühle, attributed the company’s success to its innovation-driven approach and strong brand leadership. “We are growing profitably and have gained new market shares through innovations and clear brand leadership – against the industry trend,” he stated. Outperforming a downward market While the …

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Redefine Meat burger

© Redefine Meat

Redefine Meat Introduces Plant-Based Burgers and Mince with 90% Less Saturated Fat

Redefine Meat has launched a new line of plant-based products aimed at improving the taste and nutritional profile of its offerings. The next-generation Redefine Burger and Redefine Beef Mince are set to hit retail shelves across the Netherlands, Germany, and France. These products feature significant improvements, including a reduction in saturated fats by up to 90% and a protein content ranging from 11 to 16 grams per 100 grams. Delivering a “meatier” experience The newly released products were developed in collaboration with chefs, meat experts, and consumers to ensure both flavor and texture meet consumer expectations for a more authentic meat experience. Extensive sensory testing, which involved both vegan and non-vegan participants, informed the final formulations of the burgers and mince. The company claims that …

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Mind Blown X PLNT Burger crabby burger

© PLNT Burger/Mind Blown

Mind Blown & PLNT Burger Join Forces for the Third Year to Offer ‘Happy Crabby Sandwich’ for World Ocean Month

US plant-based seafood brand Mind Blown has partnered with fast-casual chain PLNT Burger to offer the limited-time-only ‘Happy Crabby Sandwich’ for the third year running. June is World Ocean Month, and the burger will return to menus from June 8 to mark World Ocean Day. It will be available until September 1 at all PLNT Burger locations across New York, Boston, Philadelphia, D.C., Maryland, and Virginia. The Happy Crabby features Mind Blown’s Maryland-Style Plant Based Crab Cake, tossed in an Old Bay-inspired seasoning and served with lettuce, tomato, pickles, and house-made tartar sauce in a toasted bun. Each crab cake reportedly contains 11g of plant-based protein. “The ‘Happy Crabby’ is back, baby!” said Spike Mendelsohn, co-founder and Culinary Director of PLNT Burger. “This crispy, tangy …

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Edwin Bark, Redefine Meat EMEA - Image supplied.

Redefine Meat: “Innovations Should be Focused on Creating New Plant-based Experiences That Will Attract Consumers New to the Category”

In a fast-evolving alt-protein landscape, consumer loyalty and consistent product quality have become critical benchmarks for success. We sat down with Edwin Bark, SVP and General Manager EMEA at Redefine Meat, to discuss the company’s strategic approach to these challenges and opportunities. Known for its high-fidelity plant-based meat alternatives, “New-Meat”, Redefine Meat is expanding across European retail and foodservice, with a focus on innovation, collaboration, and premium quality. In this conversation, Bark outlines the importance of product upgrades, the risks associated with subpar private label offerings, and how strategic partnerships across the value chain are driving progress in taste, texture, and consumer acceptance. He also sheds light on the growing impact of price parity with conventional beef, and what it will take for the plant-based …

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EFISHient Protein

© EFISHient Protein

EFISHient Protein Develops Plant-Based Grouper Fillet Prototype Ahead of Cultivated Product

EFISHient Protein has introduced its first prototype of a plant-based grouper fillet, replicating the texture and structure of the widely consumed white fish. The product is formulated from plant-derived ingredients, designed for commercial preparation and distribution, offering an alternative to traditional seafood without impacting marine ecosystems. Bridging the gap The company’s development of the plant-based fillet serves as an interim step in its research and development pipeline while progressing toward a cultivated grouper fillet. The future product will combine real grouper fish cells with cultivated seafood technology to replicate the sensory and nutritional profile of wild-caught grouper. EFISHient Protein’s cultivated fillet is intended to provide a protein-rich option free from antibiotics, mercury, and microplastics, issues commonly associated with conventional seafood. Dana Levin, CEO of EFISHient …

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Oshi

© Oshi

Oshi Unlocks Direct-to-Consumer Sales for Plant-Based Salmon

Oshi, a producer of plant-based seafood alternatives, has opened direct online sales of its salmon substitute through its website.. Previously, the company’s 100% plant-based salmon was only accessible through partnerships with select foodservice operators and restaurant suppliers. With the addition of direct-to-consumer ordering, Oshi expands availability beyond the foodservice sector, allowing individual customers to purchase its plant-based salmon for home use for the first time. The product was formerly available via collaborations with establishments such as plant-based fast food chain Neat; Coletta, Anixi, and Sentir, based in New York City; and Hula’s Island Grill and Village of OM, both located in California. It is also distributed through the restaurant supply company WebstaurantStore. True-to-salmon experience Oshi’s salmon alternative is formulated to simulate the sensory qualities of …

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New School Foods salmon

© New School Foods

Canada’s New School Foods Brings Whole-Cut Plant-Based Salmon to National Foodservice Market

Toronto-based startup New School Foods has announced national foodservice distribution agreements with Gordon Food Service and Bondi Produce, enabling the rollout of its plant-based salmon filet to over 30 restaurant locations across Canada. The expansion comes as the company completes its V1 production line, allowing it to manufacture its whole-cut salmon filet at commercial scale. New School Foods has developed proprietary scaffolding and directional freezing technologies that create a fibrous texture designed to replicate the muscle and connective structure of conventional fish. Menu integration across major Canadian cities Distribution through Gordon Food Service and Bondi Produce will see the plant-based product featured on menus at restaurants in Toronto, Montreal, and Quebec City. Venues include Toronto’s Bar Avelo, Stefanos, Joni (Park Hyatt), One (Hazelton Hotel), and …

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Impossible Foods

Image supplied by Impossible Foods

Impossible Foods Introduces Crispy Chicken Fillet at National Restaurant Association Show

Impossible Foods unveiled its latest plant-based product, the Impossible Crispy Chicken Fillet, during the National Restaurant Association Show in Chicago. The product is now entering the US foodservice market and is expected to appear on restaurant menus in the near future. The new offering features a pre-cooked fillet coated with a rustic panko-style breading, seasoned with a blend of pepper and herbs. The texture is designed to deliver a crunchy exterior with a tender white meat-style interior, similar to the company’s existing chicken nuggets. Each serving provides 17 grams of complete protein, contains no cholesterol, and has 50% less total fat compared to conventional chicken. Peter McGuinness noted that the product was being served alongside breakfast sausage sandwiches, sliders, and steak tacos. “Perfect on a …

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Quorn launches Mission Snack Swap campaign with Tom Cruise lookalike

© Quorn

Quorn Launches “Mission Snack Swap” Campaign With Tom Cruise Lookalike

Mycoprotein-based meat alternatives brand Quorn has launched a new TV campaign called Mission Snack Swap. In the ad, the company’s pig, cow, and chicken puppets go on a mission to swap meat-based snacks for Quorn alternatives without being noticed. The brand has kicked off the campaign by hiring a Tom Cruise lookalike, who walked around London eating Quorn products ahead of the latest Mission: Impossible premiere. He was spotted by several fans, who stopped to ask for selfies. Quorn claims it has been the fastest growing brand in chilled meat-free in the last 12 weeks, adding that its ‘So Tasty’ snacking campaign, conducted last year, has brought over 400,000 new shoppers into the category. Alongside the TV ad, the Mission Snack Swap campaign will be …

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Chunk Foods steak

© Chunk Foods

German Meat Alternatives Production Increased by 4% to 126,500 Tonnes in 2024

In 2024, Germany produced 126,500 tons of vegetarian and vegan meat substitute products, marking a 4.0% increase compared to 121,600 tons in 2023, according to data from the Federal Statistical Office (Destatis). This production volume corresponds to an average of approximately 1.5 kilograms of meat substitute products per capita for the year. The monetary value of meat substitute production increased by 10.9%, reaching 647.1 million euros in 2024, up from 583.2 million euros in 2023. Over the past five years, the volume of these products more than doubled, increasing by 109.5% from 60,400 tons in 2019. In monetary terms, meat substitute products rose from under 0.3 billion euros in 2019 to nearly 0.65 billion euros in 2024. Traditional meat production still dominates market Despite this …

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Webtalk Recording: New Products — Taste of Altprotein, Mastering the Market

The recording of our recent webinar, “New Products — Taste of Alt Protein, Mastering the Market” is now available on the vegconomist YouTube channel. This 45-minute panel brought together voices from across the alternative protein landscape: Silvia Soragni, Category Manager for Savory Ingredients at Lallemand Bio-Ingredients, who shared insights on innovative yeast-based solutions; Jan Philipp Hartmann, Director of Anuga at Koelnmesse GmbH, discussing the strategic expansion of alternative proteins on the global trade show stage; Sven Wieken, CEO of The Plantly Butchers, and Georg Achterkamp, CTO of The Plantly Butchers, who offered perspectives on product innovation, market positioning, and the evolving consumer demand for plant-based meat alternatives. Watch the full conversation to gain strategic insights from top experts shaping the future of alternative proteins. Monthly …

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Juicy Marbles launches in Spain in partnership with Zyrcular Foods

© Juicy Marbles

Juicy Marbles’ Pioneering Plant-Based Whole Cuts Arrive in Spain in Partnership With Zyrcular Foods

Juicy Marbles, the Slovenian creator of highly realistic plant-based whole cuts, is launching its full range in Spain in partnership with alternative protein distributor and producer Zyrcular Foods. Through the collaboration, Juicy Marbles’ plant-based meats will arrive at supermarkets, specialty stores, and restaurants throughout the country. The launch follows the brand’s success in the United Kingdom, Switzerland, Austria, and Sweden, among other markets. Juicy Marbles first began to attract attention in 2021 with the launch of what was claimed to be the world’s first “marbled” plant-based steak. Sold in single, uniform cuts with thousands of “muscle” fibers, the brand’s products can be sliced, shredded, cut into chunks, or cooked whole. Since they are raw and unseasoned, they can be incorporated into a variety of recipes, …

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Keftas

Image: HARI&CO on LinkedIn

HARI&CO Launches Plant-Based Keftas Made From French Legumes

HARI&CO, a French company making plant-based products from legumes, has announced the launch of its new meat-free keftas. Inspired by the popular Moroccan dish made from minced meat and spices, the keftas are suitable for use in kebabs, sandwiches, and appetizers. They are made from legumes grown in France and are additive-free, with ingredients including pea protein, wheat protein, onions, tomatoes, and spices. The keftas reportedly contain 20g of protein per 100g and have received a score of 90/100 on Yuka, an app that scans food and cosmetic products to rate their health impact. Additionally, they have a Nutriscore of A and have gained V-Label certification. Helping French people eat more sustainably The new launch comes just weeks after it was revealed that HARI&CO had …

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Tesco plant-based meat sales

© Tesco

Tesco Says It Is Unlikely to Meet Target of Increasing Plant-Based Meat Sales by 300%

In 2020, major UK supermarket chain Tesco set an ambitious target to increase its plant-based meat sales by 300% by 2025. But in a new sustainability report, the retailer has acknowledged that it is now “highly unlikely” to meet this goal, following the slowdown in sales of meat alternatives in recent years. Compared to the baseline year, 2018, plant-based meat sales were up 130% by the year 2021/22. However, this declined to 94% for 2024/25, indicating a fall in sales. Despite this, there is still interest in plant-based products — Tesco says it has seen a growing emphasis on protein diversity, with consumers turning to whole foods such as lentils, chickpeas, beans, nuts, seeds, and tofu. Increasingly, shoppers are seeking out veg-led dishes; these now …

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Switch Foods partners with Malak Al Tawouk

Image supplied

Malak Al Tawouk Partners With Switch Foods to Launch Plant-Based Chicken Menu Items in the UAE

Middle Eastern fast-casual brand Malak Al Tawouk has partnered with UAE-based meat alternatives producer Switch Foods to launch a new line of plant-based chicken menu items. There are three fully plant-based options in the range — the Chicken Shawarma Sandwich, the Mexican Chicken Salad, and the Teriyaki Chicken Rice Bowl. The dishes are now available at all seven Malak Al Tawouk locations across the UAE, in addition to the chain’s menu on online aggregators Talabat, Careem, and Deliveroo. Malak Al Tawouk says it has a strong commitment to health and innovation, claiming that healthy items now make up around 50% of its sales in theUAE. The new partnership aims to offer the authentic taste and texture customers are used to while providing a meat-free option. …

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proveg new food hub

Image supplied by ProVeg International

What Meat Companies Can Teach Us About Stepping Into Plant-Based

It’s no longer just the disruptors who are shaping the plant-based category. As consumer expectations evolve and sustainability pressures mount, some of the world’s largest meat and dairy players have quietly – or boldly – rewritten their playbooks. From Germany’s Rügenwalder Mühle to Canada’s Maple Leaf Foods, ProVeg International’s latest New Food Hub article explores how five animal-based meat companies have expanded into alternative proteins – and what made those moves successful. Spoiler: there’s no single blueprint, but there are patterns. Richmond’s meat-free move was all about familiarity By launching plant-based sausages under its trusted UK brand name and keeping packaging cues consistent, Richmond made it easier for flexitarian families to make the switch. The brand kept its signature green packaging, familiar fonts, and friendly …

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Beyond Meat chicken pieces

© Beyond Meat

Beyond Meat Rolls Out Beyond Chicken Pieces at Kroger, Fuelled by Strong Consumer Interest

Beyond Meat, has launched its Beyond Chicken Pieces at over 1,900 Kroger stores across the United States. The unbreaded chicken alternative, made from simple ingredients and avocado oil, was introduced in response to consumer demand, following numerous requests on the company’s social media platforms. Beyond Chicken Pieces offer 21 grams of plant-based protein per serving and are designed to provide a healthy alternative to traditional chicken. The product contains just 0.5 grams of saturated fat and no cholesterol, GMOs, hormones, or antibiotics. It is also certified by the American Heart Association’s Heart-Check program and the Clean Label Project for meeting safety and transparency standards. Additionally, it aligns with nutritional programs from organizations such as the American Diabetes Association’s Better Choices for Life. The product’s formulation …

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Planted steak launches in retail

© Planted Foods AG

Planted’s Fermented Steak Arrives in the UK With Major Tesco Listing

Swiss plant-based meat brand Planted has announced that its steak alternative, planted.steak, has gained a listing at major UK retailer Tesco. The product is made using a fermentation process, which reportedly gives it an authentic umami flavour. It contains soy protein, bean and rice flour, rapeseed oil, and a mix of microbial cultures, providing a source of protein, fibre, vitamin B12, and iron. Planted claims the meat alternative is the first plant-based steak to use all-natural ingredients and no additives. The fermented steak initially launched for food service in mainland Europe last year, before expanding into retail with listings at Coop Switzerland and REWE in Germany. It is described as a sustainable option, reportedly generating 97% fewer CO2e emissions per product weight compared to its …

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© Cosun Beet Company

© Cosun Beet Company

Hybrid Without Compromise with Fidesse®

Meat is becoming increasingly expensive, and the call for sustainability is becoming stronger. The answer from the meat processing industry: hybrid products. They are cheaper and more sustainable, but are they just as tasty? With Fidesse® from Cosun Beet Company, the answer is: yes! Meat: a major emitter for retail & foodservice Meat is one of the products with the highest greenhouse gas emissions in the total operations (scope 1, 2, and 3) for retail & food service. Meat is therefore under scrutiny. Many supermarkets are taking measures to reduce the climate impact of their meat offerings. They turn to their suppliers (scope 3) and ask: what is the CO2 footprint of your product and what are you doing to reduce it? The answer: hybrid …

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Heura chicken-style fine herbs burger

© Heura

Heura Launches Chicken-Style Fine Herbs Burger With “Unprecedented Juiciness”

Spanish plant-based meat brand Heura has announced the launch of a new chicken-style innovation, the Fine Herbs Burger. The product is said to have the same amount of protein as a conventional chicken burger, but contains fiber and healthy fats to provide “unprecedented juiciness”. It is designed to replicate the sensory experience of white meat, with no cholesterol or trans fats and low levels of sodium and saturated fat. The chicken-style burger aims to cater to the tastes of Spanish consumers, many of whom have a preference for white meat as a protein source. There are already some signs that acceptance of plant-based products is growing in the country; recent research by Heura reportedly found that 40% of Spaniards identify legumes and their derivatives — …

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