Better Balance, the plant-based food division of the Sigma Group, has achieved remarkable growth in the competitive market for plant-based products, standing out especially in key categories. With a strategy based on innovation and sustainability, the brand continues to expand its presence in the Spanish and European markets.
On this occasion, we spoke with Florencio García, Better Balance’s general manager in Europe, to learn more about the company’s recent achievements, including its breakthrough in segments such as plant-based sausages, the launch of veal-flavored Better Bocados and its vision for the future of the plant-based sector.
What inspired Better Balance to develop veal flavored Better Bocados and how does it differ from other products on the market?
At Better Balance we wanted to offer an innovative alternative in the plant-based market, and we launched Better Bocados veal flavor. The inspiration came from the desire to diversify the offer with a product that combines flavor, texture and sustainability. One of the big differences with other products on the market is the use of beer bagasse, which comes from the brewing process after pressing and filtering the beer wort. In Better Bocados veal flavor, this bagasse is dried, crushed, pasteurized and micronized to create malted barley flour, which is one of the product’s ingredients. Bagasse is characterized by being naturally high in protein and fiber, which makes it a nutritious ingredient.
The use of this ingredient is a pioneering plant-based approach, as it is the first time in Spain that a plant-based brand has transformed it into a high-quality, nutritious food product. This approach not only improves the nutritional profile of the snacks, as they have no preservatives or sugars and are low in saturated fat, rich in fiber, a source of protein and Nutri-Score A, but also reinforces the brand’s commitment to sustainability and the circular economy. Regarding their culinary elaboration, the morsels are perfect for recreating classic dishes, such as stews and kebabs.
What are the company’s expectations with this new launch in terms of consumer acceptance? Is there a specific target you are addressing?
We expect Better Bocados beef flavor to have a strong acceptance among consumers interested in healthy and sustainable alternatives, especially among flexitarians and people looking to reduce their meat consumption without compromising on taste. Although targeted at a general audience, the product seeks to appeal to those environmentally conscious consumers who want to “do it Better” in their food choices and who are exploring new plant-based options.
In terms of sales projections, what are your forecasts for this year with this new product? Do you expect this launch to boost Better Balance’s overall growth in Spain?
Better Balance anticipated that the launch of the veal-flavored Better Bocados would have a positive impact on sales, both in the retail and Horeca markets. We expect this new product to not only drive our growth in Spain, but also strengthen our position in the plant-based market, broadening our consumer base.
Competition in the vegetable products market is growing rapidly; what differentiating strategies is Better Balance adopting to stand out and consolidate its position in this highly competitive segment?
We are constantly working on several strategies with the objective of being one of the leaders in the plant-based market. One of the main strategies is constant innovation in the development of products and techniques. We focus on offering plant-based alternatives that not only mimic the taste and texture of vegetable protein products, but are also nutritious, healthy and sustainable.
Another key strategy is our focus on the accessibility and democratization of plant-based foods, as we seek to make our products accessible to a broad public, both economically and in terms of approach. The most important thing about Better Balance is that it is a brand for all audiences and that we come to the market to add, to provide a Better alternative.
Finally, sustainability is one of our centerpieces. At Better Balance, we not only offer environmentally friendly products, but also seek to constantly improve their production and distribution processes to minimize their environmental impact.
What are the main challenges Better Balance has faced during the year and what challenges do you foresee in the coming months?
It continues to be a challenge to overcome the prejudices of consumers who still have doubts about the taste and quality of vegetable products. Looking ahead to the coming months, we face the task of continuing to stand out in an increasingly saturated market, strengthening the loyalty of our existing customers and bringing the plant-based category to a wider audience, showcasing the benefits of our products and encouraging more people to try them. There is also a challenge with the pricing of the category, where we have to keep adjusting to be really massive, but it is something we are moving towards and it should represent a big leap for the category.
The plant-based food sector is constantly evolving, can we expect new launches from Better Balance in the coming months?
At Better Balance we are committed to constant innovation, developing products that align with the needs and desires of our consumers. We continuously evaluate new trends and technologies in the plant-based market to continue offering unique and high-quality options. Looking ahead to 2025, we expect to continue expanding our offering in both the retail and Horeca channels, with products that surprise with their taste, texture and sustainability.
Globally, how is Better Balance Spain collaborating with other markets and are you planning any further expansion?
Better Balance Spain is working closely with other markets, such as France, Portugal, Mexico and the USA, to share learnings and strategies. Our goal for 2025 is to expand into new markets in Europe.
In the area of research and development, how does technological innovation influence the quality and taste of products such as Better Bocados veal flavor?
Technological innovation is key at Better Balance. The use of advanced technology in the production of our products allows us to faithfully replicate the texture and flavor of meat while maintaining high-quality standards. The use of innovative ingredients, such as beer bagasse, is an example of how Better Balance is applying these technologies to enhance the consumer experience.
Fermentation technology and other emerging techniques are revolutionizing the alternative protein sector. Has Better Balance explored these technologies for its products?
At Better Balance, we are actively exploring new technologies, including fermentation, as part of our innovation strategy. We see these techniques as a great opportunity to improve the nutritional profile of our products and offer consumers greater variety.
In relation to investment in technological research, what percentage of the budget does Better Balance allocate to R&D?
Our investment in R&D is a major focus of our operations, and increasingly represents a larger and larger part of Better Balance’s budgets. In this regard, we try to take advantage of our presence in several regions, and we test different products, ingredients and improvements in various locations, and then scale up globally what is working.
Regarding the year-end in financial terms, how do you expect 2024 to end for Better Balance Spain? Does this launch play a key role in achieving the financial goals?
We expect to close 2024 in a very positive way, exceeding expectations both in sales and brand penetration, as today we have considerably increased market penetration by doubling our buyers in the first 6 months of the year. The key launches of the year, such as Better-nera – 100% vegetable and Better Bocados veal flavor, have played a fundamental role in achieving these goals, expanding our presence in retail and Horeca.
In addition, we have consolidated our market share in segments such as vegetable sausages, reaching more than 30% market share. We have also reached more than one million households by 2024, reflecting the growing acceptance of our products.
Finally, we have managed to strengthen our position both in Spain and in international markets such as France, where results since the launch have been magnificent, Portugal, Mexico and the U.S., with a focus on continuing to grow and expand our presence in the plant-based segment.
How do you see the evolution of the plant-based market in Spain and Europe in the coming years? What role do you think Better Balance will play in this respect?
The plant-based market in Europe continues to grow at a fast pace. In 2023, the value of plant-based food sales increased by 22% from 2020.
The big challenge in Europe in recent years has been significant food inflation, which has complicated consumers’ wallets and forced them to be very selective when shopping, limiting the entry of new products into their pantries. This is temporary and we are confident that we will see the expected growth again this year, where we are already seeing very positive signs in markets such as France, which is growing at a very high rate.
