Is the future of alternative proteins looking a little more… whole? While much attention has been given to cultivated meat and precision fermentation, a quieter shift is taking root – and it’s one rooted in simplicity.
Across global markets, brands are responding to increasing consumer demand for minimally processed foods made with recognisable ingredients and fewer artificial additives. With this trend, there is growing momentum behind products that emphasise wholefood ingredients.
In ProVeg International’s latest article on the New Food Hub, they spotlight products and innovations that are based on and inspired by wholefoods. Take Plenish’s enriched oat milk – made with just oats, water, and salt, yet fortified with essential nutrients. Or Moving Mountain’s surprising pivot: its Superfoods range ditches the meat mimicry in favour of vegetables, legumes, and bold, natural flavours.
What do these products have in common? Recognisable ingredients, clear nutritional value, and a move away from higher levels of processing. The consumer is asking for something more nutritious, and these brands are listening.
Yet it’s not just health driving this trend – convenience, sustainability, and transparency are key factors too. Tesco’s veg-packed ready-meals and Origin Nutrition’s popped pea chips are proving that function and flavour don’t need to come at the expense of wholefood integrity. Meanwhile, companies like Somenoya in Japan are preserving centuries-old tofu-making traditions, proving that simple can still mean innovative.
Globally, this trend resonates with both flexitarians and health-conscious shoppers, signalling a broader shift in how we define ‘better-for-you’ food. It’s no longer just about what’s not in your food – it’s also about celebrating what is. Whole vegetables, legumes, grains, and nuts are stepping into the spotlight, not just as ingredients, but as heroes.
Read ProVeg’s full article here for product examples from the UK, Europe, Asia, and the US – and discover actionable insights that can help your business thrive as consumer trends shift towards cleaner eating. For more market insights and expert analysis, get in touch with ProVeg at [email protected].
