Dutch meat alternatives producer Vivera has announced the launch of a new product, Protein Bites, made from vegetables, grains, and legumes.
Three varieties of the product are available — TexMex, Thai, and Green. All the varieties have the highest possible Nutriscore of A and are rich in protein and fibre.
The Protein Bites are inspired by research indicating that many flexitarians prefer to eat legumes, nuts, and seeds rather than meat alternatives. Despite this, a large proportion of plant-based companies are focused on developing products that mimic the taste and texture of meat. With the new launch, Vivera aims to offer a protein-rich option that emphasises plant-based ingredients.
The new products are said to be suitable for several applications, including as a salad topping, wrap filling, accompaniment to soup, or addition to a rice dish.
© Vivera
“Changing the language”
Despite research indicating that meat alternatives are a healthy choice, the animal protein industry often claims plant-based products are highly processed and damaging to health, in what Beyond Meat President and CEO Ethan Brown has described as a “sustained misinformation campaign”. As a result, some consumers have become concerned about consuming them.
To combat this, some plant-based companies are shifting their focus to less processed products that do not replicate meat. For example, Beyond Meat has launched the Beyond Sun Sausage, which is made from ingredients such as yellow pea, brown rice, faba bean, red lentils, spinach, and bell peppers. Research indicates that a “clean food revolution” is underway in the European food industry, with a huge 99% of manufacturers describing clean-label products as a cornerstone of their business strategy.
“We are changing the language with this,” said Vivera Marketing Director Karin Lowik. “We are no longer talking about replacing meat, but about enriching your meal. You enrich a meal without meat with a tasty fiber-rich protein bite so that you have a feeling of fullness for longer.”
Vivera’s new protein bites will be available from this month at Dutch supermarket chains Albert Heijn, Jumbo, and PLUS.
