THE RISE OF MYCELIUM-BASED PRODUCTS
THE LAUNCH OF BEYOND MEAT’S MUSHROOM STEAK
During this September our team had the chance to learn about yet another innovative mycelium-based product thanks to Food Hub’s newsletter, a great source of information for every food innovation professional.
Beyond Meat is an innovative US company specializing in producing plant-based meat alternatives, using ingredients such as peas, rice and potatoes to replicate the taste and texture of traditional meat. Founded in 2009, it has established itself as a leader in sustainable food, promoting a positive impact on the environment and animal welfare.
After observing the success of its products, which are available at companies such as McDonald's, KFC, Starbucks, and supermarket chains such as Walmart and Whole Foods, the company is ready to surprise consumers again with a new innovative product. As reported by CNBC, Beyond Meat is preparing to launch a mycelium-based alternative to steak, responding to growing consumer demand for healthy alternative meat options.
President and CEO Ethan Brown haven’t yet disclosed the steak’s launch date, but he released to CNBC that the product’s main features and claims will be its clean label, high protein and low saturated fat content. These features confirm the association between plant-based meat alternatives and healthy features in food products, as many innovative mycelium products aim at intercepting health-conscious consumers.
A BLOOMING INDUSTRY
Some of these European mycoprotein-based products are Revo Foods’ salmon and octopus alternatives, Quorn’s poultry, beef and fish alternatives and Adamo Food’s whole-cut steaks. In the US, other companies are also racing to develop the best fungi-based meat alternatives, such as Meati, which produces various types of filets; The Better Meat Co. which is closing the price gap with normal meat products and MyForest Foods which launched a bacon alternative.
THE CLEAN LABEL RACE
One big problem for plant-based meat alternatives is the current debate around the healthiness of ultra-processed foods. Currently, many plant-based products are unjustly marked as ultra processed and unhealthy and that’s why the companies working in this industry are racing to craft clean label products. Moreover, plant-based companies are substituting their ingredients with healthier ones, reducing saturated fats and salt while increasing fibers and protein contents in their products. Furthermore, some companies are also opting to gain certifications for the healthiness of their products as a strategy to improve consumer’s perceptions.
As these improvements in plant-based products are being applied, financial returns seem to follow them, as we can see from Beyond Meat’s record revenue and margin for Q2 of 2024.
