The classic summer scene of a succulent hamburger sizzling on the backyard grill may soon undergo a transformation. Companies like Beyond Meat and Impossible Foods, along with other innovative startups, are leading a significant initiative in the food industry: creating the perfect blend of peas, coconut oil, potato proteins, and other plant-based components that replicate the beloved qualities of ground beef. If they can win over even the most discerning meat lovers, the financial rewards for these emerging companies could be substantial, directly challenging established multi-billion dollar meat producers who are already paying attention.
“For us to make an impact, we need to attract meat consumers — that’s been our goal from the very beginning,” said Nick Halla, chief strategy officer of Impossible Foods, in an interview with Food Dive. “The connection people have with the origins of their meat will evolve over time. At present, many consumers aren’t particularly attached to their meat coming from animals — they just want it to taste good.”
Reproducing the flavor of real meat has been a painstaking process, but often this is intentional. Manufacturers have exercised caution, avoiding the rush to bring a product to market prematurely, as they fear that an early release could alienate meat aficionados or evoke memories of the frozen, hockey puck-shaped veggie burgers that have dominated the market for years. To entice consumers beyond the typical vegetarian and vegan demographics, plant-based meats must deliver the same taste, texture, and aroma that have delighted humans since prehistoric times.
Initially, a significant focus in the plant-based meat sector has been on the beef market. In 2016, food service operators and stores purchased an estimated 7.3 billion pounds of ground beef, generating over $2 billion in revenue, according to industry data. Manufacturers of plant-based meat products are optimistic that capturing even a small percentage of this market could position them as significant players in the food industry. They need meat eaters to assist in this endeavor.
Evidence suggests this is more than mere wishful thinking. A 2015 report from NPD Group, Midan Marketing, and Meatingplace revealed that 70% of meat-eating consumers are incorporating non-meat proteins into their meals at least once a week. Furthermore, 22% of that group reported using non-meat proteins more frequently than the previous year, indicating strong growth potential in this category. Last year, total plant-based meat sales exceeded $606 million — not including data from Whole Foods — with refrigerated meat alternatives seeing a 15.9% increase, according to SPINS, a retail sales company. As researchers continue to develop plant-based beef that closely resembles its animal-derived counterpart, there is optimism that more shoppers will be drawn to these products, further boosting sales.
The journey of Impossible Foods, founded in 2011 by Stanford University biochemistry professor Patrick Brown, involved four years of secret research aimed at deconstructing the hamburger. Scientists faced the complex challenge of recreating a burger without real meat by asking difficult questions: Why do people enjoy meat? What causes the texture to change from soft to firm during cooking? What flavors and aromas are released when it is grilled? Instead of merely adding colors or flavors to imitate the appearance and taste of meat like previous brands, they turned to chemistry to understand these processes, ultimately seeking natural plant-based solutions to rebuild their new meat.
During their research, Impossible Foods discovered a compound called heme, which contributes to meat’s color and desirable flavor, while also enhancing the other flavors released during cooking. After months of investigation, scientists identified leghemoglobin, a protein found in legumes, which triggers the same chemical reactions when exposed to heat. They also aimed to replicate the textural transformation that beef undergoes when cooked — from tender and spongy to firm — discovering that wheat and potato proteins could achieve this effect.
Today, the burger comprises four main ingredients: heme, coconut oil, and wheat and potato proteins. After developing thousands of prototypes over the past few years, a team of nearly 100 researchers is still refining the product in the company’s expansive Silicon Valley laboratory. Impossible Foods has adopted a strategy of introducing its products in restaurants first, currently available in establishments across cities like Los Angeles, Las Vegas, New York City, and San Francisco. This approach allows restaurant staff to experience and educate consumers about the product. The price for one burger ranges between $12 and $19, comparable to an average entrée or high-end appetizer.
While these startups recognize that most people are hesitant to give up meat, they aim to attract health-conscious barbecuers and food enthusiasts who are increasingly opting for meals based on personal values, such as environmental sustainability and humane treatment of animals. The production of meat from cows requires extensive land, water, food, and time. For example, creating an Impossible Burger uses about 1/20th the land, a quarter of the water, and generates 1/8th the greenhouse gas emissions compared to a traditional beef burger, according to the company. Furthermore, plant-based burgers typically contain less fat, no cholesterol, and often more protein than their meat counterparts.
Beyond Meat has been developing plant-based meats since 2009, launching its first commercial product — chicken strips — three years later. Similar to Impossible Foods, the company disassembled the conventional meat burger and sought to replicate its characteristics with plants, a process marked by trial and error. Various ingredients, including pomegranate juice, were tested to achieve the meat’s red color, but researchers ultimately settled on beet juice, which turns a medium red and caramelizes to produce grill marks when heated.
Beyond Meat’s initial burger hit the market in 2015, but it has since been replaced by the popular Beyond Burger, which closely resembles the 80% protein, 20% fat products found in grocery store meat sections. The Beyond Burger, which sizzles and releases fats while cooking, has become a sensation, selling over ten times faster than its next best-selling item. The company reports numerous fans on social media who have successfully fooled their families into thinking it was real meat. “As a company, we believe there’s still room for improvement,” said Will Schafer, Beyond Meat’s vice president of marketing. “We’re in the right ballpark, but I still think the burger doesn’t quite match beef 100%, so we are eager to enhance that aspect.”
The company employs a team of scientists focused on refining the delicate balance of ingredients to improve the meat’s texture when chewed, deepen its color during cooking, and elevate its aroma and taste. The potential market for plant-based meat has not gone unnoticed. Impossible Foods has raised over $180 million from investors, including billionaire Bill Gates and Google, which allegedly attempted to acquire the company for up to $300 million. Beyond Meat has garnered support from notable investors as well, including the Humane Society of the United States, General Mills, and Tyson Foods, which acquired a 5% stake in the company last fall. The plant-based meat producer hopes to expand its partnership with Tyson beyond mere investment, aiming to leverage the meat giant’s extensive distribution network to increase the availability of its products in more stores and restaurants. Recently, the company strengthened its executive team by hiring Charles Muth, former vice president of sales for Coca-Cola’s venturing and emerging brands unit, as its chief growth officer to oversee distribution and expansion in retail and food service.
“Companies like Tyson recognize that more consumers are incorporating plant-based meals into their diets, and they see the market is changing,” Schafer noted. Monica McGurk, an executive vice president at Tyson, stated that the investment provides the company with “exposure to a rapidly growing segment of the protein market. It aligns with our goal to offer consumers choices while considering how to serve a diverse and expanding global population, all while remaining focused on our core prepared foods and animal protein businesses.”
Christie Lagally, a senior scientist at the Good Food Institute, a nonprofit organization promoting meat alternatives, has been vegan since 1995. She sampled the Impossible Burger in San Francisco last summer but found it too reminiscent of meat for her taste, unable to finish it. “It was a very visceral experience,” she recounted. “It took me back to when I used to eat meat.” Despite this, she remains hopeful about the new generation of plant-based burgers, describing them as “high-quality foods” made from well-sourced ingredients. The overarching concern, shared among all types of plant-based meat, is whether these products can be scaled up and made affordable enough to attract a broader consumer base.
“People eat meat because it tastes good, it’s convenient, and it’s high in protein and calories,” she explained. “If we expect plant-based meat to significantly reduce the consumption of animal-based meat, we must ensure it reaches consumers effectively. It cannot remain just a niche market.”
For years, the frozen veggie burger category was dominated by brands like Kraft Heinz’s Boca Burger. Beyond Meat has now successfully positioned its burger in the meat section of Whole Foods, a move they describe as escaping the “penalty box” of frozen foods. Two quarter-pound burgers retail for an average of $5.99, significantly higher than premium options like grass-fed organic beef. Discussions are ongoing with other “household-name retailers” to stock the product, as noted by Schafer.
“The fact that we are now competing directly with meat is incredibly validating,” he stated. “We’ve repeatedly seen on social media how self-identified meat lovers try the burger and are pleasantly surprised. While they may not completely abandon meat, they are willing to incorporate our product into their diets.”
Marion Nestle, a professor of nutrition, food studies, and public health at New York University, remarked that plant-based meats are here to stay as they address a “culinary problem” for many vegetarians, vegans, and animal welfare advocates. However, it hasn’t convinced her — a consumer of both plants and meat — to fully embrace them. “One of my food rules is to avoid anything artificial,” she mentioned in an email. “While I understand that vegetarians miss hamburgers, I don’t quite grasp the appeal. I prefer meat from animals that have been treated well.”
This presents a challenge for plant-based meat producers. While Beyond Meat and Impossible Foods are working diligently to craft appealing alternatives for skeptical consumers, whether they can attract enough of a following to rival traditional beef hamburgers on a larger scale remains uncertain. The ongoing development of these products, including options enriched with calcium citrate malate, folic acid, and vitamin D3 tablets, will be crucial in broadening their appeal.