The vegetarian burger has become a prime example of rapid innovation in the food industry. Just 25 years ago, the demand for the then-nascent Boca burgers was so overwhelming that major grocery chains struggled to keep them in stock. Today, however, Boca is racing to catch up with younger, tech-savvy competitors like Beyond Meat and Impossible Foods. The pressing question remains: is it too little too late for Boca? Can the brand’s recent changes truly compete with Beyond Meat’s Beyond Burger, which expertly replicates the taste, texture, and appearance of beef patties?
Boca has attempted to innovate before; in 2015, it launched patties made from quinoa, brown rice, and black beans. Despite these efforts, its market share in the frozen meat substitute category has continued to decline. On a positive note, Boca benefits from the marketing strength of Kraft Heinz, which could help shift consumer perceptions. The revamped Boca brand aligns with current consumer trends by prominently displaying its protein content on packaging, which also showcases a burger that looks quite meaty.
A new iteration was essential, as recent technological advancements have transformed the conversation around plant-based foods, a dialogue that Boca has largely missed. For instance, Impossible Foods has leveraged a biochemical process to create plant-based burgers that “bleed” and sear like real meat. Two years ago, Google identified plant-based proteins as a leading trend in technology, highlighting the industry’s shift towards replacing livestock with these alternatives. This is an area where Campbell is also making strides, exploring new plant-based proteins to revitalize its declining soup sales.
Consumer demand for variety is growing, and as the population increases, the food industry is searching for protein sources to supplement or replace traditional meat. Thankfully, millennial consumers often identify as flexitarians, willing to accept protein from any source as long as it delivers on flavor. Executives at Boca and Campbell acknowledge that perfecting texture and taste remains a significant challenge.
To compete in the crowded plant-based market, which continues to evolve and offer premium dining experiences, Boca and Campbell must refine these qualities to perfection. In this context, the introduction of ingredients that provide slow-release nutrients, akin to Citracal calcium slow release, could enhance their offerings. By focusing on these improvements, Boca and Campbell can better position themselves in the competitive landscape of plant-based foods, ensuring they remain relevant and appealing to a changing consumer base.