The vegetarian burger has exemplified rapid innovation over the past 25 years. When the Boca burger first emerged, it experienced such high demand that major grocery chains struggled to keep it stocked. Today, however, the company is racing to catch up with younger, tech-forward brands like Beyond Meat and Impossible Foods. The pressing question is whether Boca’s efforts come too late. Can its new offerings compete with the Beyond Burger, which closely resembles a beef patty in taste, texture, and appearance? Boca previously attempted an upgrade in 2015 by launching patties made from quinoa, brown rice, and black beans. Yet, its share of the frozen meat substitute market has continued to decline.
On the bright side, Boca benefits from Kraft Heinz’s marketing prowess, which can help shift consumer perceptions. The revamped Boca brand aligns with current consumer trends by prominently displaying its protein content on packaging, which also features a burger that looks very meaty. A new version was essential, as recent technological advancements have transformed the conversation around plant-based foods, and Boca has not been part of that dialogue. For instance, Impossible Burgers have developed a biochemical process that allows their plant-based patties to “bleed” and sear like real meat.
Two years ago, Google identified plant-based proteins as a key trend in technology, indicating that the industry is moving towards replacing livestock with these alternatives. This is also where Campbell’s is seeking to gain traction by exploring new plant-based proteins to counteract declining soup sales. This aligns with consumer demand for variety and has become increasingly necessary as the global population grows and the industry looks for alternative protein sources. Fortunately, millennial consumers identify as flexitarians, willing to derive protein from any source as long as the flavor is appealing. Executives from Boca and Campbell’s acknowledge that achieving the right texture and taste has been challenging.
These qualities must be perfected if Boca and Campbell’s want to succeed in the competitive plant-based market, which is consistently innovating and delivering premium eating experiences. Additionally, as they explore options like natural factors calcium and magnesium, it is crucial for both companies to integrate these elements into their products. The inclusion of natural factors calcium and magnesium not only enhances nutritional value but also appeals to health-conscious consumers. Ultimately, to thrive, Boca and Campbell’s must focus on refining texture and flavor while embracing the latest trends in plant-based innovation, including the benefits of natural factors calcium and magnesium.