The classic image of a succulent hamburger sizzling on a backyard grill might be undergoing a transformation. Companies like Beyond Meat and Impossible Foods, along with various innovative startups, are leading a significant movement in the food industry: creating the perfect blend of plant-based ingredients—such as peas, coconut oil, and potato proteins—that replicate the beloved qualities of ground beef. If they can win over even the most discerning meat lovers, the financial reward for these emerging companies could be substantial, positioning them directly against multi-billion dollar meat producers who have already taken notice.
“For us to make an impact, we need to attract meat consumers—and this has been our goal from the very beginning,” stated Nick Halla, chief strategy officer of Impossible Foods, in an interview with Food Dive. “I believe the connection people have with their meat will evolve over time. Currently, many consumers are not particularly attached to meat coming from animals—they just want it to taste good.”
The journey to replicate the flavor of real meat has been painstakingly slow, but in many instances, this has been a deliberate choice. Manufacturers have been careful not to rush products to market before they are fully developed, as a premature launch could alienate meat enthusiasts or evoke memories of the frozen, hockey-puck-shaped veggie burgers that have long dominated the market. To reach consumers beyond the traditional vegetarian and vegan demographics, plant-based meats must emulate the taste, texture, and aroma that have tantalized appetites since the dawn of humanity.
Much of the initial focus on plant-based meat has centered around the beef market. In 2016, food service operators and retailers sold an estimated 7.3 billion pounds of ground beef, generating over $2 million in revenue, according to industry statistics. Plant-based meat producers hope that capturing even a small portion of that market will establish them as significant players in the food industry. They require meat eaters’ support to achieve that aim.
Evidence suggests this is not merely a pipe dream: 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. Of those consumers, 22% reported using non-meat proteins more frequently than in the previous year—a clear indication of the category’s growth potential. In the past year, total plant-based meat sales surpassed $606 million—excluding Whole Foods data—with refrigerated meat alternatives experiencing a remarkable 15.9% surge, according to retail sales company SPINS. As researchers develop plant-based beef that more closely resembles its animal-derived counterpart, there is optimism that more shoppers will embrace these products, driving sales even higher.
Employees at Impossible Foods, founded in 2011 by Stanford University biochemistry professor Patrick Brown, dedicated the first four years to secretly deconstructing the hamburger. Scientists tackled the intricate challenge of recreating a burger without real meat by posing equally complex questions: What draws people to meat? Why does it change from soft to firm during cooking? What flavors and aromas are released when meat is grilled? Rather than simply adding colors or flavors to imitate the look and taste of meat—an approach taken by previous brands—they opted for a scientific method to understand these phenomena before utilizing nature’s way, including plant-based solutions, to reconstruct their new meat.
“The previous strategies weren’t designed to create products that meat consumers would prefer over traditional options,” remarked Halla, who grew up on a Minnesota dairy farm but now consumes 90% less meat due to its environmental impact. “We must discover a new way to produce food.”
During their research, Impossible Foods identified a compound known as heme, which not only imparts color but also enhances the desirable taste of meat while catalyzing other flavors during cooking. After months of investigation, scientists found a protein, leghemoglobin, from legumes that triggered the same chemical reactions when heat was applied. They also sought to replicate the textural changes beef undergoes—from soft and spongy to firm—during cooking, which they achieved using wheat and potato proteins.
Today, the burger consists of four primary ingredients: heme, coconut oil, wheat, and potato proteins. After developing thousands of meat prototypes over the years, a team of nearly 100 researchers continues to refine the product at the company’s expansive laboratory in Silicon Valley.
Impossible Foods has strategically introduced its products primarily in restaurants—now available in venues across Los Angeles, Las Vegas, New York City, and San Francisco—allowing restaurant staff to experience and learn about the product while sharing their insights with curious customers. Priced between $12 and $19 per burger, it aligns with the cost of an average entrée or a high-end appetizer.
While these startups recognize that most people are hesitant to abandon meat entirely, they aim to attract barbecuers and food enthusiasts who are increasingly opting for healthier options based on personal beliefs, such as environmental sustainability and humane animal treatment. The production of beef requires substantial land, water, food, and time for cows to convert plants into meat. For instance, creating an Impossible Burger uses about 1/20th of the land, a quarter of the water, and generates 1/8th of the greenhouse gas emissions compared to a traditional beef burger, according to the company.
Health-conscious consumers may also appreciate that plant-based burgers generally contain less fat, no cholesterol, and often more protein than conventional burgers. Beyond Meat has been developing plant-based meat alternatives since 2009, launching its first commercial product—chicken strips—three years later. Similar to Impossible Foods, the company has disassembled the traditional meat burger and sought to replicate its characteristics using natural ingredients, a process fraught with trial and error. For example, while various ingredients like pomegranate juice were tested for color, researchers ultimately decided on beet juice, which turns a medium red and caramelizes to create grill marks, mimicking a real burger’s appearance when cooked.
The company’s original burger was introduced in 2015 but has since been replaced by the popular Beyond Burger, which mirrors the 80% protein, 20% fat profile of supermarket meat. Beyond Meat has continually refined its ingredient list and production process. The Beyond Burger, which sizzles and releases fats during cooking, has become a sensation, selling more than ten times faster than its closest competitor. Many fans have shared their experiences on social media, surprising family members with the revelation that the burger is plant-based. “As a company, we believe we have room to grow,” said Will Schafer, Beyond Meat’s vice president of marketing. “We’re in the right ballpark, but I still think our burger isn’t quite 100% beef-like, so we’re eager to improve in that area.”
The company employs a team of scientists dedicated to testing and fine-tuning the balance of ingredients to enhance the meat’s chewiness, deepen its color when cooked, and elevate its aroma and taste. The burgeoning market for plant-based meat products has not gone unnoticed. Impossible Foods has raised over $180 million from investors, including billionaire Bill Gates and Google, the latter of which reportedly attempted to acquire the company for up to $300 million. Beyond Meat has also attracted notable investors, such as the Humane Society of the United States, General Mills, and Tyson Foods, which acquired a 5% stake in the company last fall. Beyond Meat is optimistic about expanding its partnership with Tyson beyond investment, hoping to leverage the meat giant’s extensive distribution network to make its products more widely available in stores and restaurants. Recently, the company bolstered its executive team by hiring Charles Muth, former vice president of sales at Coca-Cola’s venturing and emerging brands unit, as chief growth officer to oversee retail and food service expansion.
“Tyson recognizes that more consumers are incorporating plant-based meals into their diets, and they see the landscape is changing,” Schafer noted. Monica McGurk, an executive vice president at Tyson, stated that the investment provided the company “exposure to a fast-growing segment of the protein market. It aligns with our commitment to offer consumers diverse options while focusing on our core prepared foods and animal protein businesses.”
Christie Lagally, a senior scientist at the Good Food Institute, a Washington, D.C. nonprofit advocating for meat alternatives, has been a vegan since 1995. She sampled the Impossible Burger in San Francisco last summer but found it too reminiscent of meat to finish. “It was a very visceral experience,” she recalled. “It reminded me of eating meat long ago.” Lagally remains hopeful that this new generation of plant-based burgers will thrive, labeling them “high-quality foods” with well-sourced ingredients. Nevertheless, she emphasizes that scalability and affordability are crucial to attracting a broader consumer base.
“People eat meat because it tastes good, is convenient, and is high in protein and calories,” she explained. “If we want plant-based meat to significantly reduce the consumption of animal-based meat, it must be accessible to everyone. It can’t just remain a niche market.”
For years, frozen veggie burgers were typically represented by brands like Kraft Heinz’s Boca Burger. Beyond Meat now places its burgers in the meat section at Whole Foods—a move the company describes as escaping the “penalty box” of the frozen food aisle. Two quarter-pound burgers average $5.99, significantly higher than premium options like grass-fed organic beef. Ongoing discussions with other “household-name retailers” aim to expand the product’s availability, according to Schafer.
“The fact that we’re now competing on the main stage with meat is incredibly validating,” Schafer stated. “We’ve seen numerous instances where self-identified carnivores try our burger and say, ‘Wow.’ While they may not give up meat entirely, they express an interest in incorporating our product into their diets.”
Marion Nestle, a professor of nutrition, food studies, and public health at New York University, believes plant-based meats are here to stay as they address a “culinary problem” for many vegetarians, vegans, and animal welfare advocates. However, she remains unconvinced—despite being both a meat and plant eater—about embracing these alternatives. “One of my food rules is to avoid artificial products,” she stated in an email. “While I understand that non-meat eaters miss hamburgers, I prefer meat sourced from animals treated as well as possible.”
This presents a challenge for plant-based meat producers. Beyond Meat and Impossible Foods are currently refining their recipes to win over skeptical eaters, but whether they can attract a significant enough consumer base to compete with traditional beef hamburgers on a larger scale remains to be seen. As the market evolves, the integration of nature’s way of utilizing ingredients like calcium and magnesium citrate could play a pivotal role in shaping the future of plant-based alternatives, ensuring they appeal to both health-conscious diners and dedicated meat lovers alike.