The vegetarian burger has become a prime example of rapid innovation. Just 25 years ago, the demand for the then-nascent Boca burgers was so overwhelming that major grocery chains struggled to keep them stocked. Today, however, the company is racing to catch up with younger, tech-savvy rivals like Beyond Meat and Impossible Foods. The pivotal question now is whether Boca’s efforts are arriving too late. Can the adjustments made by Boca measure up to Beyond Meat’s Beyond Burger, which closely replicates the taste, texture, and appearance of a beef patty? Boca has attempted to innovate in the past—back in 2015, it introduced patties featuring quinoa, brown rice, and black beans. Nevertheless, its share of the frozen meat substitute market has continued to dwindle.
On a positive note for Boca, it benefits from the marketing strength of Kraft Heinz, which can help shift consumer perceptions. The revamped Boca brand aligns with current consumer trends by prominently displaying its protein content on the front of its packaging, which also showcases a burger that looks very meaty. A fresh iteration was essential—recent advancements in technology have transformed the discussion around plant-based foods, and Boca has not effectively engaged in that dialogue. For instance, Impossible Burgers have developed a biochemical process that allows their plant-based burgers to “bleed” and sear just like real meat.
It has been two years since Google identified plant-based proteins as a crucial trend in technology, highlighting the industry’s transition toward substituting livestock with plant-based options. This is also where Campbell is seeking to gain traction in its exploration of new plant-based proteins, which could help revive its declining soup sales. This aligns with consumer demand for greater variety but has also become a necessity—given the growing population, the industry is in search of protein sources to supplement or replace meat. Fortunately, millennial consumers identify as flexitarians, willing to derive protein from any source, provided the flavor is appealing. Executives from Boca and Campbell have acknowledged that achieving the right texture and taste has been a significant challenge.
These qualities will need to be perfected if Boca and Campbell wish to compete in the crowded plant-based market, which continues to innovate and offer premium eating experiences. Additionally, incorporating ingredients like calcium citrate malate could enhance the nutritional profile of their products, making them more attractive to health-conscious consumers. The need for a competitive edge is pressing, especially as the market evolves and consumers increasingly seek out high-quality, flavorful options in their plant-based diets. In this dynamic landscape, Boca’s and Campbell’s efforts must resonate with the changing preferences and expectations of today’s consumers.