The Role of Whole-Cut Plant-Based Meat Products

From vegconomist.com

It’s out with the old, and in with the new – the plant-based meat industry is undergoing a new surge in innovation. While the industry has experienced a shake-out and consolidation in brands and products in recent years, it’s also seen food-tech milestones achieved. As a result, tastier, meatier, and more in-demand products are now taking centre stage and attracting new consumers to the category.

In its latest New Food Hub interview, ProVeg International sat down with Edwin Bark, Senior Vice-President of Redefine Meat. Following the Flank Steak product launch, Edwin shared thoughts on attracting meat-eaters, industry challenges, and the future of plant-based meat.

“As good as the animal version”

Consumer research shows that the sensory experience of plant-based meat products is vital to their success. When asked about this, Bark explained: “A lot of consumers try products because they are new. But too often, the quality in terms of taste, texture, and appearance does not meet their expectations.”

“So after one try, they leave. What we continuously need to do is improve our products and deliver a sensory experience that is good enough to keep those customers in the category. To make an impact, we must deliver something that is as good as the animal version.

© ProVeg

”This is where Redefine Meat’s new Flank Steak comes in. The brand introduced the product to address an additional segment in the plant-based meat aisle – the whole-cut – and attract an additional target consumer – the meat lover.

“The big missing element in the journey of the plant-based meat industry was a whole cut,” Bark continued. “So we’ve worked for many years on the development of a whole cut, which gives you this true meaty, sensory experience that the carnivores, the hard carnivores, were lacking in the industry.”

“This product delivers a great meaty experience and addresses a target audience that is, so far, not very well served by the category. We’ve had a lot of endorsements from Michelin chefs and butchers.”

A critical evolution

The development and introduction of whole-cut plant-based meat products represent a critical evolution in the plant-based meat industry. By addressing the gap in sensory experience, these products are not only meeting the expectations of consumers but also successfully attracting a new demographic – dedicated meat lovers.

The success of products like Redefine Meat’s Flank Steak highlights the importance of continuous innovation and quality improvement to retain consumers and expand the market. As the industry moves forward, achieving a sensory experience comparable to traditional meat will be key to sustaining growth and driving the adoption of plant-based alternatives.

Catch the full Redefine Meat interview and ProVeg’s business recommendations on the New Food Hub, and contact corpoate@proveg.org for support on your alt protein strategy.

https://vegconomist.com/food-and-beverage/meat-and-fish-alternatives/role-whole-cut-plant-based-meat-products/