Meat+Poultry - November 2022 - 25

become redundant or were incompatible with
other parts of the plant-based meat maker's
reorganization plan.
Other companies, including meat
processors like Canada's Maple Leaf Foods
Inc., have walked back investments in plantbased
meat alternatives. In August, the
company announced it was " rightsizing " its
Greenleaf Foods, plant-based subsidiary
after a financial shortfall due to demand that
never occurred.
" We now understand why it did not
materialize, and we no longer believe that
it will materialize, " said Michael McCain,
president and CEO of Maple Leaf Foods,
during an Aug. 4 conference call to discuss the
company's second-quarter results. " So, we are
altering our business model and dialing back
our investment to reflect the goal of profitable
growth ... "
Chicago-based Upton's Naturals makes
vegan meat alternatives using seitan, a
traditional Japanese food that is made by
rinsing the starch from wheat and retaining
the protein or gluten. Natalie Slater, marketing
manager at Upton's Naturals, has seen this
trend of growth and contraction come and go
since the 90s. The current cycle stands out
because of the money invested in the segment
during the past five years or so.
" A lot of it was really driven by brands
that were backed by huge amounts of
investments or brands that were bought out by
conglomerates, or meat producers buying their
plant-based counterparts, " Slater said. " And
then after a lot of buzz around some of those
products, then came lots of copycat products.
" I think what happens is that you get a
lot of buzz and trust, and people try things
and then there's burnout or there's some
cannibalization there where there's just too
many of the same product.
" For a company like us that has never
really chased trends, we feel like we have a
secure spot in the market because we're just
really focused on making products with simple
ingredients that taste good and are easy to
cook. I think that's a proven strategy for a lot
of brands - just to stick with what you know
and stick with what you do well, and you can
ride out a lot of those, a lot of the trends, and
so far, that's worked. "
Going forward, consumer demand for
the products - although not as torrid as in
previous years - will encourage producers to
keep innovating and offering new products.
In September, Beyond Meat and Taco Bell
launched Beyond Carne Asada Steak at
locations in Dayton, Ohio. And in October,
Beyond Steak launched at Kroger and
Walmart stores nationwide, as well as at select
Albertsons and Ahold divisions and other
retailers across the United States.
" Beyond Steak is a highly anticipated
expansion of our popular beef platform and
we're proud to introduce this innovative
product to consumers nationwide, " said
Dariush Ajami, chief innovation officer, Beyond
Meat. " Beyond Steak delivers the taste and
texture of sliced steak in a way that is better
for both people and the planet. "
Impossible Foods expanded into full meal
solutions with the launch of the company's line
of frozen plant-based entrees called Impossible
Bowls. The alternative meat maker partnered
with consumer packaged goods, meal kit and
foodservice brands for plant-based versions
of sausage ravioli, pizza and tacos, among
other foods.
" And like all Impossible products, these
meals are also healthier for the planet:
choosing to enjoy our plant-based beef,
chicken and pork in each entree accounts
for less water consumption, land use and
greenhouse gas emissions than their animal
protein counterparts, " the company said.
CULTURED MEAT ADVANCES
In 2010, Dutch scientists created pork in a lab
using stem cells from pig muscles. By 2013, the
University of Maastricht in the Netherlands
unveiled a hamburger patty that was grown
from bovine stem cells.
Kansas City, Mo.-based CRB Group, a fullservice
facility design, sustainable engineering,
construction and consulting firm for biotech,
pharma, food and beverage, and science and
technology published an analysis of alternative
protein manufacturing. In its Horizons:
Alternative Proteins report, CRB examined
significant challenges facing the segment
including scalability, regulation, product safety
and sustainability.
" Cell-based and plant-based meat, egg and
dairy products are riding a wave of interest
among consumers, " the report said. " To
www.meatpoultry.com | 11.22 | MEAT+POULTRY 25
I think what
happens is that
you get a lot of
buzz and trust,
and people try
things and then
there's burnout
or there's some
cannibalization
there where
there's just too
many of the
same product. "
- NATALIE SLATER
http://www.meatpoultry.com
Meat+Poultry - November 2022

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