SPECIAL SUPPLEMENT: Meat Alternatives - May 2021 - 22

NE W S A ND TREND S

JBS SA TO PURCHASE EUROPEAN
PLANT-BASED FOOD COMPANY
JBS SA announced it would acquire
Vivera, a large European plant-based
food company, at a value of €341 million
($410 million). The deal includes three
manufacturing facilities and a research
and development center located in the
Netherlands.
" This acquisition is an important
step to strengthen our global plantbased protein platform, " said Gilberto
Tomazoni, global chief executive officer
of JBS. " Vivera will give JBS a stronghold in the plant-based sector, with
technological knowledge and capacity
for innovation. "
JBS said it plans to manage Vivera as
a standalone business with its current
leadership remaining in place.
" Joining forces with JBS gives us
access to significant resources and
capabilities to accelerate our current
strong growth trajectory and Vivera
brand expansion, " said Willem van
Weede, CEO of Vivera.
The plant-based food company has
about 400 employees and its products
are available in 25 European countries.
JBS continues to grow its plant-based
portfolio with its US-based Planterra's
Ozo brand and Brazilian Seara's Incrivel
line.

SCHOUTEN EUROPE TOUTS NEW
PLANT-BASED CHICKEN, BEEF PIECES

US consumers, while acknowledging the role of meat and poultry in a balanced diet, have expressed a desire to
reduce their meat and poultry consumption, according to the 2021 Power of
Meat Survey, prepared by 210 Analytics
LLC and sponsored by Cryovac, a division of Sealed Air Corp.
" Respondents who are looking to
reduce their animal protein intake cite
an average of three reasons, " the study
said. " The most common one is concern over the healthiness of eating meat,
defined by the survey as being the combination of beef, pork and lamb. Eating
less but buying higher quality and saving
money increased as reasons and moved
into the top five, whereas sustainability
dropped out of the top five reasons. "
And demand for plant-based alternatives to meat continues to grow.
" According to the research firm
Markets and Markets, the chicken and
beef substitutes product segments are
by far the largest product groups in the
meat substitute market worldwide, "

2021 MEAT ALTERNATIVE TRENDS + TECHNOLOGY MEAT+ POULTRY

Schouten said. " The market research
firm expects that chicken alternatives
will represent sales of more than $13
billion by 2025 and beef alternatives of
more than $6 billion. "

KELLOGG INTRODUCES INCOGMEATO
MEAT ALTERNATIVE CHIK'N TENDERS
Kellogg Co. is expanding its reach in the
plant-based meat alternative market with
new Chik'n Tenders under its Incogmeato
by MorningStar Farms brand.
Available in original and sweet barbecue flavors, the tenders are made
with non-GMO soy and feature fibers
that mimic the texture of chicken. The
plant-based poultry alternative features
a crispy homestyle breading and contains more protein and 27% less fat per
serving than traditional chicken tenders,
according to the company.
" Our new Incogmeato Chik'n
Tenders are a game-changing experience for the flexitarian chicken-loving
consumer who wants to try plant-based
but isn't finding an option that stacks up
to the real thing, " said Sara Young, general manager of plant-based proteins at
Kellogg. " Chik'n is a huge opportunity to
recruit flexitarian eaters to the meatless
category; we know plant-based chik'n
household penetration is just north of
5%, leaving a huge upside worth over
$200-plus million. "
Incogmeato Chik'n Tenders are
available nationwide for $6.39 in the
freezer section at select Walmart,
Kroger, Meijer, H-E-B, Wegmans
and Southeastern Grocers stores.
Additionally, the tenders are available to
foodservice operators.
Kellogg Co. first announced the
launch of Incogmeato by MorningStar
Farms in September 2019, and the plantbased products debuted in stores in the
first quarter of 2020.

Vivera; Schouten Europe B.V.; Kellogg Co.

Schouten Europe B.V., a Dutch familyowned business, added plant-based beef
and chicken facsimiles to the company's product range of plant-based meat
substitutes.
Schouten's plant-based chicken and
beef pieces are made with plant-based
proteins from soy, wheat and peas,
although the chicken pieces do not

contain any soy, the company said. The
beef and chicken pieces contain 18.3
and 22.7 grams of protein per 100 grams,
respectively. Schouten said the products
are low in saturated fat and salt and are
easy to incorporate into various dishes.
Target market segments include retail,
the food processing industry and the
out-of-home channel.
" There were already various chicken
and beef pieces on the market, but we
knew they could be improved upon, "
said Niek-Jan Schouten, R&D director. " With these kinds of products, it is
especially important that the consumer
doesn't have to compromise on flavor and texture. We have worked hard
to produce products that we expect to
become more popular than real chicken
and beef. "

https://www.meatpoultry.com/articles/22808-jbs-usa-plant-based-unit-to-roll-out-new-product-in-us https://www.meatpoultry.com/articles/22808-jbs-usa-plant-based-unit-to-roll-out-new-product-in-us

SPECIAL SUPPLEMENT: Meat Alternatives - May 2021

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