Supermarket Perimeter - November 2021 - 38

Meat & Poultry
Plant-based
BY ANDY NELSON
IT'S BEEN MANY YEARS since plant-based began to transform US retail
grocery meat cases, but the category continues to evolve in new and
interesting ways that promise even more growth.
" Consumers are more knowledgeable than they were a couple of
years ago, and there are more exciting options available, " said Danny
O'Malley, president of San Diego-based Before the Butcher. " It continues
to grow and change, and I think the opportunities for plant-based will
continue to explode as long as we continue to innovate. In a year or
two there will be a lot of exciting things that are going to happen which
will elevate it even more. "
In 2021, perhaps the most dominant trend within the plant-based
category is new plant-based chicken innovations, O'Malley said.
That will be true next year, too, and Before the Butcher will meet
the surging demand with a new extra-large chicken chunk product
that, when shredded, is very similar to a shredded chicken breast. The
company hopes to launch it in early 2022. That will join the chicken
burger Before the Butcher released, along with other burgers, about two
years ago.
38 - NOVEMBER 2021
Also on trend are ground products, which Before the Butcher has
stayed on top of with the introduction of plant-based grounds in what
O'Malley calls a " brick " form. The new lineup comes in five flavors,
including value-added offerings like Chorizo, Italian and Breakfast.
" The really great thing about them is they're
so versatile, " he said. " You can use them in
so many different ways: pasta, tacos,
burritos, empanadas. So many
things can be made with ground
products. "
The shrinking gap between
many real and plant-based meats
is also having a huge impact on
continued demand for plantbased,
O'Malley said.
Earlier this year, Before the
Butcher rolled out its Mainstream
brand, which offers an 8-pack of frozen
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Supermarket Perimeter - November 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - November 2021

Supermarket Perimeter - November 2021 - Intro
Supermarket Perimeter - November 2021 - 1
Supermarket Perimeter - November 2021 - 2
Supermarket Perimeter - November 2021 - 3
Supermarket Perimeter - November 2021 - 4
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