Meat&Poultry - July 2013 - 54

meat analogs

proteins toward plant-based ones. It’s

I think that’s a losing proposition.

bring plant-based proteins into their

all becoming so mainstream,” Lee

Our audience enjoys real food. We

diets without sacrificing the taste or

says. “Take the milk category, for ex-

sell more of our vegetarian meats to

the eating experience.” 

ample. Twenty years ago, there was

carnivores who are cutting back on

Per 3-oz. serving, Beyond Meat’s

only cow’s milk. Now, there are half-

animal-meat foods and are looking for

Chicken-Free Strips have 20 grams

gallons of plant-based milks made

a center-of-plate alternative.”  

of protein and only 120 calories and

from almonds, hemp, soy and rice.

290 milligrams of sodium. These ov-

What I find exciting is that these plant-

More choices wanted

en-baked vegan strips are free of satu-

based milks are enjoyed by all types of

Passionate about improving health,

rated and trans fat, as well as choles-

consumers and are found right next to

reducing ecological footprint and im-

terol and gluten. They are available

the cow’s milk and not marginalized

proving animal welfare, Ethan Brown,

in three flavors: Southwest, Lightly

in some other section of the store.”

founder and CEO, Beyond Meat, El

Seasoned and Grilled.

The same is not usually the case

Segundo, Calif., also believes Ameri-

“We want Beyond Meat to be

for vegetarian meats – these meats

cans are ready for more choices when

sold as a meat alternative in places

are typically merchandised in sepa-

it comes to protein. “We believe the

where you would ordinarily find meat,

rate areas of the store. Even Whole

future of protein is about a transi-

whether that is in the meat case at your

Foods Markets typically merchandis-

tion from animal to ultra-clean plant

local grocery store or at your local fast-

es meat analogs with other refrigerat-

sources,” he says. “Our team has been

food restaurant chain,” Brown says.

ed, vegetarian foods rather than with

working for more than a decade to

“This is very different from how meat

other meats. With the introduction of

align the proteins found in plants to

alternatives are positioned today where

more sophisticated and upscale meat

mimic the fibrous structure of that

you have to hunt them down in a sepa-

analogs, and the fact that a growing

found in animal muscle or meat. We

rate refrigerated section far from areas

number of people are seeking out such

use high-quality, non-GMO, pea and

where you would find meat.”

foods, this will likely change.

soy proteins and a simple, yet proprie-

Part of his plan is already set in mo-

“Our target audience is people who

tary method to deliver protein-packed,

tion. Atlanta-based Tropical Smoothie

enjoy good food, as the vegetarian and

satiating, vegetarian meat for the cen-

Café has started offering its custom-

vegan market simply is not big enough

ter of the plate.”

ers the option to replace chicken with

to build a business on,” Lee says. “We

Pea protein is a newer ingredi-

chicken-free strips in any of the salad,

aren’t trying to imitate animal meat.

ent and is valued for its emulsifying

flatbread or wrap menu items at its

properties as well as its

388 café locations.

color, mouthfeel and

“Beyond Meat’s research shows

neutral taste. These at-

that nearly 50 percent of the US pop-

tributes allow for more

ulation is at least open to the idea of

highly concentrated

eating less or no meat in their diet, and

use, which is useful

this aligns well with our healthier cus-

for the manufacture of

tomer base,” says Mike Rotondo, CEO

premium meat analogs.

of Tropical Smoothie Café.

“Our Chicken-Free

As Americans go meatless more

Strips can be used in

often, the category of meat analogs

any recipe that calls for

will grow. Protein ingredient suppliers

chicken,” Brown says.

continue to expand their offerings to

“If you pull the strips

assist with this booming business. ■

apart, you will see the
fibers that look just like
chicken. This product
Photo courtesy of Beyond Meat

54

• Meat&Poultry • July 2013 • www.MeatPoultry.com

allows consumers to

D onna B err y is a c ontributing editor
from Chicago and owner of Dairy & Food
Communications, a company that specializes in
writing, speaking and consulting projects in the
dairy, beverage and food industries.
http://www.MeatPoultry.com
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