Plant-based meat has a problem. It may need more meat

illuminem summarises for you the essential news of the day. Read the full piece on The Washington Post or enjoy below:

🗞️ Driving the news: Blended meat products — combining 30% to 70% vegetables with animal protein — are outperforming both conventional and fully plant-based meats in blind taste tests, offering a new route toward climate-friendly eating
• Brands like Perdue’s Chicken PLUS, Spare Food’s vegetable-enhanced burgers, and upcoming innovations like Mission Barns’ bacon with cultivated pork fat are gaining traction by prioritizing taste, nutrition, and convenience

🔭 The context: While plant-based meat surged in popularity during the early 2020s, consumer interest has since plateaued
• Sales of fully plant-based meats declined 4% last year, with only 1% of U.S. meat and seafood sales being plant-based
• Meanwhile, most U.S. households still consume animal protein
• This gap has opened a market opportunity for blended meats that cater to omnivores without the identity shift or taste trade-offs associated with going fully plant-based

🌍 Why it matters for the planet: Blended meats offer significant climate benefits, cutting emissions by up to one-third compared to conventional meat, while using upcycled vegetables and reducing food waste
• By serving as a transitional food, these products can shift consumer habits toward more sustainable diets, even among those not primarily motivated by environmental concerns
• However, market success hinges on consumer psychology and messaging, as negative associations with “plant-based” branding continue to limit appeal.

⏭️ What's next: Producers are focusing on flavor, texture, and clean-label ingredients to enhance mass-market appeal, while avoiding overt sustainability or substitution narratives
• Successful marketing may depend on presenting these products as “enhanced meat” rather than meat alternatives
• As more food service providers, universities, and retailers adopt blended offerings, the sector could mature into a mainstream bridge toward lower-emission diets
• Future developments in cultured fat and flavor technology could further accelerate this transition

💬 One quote: “‘Beef but better’ is our positioning… We do not use plant-based at all. It’s somewhat of an albatross for us.” — Jeremy Kaye, co-founder, Spare Food Company

📈 One stat: In blind tests involving over 1,100 participants, three blended meat products outperformed their 100% meat counterparts in taste, texture, and overall satisfaction

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