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Daily news and analysis about the food tech revolution

Beyond Meat

Will Impossible’s Massive Restaurant Rollouts Help it Beat Beyond Meat in the Grocery Aisle?

Today fast-casual burger chain Red Robin announced it will be offering plant-based Impossible burgers at all 570 of its U.S. locations starting April 1.

In and of itself, this isn’t huge news. Impossible is already in over 5,000 restaurant locations, ranging from high-end spots like Momofuku to the White Castle fast-food chain. But in light of the Redwood City-based startup’s impending move to retail shelves, it begs the question: will Impossible’s hefty restaurant presence translate to brand recognition in the grocery aisle?

Impossible’s key retail competitor is Beyond Meat, whose plant-based burger patties have been a mainstay in grocery stores since they launched in Whole Foods in 2013. Beyond Meat is in even more restaurant locations than Impossible: almost 11,000 in total. Just this week Del Taco, with whom Beyond had been doing a pilot program, decided to offer the plant-based meat as a taco option in all of their 594 U.S. stores. And back in January Beyond slid onto the menu at over 1,000 locations of the fast-food join Carl’s Jr.

At the end of the day, I don’t think any of Impossible’s recent restaurant expansions will give it a leg up on Beyond in the grocery aisle. Instead, the real differentiators will be selection, taste, and pricing.

Beyond has the upper hand when it comes to variety: in addition to their patties, they also offer plant-based sausages, crumbles, chicken strips, and will soon come out with a ground beef-like product as well as breakfast patties. Impossible hasn’t officially stated what meaty product it will launch at retail, but it’ll likely either be patties or a ground beef replacement.

Taste-wise, both Beyond and Impossible have unveiled 2.0 versions of their signature meatless burgers in 2019. We liked Beyond’s, but Impossible’s blew us away when we sampled it at CES.

The biggest question mark is pricing. Since Impossible and Beyond are both pretty darn good, I imagine many shoppers (myself included) will reach for the option that’s easier on their wallet. Impossible also hasn’t released any pricing information yet, but if they’re smart, they’ll undercut Beyond — which, at $5.99 for two patties, isn’t super cheap.

Taking a macro view, there’s plenty of room for multiple meat-like meat alternatives to be successful in the grocery aisle. The demand is plant-based meats is certainly there: a new study from Dupont Nutrition and Health indicates a growing consumer interest towards meat alternatives, with more than half of Americans increasing their plant-based food intake.

At CES this year Impossible Foods’ CEO Pat Brown also downplayed the competition between meat alternative companies. “If other people are making great [plant-based] products — and this is not B.S. — we love it,” he said.

Of course, competition is competition. People likely won’t be tossing both Beyond and Impossible burgers into their grocery carts. But if plant-based meat sales continue to soar — and I bet they will — I think that more high-end meat alternatives in the grocery aisles will equate to more sales for all involved.

Cooking Plant-Based Meat Gets Smart as June Oven Adds Beyond Meat Programs

As I’ve confessed before, there are two food tech-related things I absolutely adore: Beyond Burgers and my June oven. Now, thanks to a software update earlier this week, those two things are the peanut butter and chocolate in my connected kitchen world, as the June sports new automated cook programs for Beyond Meat burgers and sausages.

While the news isn’t earth-shattering, it’s a reflection of both how plant-based meats are becoming more mainstream, and how smart cooking appliances will need to get specific when presenting users with a touchscreen full of pre-programmed cooking options.

I haven’t had a chance to test out the new plant-based cooking June features yet, so I have some questions. For instance, regular beef burgers on the June are cooked on a grill that raises the burgers above the pan. Why are Beyond burgers cooked directly on the pan? FWIW, I’ve cooked Beyond patties in the June following the beef instructions, and they turn out just fine (though I’m excited to try out this new feature!).

Also, will the camera automatically tell the difference between a Beyond burger and a meat one? And as June rolls out more “meat” cooking options, will Beyond get its own button a la the Whole Foods option?

One has to wonder how far down the rabbit hole June will go. Beef is beef is beef, so you can pretty easily create universal cook programs for the different cuts of it. But Impossible’s plant-based burgers are coming to grocery stores this year, and June already told us that they will get their own cook program. What about Nestle’s Incredible burgers? Not to mention all the plant-based chicken and fish coming to market. And what will all these choices mean for June’s limited UI space? How many decision trees will a user have to cook what they want?

Phew! That’s a lot of questions. Thankfully, we reached out to June and will update this piece when we hear back.

But it’s not just June that will need to grapple with these issues. Any smart oven manufacturer, like Brava, Markov, or Whirlpool, will also have to figure out its strategy for dealing with the variety of new foods that are being created. Our choices, as it were, are just getting warmed up.

Beyond Meat Goes Beyond Burgers with New Ground Beef-Like Product

Today Beyond Meat, the El Segundo, CA-based startup behind popular plant-based burgers, chicken strips, and sausages, announced a new product: Beyond Beef. The new product is meant to have the taste and texture of real beef, but, will have 25 percent less saturated fat and also, you know, be made of plants.

Both Beyond Beef and the Beyond Burger are made of a blend of pea, rice, and mung bean proteins. However, according to the Beyond Meat website, Beyond Beef will have a more “neutral flavor and aroma” than the Beyond Burger patties, making it a culinary blank canvas. It also has “a unique binding system” that will let it better hold shapes — like meatballs — better. Unlike Beyond’s Beef Crumbles, the new product will be raw and served in the fresh meat section of the supermarket.

The main difference is that Beyond Beef seems more versatile than the burger. Sure, you could break up a Beyond Meat burger patty and turn it into meatballs, or bolognese, or taco filling (which Beyond has clearly been doing with their Del Taco partnership). But the less creative cook might not think of that, bypassing the Beyond burgers for other meaty or plant-based alternatives.

Photo: Beyond Beef

By repackaging their burger “meat,” Beyond is opening the door to a whole slew of new preparations, as well as consumers that are looking for plant-based meat but don’t necessarily want a sausage, burger, or chicken strip for dinner.

Beyond Beef will launch in retail later this year, though the exact timing and price is still TBD. I wonder if they’ll beat Impossible Foods to the grocery shelves. Impossible is rolling out in retail at some point this year, though the company hasn’t yet announced if they’ll be selling their plant-based meat in pre-formed patties or in blocks, à la the new Beyond Beef.

Seeing as how Impossible has been placing lots of emphasis on the versatility of its product — they served it as empanadas, tartare, and tacos when they unveiled the new version of their “meat” at CES — I’m guessing it’s the latter. Which will make it all the more interesting to see if Impossible or Beyond ends up dominating as the alterna-meat ruler of the grocery aisle.

However, with the fast-growing popularity of plant-based meat, there will likely be plenty of opportunities for both companies to make their way into your meatloaf, hoagies, and dumplings.

This post has been updated with more information about Beyond Beef’s flavor profile from the Beyond Meat website. 

Bill Gates Names Meat-Free Burgers in Top 10 Breakthrough Technologies of 2019

Today MIT Technology Review released its list of the Top 10 Breakthrough Technologies of 2019, and this time they had a special guest curator: Bill Gates.

In his intro to the list, Gates wrote that he made his choices not only based on what would make headlines, but also “captured this moment in technological history.”

Among smooth-talking smart assistants and a swallowable gut-probe pill, Gates also named the “cow-free burger” as one of the Top 10.

By 2050, humans are predicted to eat over 70 percent more meat than they did in 2005. That’s bad news for the environment, since raising poultry and (especially) cattle requires oodles of land and water, and also contributes to fossil fuel emissions. Gates posits that one of the best ways to limit the environmental toll of meat is to, well, stop eating so much — and instead turn to cell- and plant-based alternatives.

Cell-based meat isn’t yet available on the market. A recent study has also raised questions about whether it’s actually that much better for the planet than conventional meat production.

But plant-based meat is here, and people are loving it. (Bill Gates himself is an investor in both Beyond Meat and Impossible Foods, two of the top startups pushing plant-based “meaty” burgers, as well as cultured meat company Memphis Meats.)

The potential environmental impacts of plant-based meat is significant: according to an analysis by the Center for Sustainable Systems at the University of Michigan, a Beyond Meat patty would generate 90 percent less greenhouse gas emissions than a beef burger from a cow. Presumably other meatless burgers have similar environmental footprints.

As of now, the plant-based meat sector makes up just a small fraction of all meat production globally. But with more and more major food companies getting into the vegan meat space and Beyond Meat set to file for an IPO by the end of this year, odds are Bill’s right, and we’ll be biting into a lot more plant-based burgers in the future.

Will Beyond Meat’s Small Army of Celeb Endorsers Help Sell its IPO?

Alex Honnold may be the only person to have ever free solo climbed El Capitan in Yosemite National Park, but he is just one of many sport celebs who hopped on board the Beyond Meat bandwagon this week. (I just watched Free Solo so I have the climber on the brain.)

Honnold is actually among the least-known sports figures who are were announced this week as investors and champions for the plant-based burger company. This list is rather lengthy, so I’m just going to quote the Beyond Meat blog here:

The new roster is being unveiled as part of our new Go Beyond campaign and includes Kyrie Irving, Shaquille O’Neal, Chris Paul, DeAndre Hopkins, Victor Oladipo, Lindsey Vonn, DeAndre Jordan, JaVale McGee, Harrison Barnes, Malcolm Jenkins, Derrick & Charity Morgan, Alex Honnold, Shaun White, and Luke Walton. These athletes join existing Beyond Meat shareholders JJ Redick, Tony Gonzales, Leonardo DiCaprio, Thomas Middleditch, David Wright, Eric Bledsoe, Maya Moore, and Tia Blanco, as well as forward-thinking celebrities Snoop Dogg, Common, Jessica Chastain, Nicole Williams and Liza Koshy.

We asked Beyond for some more details around the nature of these celebrity investments and will update this post if we hear back.

Beyond Meat is adding all this star power on the heels of the company releasing a new recipe and in the run up to its hotly anticipated IPO. Will this cadre of cool spokespeople help Beyond’s public offering pop?

All eyes are on the Beyond IPO as it will be a bellwether for the fake meat industry. Beyond Meat itself has raised $122 million while alterna-protein rival, Impossible Foods has raised $387.5 million. In addition to those two behemoths needing to generate a return for their investors, there are a number of other plant-based protein startups coming up that will be looking to find and fund their own paths to success. The hit or miss of Beyond’s IPO could impact their ability to raise money and scale as well.

While Honnold is certainly not alone in his endorsement, we’ll just have to see if Beyond’s stock will climb as well as he does. (Seriously, go watch Free Solo right now, it’s terrifyingly great.)

How to Host a Meatless (and Delicious) Super Bowl Party

My eating habits have been on a roller coaster so far this year. From discovering I am gradually turning vegan to switching over (temporarily) to a full-on keto diet, my eating has certainly boomeranged.

With Super Sunday almost upon us, I thought it would be a fun exercise to meld the two opposing lifestyles and create a “beefy” menu of snacks for the big game without using actual meat. This is actually easier than ever, thanks to innovations in the alterna-foods category that make meat substitutes closer to the real thing.

Here’s what I would serve:

Get more out of those (expensive) Beyond Meat burgers by breaking them apart and forming li’l meatless sliders. Beyond actually has a nice video showing you how to do just that on its site. Sadly, Impossible’s killer new burgers aren’t coming to retail until later this year, so maybe they can be on the menu for Super Bowl LIV.

Staying on the “meats,” I really like the LightLife Smart Ground crumble. It’s pretty versatile and can be used in chilis and sauces, but I would load them up on some hearty nachos, smothered in something cheese-like. Check out their recipe section for directions and more ideas.

You could also use the Smart Ground as a topping for a CauliPower pizza to spice up the plain ole cheese version. I’ve become a huge fan of the cauliflower pizza. I don’t think this is actually healthier for me (especially since I could eat an entire pizza in one sitting), but it is just as tasty as other frozen pizzas and, you know, cauliflower. If you’re feeling spicy, you could also make your own tofu-based pepperoni.

For a more snacky-snack type of food, maybe grab a handful of Coconut Jerky. I haven’t tried it, and it would be hard to get in time for the game, but if you can find it, going coconuts might be worth a try.

You can also go the way of Swedish McDonald’s and serve up falafel nuggets instead of chicken ones. Falafel is delicous! It’s just too bad Frecious veggie spreads aren’t widely available in the U.S. (yet) to serve as a dipping sauce.

For something sweet, the JUST eggless cookie dough is fantastic. Serve it raw in little spoons or whip up a mountain of freshly baked cookies for all your friends.

And finally to wash it all down, give the Bud Light a break and crack open a bottle of Kombrewcha (see what they did there?), the alcoholic kombucha. Though, I can’t imagine drinking more than one of them.

Do you have any tips, tricks or hacks for making it a meatless Super Bowl bash? Leave us a comment and let us know!

Editor Roundtable Podcast: Plant-Based Burger Wars & The Fast-Changing Delivery Landscape

It’s time for another editor roundtable podcast!

In this week’s show, the Spoon editorial team gets together to talk about whether 2019 will be the breakout year for plant-based burgers. We also talk about the fast-changing world of food delivery, and Chris shares some personal news (hint: foodtech is changing his behavior).

As always, we encourage you to subscribe to the Smart Kitchen Show from The Spoon on Apple Podcasts, Stitcher or your favorite podcast app (and give us a review if you haven’t already). You can also download the podcast direct here or just click play on the Soundcloud player below.

I Went to Carl’s Jr. to Taste the Beyond Burger 2.0

It’s been quite the month for plant-based burgers. Last week at CES we watched (and tasted) as Impossible Foods unveiled their new ground “beef” recipe, and in the New Year Beyond Meat rolled out a new burger formula of their own right before they launched a partnership with Carl’s Jr.

In the spirit of journalism, I stopped by the Carl’s Jr. in downtown San Francisco today to sample Beyond Meat’s new “Burger 2.0.” The burger arrived in a fluffy sesame bun and was topped with cheese, mayo, ketchup, pickles, tomatoes, and a hefty slice of iceberg lettuce.

Photo: Catherine Lamb

So how did it taste? Pretty good. The burger itself was nicely pink and had the trademark tepid char evocative of fast food burgers everywhere (that’s actually a good thing). The “meat” was lightly packed and almost spongy, with the fatty juiciness that we expect from beef. However, there were some chewy ribbons throughout that almost reminded me of yuba, or tofu skin; a texture I like, but which doesn’t especially make me think I’m eating beef.

Sadly, most of the nuance of the burger got lost under the loud flavors of the pickles, condiments, and the bun, which dwarfed the patty. This isn’t necessarily bad; fast-food burgers aren’t just about the taste of the beef, they’re about the umami-bomb that comes from putting a bunch of savory, fatty ingredients — ketchup, pickles, cheese — together. In this way the Beyond Famous Star reminded me of a stereotypical fast-food burger more than any other plant-based option I’ve tried so far. And for a lot of consumers, that’s pretty appealing.

So how was the new recipe? Coincidentally, I’d eaten a Beyond burger three nights before while out at a local craft burger joint, who was still serving the original Beyond recipe. During the taste test I tried hard to compare the two, but no matter how hard I tried I couldn’t discern any noticeable difference. According to the Beyond website, the Burger 2.0 has less saturated fat than the original (a good thing), and apparently a “more meat-like texture.” I’d say the texture was maybe slightly chewier, which doesn’t exactly scream “meat-like” to me.

Photo: Catherine Lamb.

While I was chewing at the Beyond burger I couldn’t help but compare it to the Impossible Burger 2.0 I’d tried the previous week at CES in Vegas. Admittedly, the Impossible burgers at the unveiling event were prepared by a prestigious chef, not a fast-food line cook; they were also cooked into carefully curated dishes instead of slapped on a bun with some condiments and tasteless tomatoes. But the new Impossible burger’s texture just reminded me more of beef: its texture was looser and more natural, and it had the rich bloodiness of a medium-raw patty.

Though the Beyond burger at Carl’s Jr. might not taste 100 percent like beef, it can’t exactly call itself vegan, either, since the burger is prepared and charbroiled in the same spaces as beef patties. That eliminates quite a few potential customers (read: strict vegetarians and vegans), but according to the manager at the Carl’s Jr., the Beyond burger has been a popular addition to the menu. What’s more, she told me that once customers they try the Beyond Famous Star once they’ll often come back and order it again. “Even people who work here eat it,” she told me.

The Beyond Famous Star burger cost $9.49 at the downtown SF location I went to, $12.99 with fries and a drink. That’s more than the $6.29 that the Beyond Famous Star burger costs at my local Seattle location, but since Carl’s Jr. is a franchise pricing varies depending on location.

Plant-based meat options are becoming more and more accessible, popping up on fast food menus, online, and grocery aisles alongside beef and pork sausage. In addition to Carl’s Jr., Beyond also has partnerships with Del Taco and Canada’s A&W chain. Said accessibility is key as Beyond Meat marches towards an IPO in 2019, making it the first meat-like alterna-meat company to go public. We’ll no doubt see many more iterations of Beyond’s burger (and its kin) down the road, as plant-based meat companies continue to try and create a product so good, it disrupts the meat industry completely.

Beyond Meat Debuts Their Own Burger 2.0 with New Protein Formula

This week at CES Impossible Foods unveiled their “burger 2.0” amid lots of fanfare and mini-sliders.

They’re actually the second plant-based company this week to debut a new and improved version of their product. On January 2nd, Beyond Meat announced the release of their own “Beyond Burger 2.0″ (albeit with much less pomp). The new iteration still has pea protein (the primary ingredient of the original burger), and also adds mung bean and rice proteins into the mix. It’s apparently lower in saturated fat and has a better, more meat-like texture than the Burger 1.0.

As far as I can tell, this is the first big product revamp by Beyond since they launched their burger back in 2016. I haven’t tried it yet, but I have tried the Impossible burger 2.0 and have to say, it’s a high taste bar for Beyond to beat.

But in the end, it doesn’t really matter: plant-based meat companies’ biggest competition isn’t each other, it’s the industrial meat industry. “If other people are making great products… we love it,” Ethan Brown told The Spoon in an interview. “They’re not our competition — they’re on the same mission we’re on.”

The announcement came two days after Beyond Meat announced its partnership with fast food chain Carl’s Jr. In addition to Carl’s Jr., their new “burger 2.0” will also be available at all A&W locations in Canada (who have been serving Beyond burgers since July 2018).

Newsletter: The Road to CES and Plant-Based Meat Mania

Happy Friday,

It’s all hands on deck here at the Spoon as we prepare for CES. Our comfortable walking shoes are packed, our schedules are taking shape, and our Criss Angel Mindfreak tickets are booked (just kidding on that last one (maybe)).

We’ll be exploring the cavernous show floors all week long, sniffing out stories about new food tech products and smart kitchen appliances — and taking videos along the way. Make sure to check in on the site and on social to see our latest finds. If you’ll be there with a company of your own, feel free to pitch us!

But before we jet off to Vegas, here are a few of the biggest stories we wrote about this week:

Nestlé is tossing its hat into the meat alternatives ring with an offering called the Incredible Burger. (If you think that sounds a lot like the Impossible Burger, you are right!) In the piece I wrote that I was optimistic that Nestlé’s new burger will be successful, mostly because there’s such demand for plant-based meat that it isn’t a zero-sum game: there are room for all sorts of colorfully-named meatless burgers, chicken nuggets, sausages, etc.

After we published the post, however, we began to see some pushback on social media from readers who were skeptical about Nestlé’s choice, and thought that the Big Food company had much baggage to ethically make plant-based meats. Maybe they’re right, maybe they’re wrong (look out for a more in-depth post on this debate on Sunday), but regardless it brings up an interesting point about the implications of Big Food cashing in on new eating trends, e.g. plant-based foods.

Photo: Beyond Meat.

Speaking of plant-based foods, is anyone trying out Veganuary? This year record amounts of consumers are going veg for the month (and beyond), and the U.K. is cashing in big time with a myriad of plant-based offerings in major grocery chains and fast-food joints. Even Pizza Hut has a vegan, BBQ jackfruit-topped pie.

Here in the U.S. we may be a little bit behind the eight ball when it comes to plant-based options, especially in the fast food realm, but a few players, namely Impossible Foods and Beyond Meat, are working hard to catch us up. Beyond Meat just launched on the menu at Carl’s Jr. and Impossible Foods, which is already at White Castle, has hinted that it’ll be dropping some news on January 7th at CES — check back here, we’ll be bringing you the business.

In other news this week, Chris got the scoop on AirSpace Link, a startup which came out of stealth this week and launched a registry that allows people to opt in or out of drone delivery. (Drone delivery may still be a ways away — but autonomous vehicle delivery isn’t!) Mike shared his 2019 smart kitchen predictions, from food-driven revenue models to the emergence sentient kitchen. Finally, Jenn wrote about a research group at Princeton University working to provide an open-source model for vertical farming.

If you’re looking for something to listen to this weekend, check out the latest episode of the Smart Kitchen Show. It’s another editor roundtable where the Spoon writers talk about their predictions for 2019 and what they’re looking forward to at CES. You can also get it on Apple podcasts, Stitcher and Soundcloud!

And finally, we have a job board! We’ve added a whole bunch of listings over the past week, some of which you can check them out below, or you can get the full list on the site. And if you have a job opening at your company, feel free to post it (it is free, after all).

That’s it from me! See you in Vegas (with a glass of wine in hand).
Catherine

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Lifesum Unveils a Google Assistant Version of Its Health-Tracking App
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Editor Roundtable Podcast: 2019 Predictions And CES Preview
Take a listen to our latest editorial roundtable podcast, in which we discuss our 2019 predictions and what we’re most looking forward to for CES.

Pepsi and Segway Enter the Increasingly Crowded Delivery Robot Space
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MyWah to Debut Connected Wine Dispenser for Businesses at CES
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DoorDash Is Testing Self-Driving Cars in San Francisco
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As the Food Industry Wakes Up to Blockchain, Online Training Options are Now Available
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Soylent Adds Snack Replacement Beverage to its Lineup
Rosa Foods, the company behind meal-replacement-in-a-bottle, Soylent, launched Soylent Bridge, a new, lighter liquid designed to replace your snacking on solids. The 11 oz. Soylent Bridge clocks in at 180 calories with 15 grams of plant-based protein and comes in chocolate flavor. The shelf-stable Bridge will last a year

Why Vertical Farming Won’t Grow Without More Data
Vertical farming may be getting lots of funding, but we don’t actually know how well it works. A research project from Princeton University is getting data from vertical farming and working to make an open-source framework for aspiring vertical farm companies.

New Year, New Food: U.K. Grocery and QSR’s Cash In on Veganuary
In the U.K., large grocery chains and fast-food joints alike are taking advantage of the growing interesting Veganuary — and plant-based eating in general.

Beyond Meat Cooks Up Fast Food Partnership with Carl’s Jr.

If one of your New Year’s resolutions included eating less meat, you won’t have to cross Carl’s Jr. off your list. The fast-food chain announced today that it has partnered with plant-based meat company Beyond Meat to make a “flexitarian” version of their Famous Star burger.

The Beyond Famous Star burger will contain a quarter pound of Beyond’s “beef,” cooked in Carl’s Jr.’s signature charbroil style. It will presumably also have lettuce, tomatoes, onions, dill pickles, special sauce (ketchup + sweet relish), and mayo (though whether or not the mayo will be vegan isn’t clear).

A regular Famous Star burger will set you back $4.09, without cheese. The Beyond Famous Star burger will be available in 1,000+ Carl’s Jr. locations in 2019 and will cost $6.29.

$6.29?? That’s pretty pricey for a fast food burger, even one that clocks in at a sizeable quarter pound. For comparison, the Impossible Foods’ plant-based slider at White Castle will only set you back $1.99. To be fair, it only contains half as much “meat” as the Beyond Famous Star burger and doesn’t have the LTO, but it costs less than a third of the price.

Fast-food diners at White Castle were apparently open to ponying up an extra dollar to go plant-based, and the Impossible slider has now rolled out at locations across the U.S. But there’s no guarantee that Carl’s Jr. patrons will shell out over two bucks more to make their Famous Star burger vegan.

Regardless, the move shows that Beyond is prepped for some serious expansion. This news comes a few months after the company inked its first U.S. fast-food chain partnership with Del Taco. (Their plant-based burgers are already available in Canada’s A&W chain). However, Beyond is currently available in just over twenty Del Taco locations — its partnership with Carl’s Jr. would massively ramp up its fast-food presence, allowing it to better compete with plant-based frenemy Impossible Foods, who is planning to launch in retail next year.

These new partnerships will equate to much higher product demand, so hopefully Beyond Meat has moved on from its past supply chain issues. If it can pull off this partnership, no doubt we’ll be seeing Beyond burgers on more and more fast-food menus — and maybe even someday the Golden Arches?

With the Growth of “Bleeding” Burgers, How are the Tofurky’s of the World Faring?

Beyond Meat and Impossible Foods forever changed the plant-based meat industry when they rolled onto the scene with vegan burgers that looked, cooked, and tasted like the real thing. A veggie burger used to mean a patty made of black beans, quinoa, and a few vegetables. It was usually reserved for vegetarians and vegans, and many carnivores didn’t see a reason to go near it.

But now there’s a new consumer group in town: the flexitarian. Flexitarians are working to cut down on their meat consumption, and, for a growing number, that means turning to plant-based meats to replace the real thing. That’s exactly who Beyond and Impossible are targeting. Their meat-like burgers (and, in Beyond’s case, chicken strips and sausage) are specifically meant to appeal to consumers who don’t want a black bean burger but something as close to a beef burger as you can get without the cow.

Recently I got curious: If meat-like meat alternatives are all the rage and catalyzing huge growth in the plant-based meat category, how are the OG, less “sexy” veggie burgers and soy-sausages faring? The Boca burgers? The Tofurkys? The Field Roast sausages?

According to Erin Ransom, Director of Marketing for Tofurky, these early vegan food companies are doing quite well for themselves right now. She explained that the growing popularity of plant-based foods, spurred by media darlings like Beyond and Impossible, has translated to increased demand for the veteran vegan meat companies, too.

Dan Curtin, President of Greenleaf Foods, which includes vegan meat companies Lightlife and Field Roast, also acknowledges the impact that Beyond and Impossible have had on the plant-based meat category. “What [they’ve] done is bring attention to this category and help support it,” he told me over the phone.

Photo: Field Roast sausages.

On one hand, that growth is great for the plant-based meat industry. It means that vegan proteins are more widely accessible (and appealing) to people across the country, not just in urban areas. On the other, that uptick in demand translates to pressure on the manufacturers to increase production. Tofurky, for example, is having difficulty filling their orders. They’re not alone: companies like Beyond Meat have also been experiencing difficulty keeping their products on shelves. “It’s a unique conundrum,” said Ransom.

That doesn’t mean there aren’t ways for plant-based meat companies to fulfill demand. But, as Ransom told me, it probably won’t be a single solution. Existing players will build more production facilities. Supply chains will become more sophisticated, and technology more efficient. Investment will (continue to) pour into the space. More small startups will enter the market. So will Big Food, including industrial meat companies, who can help amp up production capacity for plant-based meats and also ensure good product placement on retail shelves.

Though they may be grateful for the influence of Beyond/Impossible, that doesn’t mean veteran vegan meat companies will try to copy their meat-like products exactly. “We’re not chasing the ‘bleeding anomaly’ [of the Impossible burger],” Ransom told me.

But the effects are clear. Tofurky is working to ensure their newer products, from shredded “chicken” to vegan ham, have the same taste, texture, and mouthfeel as animal protein. Earlier this year Boca Burgers reformulated and rebranded their classic veggie patty, making their burgers bigger and “meatier” to appeal to flexitarians. Lightlife’s website claims its products are “meat without the Middleman.” They may not be trying to make a bleeding burger, but they are definitely trying to make a meat-like burger.

One thing I wonder is how vegetarians and vegans feel about all this. If they don’t want to eat meat in the first place, will they want to eat plant-based meat that is trying to act like meat? Or are companies like Field Roast and Boca alienating their original consumers as they reformulate to appeal more to flexitarians?

As of now, most of these vegan meat veterans still offer classic products like black bean and quinoa burgers. But if flexitarianism continues to grow (and I don’t see why it wouldn’t) vegan meat companies will likely continue to shift their image to become meat companies. The meat just happens to be made out of plants.