Alt-Meat Companies Add Animal Fat to Plant-Based Products in Search of Better Flavor
In the world of alternative meats, a new trend is emerging. Biologist Max Jamilly and his friend Ed Steele, both meat-eaters looking to reduce their carbon footprint, were dining at a pub when they ordered a plant-based meat patty. However, they were left disappointed by the lack of sizzle, smell, and fatty taste that they craved. This experience led Jamilly to realize that plant-based foods were missing a crucial element: fat.
Jamilly and Steele are now the founders of Hoxton Farms, a London-based company that cultivates different types of pork fat. They are part of a growing movement in the alt-meat industry that involves incorporating animal fats, often cultivated in a lab, into plant-based products. Mission Barns in San Francisco is developing vat-grown pork fat for use in plant-based bacon, meatballs, and sausages. Los Angeles-based Choppy (formerly Paul’s Table) mixes animal fat, collagen, or broth into their mostly plant-based carne asada and chopped steak.
This shift towards incorporating animal fats into plant-based products comes after a challenging period for alternative proteins. Plant-based protein companies, once thriving on venture capital funding and promises to save the climate and improve health, suffered during the pandemic and have struggled to recover. Beyond Meat, known for its “bleeding” veggie burger, saw its market cap plummet from $3.8 billion to $450 million. Impossible Foods, despite reporting 50% revenue growth, backed off from IPO plans due to market conditions. Both companies had to lay off staff. Funding for plant-based meats also hit a decade-low.
The decline in popularity can be attributed to the fact that meat-eaters were not convinced enough by the imitation products to continue consuming them. Additionally, plant-based beef tends to be 30% to 40% more expensive than real beef, making it a less appealing option for consumers. As Brice Klein, co-founder of Choppy, explains, these products and companies fail to solve a consumer problem. While climate change is an issue for the planet, it is not necessarily a consumer problem. Consumers are not willing to spend more money on products that taste worse and are not healthier than the real thing.
However, defenders of plant-based meats argue that the industry is still in its early stages. The plant-based category is a $7.5 billion global industry compared to the $1.4 trillion animal meat industry. Meat analog products like those offered by Impossible Foods have only been on the market for less than a decade. Impossible Foods claims to be the only plant-based meat company in the US experiencing consistent growth and outpacing competitors in both dollar and unit sales.
The addition of animal fat to plant-based meats is seen as the next phase of the alt-meat revolution. Fat is known for its ability to enhance flavor, and animal fat, in particular, is difficult to replicate using plant-based oils. Animal fat has different flavor profiles that contribute to the distinctive taste of each meat. Alt-meat companies are eager to find innovative ingredients that will improve the taste of their products.
Cell-cultivation companies still face challenges in scaling up their production and gaining regulatory approval. However, they believe that lab-grown meat will be viewed more positively than lab-processed vegetable proteins. Consumers prefer the idea of a clean label and are more likely to embrace products that replace unhealthy ingredients with cultivated fat.
In conclusion, the future of alternative meats may lie in incorporating animal fats into plant-based products. The addition of fat enhances flavor and provides a more satisfying eating experience. While the plant-based meat industry has faced setbacks, it is still in its early stages and has the potential for growth. As consumers become more health-conscious and concerned about the environment, they may opt for flexitarian diets that include mostly plant-based products. The key to success in this industry lies in creating products that taste good, are affordable, and offer health benefits.
