Plant-Based Meat Sizzles In ‘Vegan Summer’ But Can It Build Mainstream Momentum?
Neat Burger, a meat-free restaurant with plans to open 14 outlets in the U.K., Europe, and the US in the next two years, is the latest example in a series of big-money moves for meat-free food this summer.
ISABEL TOGOH: ‘British Formula One star Lewis Hamilton is a high profile convert to a meatless diet. Now he is one of the investors in Neat Burger, a meat-free restaurant with plans to open 14 outlets in the U.K., Europe and the United States in the next two years. Hamilton and Neat Burger’s ambitious plans are the latest in a series of big money moves for meat-free food this summer… As companies and fast food chains race to cash in on the buzz around vegan-friendly food, does this movement of plant-based food have momentum, or will these products remain a novelty?
Dave Earps, director at British food consultancy, Pride in Food, told Forbes: “My personal view is that it will be a long-term player… I think the fact that big players are looking to get involved in it shows the sustainability of it, because these guys, big brands, don’t take risks”… Barb Renner, U.S. consumer products leader at Deloitte, sees three main drivers behind the climbing popularity of vegan meat. She told Forbes: “There’s different populations that are looking at it for different things.
You’ve got the vegan population that is looking at it as a source of protein. And then you’ve got the people who are doing it because they believe that eating alternative meat sources is good for the environment, it has less of a carbon footprint and less water and land consumption. And then you have the health and wellness side that…might eat a beef alternative once of twice a week and then the real thing once or twice a week.” Renner says that while it appears to be a fad the sector will continue to grow as plant-based meat offerings become more refined and less processed’. SOURCE…
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