Plant-Based Cooking and Alt-Protein Taste Tests — 2026-09-10
Major plant-based brands like Beyond Meat and Impossible Foods are pivoting from traditional meat analogs to broader protein categories, including drinks and snacks, to capture new consumer occasions. Meanwhile, a Brussels-based startup secured €12 million in funding to scale mycoprotein production, signaling a shift toward fermentation-derived alternatives. In the Netherlands, price comparisons reveal that plant-based burgers are now frequently cheaper than their animal-based counterparts in major supermarkets.
Plant-Based Cooking and Alt-Protein Taste Tests — 2026-09-10
Top developments
Beyond Meat and Impossible Foods Expand Beyond Burger Alternatives
On September 9, 2026, FoodNavigator reported that leading plant-protein companies including Beyond Meat, Daring Foods, and Impossible Foods are aggressively expanding their product portfolios beyond traditional meat substitutes. The companies are launching new products in categories such as protein drinks, snacks, and convenient meals to tap into "new occasions" for consumption. This strategic shift aims to drive growth in a market where traditional meat-analog sales have faced headwinds, leveraging brand recognition to enter adjacent food segments.
Brussels Startup Maash Raises €12 Million for Mycoprotein
RetailDetail reported on September 7, 2026, that the Brussels-based startup Maash has raised €12 million to scale up the production of mycoprotein—protein derived from fungal root threads. The funding will accelerate the company's ability to bring meat alternatives made from mycoprotein to retail shelves, with first products expected to be available by mid-2027. This investment highlights growing investor confidence in fermentation-derived proteins as a scalable alternative to soy and pea proteins.
Dutch Supermarket Prices: Plant-Based Burgers Now Cheaper Than Meat
A recent analysis by ProVeg Netherlands, highlighted in a NRC article from late August (referenced in ongoing discussions through early September), indicates that plant-based products are increasingly undercutting animal-based options on price. The study compared prices across nine Dutch supermarkets and found that more than half of the plant-based burger options were cheaper than the cheapest conventional meat equivalents. This trend is significant as price parity has long been cited as a key barrier to mass adoption of plant-based diets.
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Local view
Culy (Netherlands): The Dutch food platform Culy published a curated list of "5x favorite meat substitutes from the supermarket" on September 6, 2026. The article focuses on taste and texture rather than health claims, reflecting a consumer trend toward enjoying plant-based options as delicious choices rather than just ethical or environmental ones. The selection highlights products that have successfully overcome the "bland" reputation often associated with early-generation veggie meats.
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This-is-vegan.com (Germany): On September 10, 2026, this outlet reported that candy manufacturer Katjes International saw 55% growth in sales during the first half of the year. While the driver was attributed to fashion collaborations rather than vegan confectionery specifically, the report underscores the broader mainstreaming of vegan brands, which are no longer niche but part of major FMCG growth stories.
Context & numbers
- Market Growth: A global assessment published on September 4, 2026, notes that opportunities for growth lie in better-tasting products that drive repeat purchases and affordable private-label options. The report suggests that while the market is maturing, innovation in taste and value remains critical.
- Protein Ingredients: ADM launched eight new soy and pea protein products in May 2026 designed to improve clean taste and texture, addressing the "sensory performance" gap in alt-protein manufacturing. This ingredient-level innovation supports the downstream product launches seen in September.
On the radar
- Mid-2027 Launch: Maash’s mycoprotein products are targeted for retail availability in mid-2027, following their current scaling phase.
- Halloween Season: Plant-based brands are preparing limited-edition Halloween treats, including date caramel "Twix" alternatives, as noted in recent industry updates.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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