Plant-Based Cooking and Alt-Protein Taste Tests — 2026-10-30
Beyond Meat expands its premium steak line to Sprouts nationwide, while the German market sees a major consolidation of the Endori brand under Rügenwalder Mühle. In the Netherlands, Dutch supermarket PLUS launches a new plant-based convenience line, and NRC conducts a taste test on the limited vegan fish market. Meanwhile, a new survey indicates that 82% of Veganuary participants have reduced animal product consumption six months post-challenge.
Plant-Based Cooking and Alt-Protein Taste Tests — 2026-10-30
Top developments
Beyond Meat’s Steak Filet Goes Nationwide
On October 29, 2026, Beyond Meat announced the nationwide availability of its Beyond Steak® Filet at Sprouts Farmers Market stores. This expansion targets the premium segment of the plant-based market, offering a specific cut format rather than ground or sliced alternatives. The move signals a strategy to capture higher-margin sales occasions traditionally dominated by animal protein.
Endori Brand Consolidates Under Rügenwalder Mühle
German industry reports confirm that the plant-based brand Endori is being fully integrated into Rügenwalder Mühle’s operations. While Rügenwalder handles the retail trade, Endori is repositioned to focus on foodservice and industrial clients. This structural change aims to streamline production and clarify brand positioning for professional kitchens versus supermarket shelves.
Dutch Supermarket PLUS Launches "Puur Gemak"
Dutch supermarket chain PLUS has introduced a new product line called "Puur Gemak" (Pure Convenience) across all its stores. The line focuses on easy, nutritious, and tasty plant-based products designed to fit into daily eating patterns without requiring extensive preparation. This launch addresses the consumer demand for convenience in the plant-based sector, moving beyond just raw ingredients to ready-to-eat solutions.
NRC Taste Test: Vegan Fish Still Lagging
Dutch daily NRC conducted a sensory test of the current plant-based fish offerings available in supermarkets. The report highlights that while vegan burgers and schnitzels have achieved high quality parity, the vegan fish market remains limited in variety and texture accuracy. The test underscores a significant gap in the alternative protein landscape, where fish replacements are still in early developmental stages compared to beef alternatives.
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Local view
Germany: The consolidation of Endori under Rügenwalder Mühle is being discussed in food-service.de as a strategic shift toward B2B growth. The outlet notes that while retail brands face saturation, the foodservice sector offers new avenues for plant-based meat alternatives.
Netherlands: Veganuary released survey results showing that 82% of participants from the January 2026 challenge still consumed at least half as many animal products six months later. This data, reported by vegconomist.de, suggests that while initial adoption is high, long-term retention requires more than just a monthly challenge.
Context & numbers
- Market Forecast: DataM Intelligence forecasts the global plant-based market will reach US$57.3 billion by 2033, driven by a shift toward high-protein drinks and snacks.
- Price Gaps: In Belgium, a report by Rikolto indicates that only 1 in 10 supermarket promotions feature plant-based products, despite climate goals. This suggests that price and visibility remain significant barriers to mainstream adoption in European retail.
- Consumer Habits: A study by Norstat for the "Wissel ’ns Wat!" campaign found that over 500,000 Dutch adults have consciously chosen plant-based options, indicating steady behavioral change in the Netherlands.
On the radar
- V-Label Awards 2026: The winners of the V-Label Awards were announced, with Just Egg and vegan Zaziki among the top-voted products. The awards highlight consumer preferences in the European vegan market.
- Denver’s Vegan Boom: Westword reports a counter-trend in Denver, where new vegan restaurants are finding success despite national declines. This localized boom suggests that regional culture and specific culinary offerings can drive plant-based dining growth.
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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