Plant-Based Cooking and Alt-Protein Taste Tests — 2026-10-24
This week saw significant developments in plant-based product diversification and regulatory shifts, with Beyond Meat launching a new energy drink and Rügenwalder Mühle rebranding its vegan line. Meanwhile, Dutch supermarkets introduced new plant-based ranges, and EFSA signaled a need for specialized expertise to handle the growing volume of cultivated meat applications.
Plant-Based Cooking and Alt-Protein Taste Tests — 2026-10-24
Top developments
Beyond Meat pivots to functional beverages
On October 19, 2026, Beyond Meat announced the launch of Beyond Immerse Protein + Energy, a caffeinated version of its existing high-protein drink. This move marks a continued diversification strategy away from traditional meat alternatives toward functional beverages, aiming to capture the growing market for protein-enriched energy drinks. The company is scheduled to report its third-quarter 2026 financial results on November 4, 2026, which will provide further insight into this strategic shift.
Rügenwalder Mühle rebrands vegan line as 'Functional Veggies'
German market leader Rügenwalder Mühle announced on October 22, 2026, that it will fully acquire the consumer brand endori and reposition it for a 2027 relaunch. The new strategy moves away from traditional meat mimics like vegan mince and chicken sticks, focusing instead on four new "Functional Veggies" products. This reflects a broader industry shift toward cleaner labels and functional benefits rather than direct meat replication.
Dutch supermarket PLUS launches "Puur Gemak" plant-based range
Dutch retailer PLUS introduced its new private-label plant-based product line, Puur Gemak, in all stores this week. The range targets consumers seeking easy, nutritious, and tasty plant-based options that fit into daily eating patterns, responding to the growing demand for convenient plant-based meals.
EFSA prepares for cultivated meat influx
The European Food Safety Authority (EFSA) has identified cultivated meat and precision fermentation as priority areas requiring dedicated in-house expertise. This decision, reported in late October 2026, aims to accelerate the assessment of novel food applications as the sector prepares for a wave of regulatory submissions.
Local view
NRC taste-tests vegetarian fish
Dutch newspaper NRC published a taste test of vegetarian fish products on October 23, 2026. While plant-based burgers and schnitzels are widely available and often praised, the article highlights that the variety and quality of plant-based fish remain limited. The review notes that while some options exist, the sector is still in its early stages compared to terrestrial meat alternatives.
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German media track Rügenwalder’s strategic shift
German outlets this-is-vegan.com and vegconomist.de are closely monitoring Rügenwalder Mühle’s decision to drop traditional meat-mimicking products under the endori brand. The coverage emphasizes that the company is responding to consumer fatigue with highly processed "meat-like" textures, moving toward simpler vegetable-based offerings.
Context & numbers
Global market projections
The global meat alternatives market, valued at USD 12.85 billion in 2025, is projected to reach USD 33.93 billion by 2035, growing at a CAGR of 10.2%. This growth is increasingly driven by repeat-purchase economics rather than initial trial, particularly in markets like Japan.
Price gaps narrowing
In the Netherlands, the price gap between plant-based and animal-based staple products has narrowed again, according to recent comparisons by ProVeg. This trend is making plant-based options more competitive on supermarket shelves.
On the radar
- Beyond Meat Q3 Earnings: Investors and analysts are awaiting Beyond Meat’s Q3 2026 financial results, scheduled for release on November 4, 2026.
- VegNews Restaurant Awards: The winners of the fourth annual VegNews Restaurant Awards, which received nearly 350,000 votes, are being highlighted as the industry looks for successful models in a challenging restaurant landscape.
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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