From Skepticism to Acceptance: The Journey of Blended Meat

Imagine a future where the food we love becomes part of the solution to the world’s greatest challenges. A future where every bite we take helps to combat climate change, reduce resource waste, and improve public health. This vision is not a distant dream but a growing reality, thanks to innovative approaches like blended meat. By blending the best of traditional and plant-based ingredients, blended meat paves the way for a sustainable, nutritious, and delicious future. It’s a story of transformation, where consumer demands and environmental urgency intersect, offering a promising path forward for the global food industry.

The Great Food Dilemma

The food industry stands at a crossroads. Climate change looms large, animal welfare concerns grow, and consumers become increasingly aware of their dietary choices. Resource constraints, such as limited arable land and water shortages, put additional pressure on the traditional meat supply chain. Supply chain disruptions—exacerbated by global events—have further complicated meat production and distribution. Simultaneously, shifting consumer trends, including the demand for healthier options and greater transparency in food sourcing, have intensified scrutiny on traditional meat production. In this complex scenario, blended meat emerges as an unexpected hero, offering a solution that addresses both industry and consumer challenges.

To support the shift toward more sustainable eating habits, innovative products are entering the market. Among these, blended meat stands out as a promising solution, combining traditional meat with plant-based ingredients. This novel approach not only aims to reduce the environmental footprint of meat production but also aligns with consumers' evolving dietary preferences.

What is Blended Meat?

This diversity of plant-based fibers allows manufacturers to create blended meat products tailored to various consumer preferences and market demands. Each ingredient brings unique attributes, contributing to the overall success and acceptance of blended meats.

Blended meat refers to products where a portion of the animal meat is replaced with plant-based ingredients. These ingredients can range from soy and pea protein to mushrooms, lentils, and innovative fibers like jackfruit. Soy and pea protein are popular choices for their high protein content and ability to mimic the texture of meat. Mushrooms contribute umami flavor and moisture, while lentils add fiber and essential nutrients. Innovative ingredients like jackfruit, known for its meat-like texture, provide versatility and a neutral taste that blends seamlessly with traditional meat. This diversity of plant-based components not only replicates the taste and texture of conventional meat products but also enhances their health and sustainability profiles. Research suggests that dietary changes are more easily adopted when products closely resemble familiar foods, making blended meats a bridge between traditional meat and plant-based alternatives [1].

However, as with any innovation, blended meat faces significant challenges in gaining widespread acceptance from both consumers and the food industry. Exploring the Most Used Plant-Based ingredients in blended Meat

Plant-based ingredients play a critical role in the success of blended meat products by enhancing texture, nutritional value, and sustainability. Here is an overview of some of the most commonly used plant-based ingredients, along with their pros and cons:

Soy Protein

Pros:

• High protein content, making it ideal for replicating the nutritional profile of meat.

• Excellent binding and emulsifying properties for creating consistent textures.

• Widely available and cost-effective. 

Cons:

• Common allergen, limiting its use for some consumers.

• Environmental concerns related to large-scale soy farming.

Pea Protein

Pros:

• High in protein and free from common allergens like gluten and soy.

• Sustainable crop with lower environmental impact compared to soy. 

Cons:

• Can have a slightly gritty texture if not processed correctly.

• Higher cost compared to soy protein.

• Known to have off-flavours, therefore needing other ingredients to mask this.

Mushroom Fibers

Pros:

• Rich in umami flavor, enhancing the taste profile of blended products.

• Contributes moisture and a natural meat-like texture.

• Grown with minimal environmental impact. 

Cons:

• Limited protein content compared to soy and pea protein.

• Short shelf life unless processed and preserved effectively.

Lentils

Pros:

• High in dietary fiber and essential nutrients like iron and folate.

• Affordable and widely available.

• Provides a dense texture that complements ground meat products. 

Cons:

• Limited binding properties, often requiring additional ingredients for cohesion.

• Can alter the taste profile if used in large quantities.

Jackfruit Fibers (e.g., PrimeJack)

Pros:

• Naturally fibrous texture closely mimics the structure of meat.

• Neutral flavor that integrates seamlessly with traditional meat products.

• Low in fat and calories while rich in dietary fiber.

• Sustainable with low water and land usage. 

Cons:

• Lower protein content compared to soy or pea protein.

• Requires careful sourcing to ensure consistent quality.

Wheat Gluten (Seitan)

Pros:

• High in protein with excellent elasticity and texture, mimicking meat.

• Cost-effective and widely used in blended meat applications. 

Cons:

• Contains gluten, making it unsuitable for consumers with gluten intolerance or celiac disease.

• Dense texture may not appeal to all palates.

  
  

  

  
  

  Building a New Category Introducing blended meat as a new food category presents unique hurdles. Just as Tesla redefined electric vehicles, the blended meat industry must carve out its niche within the animal protein sector. Achieving this requires:
  

  1. Educating Consumers: Helping them understand what blended meat is and what it is not. For example, the yogurt industry faced similar challenges when Greek yogurt was introduced as a new category. Clear communication about its unique health benefits and versatile uses helped it gain widespread popularity.

  2. Effective Communication: Highlighting the unique benefits of blended products, including sustainability and health. The success of plant-based milks like almond and oat milk serves as a model, where effective marketing focused on their environmental and nutritional advantages.

  3. Product Innovation: Creating offerings that stand out from traditional meat cuts while maintaining familiarity. The snack industry’s move toward healthier options, such as baked chips and vegetable-based crisps, demonstrates how innovation can meet evolving consumer demands while staying within recognizable formats.
     

  The path to acceptance involves not only creating a great product but also breaking through preconceived notions about what blended meat represents.

  The Price Puzzle

  Economics adds another layer of complexity. While consumers express interest in sustainable options, they are not always willing to pay a premium. It’s a delicate balance to create a product that is both environmentally responsible and wallet-friendly.

  Blended meat products currently on the market are often priced similarly to their 100% meat counterparts. Yet, research indicates that at equal prices, consumers tend to choose the familiar option over a new one. Studies also reveal that many consumers are not yet willing to pay a higher price for blended products. This creates a critical challenge: How can producers make blended meats accessible and appealing without sacrificing profitability?

  Early Successes: Nuggets and Burgers

  Some of the early successes in the blended meat market include products such as chicken nuggets and burgers combined with vegetables. In Europe, companies like Quorn and Garden Gourmet have introduced blended products that mix chicken or beef with plant-based ingredients such as mushrooms and soy. For instance, Quorn’s hybrid chicken nuggets, combining mycoprotein with chicken, have received positive feedback for their taste and nutritional profile. Similarly, retailers like Marks & Spencer have launched blended meat products marketed as "Plant Kitchen" options, blending meat with vegetables to appeal to health-conscious consumers. These products are often targeted at families and individuals seeking convenient ways to reduce meat consumption while maintaining familiar flavors. Their success underscores the potential of blended meat to address both nutritional needs and sustainability goals, demonstrating how strategic innovation and targeted marketing can drive consumer acceptance in European markets. Tackling Resistance and Misconceptions

  Despite these success stories, many blended meat products have struggled to gain traction. Research into these failures indicates that taste and texture—while generally favorable—are not the sole factors influencing consumer resistance [2].

  Consumers may harbor misconceptions about blended meat, often based on past experiences with plant-based meat alternatives. For instance, they may assume that blended products lack flavor or have an undesirable texture. Overcoming these biases requires a robust educational and marketing effort. Strategies such as conducting taste tests in supermarkets or at food festivals can allow consumers to experience the quality firsthand. Partnering with trusted brands in the meat industry can also lend credibility to blended products.

  Co-Creation with Leading Brands

  One of the most effective strategies to overcome consumer skepticism has been co-creating products with established and trusted brands. A key figure in this effort is our in-house chef, Diederick Hoeve, who brings over 40 years of experience in the food industry to the table. Chef Hoeve works daily with leading brands to develop innovative blended products that not only meet but exceed consumer expectations for taste, texture, and quality. His expertise in flavor profiling and product development ensures that every blended product aligns with market demands and consumer preferences.

  Collaborating with renowned retailers and manufacturers has resulted in blended products that align with specific market demands, such as healthier options or products tailored to family meals. These collaborations also allow for co-branded marketing campaigns that emphasize the benefits of blended meat, from sustainability to improved Nutri-Score ratings. Through this co-creation process, blended meat products can achieve greater visibility and acceptance in a competitive marketplace.

  Overcoming the Novelty Barrier

  The novelty of blended meat itself presents a barrier. Consumers unfamiliar with the concept may view it with skepticism, leading to slower adoption. Without significant education and market push, blended meat products risk being overlooked as viable alternatives to traditional meat.

  Good communication is arguably the most effective way forward. Highlighting the environmental, health, and culinary benefits of blended meat can help shift perceptions and encourage trial. Additionally, clear labeling and transparent ingredient lists can build trust and reduce hesitation. Factors Influencing Consumer Behavior

  To better understand the acceptance of blended meat, it’s crucial to examine the factors shaping consumer behavior. These include:

  1. Taste and Texture: While generally favorable, these elements must consistently meet consumer expectations.

  2. Price Sensitivity: Ensuring affordability without compromising quality or sustainability.

  3. Health Perceptions: Emphasizing the nutritional benefits of blended meat compared to traditional options.

  4. Cultural Norms: Addressing regional dietary habits and preferences.

  5. Marketing and Education: Communicating the product’s value proposition effectively.
     

  Charting a Path Forward

  The challenges faced by the blended meat industry are not insurmountable. The sector can move toward broader acceptance and success by addressing these obstacles head-on. Regulatory support can be crucial in this journey by offering subsidies, streamlining approval processes, setting standards for blended products, and ensuring quality and safety. Additionally, industry collaborations—such as partnerships between traditional meat producers and plant-based innovators—can drive innovation, reduce costs, and expand market reach. These alliances can also foster consumer trust by combining established brands' expertise with emerging players' creativity. 

  PrimeJack’s key strategies include:

  Investing in Research: Driving innovation to refine taste, texture, and nutritional profiles in collaboration with our colleague Anne Swinkels, who is pursuing her PhD at Wageningen University.Collaborating with Retailers: Partnering with industry experts like Diederik Hoeve and major retailers such as Albert Heijn, Jumbo, Hak, and Mora to secure prominent product placement and competitive pricing.

  Engaging with Influencers: Harnessing social media and trusted voices to promote the concept of blended meat. This includes expanding our LinkedIn presence and leveraging platforms such as podcasts, newspapers, and events to amplify our message.

  Building Awareness Campaigns: Educating consumers about the advantages of blended products through targeted advertising and outreach. We collaborate with industry partners to develop effective communication materials that inform and engage the public.

  PrimeJack: A Game-Changing Ingredient

  PrimeJack, a fiber made from young jackfruit, exemplifies the potential of innovative ingredients in the blended meat space. Unlike other plant-based ingredients such as soy or pea protein, PrimeJack offers a naturally fibrous texture that closely mimics the structure of meat, making it particularly suitable for creating blended products with an authentic bite. Its neutral taste allows it to blend seamlessly with a variety of meat products without altering the original flavor profile.

  In addition to these characteristics, PrimeJack significantly contributes to improving the Nutri-Score of meat products. The Nutri-Score, a front-of-pack labeling system widely used in Europe, rates foods based on their nutritional content, emphasizing factors such as fiber, saturated fat, salt, and calorie density. By replacing a portion of meat with PrimeJack, manufacturers can reduce the levels of saturated fats and calories while increasing dietary fiber content. For example, blended sausages or burgers that incorporate 30% PrimeJack have demonstrated improvements in Nutri-Score ratings, often moving from a "D" or "E" to a "B" or "C."

  This enhancement not only appeals to health-conscious consumers but also aligns with regulatory trends favoring healthier product formulations. Additionally, PrimeJack's sustainability credentials—including low water usage and minimal processing requirements—make it an appealing choice for environmentally conscious consumers. As an ingredient, PrimeJack addresses many of the common challenges faced by the blended meat industry, such as maintaining texture, taste, nutritional balance, and consumer acceptance, paving the way for broader market innovation.

  Conclusion

  Blended meat has the potential to revolutionize the food industry by providing a sustainable and health-conscious alternative to traditional meat. However, gaining acceptance requires overcoming significant hurdles, including consumer skepticism, price sensitivity, and misconceptions. By investing in education, innovation, and effective communication, the industry can transform blended meat from a niche product into a mainstream solution.

  PrimeJack’s role in this journey highlights the importance of collaboration and creativity in addressing global food challenges. As more companies and consumers embrace the possibilities of blended meat, the path to a more sustainable and equitable food system becomes clearer.