From Del Taco Burritos to Burger King’s Impossible Whopper, 2019 was a big year for plant-based fast food.
And there’s more in store for 2020 as restaurant chains continue to create meat-free versions of signature menu items and look for new tastes.
Two brands of meat substitutes, Beyond Meats and Impossible Foods, dominated the market in the United States last year, but the phenomenon is global, according to experts.
“From a U.S. lens, we’ve heard everybody’s doing Impossible. Everybody’s doing Beyond. Internationally, even without that choice we’ve heard that vegetarian and meatless options were already ahead of the curve than in the U.S,” said Steven Gomez, director of international product development for Taco Bell.
A new report, “Plant-based and Cultured Meat 2020-2030” by Cambridge, England-based IDTechEx, makes these predictions:
- The market will grow to $27 billion by 2030, spurred by people who enjoy the taste of meat but want to eat less of it for health or ethical reasons. Vegetarians and vegans make up a small percent of the world population.
- Partnerships with fast food chains will continue to be the gateway to plant-based protein for many diners.
- Beyond Meat and Impossible Foods, which dominated the market in 2019, will face competition from new products from companies such as Tyson Foods and Kroger, which could force them to either lower prices or lose market share.
- Research and development will continue on plant-based meat substitutes with the focus shifting away from mimicking the taste of beef, chicken and pork and toward better nutrition. Plant-based burgers have less cholesterol than meat products, but they still have saturated fat and sodium.
Along with Del Taco, with its Beyond tacos and burritos, and Carl’s Jr. led the charge in 2019 with a Beyond version of its signature burger, the Famous Star. It ended the year launching Beyond Sausage breakfast burritos and egg and cheese biscuits.
Carl’s Jr. now claims to be the first national chain to offer Beyond products on both its breakfast and lunch-and-dinner menus.
Other chains getting into meatless sausage include Dunkin’ and Little Caesars, while Subway has a Beyond Meatball. KFC tested Beyond Fried Chicken in Atlanta.
It appeared as if Taco Bell was a holdout, but it turns out that the based fast food giant launched its own meatless protein nearly a year ago in Finland.
It’s called the Oatrageous Taco. Its filling is derived from pulled oats, complemented with Taco Bell seasonings and served in a crispy taco shell with lettuce, cheese, and a creamy chipotle sauce. (Beyond and Impossible burgers use soy for protein and other plants including peas and potatoes.)
After Finland, the Oatrageous Taco it was rolled out in Spain and in recent weeks throughout Europe.
Gomez of Taco Bell said there is no co-branding and that it was developed ” prior to all the Beyonds and all the Impossibles.”
He showed off the Oatrageous Taco at a recent tasting event at Taco Bell headquarters in Irvine. It featured a second vegetarian option called the Cyprus Halloumi Crunchwrap, available for a limited time in Europe. It features fried halloumi cheese, which originated in Cyprus and is made from sheep and goat milk.
“In some of these categories, our international markets lead the way,” he said at a recent tasting event at Taco Bell headquarters. “Domestically, we haven’t launched a meatless option that tastes like a meat.”
Gomez didn’t say when or if these items would be available in the United States. But he said Taco Bell’s wildly popular Nacho Fries began overseas, where unlike here french fries are part of the menu.
“Never say never, right?,” he said. “There’s so much going on now with the U.S. I feel like now more than ever people are becoming OK with these options.”
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December 31, 2019 at 12:46AM
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Why 2020 will be another big year for meatless burgers and other fast foods - OCRegister
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