Peace of Meat, a supplier of cultivated fat, has revealed that 68 percent of plant-based meat producers would be “likely or very likely to incorporate cultivated fat into their products.”
Peace of Meat surveyed companies from Kind Earth Tech’s most recent New Protein Map. Out of the 50 respondents, 58 percent reported that they are likely or very likely to use cultivated meat as an ingredient in their plant-based products.
Opportunities ahead
Cultivated fat fills the gaps in alternative meat products today – taste, texture, and clean label.
“Plant-based meat producers are eager to embrace cultivated fat as an ingredient not only to attract but retain consumers. This is a great validation of Peace of Meat’s business model,” David Brandes, managing director at the company, tells.
In 2021, Brandes expects to see an increase in products passing the novel food regulatory framework globally and products moving from the bioreactor to high-class restaurants and supermarket shelves.
“Most products will be cultured hybrids, combining cultured material with plant-based protein,” he notes.
The regulatory framework in the US and EU are rigid and non-agile. Feedback loops take over six months, effectively slowing down the speed of regulation.
Peace of Meat is currently engaged in the commercialization of cultured hybrid products. “It is our ambition to open up the product range to the consumer in 2022,” he says.
Peace of Meat is working on avian cells, mainly chicken and duck, Brandes adds.
Accelerating demand
As plant-based trends reach global phenomenon status, one of Innova Market Insights' top trends for 2021 is “Plant-Forward.” The theme spotlights expansion to different regions and categories for the coming year.
The accelerated demand for new plant-based formats and more sophisticated alternatives is forecasted for upcoming successful launches. In this market, cultivated fat provides brands an opportunity to stand out, says Peace of Meat.
Embracing cultivated fat
When companies were asked how likely they would be to use a cultivated fat ingredient if it specifically improves taste, the percentage of “likely” and “very likely” replies increased to 66 percent.
Consumers quote taste as the largest driver of new food adoption; it poses the most significant barrier for companies offering meat alternatives to acquire and retain meat-eating consumers.
An even higher number of companies, 68 percent, reported they would be likely or very likely to use cultivated fat if it improves texture and mouthfeel.
Vegetable fats tend to leak out of plant-based meats while cooking, diminishing tenderness and juiciness. Cultivated fat’s functional properties provide a solution to this.
An answer to clean label?
Cultivated fat can balance consumer demands for both indulgence and clean labels considering
it has the potential to reduce the number of ingredients such as binding agents, flavors and fats.
When asked how likely they would be to use cultivated fat if it reduces ingredients by 30-60 percent, 68 percent of survey respondents replied they were likely or very likely.
Non-GMO claims have been part of the clean label trend, reflecting on how 96 percent of companies reported that they would prefer to use a cultivated fat ingredient that is non-GMO.
“Establishing a dialogue with over 50 companies in the plant-based field was eye-opening. The impact this industry has on animal welfare and sustainability is tremendous, yet convincing meat-eaters to change diets permanently remains a challenge,” comments Brandes.
“Cultured fat might be the missing ingredient creating real meatiness, and the plant-based industry is very receptive to this innovation.”
