The growing backlash against ultra-processed foods (UPF) among European consumers has attracted the attention of manufacturers producing plant-based alternatives to meat.
A recent study by the EIT Food Consumer Observatory found that 54% of people are put off adding products such as plant-based sausages, burgers, and minced meat to their supermarket trolley because they fear they will be classified as unfit for human consumption (UPF).
Although the same percentage (55 %) admit to regularly consuming UPFs, 65 % associate them with poor health outcomes while 60 % say they are bad for the planet.
Many brands and producers in this category are vegan. Already struggling to increase their penetrationChanging perceptions – the battle to be won.
"Extremely concerned"
While there is no single definition for UPFs, according to the NOVA classification system, they are products containing many ingredients such as hydrogenated fats, modified starches, and additives that are "rarely found in home cooking."
Researchers have linked these substances to a variety of health problems, including type 2 diabetes and obesity. They also associate them with cardiovascular disease, cancer, and heart disease.
Nutritionist Emma Scott says that while more research is needed before it can be determined whether these products are harmful, many meat-free foods, such as sausages, nuggets, and burgers, are packed with preservatives and food additives. They are labeled UPF.
According to Research published in JuneAccording to the University of Sao Paulo and Imperial College London, although the consumption of plant-based UPFs is associated with a reduced risk of disease, this risk could be compromised by the consumption of these plant-based products, creating an increased risk of heart disease.
Eszter Vasmos, co-author of the study, said that fresh plant-based foods such as whole grains, legumes, and fruits have significant health and environmental benefits. This large study reveals that ultra-processed plant foods have no protective effects on health and can lead to negative health effects.
In another GlobalData survey conducted in 2013, 46% of respondents said they were "extremely concerned" (and 45% of them "quite concerned") about the processing required to produce plant-based dairy, meat, and seafood.
Nutritionist and health coach Monika Gostic says, "Some studies show that plant-based meats have comparable, if not better, nutritional profiles than their animal counterparts. This is especially true when it comes to low saturated fat and no cholesterol." However, this varies greatly depending on the brand and product.
She adds that "there is a growing consumer demand for healthier and more transparent food options." This reflects the trend toward transparency and sustainability, as well as a greater focus on health. This trend is likely to continue as consumers seek products that align with their health and wellness goals.
Scott believes the research findings also support the demand for whole food alternatives. Scott, A recent studyShe says a study published in The Lancet Regional Health Europe in June this year found "that plant-based UPFs are linked to an increased risk of CVD by up to 5 %." [But] It was found that replacing every 10 % plant source of UPF with natural sources such as fresh or frozen foods or minimally processed plants can help reduce CVD risk by up to 7 %.
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Some major herbal brands have already taken steps to address concerns about UPFs.
Beyond Meat is a meat supplier based in the United States. The company has scaled back operations due to continued decline in salesThe company continues to expand its product line. These reformulated products contain avocado oil instead of canola or coconut oil to reduce saturated fat by 66%. They also contain 20% less salt and more nutrients like red lentils and beans. With its new line, the brand claims it is no longer trying to replicate the taste and texture of real meat.
Juicy Marbles' plant-based whole ribs will also be available in EU stores by the end of the year. According to the company, this recipe is rich in micronutrients like iron, zinc, and selenium and free from additives. Vladimir Mickovic said that people want to buy products they can understand. "We want people to be sure that the product they are eating is not just an imitation of meat, but also contains the micronutrients our bodies need to function."
Thanks Plants from Ireland, founded in 2020, is now expanding its distribution. The meat substitutes are made from whole foods, primarily seitan, beans, and vegetables. Aisling Curllen created the brand to help her husband cut down on his meat consumption. However, she was put off by the long ingredient list of existing alternative products. “I decided to create meat substitutes made from truly enjoyable ingredients like cannellini beans, pearl barley, vegetables, and herbs.”
Many people are still unsure whether reformulated alternatives to animal meat can be classified as "clean label." Michele Simon is a food policy specialist, public health lawyer, and founder of the Plant Based Foods Association. According to her, "replicating the taste of meat can be very difficult."
You can't have it both ways. Either it's a product that looks like meat with tons of added ingredients, or it's a product similar to a veggie burger, although some companies claim they can do both. Those claims don't impress me. You want a really clean label? "Eat beans."
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