A woman enjoys a plant-based burger

Meat Has Met its Match

Meet the new wave of plant-based proteins 

The market for meat alternatives is growing significantly and the humble burger patty, a staple of many menus, is the fastest growing sector of the meat-free-protein industry (NPD Group, 2018).

The Lightlife and Veggie Burgers side-by-side on a plate

Calling all meat lovers

Plant-based burgers are an alternative choice aimed at meat-lovers and “flexitarians” who want to eat less meat but still crave the taste, texture and aroma of grilled meat. These patties pack all the flavor and have the same sizzle as meat. They even bleed like meat. The Lightlife burger looks, cooks, and tastes like a beef burger without GMOs, soy or artificial flavors. The red color comes from beet powder and, just like beef protein, it “bleeds” red beet juice.

A burger fix for the veggie crowd

Vegetarians and vegans may not be looking for a ‘meat analog,’ but who doesn’t crave a handheld menu option? Veggie burgers answer the call. For vegetarian and vegan consumers or someone looking to consume less meat, veggie burgers offer the taste of vegetables, beans and grains. 

Juicy Opportunity 800% Increase in plant-based menu items in four years Source: Datassential Menu Trends, 2018 54% consumers who would like to eat more plant-based foods and beverages (52% millennials; 52% Gen X; 58% boomers) Source: Hartman Group, Transformation of the American Meal Report, 2017

Menu Do’s and Don’ts

Experts suggest choosing your words carefully on the menu. The language used to describe foods can increase or suppress appetites. Calling these products “meat-free” doesn’t sell well because it emphasizes that something is missing. The solution is to push what’s appealing--including sustainability and clean label attributes.  

graphic: menu do's and don'ts

Do describe the Lightlife burger:

  • Juicy sizzle
  • Mouthwatering
  • Rich, buttery
  • Char-grilled
  • Hand-formed patty
  • Plant-based
  • Meat made from plants

Do describe veggie burgers:

  • Real vegetables
  • Wholesome grains
  • All-natural
  • Field-grown
  • Garden-rich
  • Plant protein

Don’t use descriptions that indicate “less” or “different”:

  • Healthy
  • Low-fat
  • Reduced sodium
  • Lighter choice

Get Vegucated

[GRAPHIC] Get Vegucated 22% Consumers embracing flexitarian diets 42% of consumers have tried vegan menu items 59% of consumers have tried vegetarian menu items Source: Datassential