It’s about time, isn’t it? After years of trying to craft the perfect meatless burger or dairy-free “milk,” major food corporations and consumers alike are coming to the same conclusion…
The real thing is better.
News of one of the world’s leading meatless burger corporations seeing a 32% annual decline in U.S. sales1 is one indicator. But I’ve noticed this first-hand when attending IFT First, the world’s largest food science and innovation expo held annually in Chicago.
In years past, it seemed that alternative food products were dominating the market if all you did was walk the IFT First exhibitor hall. The vast majority of booths featured plant-based ingredients or alternative proteins intended to mimic animal proteins.
These products were often marketed as more sustainable and healthier alternatives to their counterparts. Many failed to convince passersby and ultimately consumers of the most important factors when it comes to choosing what foods to buy time and time again. These alternatives couldn’t replicate the authentic flavors and textures of the real food ingredients they were trying to replace.
When compared side-by-side, real food wins every time.
What’s more, when consumers scrutinize dairy or meat alternative labels, they quickly realize that many are far from “natural.” The significant amount of processing, masking agents, manipulation, and resources required to create fake foods makes those products less appetizing. Add to that the price tag — sometimes more than twice as much as the real thing — and the appeal wanes even more.
Relief for Some Food Producers
Consumers still want the benefits of better nutrition and sustainable ingredients but without compromising flavor and texture and without excessive processing. Many have waited patiently for alternative products to get better without much to show for it. And, they’re learning that all those sustainability claims might not be trustworthy.
Perhaps they read the New York Times article that reported how some analysts can’t determine whether plant-based foods are more sustainable than meat or dairy because many companies lack transparency about their emissions.
The bottom line is that some consumers feel duped, and their pocketbooks have suffered as a result. Overall, I think more education needs to take place to combat misleading marketing messages that have dominated the food industry in recent years.
Here’s the truth. Some dairy ingredients like whey proteins can be just as sustainable as plant-based alternatives, sometimes more. Whey protein is an upcycled ingredient that is natural and clean label when produced properly. Food producers who rushed to develop products in response to the plant-based trend might now have the opportunity to go back to the “good old days” of using traditional ingredients that are more accessible, functional, budget-friendly and, most importantly, better tasting.
While dairy ingredients like whey protein aren’t flashy, they’re trusted by consumers. And many industry leaders insist that trust is the new currency for business, with 71% of consumers saying they’re unlikely to buy if a company loses their trust.
Full disclosure, at Grande Custom Ingredients Group, we’re partial to real dairy and we’ve never strayed from that messaging. We’ve been producing all-natural whey protein ingredients for decades, carrying on the tradition of wholesome, good-for-you products derived from the cheesemaking process.
If you’re a producer considering developing or reformulating any of the following applications, consider our proprietary whey protein ingredients made from real dairy:
- Creamy soups & sauces
- Cheese dips & sauces
- Sweet baked goods for perimeter aisle sales
- High-protein nutritional bars & beverages
- Frozen confections & desserts
- Ground meat applications
Our ingredients perform at a much higher level than any commodity whey protein, delivering optimal texture, flavor, nutrition and functionality. And they’re all-natural and clean-label, using zero chemicals in their production process.
I encourage you to put aside any preconceived notions about what you thought whey protein could do and give us a try. We’d love to share more.
Intrigued? Request a Consultation & Samples
1 Wired. Beyond Meat Is Stalling in the US. Europe Could Be Another Story. August 8, 2024.
