During the initial lockdown phases of the pandemic, Theo Mourad created beet jerky and playful experimentation eventually led to the launch of Theo’s Plant-Based. The brand's debut product is beet jerky that's organic, gluten-free, soy-free and vegan, and it can be found in varieties like cracked pepper, sesame ginger teriyaki and savory barbecue.
Red beets form the base of the savory snack with a hint of sweetness, along with other key ingredients like avocado oil or toasted sesame oil, rice vinegar, cane sugar, coconut aminos and natural hickory smoke flavor. Each package contains the equivalent of one large beet.
As Mourad says, "We’re not here to be Beyond Meat. Let’s lean into the great things that aren’t meat rather than trying to be it." Going forward, the brand sees the potential to focus on beets and other root vegetables.
Beet Jerky Snacks
Theo’s Plant-Based Makes Savory, Soy-Free & Vegan Jerky
Trend Themes
1. Plant-based Jerky Snacks - There is growing interest in plant-based snacks that mimic the texture and flavor of meat, creating opportunities for plant-based jerky snacks made from non-meat sources.
2. Root Vegetables as Snack Ingredients - With the rise of plant-based diets and snacking, root vegetables like beets can be used as alternative snack ingredients that offer unique flavors and nutritional profiles.
3. Innovative Snack Ingredients - Innovation in snack ingredients, including the use of unexpected ingredients like beets, can create novel and exciting snack options for consumers looking for new taste experiences.
Industry Implications
1. Plant-based Food Industry - The plant-based food industry can capitalize on the growing demand for meat alternatives by exploring new snack options, like plant-based jerky, that offer alternative protein sources.
2. Snack Food Industry - The snack food industry can tap into the demand for healthier, plant-based snack options by incorporating root vegetables like beets into their product lines.
3. Organic Food Industry - The organic food industry can leverage the use of organic and non-GMO ingredients in snacks, like Theo's Plant-Based beet jerky, to appeal to consumers who prioritize clean labels and sustainability.