Drawn in by the promise that "there's a new meat in town," hundreds of food lovers flocked to a food truck from Redefine Meat—which actually turned out to be "the largest-scale public blind-tasting of Alt-Meat products targeting meat-eater." Conducted with Israeli meat distributor Best Meister, the blind tasting experience proved that Redefine Meat's Alt-Meat was indistinguishable from animal meat and it was met with an acceptance rate of more than 90%.
In the span of just a few hours, the food truck ran out of plant-based products like Alt-Steaks, which accurately mimic the appearance, flavor and texture of meat products.
Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, said: "We initially only expected 100 visitors a day, as the event was held in a small village due to COVID-19 restrictions. But through word of mouth, we ended up receiving over 600 customers in one day–with queues as long as 50 minutes"
What's Driving This Trend
- Alt-meat Trend
- The trend of creating plant-based meat alternatives that accurately mimic animal products is growing and presents opportunities for companies to innovate in this space.
- Blind-tasting Trend
- Blind tastings of plant-based products provide a way to prove their quality compared to traditional meat and can drive customer acceptance.
- Food Truck Trend
- Food trucks provide a unique and mobile way to bring plant-based products to customers and can serve as a valuable marketing tool.
Who This Affects Most
- Food and Beverage Industry
- As the demand for plant-based meat alternatives grows, the food and beverage industry can capitalize on this trend by developing innovative products.
- Agriculture Industry
- The agriculture industry can explore opportunities to produce crops that can be used in the production of plant-based meat alternatives and participate in the growing alt-meat market.
- Technology Industry
- The technology industry can play a role in the development of methods for producing plant-based meat alternatives that accurately mimic animal products and improve their quality.
