As the plant-based sector attempts to distance itself from the recent ultra-processed panic and win back the health-conscious crowd, alt-meat brands have been cleaning up their labels and incorporating more natural ingredients into their products that offer functional benefits on top of flavorful perks.
Securing endorsements and certifications from major national health associations like the American Heart Association (AHA) and the American Diabetes Association (ADA) is one highly effective method of accomplishing this goal – and plant-based brands like Beyond Meat and Impossible Foods have definitely taken notice.
Beyond the Doubts
Beyond Meat recently added two pre-seasoned varieties of plant-based steak to its lineup: Beyond Steak Chimichurri and Beyond Steak Korean BBQ-Style.
In addition to catering to the growing consumer interest in global flavors, the cholesterol-free products provide 20 grams of protein per serving but only one gram of saturated fat – attributes that got them the green light from both health associations, as they qualify for both the AHA’s “Heart-Check” and the ADA’s “Better Choices for Life” programs.
The product launch is just one component of Beyond’s broader effort to set itself apart from its plant-based peers as a “health-forward” brand – and putting these newly acquired labels front and center on packaging will certainly support this endeavor.
Beyond Meat recently reformulated several of the existing offerings in its plant-based portfolio with better-for-you ingredients, such as avocado oil, as well to ensure they align with the rigorous nutritional criteria of both associations, including its Beyond Burger, Beyond Beef, and Beyond Sausage.
Achieving the Impossible
Impossible Foods is another example of a plant-based brand that has actively worked to reshape consumer perceptions of its product portfolio within the better-for-you camp as of late.
In October, the company made a timely announcement right before the kickoff of the 2024 Diabetes Awareness Month: Its Impossible Lite Beef had won the favor of the ADA as well, earning it a coveted spot in its “Better Choices for Life” program alongside its competitor, Beyond Meat.
With 21 grams of protein and no cholesterol or trans fat, the beef alternative’s nutritional profile is comparable to that of Beyond’s plant-based steak, enabling the product to secure an AHA “Heart-Check” sticker as well.
To do so, products must align with the following objectives in addition to satisfying other criteria:
- Total fat: under 6.5g
- Saturated fat: 1g or less
- Trans fat: less than 0.5g
- Cholesterol: 20g or less
While the ADA’s requirements are less concrete in nature, the program aims to provide guidance regarding:
- Products and services suitable for those either living with or at risk for diabetes
- Optimal food choices that support overall health goals and targets
- Everyday decision-making backed by the latest science and ADA research
“The marketplace is crowded with products and services targeting people with diabetes – some of which make claims that are questionable,” said Sonja Baro, VP of product innovation.
“Our goal is to help people know if a product’s claims are based in evidence or are ‘healthy’ for those concerned about diabetes management or prevention.”
The Food Institute Podcast
Amid inflation, restaurants need to get more creative to help bring customers through the door. What exactly can they do to improve traffic? André Moraes of PepsiCo Digital Lab shares how experiences, microinfluencers, and the Local Eats program can help propel restaurants in 2025.
