Despite expectations that it would move faster, the meat substitute market remains a crucial part of reshaping our food system. Whether it’s for health, ethical reasons, or just plain curiosity, more and more people are exploring meat alternatives. This blog dives into the strategies, trends, and collaborations driving this ever-evolving industry. Stick around to discover what it takes to succeed in the competitive world of meat substitutes with Steve Bonnyns, an expert in innovation in this area.
Interview Participants:
- Beni Van Dam: B2B Marketing Manager at Ebro Ingredients
- Steve Bonnyns: Co-organizer FXT Connect
The Interview:
Beni: Welcome Steve, glad you could make time for this interview. Could you explain your background and experience in the food industry?
Steve: Thank you, Beni, for having me! I have been active in the food industry for over 20 years, focusing on R&D and innovation. From leading innovation at Unilever Food Solutions to developing plant-based snacks and now as a food designer at the FXT Foodlab, I have seen the industry from various angles. The FXT Foodlab in Hasselt was made possible by the Province of Limburg in Belgium and Nicolas Deswaef, and is the ideal place to develop new ideas. It supports startups, scale-ups, and SMEs, from product development to process guidance, and stimulates innovation in the food sector.
Beni: With your background in food innovation and business development, you have insight into various strategies within the food industry. Let’s look at the general approach of companies in the meat substitutes market. What general strategies can companies follow to be successful in the competitive meat substitutes market?
Steve: First and foremost, it is crucial to know your target audience inside and out. Once you understand them, you need to focus on their expectations, rapidly changing technologies, and of course, sustainability. There are several very important elements:
- Taste is King: Consumers won’t buy the product a second time if the taste isn’t right. It must be delicious, balanced, and harmonious.
- Transparency: Be open about what is in your product and where it comes from. The consumer is smarter than ever.
- Sustainability: Focus on local production, waste reduction, and circular processes.
- Differentiation: Look beyond standard products and offer innovation, inspiration, and a broader range.
- Flexitarian Thinking: See meat substitutes as a supplement, not a replacement. Change must be gradual.
- Collaboration: Partnerships with chefs, retailers, Foodservice, and R&D partners are essential to innovate faster.
Beni: Makes sense. How do you think companies in the food ingredients industry can best respond to changing consumer preferences and trends in the meat substitutes market?
Steve: The ingredients industry must provide solutions that help producers quickly respond to trends. This means developing ingredients that improve texture and taste, support clean labels and nutritional value, and are sustainable. Success lies in close collaboration with producers and translating consumer trends into feasible applications.
“Consumers don’t buy a ‘protein source’, but a product with a story.”
STEVE BONNYNS
Beni: You say sustainability is an important factor. What steps can companies take to make their production processes and ingredient choices more sustainable in the context of meat substitutes?
Steve: We see a shift towards hybrid products, where the consumer doesn’t have to choose between ‘good’ or ‘bad’. It’s a both-and story, where we take the meat-eating consumer along in the transition. I developed a hybrid burger for the Hasselt Week of Taste, the “L-I-M Burger”: less meat, more vegetables, less CO2, more impact.
Beni: Innovation is essential. How can companies foster a culture of innovation to develop new and attractive meat substitutes? I presume as you said collaboration is essential.
Steve: Indeed, but innovation must be in the company’s DNA. Encourage experimentation, let multidisciplinary teams work together. Then build relationships with external partners such as startups, food labs, and universities. Allow room for pilot projects and see failures as learning moments. Smaller companies and startups are often faster and better at marketing ideas.
Beni: As a marketeer I’m interested in the role marketing and branding can play in positioning meat substitutes in the market, and how can companies differentiate themselves from the competition?
Steve: Marketing and branding are crucial: consumers don’t buy a ‘protein source’, but a product with a story. Link your brand to taste experience, health, and sustainability, and appeal to the broad flexitarian audience. Tell an authentic story about local origin, circular innovation, or culinary inspiration, and present your products as attractive, accessible, and ‘normal’. This is exactly what I did with my startup ‘Flexitarian Bastards’.
Beni: I know by experience that B2B marketing in the food sector is different from B2C. How can companies in the ingredients industry effectively communicate with their business customers in the meat substitutes market?
Steve: In B2B, it’s about expertise, reliability, and co-creation. Communicate clearly about technical functionality, nutritional value, and sustainability, supported by data and transparent specifications. Collaborate in development projects, share application examples, and inspire with concepts that help customers get to market faster.
Beni: Collaborations and partnerships can be crucial. What types of organizations should companies in the meat substitutes market ideally collaborate with?
Steve: Successful innovations arise in ecosystems of collaborations. Partner with ingredient suppliers and food labs, chefs and Foodservice, and universities or research centers. Collaboration with local, sustainable farmers and circular players is also becoming increasingly important. I see projects progressing fastest when producers, R&D partners, and storytelling experts work together.
Beni: Thank you, Steve, for these enlightening insights. It is clear that the meat substitutes market is in full swing and that there are many opportunities for companies that dare to innovate and collaborate.
Steve: You’re welcome, Beni! It was a pleasure to share my experiences.
