Meatless goes mainstream in the US

Tuesday, 10 December, 2019

Meatless goes mainstream in the US

Consumers are increasingly showing interest in adopting a 'flexitarian' lifestyle — making an active choice to incorporate more plant-based meals into their diets, while occasionally eating meat or fish. In recent years, the demand for meals made with meat alternatives has gone mainstream.

Two American brands have now used Nestlé's Sweet Earth Awesome Grounds plant-based ground beef alternative in the launch of meatless pizza and lasagne products.

DiGiorno Rising Crust Meatless Supreme pizza with Sweet Earth Awesome Grounds and Stouffer's Meatless Lasagna with Sweet Earth Awesome Grounds are designed to help satisfy consumers looking for convenient and meat-free options. Similar to the original offerings with real meat, the new recipes have the same quality, taste and texture.

Acquired by Nestlé in 2017, Sweet Earth is the creator of dozens of plant-based offerings, including the Awesome Burger and Awesome Grounds, which both launched in supermarkets across the US in October. The ground beef alternative product is made from textured yellow pea protein, wheat gluten, canola oil, coconut oil and other ingredients. It contains 16 g of protein and 4 g of fibre per serving.

Launching more plant-based food and beverages is part of Nestlé's efforts to speed up the transformation of its portfolio with innovative, sustainable products.

According to a survey commissioned by Nestlé USA, nearly half of consumers have either integrated plant-based meat into their diet or would consider doing so long-term, and three in 10 who have not yet tried plant-based meat responded that they would do so if they had the opportunity.

Image caption: Nestlé USA Stouffer's Meatless Lasagna.

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