TO CATER TO INCREASING CONSUMER DEMANDS FOR LESS MEAT AND MEAT-FREE OPTIONS, PLANT MEAT FOODS NEED TO GET MORE REALISTIC, SUCH AS WITH THE ‘PLANT BLOOD’ BY IMPOSSIBLE FOODS. HENK HOOGENKAMP ADDRESSES THE FLEXITARIAN TREND AND RECENT DEVELOPMENTS WITH MEAT-FREE FOOD.

The rapid global population growth puts pressure on the available food resources. Subsequently, innovative technology needs to be implemented to increase food and meat production without damaging the ecological infrastructure. Manufacturing hybrid-meat products is such an example of how to safeguard sustainability, nutrition, and affordability.

Hybrid hamburges gain popularity

McDonald’s is seen as the mother of all burger joints and together with Apple the most potent symbol of America around the globe. The US is by far the largest market for McDonald’s, where it has 14,200 of its
35,000 restaurants. McDonald’s is squeezed by competition; not only from a revitalized Burger King, but also from other fast food companies such as KFC, Chick-Fil-A, Five Guys, In-N-Out, Subway and Starbucks.

Chicken is a unique fit for contemporary lifestyles – the most protein delivering meat, still affordable

Besides reducing land and labour needs, impacts on environment, and the risk of animal-borne diseases, cultured beef can also help improve food security. There is a long way to go before it makes it way to restaurant menus, but this technology may well change the future.