Plant-based alternatives to conventional meats like pulled pork and lamb gain emphasis from Novameat, emphasizing clean labels for consumer appeal.

In a move to cater to the growing demand for healthier and sustainable food options, Spanish food tech company Novameat has added plant-based pulled lamb and pork products to its product line. The new offerings, set to hit the shelves from September 1, are set to appeal to consumers deterred by the UPF tag, as they are part of the "good-for-you UPF subset" according to leading health organizations.

The pulled lamb product, rich in protein and fibre, can be used in traditional dishes like slow-roasted dishes, tagine, and gyros. It contains 19g of protein and 3.5g of fibre per 100g, making it a nutritious alternative to conventional lamb. The pulled pork product, on the other hand, boasts 19.4g of protein and 3.3g of fibre per 100g.

John Gray, a product manager at Novameat, highlighted the importance of understanding the origin of ingredients for 60% of Spaniards, and the relatively short and clean ingredient labels of its products as a significant advantage. The pulled lamb product contains six ingredients: water, pea protein, sunflower oil, seaweed extract, vinegar, and a plant-derived flavouring blend. The pulled pork product is made from the same base as the lamb product, with added natural aromas, carrot and radish concentrates, and malted barley extract.

The main driver of meat reduction is health, as cited by 42% of people who have already cut back, and 41% who are mulling the change. A recent poll suggested that four in five consumers have either cut their meat consumption, thought about doing so, or are willing to consider it in Spain. Despite two in five Spaniards increasing their protein intake last year, 35% of them upped their consumption of protein through vegan food. Two in three Europeans reconsider their purchases based on ingredient lists, making Novameat's approach to clean labeling a strategic move.

Novameat has secured $19.2M in Series A funding and aims to build solid foundations in new European markets, including France, Italy, and Germany. The company also plans to collaborate to grow sales in both the foodservice and retail trade channels. The introduction of the pulled lamb and pork products is a "significant R&D breakthrough" for Novameat due to its distinct flavor and delicate mouthfeel, achieved through its MicroForce technology, which allows for the production of plant-based meats with a fibrous texture similar to 3D printing, without the use of complex additives like methylcellulose and carrageenan.

The new products will be available from September 1 in Spain and Italy. With their nutritional benefits, clean label approach, and appealing taste, Novameat's plant-based pulled lamb and pork products are set to revolutionize the plant-based meat market in Europe.

Plant-based alternatives to conventional meats like pulled pork and lamb gain emphasis from Novameat, emphasizing clean labels for consumer appeal.