Plant-Based Pulled Pork and Lamb Produced by Novameat Catering to Demand for Clean Label Products

In an effort to cater to Spain's shifting protein preferences, Novameat has announced the launch of its new plant-based lamb and pork alternatives, set to hit the market on September 1st.

According to a recent poll, four in five consumers have either cut their meat consumption, thought about doing so, or are willing to consider it. This trend is driven primarily by health concerns, with 42% of people who have already reduced their meat intake citing health as the main factor, and 41% of those considering the change following suit.

Novameat's founder and CEO, Giuseppe Scionti, believes that consumers are now more conscious than ever about what they're eating. "People are looking for a short list of natural, recognisable ingredients," he said. In line with this, both the new plant-based lamb and pulled pork alternatives contain just six and seven ingredients, respectively, and are free from soy and gluten, requiring "no complex additives".

The new plant-based lamb alternative offers 19g of protein and 3.5g of fibre per 100g, while the pulled pork alternative boasts 19.4g of protein and 3.3g of fibre per 100g. These products, which have been introduced for foodservice, can be used in traditional dishes such as slow-roasted dishes, tagine, and gyros.

Spain's focus on understanding the origin of ingredients is reflected in the fact that 60% of Spaniards find it important to know where their food comes from. This aligns with the growing demand for transparency in the food industry.

Novameat's MicroForce technology allows the avoidance of complex additives like methylcellulose and carrageenan, ensuring a clean-label product. The company's commitment to transparency is further demonstrated by the short and clean ingredient labels on the new products.

In addition to Spain, Novameat is planning to expand into new regions in Europe, including France, Italy, and Germany. The company recently secured $19.2M in Series A funding, which will contribute to this expansion.

The shift towards plant-based diets is not only driven by health concerns but also by environmental considerations. Nearly half of the respondents believe vegan diets are better for the planet and their wallets, and 43% find them healthier. Moreover, 86% of Spaniards said they'd eat more plant-based meat if it offered nutritional and taste parity to animal proteins, alongside a lower environmental impact.

With two in three Europeans reconsidering their purchases based on ingredient lists, it's clear that companies like Novameat are meeting a growing demand for transparency and healthier, sustainable food options.

Plant-Based Pulled Pork and Lamb Produced by Novameat Catering to Demand for Clean Label Products