“This recognition shows there’s strong demand for free‑from products that not only meet dietary needs but delight with taste and flavour innovation.”

These products combine cooked vegetables, dried fruit purees, seaweed, and spices to create unique flavor profiles. The company’s focus on sustainability extends beyond product development.

For example, Woolworths has added vegan and vegetarian filters to its online product search, while Tesco has replaced some everyday plant-based items in its Express stores with cheaper options.

The introduction of this product marks an expansion of the company’s Atlr.72® brand, which previously focused on sweet products and now includes beverages.

The sustainable product, first revealed last summer, is now available in organic food stores in Germany.

Product positioning could range from basic nutrition for consumers with low incomes to added-value products enriched with healthy protein.

Alireza Jawad is the Senior Manager of the Meatless Product Line at BENEO.

Product positioning could range from basic nutrition for consumers with low incomes to added-value products enriched with healthy protein.

The introduction of this product marks an expansion of the company’s Atlr.72® brand, which previously focused on sweet products and now includes beverages.

Since its launch in 2020, the brand has gained a significant following for its sustainable products that “taste like meat, without the meat.”