According to a recent study by Nectar, the research division of Food System Innovations, plant-based nuggets have outperformed chicken nuggets in the world’s largest blind taste test involving omnivores.
Caroline Cotto, director of Nectar, highlighted the excitement of seeing multiple brands, including Impossible Foods, MorningStar Farms, Quorn, Rebellyous Foods, and Simulate, excel in taste. The study, which is part of Nectar’s inaugural Taste of the Industry report, used animal-based meat as the benchmark across five plant-based categories: burgers, hot dogs, bacon, tenders, and nuggets. Notably, nuggets were the only category where plant-based options surpassed their meat counterparts in taste.
Cotto attributes the success of plant-based nuggets to their breaded and fried format, which appeals to mainstream consumers. However, she acknowledges that other plant-based categories still need improvement to meet omnivores’ expectations. The report also revealed that consumers prefer bolder, meat-like flavors in plant-based products, favoring spicy, smoky, salty, sweet, dark, and juicy profiles. Despite the overall taste lagging behind traditional meat, a blended burger—half beef, half vegetable—was a noteworthy exception, closely matching the liking of an all-beef patty. This blend category shows promise, although finding the right term for it remains challenging.
New product launches indicate a growing interest in hybrid foods. In January, Mush Foods introduced mycelium blends in the U.S., followed by Kerry’s Smug line of hybrid dairy products in March, and Huber’s Butchery in Singapore started selling lab-grown chicken in May. These innovations cater to younger consumers who seek the flavor of meat with environmental benefits.
Nectar’s upcoming study will explore 45 blended products across nine categories, with preliminary results indicating a high preference for a blended burger containing real vegetables. Cotto believes there is potential for plant-rich foods to redefine the gold standard for omnivores, shifting preferences towards healthier options with more fiber.
While plant-based meat sales have declined recently, Cotto sees a future for products that achieve price parity with real meat and deliver on taste. She emphasizes the need for better education and marketing to attract mainstream consumers and ensure the success of plant-based innovations.
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