| Between 2018 and 2021, plant-based products that mimicked meat surged in popularity, attracting genuinely curious consumers eager to try these new options. However, many were left disappointed, questioning why they should pay a premium compared to conventional products like nuggets and patties, which are typically comfort foods with strong price sensitivity. Additionally, the taste and texture often did not always measure up. What initially seemed like an exciting choice began to feel like a significant personal effort made in the name of our collective responsibility for climate change and meat emissions. "As Nalinee Robinson, Head of R&D at Thai food giant CP Foods aptly puts it, âWe have to accept thereâs a gap.â So, should plant-based foods continue trying to replicate meat, or is there a better path forward? | The Uncanny Valley of Plant-Based Foods | The concept of the Uncanny Valley, coined by Japanese roboticist Masahiro Mori in 1970, describes the eerie feeling people get when encountering objects that are almost, but not quite, human-like. This concept, which all of us may also have experienced with characters in animation movies and prosthetic limbs, could also apply to plant-based meat. Foods are not robots, but they are deeply cultural and social. Thereâs logic in offering something familiar, especially in social settings. Industry leaders from some of the largest food companies in Asia and Europe agree that this familiarity is why plant-based options remain popular in food services, even amid market fluctuations. By incorporating these options, general restaurants can cater to a wider audience and foster inclusivity: when a diverse group dines out, plant-based meat analogs create a middle ground, allowing everyone to enjoy a meal without the stigma or exclusivity often associated with vegan restaurants. In doing so, they help a new category of consumers emerge: those who fall between full vegetarianism and omnivorous diets and are often referred to as flexitarians by marketers, who are more conscious of the impact of their food choices on the environment. | Plant-forward, an impossible food? | VĂ©ronique Cremades-Mathis, Chief Strategy and Commercial Officer of SATS Group, a global leader in air cargo, ground handling and food solutions, believes that plant-forward foods have a bigger role to play by being true to themselves, rather than trying to imitate something else. Soy, for instance, in particularly in the form of textured vegetable protein (TVP),  has long been used to extend meat in popular dishes like spaghetti bolognese, helping reduce costs and improve nutrition. But when soy-based meat analogs are sold at a premium, consumers might understandably feel like theyâre paying more for less. âThe problem with animal meat is that itâs deliciousâ, says Chef Alexis Gauthier. Known for successfully transitioning his Michelin-starred restaurant, Gauthier Soho in London, to a fully vegan establishment, Gauthier has explored the boundaries of acceptability of culinary creation, breaking the mould of French gastronomy. âBeing as good as bad chicken is not ambitious enough,â he says. When restaurants had to shut down because of the pandemic, he pivoted to offering meal boxes.  Yet, the least sold option was a box called âthe 2150 boxâ, filled with black and neon green dishes. A sign that the future of truly creative plant-based foodâimagine colorful, nutritious slabs available in supermarkets, ready to be pan-seared or stir-friedâmight still be a bit ahead of its time. If the use of beetroot juice and soy leghemoglobin to make plant-based foods âbleedâ causes cognitive dissonance for consumers, perhaps itâs time to rethink our approach and turn to social sciences. Philosopher FrĂ©dĂ©rique de Vignemont suggests that the discomfort of the uncanny valley is rooted in our brainâs need to categorize things. âBetter flee what I cannot categorize than make an errorâ.
| A New Frontier: Celebrating Diversity in Plant-Based Foods | Cremades-Mathis believes that to successfully adopt a plant-forward strategy, we need to empower chefs and food professionals to create exceptional culinary experiences. This shift might require a focus on B2B markets and reimagining how these products reach consumers. "Healthy, nutritious meal kits delivered once a week, complete with a set of ingredients, can be priced fairly when we account for the significant reduction in food waste." Asian cuisines, with their emphasis on fresh ingredients, vegetables, and balanced flavors, offer a promising path forward. Japanese sushi, Korean bibimbap, and Vietnamese pho are already seen as healthier alternatives to calorie-dense Western fast foods. Instead of trying to mimic red meat, why not embrace the authentic flavors of Asian dishes like gyoza, Pad Thai, bibimbap, and pho? âJust as weâre accustomed to choosing between chicken or pork in our red curry, the plant-based option can simply be another protein source on the menu.â, says Robinson. Should we continue calling it plant-based meat, or is it time to broaden our repertoire and celebrate it as something unique? âWe should widen the repertoire instead of being specific,â thinks Robinson. While diversifying our protein sources is crucial for environmental sustainability, we must be mindful that animal proteins set a high nutritional benchmark. Take the plant-based milk category for example: oat milk may have already seen its peak, as essentially, much of what you're drinking is water with dissolved starches from the oats. Is it creamy, with a near-milk mouthfeel? Absolutely. Oat milk may have managed to cross the Uncanny Valley. Then perhaps it's better if plant-based analogs don't strive to replicate the original too closely. Instead, focusing on nutrition as our guiding principle, along with amazing taste and experience, might lead to more innovative and satisfying plant-based options. | 9TH EDITION OF FUTURE FOOD ASIA IN MAY 2025 | As we reimagine the future of plant-based foods, letâs explore how innovation can drive growth and shape the broader food and agriculture industry. Register your interest for the 9th edition of Future Food Asia 2025 and save the date. |
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