Plant-Based Isn't Dead. Just Bad Plant-Based

Israeli food technology company Chunk Foods has secured listings with three of America's most influential grocery retailers - Whole Foods, Sprouts Farmers Market and H-E-B, adding thousands of new distribution points to a brand already available in more than 3,000 locations across the US.

The company produces whole-cut plant-based meat products using a fermentation-based process built around soy and wheat proteins. Unlike many first-generation plant-based brands focusing heavily on burgers and mince, Chunk has built its range around premium steaks, pulled meat products and diced meat alternatives designed to deliver a more convincing eating experience.

"Plant-based meat doesn't need another burger. It needs to be exciting again," says founder and CEO Amos Golan.

The move is significant because it comes at a time when many commentators continue to question the future of the plant-based meat category. Yet major retailers continue to allocate valuable shelf space to products they believe can drive repeat purchases and category growth.

The development also reflects a broader shift underway across the alternative protein sector. Companies such as Redefine Meat, Planted, Heura and Juicy Marbles have increasingly focused on product quality, texture and culinary performance rather than sustainability messaging alone.

Foodservice is also playing an increasingly important role. Redefine Meat in particular has built much of its growth through restaurants, hotels and hospitality operators before expanding further into retail channels.

For the sector, the signal may be clear. Consumers have not necessarily abandoned plant-based foods. They appear to be becoming far more selective about which products deserve a place on their plates.

TRENOS SiGINT DATA LINK

ENDS: