The Meat Industry's Next Big Move? Less Meat in the Meat

From European supermarkets to American foodservice, blended meat is gathering commercial momentum. And new ingredient technology could make the transition almost invisible to consumers.

For years, the protein debate has been framed as meat versus plants. But something interesting is happening in the middle. Food manufacturers are discovering that combining animal meat with plant proteins could deliver something consumers actually want: familiar flavour, lower prices, potentially better environmental outcomes and less meat in the meat.

And importantly, without asking people to become vegetarians.

In Europe, the numbers are beginning to tell the story. Lidl reporting one in four burgers sold in its Belgian stores during a period in 2025 contained a blend of 60% beef and 40% plant protein. Dutch retailer Albert Heijn introduced 15 blended meat and dairy products, while some European blended beef products have been priced as much as 33% below conventional alternatives.

This is no longer simply a food technology experiment.

An April 2026 investigation by Dutch food innovation organisation Foodvalley identified 115 blended products across the Netherlands, with almost every major supermarket participating.

Meanwhile, Food System Innovations' Balanced Proteins research identified 65 companies and private-label brands operating globally, with an estimated US$5.3 billion addressable market opportunity in the United States.

American foodservice is also beginning to respond. New York-based 50CUT, formerly Mush Foods, has developed mushroom-based ingredients replacing approximately half the meat in selected formulations, extending into meatballs and breakfast sausages.

The commercial attraction is obvious. Rather than persuading consumers to abandon meat, manufacturers can reduce the animal content of products people already buy.

Israeli food technology company Meala FoodTech has added another dimension.

Its latest research, just released, tested burgers containing just 42% beef, with the remaining formulation using plant-based ingredients and Meala's functional protein technology.

In a blind assessment involving ten trained sensory panellists, the Meala formulation showed no statistically significant difference from all-beef burgers in beef flavour or overall flavour intensity.

Meala's technology addresses a significant manufacturing challenge: maintaining binding, structure and mouthfeel while reducing reliance on conventional additives such as methylcellulose.

The technology is already commercially available in Europe through dsm-firmenich under its Vertis™ PB Pea brand.

For the plant-based industry, blended meat presents an intriguing opportunity.

It may not satisfy consumers seeking completely animal-free foods. Nor does replacing meat automatically guarantee a healthier nutritional profile.

But consider the potential scale. A relatively modest reduction in meat content across millions of everyday burgers, sausages and prepared meals could create substantial demand for plant proteins while reducing dependence on animal ingredients.

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