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“Can artificial meat be the same as real meat?” On the 21st, Starbucks launched a 5-course “artificial meat” lunch menu, sparking consumer curiosity.Just the day before, KFC also introduced roast chicken nuggets made from soy protein, wheat protein, and pea protein. The company’s attraction to the market has caused consumer concerns and doubts about the “new species” of vegetable meat.
Although there are voices in the industry that planting meat will become a major meat substitute in the next two years, there are conservative views that promoting the artificial meat market should be more cautious when relevant regulations have not yet been introduced .
Consumers have differences
At noon yesterday, the “artificial meat” lunch menu made from vegetable protein appeared in some Starbucks stores. Five types of dishes like pasta, lasagna, and American chutney made from vegetable beef, salad, and cereal bowl made from vegetable pork have drawn many consumers to try.
“Minced meat has a bit of a meat flavor, but it still feels like soy products. The overall flavor is good, but it’s a little expensive.” Compared to the same real meat roll, it is 20 yuan more expensive and 59 yuan in vegetable meat. An American chutney roll, a netizen said buying vegetable meat is just out of curiosity and will not be eaten again in the future.
Last week, the national vegetable meat brand also announced a cooperation with Stick John. Beijing residents can now eat vegetable meat pizza. On the hungry shelf, a 9-inch vegetable steak pizza with waffle potatoes and two cans of cola is currently priced at 69.9 yuan.
Since the second half of last year, fast food brands like Burger King, KFC, and McDonald’s have started rolling out veggie and fried chicken burgers in the United States, Canada, and elsewhere. In China, food processing manufacturers like Shuangta Foods, Jinzi Ham and other new vegetable meat brands like Jane Meat and Starfield have launched a variety of “artificial meat” foods such as vegetable meat mooncakes and vegetable meat pizzas. .
Tentative attempts by these brands also led to divergent consumer views. Although many people consider it a “vegetarian gospel”, few are willing to buy it. “Not to mention that meat made from soy protein is not delicious. From a nutrition and safety standpoint, can artificial vegetable protein really replace meat and provide all kinds of nutrients required by the human body?” , Said a nutritionist. The doubt
Expensive is a common problem
“Expensive” appears to be a common problem with vegetable meat food at a higher price than real meat, making it a barrier for many consumers.
Some brands are willing to attract customers through low prices. KFC’s vegetable meat product “Cultured Golden Chicken Nuggets” was promoted at a pre-order price of 1.99 yuan for 5 pieces. A day after the news was released, the exchange coupons at his Shanghai Heping store were sold out.
According to Xue Yan, Secretary General of the China Food Industry Alliance, flavor and price are the most important factors in promoting vegetable meat in China, but adjusting flavor is not difficult for domestic companies. “China has always had a tradition of plant protein dieting and also has processing and experience advantages. Now many traditional vegetarian manufacturers have seen the path of development. For them, it is not too difficult to technically improve the texture and taste.”
“In the general environment of African swine fever last year and the global spread of this year’s epidemic, the meat market has been affected by breeding, breeding, slaughter and transport. The offer price The market has fluctuated significantly and the development of artificial meat in the country has given way to very good results. Opportunity. ” Xue Yan believes that when the price of vegetable meat is lower than ordinary meat and the taste is almost the same, vegetable meat can be widely promoted in the Chinese market. “This will be accomplished in the next two years.”
It’s a little early to talk about promotion.
Chinese food industry analyst Zhu Danpeng also believes that while in theory vegetable protein does not contain cholesterol or trans fatty acids or other harmful ingredients, and may provide more nutrition, but the degree of consumer acceptance and understanding is also the promotion of vegetable meat. Very important issue in the process.
“Artificial meat still belongs to the emerging market niche, and it’s still too early to talk about promotion.” Zhu Danpeng said that under the strong push from the capital side, the artificial meat industry is in a period of rhetoric. But today, the entire industry still has the problem of information asymmetry in research and development, standards, processes, etc.
Furthermore, for the food industry, the corresponding safety standards and regulations are crucial. “Artificial meat will definitely become an important complementary part of meat products. However, in the absence of relevant standards, due to a responsible attitude towards consumers, the market rate of artificial meat should be reduced,” said Zhu Danpeng.
The journalist learned that the China Plant-Based Food Industry Alliance has now taken the lead in formulating group standards in the field of meat and plant foods.
“Currently, there are no less than 40 production and production companies, and there are also manufacturers in the traditional field of meat food processing. More than 90% of these companies have participated in the formulation of this standard.” Xue Yan revealed that the group’s standard will be in two Three months later, “it should also further stimulate the domestic meat and plant market.”
