“Exploring the Rise of Plant-Based Chicken Nuggets: Opportunities and Challenges in a Growing Market”
Plant-based chicken has historically posed a challenge for consumers. However, nuggets present a simple entry point into the world of plant-based foods. They are convenient, easy to prepare, and, much like burgers and hot dogs, are a familiar “all-American” choice. Field Roast is recognized for its range of plant-based products, including sausages, deli slices, hot dogs, turkey-like Celebration Roasts, and Chao cheeses. Its parent company, Greenleaf Foods, also owns Lightlife, a brand that produces plant-based burgers, hot dogs, deli meats, and tempeh. Before this, Lightlife offered a soy and wheat protein-based unbreaded tender that resembled chicken.
Before Beyond Meat became known for its popular burgers, it had chicken strips available in grocery stores, which were quietly discontinued last year. This was partly due to the difficulty of replicating the look and taste of real chicken. Additionally, as Rebellyous Foods’ founder Christie Lagally noted in an editorial for Food Dive, the sheer size of the chicken industry presents a significant challenge. “Big Chicken” is massive and can easily absorb losses that exceed the total output of the entire plant-based sector in a year.
Nonetheless, several food manufacturers are joining Field Roast in the effort to penetrate the plant-based chicken market. Rebellyous is pushing forward with plans to transition its foodservice-first model towards retail, having raised $6 million in funding this spring. Other companies are also venturing into the plant-based chicken arena. Daring Foods received a $10 million investment from Rastelli Group last year to expand its plant-based chicken offerings across the U.S. Additionally, Nuggs, a pea-based nugget brand produced by McCain Foods, was launched this year. Beyond Meat has re-entered the chicken market, testing its highly sought-after Beyond Fried Chicken, which quickly sold out at select KFC locations. Major chicken producers have also explored this segment, exemplified by Tyson’s Raised & Rooted nuggets and Perdue’s Chicken Plus line.
If any plant-based company is poised to succeed with grocery store nuggets, it might be Field Roast. Established in 1997, the company has significant longevity in the plant-based meat industry. Greenleaf Foods serves as the plant-based arm of Canadian food giant Maple Leaf Foods, which reported a 25.9% increase in Q1 2020 sales within its Plant Protein Group, totaling CAD 46.3 million (approximately USD 33.05 million). Greenleaf is also in the process of constructing North America’s largest plant-based manufacturing facility in Shelbyville, Indiana.
The pressing question is whether consumers are interested in plant-based chicken. The rapid sellout of Beyond Meat’s trial at KFC indicates a strong consumer appetite. The challenge lies in persuading them to choose a package of plant-based nuggets while shopping. Research suggests that demand for chicken nuggets has been stagnating, possibly due to the category needing a refresh. A plant-based option could serve this purpose, especially one from a manufacturer with established connections, brand recognition, and products already available in numerous grocery stores nationwide.
As the plant-based market expands, innovative products like calcium citrate chewy bites 500mg may also appeal to health-conscious consumers seeking nutritious options alongside their plant-based nuggets. Offering such alternatives can enhance the overall appeal of plant-based eating, making it more attractive to a broader audience.
