The combination of meat and vegetables appeals first and foremost to consumers who want to reduce the amount of animal products they eat but are unwilling to make any compromises on flavour or consistency. We see big opportunities for hybrid products, since they offer many benefits. Vegetables, legumes and mushrooms offer nutritional advantages, for one thing, and for another they are less expensive than meat, so recipes can be more cost-effective. This is a strong driver given the current economic situation.
It is therefore not surprising that according to market research, 58 % of consumers would try products containing a mix of animal and plant proteins. Hydrosol has developed the Plusmulson series stabilizing systems for hybrid meat products and cold cuts. They are suitable for making numerous kinds of products, and are simple to use and easy to integrate into existing production processes. The meat and vegetable proportions can be varied; in our sample recipes we use 60 % meat and about 25 % vegetables, but it is no problem to increase the amount of vegetables.
Broccoli in burgers
One such stabilizing system for meat products is based on highly functional animal and plant-based proteins together with plant fibre. This balanced mixture uses the synergies and interactions between the ingredients to achieve a meaty texture and flavour. By adjusting the flavourings and types of meat, the system enables a wide range of hybrid products, from burgers, meatballs, nuggets and schnitzel to fish products.
Production is done on conventional machinery, mixing chopped meat and vegetables – like carrots, broccoli and bell peppers – with other ingredients like seasonings and the stabilizing system. The mixture is then formed into burgers, nuggets or schnitzel. Thanks to its good binding ability, the stabilizing system ensures good structure in the final product even with high vegetable content. The system is free of E-numbers, so it is ideal for clean-label products.
For hybrid sausage and cold cuts, meat and vegetables are likewise chopped first. They then go into a tumbler where they are mixed with other ingredients including the stabilizing system, and then filled into the desired moulds or casings. After a rest period comes the fermentation process.
Communicating the benefits
Hybrid meat products have a whole range of nutritional benefits. They contain less fat and cholesterol than conventional meat products, but have the same amount of protein. Depending on the type of vegetables used, they can also have high fibre content. A big advantage for parents is that kids get an extra serving of vegetables with these hybrid products.
Lower CO2 emissions and a smaller ecological footprint are added benefits. There are also business advantages for meat producers, as hybrid products are a good way to win back lost market share.
The type of vegetables contained can be used for marketing purposes, for example by advertising local or regional agriculture on packaging. The products can also be tailored to ethnic taste preferences and thus different markets.
The future of hybrid products
Hybrid products put the focus on flavour, health and convenience, but they take some explaining. Sales success depends greatly on the marketing communication. It is important to point out the advantages of the products, as otherwise it can seem that the vegetables are just there to stretch the meat and save costs. Good communication will prevent that.
What’s more, hybrid products offer strong innovation potential, and open up new possibilities in combination with cultured meat. In countries where cultured meat is already sold, it is typically not sold on its own. For cost reasons, most companies will start by taking hybrid products to market, i. e. combinations of cultured and plant-based proteins. Furthermore, not all meat parts are cultured; the focus is on muscle and fat cells, and not on connective tissue and the like.
Cultured meat offered in hybrid form generally has higher consumer acceptance. Studies show differences in consumers’ willingness to try cultured meat. While in Brazil and Switzerland about three-fourths of people would try meat from cell cultures, in Germany and India the number is not that high but still over half. In the US and Great Britain, on the other hand, it is only about 40 %. Hybrid products are thus an attractive solution for getting consumers used to the idea. This example at any rate shows the possibilities that hybrid meat offers for marketing, with products ranging from economy recipes to high-end specialities, from gourmet creations to children’s foods.
Hydrosol GmbH & Co. KG, Ahrensburg
Author: Katharina Burdorf
Team Lead Product Management,
Hydrosol
