YONATAN GOLAN CEO, BREVEL Personally, I'm good with the term "plant-based.” I'm vegan myself, so I may be biased. But I think we should be careful about overusing the term, and I think we should start talking about ‘plant-based 2.0.’ There's a lot of talk about Beyond Meat and other first-generation plant-based companies that have done tremen-dous work in bringing plant-based products to the mainstream. You can find a Beyond Meat or Impossible Foods burger in any chain restaurant and in many supermarkets globally. Being a vegan, it's really easy for me to find meat alterna-tives; there is always an alternative on the menu now. But at this point, consumers are saying, ‘Okay, that’s nice, but now we want healthier, tastier, more affordable products.’ So there's work to be done to provide better ingredients and better processes to meet this second wave of demand by the market. If it were up to me, I’d stay with ‘plant-based,’ but try talking about ‘plant-based 2.0’ as the next generation of products, bringing plant-based beyond vegans or flexitarians and much deeper into the mainstream market. Alt-Meat August 2025 11
Alt-Meat August 2025: Page 11
