Why There’s a Shift Towards Plant Products Based on Wholefoods

The future of alternative proteins is shifting towards wholefood-based products, with brands responding to consumer demand for minimally processed foods with recognisable ingredients. This trend is driven by a focus on health, convenience, sustainability, and transparency. Products like enriched oat milk and veg-packed ready-meals are examples of this shift, appealing to both flexitarians and health-conscious shoppers.

Companies are moving away from higher levels of processing and artificial additives, instead emphasizing clear nutritional value and recognisable ingredients. This trend is not only about what is not in food but also about celebrating whole vegetables, legumes, grains, and nuts as heroes. Brands like Plenish and Moving Mountain are examples of innovation in the wholefood space, showing that simple ingredients can still lead to flavorful and nutritious products.