The joint launch of the plant-based steak is a milestone for Rival Foods and the protein transition. "The plant-based market in the United Kingdom is twice as large as that in the Netherlands," says Karin Löwik, CEO of Rival Foods. "Moreover, the British food market is ahead of Europe in trends and offerings. The adoption of our technology in this important market, in collaboration with one of the largest British plant-based brands, is a great compliment. This not only represents an important step for Rival Foods but also for innovation in the entire market."
Tasty source of protein
The new steak contains significantly more protein than beef, with 30 grams of protein per 100 grams. Löwik: "This makes this plant-based steak the healthy option. Furthermore, consuming red meat is associated with health risks such as cardiovascular diseases, strokes, Type 2 diabetes, and also colorectal cancer. The plant-based steak therefore offers an interesting alternative and, unlike many other alternatives, contains no artificial additives or binders."
Market launch
The plant-based steak from Rival Foods and This™ can be found in English supermarkets Tesco, Waitrose, Sainsbury's, Morrisons, and Ocado. For This™, the collaboration is the most important launch of the year, supported by a multimedia campaign in the United Kingdom. "We expect this product to be a great success in the British market due to its good structure, taste, nutritional values, and competitive price," adds Debbie Epstein, Marketing Director of This™. In the Netherlands, the product will be available for the B2B and foodservice market. Löwik: "Due to the similarities in taste and structure and the good nutritional values, the product is interesting for multiple markets. After this milestone, Rival Foods aims to scale up with other partners to multiple markets and combine forces for maximum impact."
About Rival Foods
Rival Foods is a Dutch foodtech scale-up that develops and markets plant-based whole cuts. The company was founded in 2019 as a spin-off from Wageningen University & Research and is based in the Netherlands. Rival Foods uses its patented production technology to convert plant proteins into fiber-rich structures that match the texture and mouthfeel of animal meat. The products are completely plant-based and contain no artificial color or flavoring agents. Rival Foods collaborates with foodservice providers, retailers, and food brands in Europe. The management team consists of Karin Löwik (CEO), Birgit Dekkers (COO), Allison Woolcott (CFO), and Willem Spigt (CCO). The investors in Rival Foods are ABP (via APG), PeakBridge, PYMWYMIC, and ROM Utrecht Region.
