From Bleeding Burgers to Actual Veggies: The New Plant-Based Trend

There’s a shift happening in the plant-based food market. A few years ago, everyone wanted “bleeding” vegan burgers and ultra-realistic sausages, tenders, and nuggets. Burger King US launched the Impossible Whopper, and Brits went wild for Greggs’ vegan sausage roll. While demand for these products still exists, research suggests it’s not what it once was.

Between 2021 and 2023, dollar sales of vegan meat products in the US dropped by 13 percent, according to the Good Food Institute. More recently, rumors have swirled about Beyond Meat’s financial struggles, though the company has denied rumors of bankruptcy.

Does this mean the plant-based hype is over? Probably not, but the industry is undeniably changing.

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Are we entering a new era of plant-based food?

As concerns about ultra-processed foods grow, consumers appear to be gravitating toward more minimally processed, whole-food options.

Sales of plant-based meat may be slipping, but other categories are expanding. Tofu, for example, is on the rise: by 2030, Grand View Research predicts the global tofu market could reach $3.8 billion. Zion Market Research projects the jackfruit market could top $781 million by 2034, while another Grand View report estimates the global mushroom industry could soar to nearly $116 billion by 2030.

Actual Veggies

This shift in demand is prompting brands to pivot. Beyond Meat, for instance, recently announced it was entering a new era, rebranding simply as Beyond. In the UK, the brand This, long focused on meat alternatives like bacon and chicken, recently launched a high-protein Super Superfood range made with natural ingredients such as fava beans and shiitake mushrooms.

“The plant-based category is evolving, and This Is Super Superfood offers consumers something new,” said Luke Bryne, Innovation Director at This.

Whole food brands are thriving

Companies that have always centered their products around whole ingredients are also seeing success. One standout example: Actual Veggies.

The New York-based company, which makes vegan and vegetarian products from whole vegetables, is experiencing rapid growth. It was recently featured on the 2025 Inc. 5000 List as one of the fastest-growing brands in the US.

According to Inc., the list highlights companies currently “scaling at hyper speed.” The description fits: Actual Veggies is on track to reach $20 million in revenue by the end of the year.

“From day one, we’ve focused on making clean, veggie-forward food that people actually want to eat,” said co-founder Hailey Swartz. “Being recognized as one of the 1,000 fastest-growing companies is an incredible milestone, especially in a year when the broader plant-based category is shrinking. Our growth proves that there’s demand for real food, simple ingredients, and a brand people can trust.”