How meat giants are succeeding in the plant-based market

What meat and dairy brands can learn from five successful plant-based expansions

The plant-based category is no longer the territory of niche startups. Driven by changing consumer behaviours – including the rise of flexitarianism – and mounting sustainability demands, many of the world’s most established meat and dairy brands have made calculated moves into the alternative protein space. They’re not just testing the waters. Some are building lasting value.

This article explores five such companies. Each one has taken a different route – from bold acquisitions to quiet product trials – but all share a common goal: to stay relevant in a changing food landscape. These examples offer more than inspiration. They provide a practical roadmap for others considering the same path.

Richmond – bringing meat-free to the mainstream

Richmond, a familiar name in the UK and Ireland for pork sausages, launched its Meat-Free Sausages in 2019. The development process focused on replicating the distinctive texture and flavour of the original product, using rehydrated textured soya and wheat proteins.¹

Backed by high levels of consumer trust in the brand, the product was introduced under the Richmond name and distributed through major UK retailers. A GBP 1.1 million multi-channel campaign during Veganuary helped promote the launch, with messaging focused on reassurance and taste.² The packaging retained Richmond’s signature visual identity, reinforcing brand familiarity.

This mainstream strategy paid off. Richmond quickly became one of the top three meat-free brands in the region, achieving retail sales over GBP 35 million by 2022.³

In 2023, the brand continued to expand its plant-based range by entering the snacking category with the launch of Meat-Free Minis. These ready-to-eat products were positioned as a healthier alternative — low in fat, salt, and sugar, and high in protein.⁴ Marketing included digital campaigns and city-centre sampling.

However, Richmond was not immune to wider category pressures. That same year, it reduced the size of its meat-free bacon and sausage packs while maintaining the same price — a tactic known as shrinkflation – that reflected rising production costs.⁵ The move sparked discussion around value but allowed the brand to protect quality and continuity.

The meat-free sector overall faced a downturn in 2023, with volume down 4.2% and value falling by GBP 38.4 million. Like others, Richmond was affected, but it remained committed to innovation and product development. The brand continued to invest in flavour improvements and broaden its plant-based offering, including its move into snacking. These efforts reflect a long-term strategy to adapt to consumer preferences and regain momentum in a challenging market.⁶

Richmond’s journey shows that even well-backed launches face market headwinds — but with consistent innovation and responsive strategy, it’s possible to regain momentum.

Rügenwalder Mühle – from meat producer to market leader in plant-based

The German company Rügenwalder Mühle was one of the first traditional meat producers to embrace the plant-based opportunity. In 2014, it launched vegetarian sausages and cold cuts under the same brand that had made its name with meat products — a move that reflected both changing consumer preferences and a clear-eyed view of the long-term future of meat production.⁷

Significant investment in R&D followed, with a focus on taste, texture, and clean-label ingredients. The product line has since expanded to include vegan schnitzels, nuggets, hamburgers, and mince.⁸ Responding to consumer concerns about additives, the company has prioritised high-quality, recognisable ingredients and transparent labelling practices.⁹

Production occurs in the same facilities used for meat, which might have undermined credibility, but Rügenwalder has leaned into transparency, engaging customers openly and building trust.¹⁰ A packaging refresh in 2019 helped further differentiate the plant-based range and reinforced the brand’s commitment to clarity.¹¹

Its early entry into the sector helped it capture a strong market position. By 2020, plant-based products accounted for 50% of Rügenwalder’s total sales. By 2022, they had overtaken meat in revenue share. In 2024, the company held close to 70% of Germany’s vegetarian and vegan meat market.¹² A majority stake acquisition by Pfeifer & Langen has provided additional resources for international expansion.¹³

Rügenwalder’s success is rooted in early action, product credibility, and clear strategic focus — and it continues to shape Germany’s evolving plant-based landscape.

We asked Laura Gosciejewicz, External Communications Manager at Rügenwalder Mühle, to share insights on the company’s plant-based journey.

What sparked your move into plant-based products?
“We’ve always dared to do things differently and question existing practices – it’s in the DNA of our family business. In the early 2010s, our innovation team saw that meat consumption was becoming increasingly critical – for climate, animal welfare, and health. We saw that shift not as a threat, but as an opportunity.”

How did you approach product development?
“Our strategy from the beginning was: create products that look the same, taste just as delicious, and have the same bite as the meat counterparts consumers already know. We meet people where they are. At the same time, we’re working to increase our use of regional ingredients and shorten our ingredient lists – 90% are already of natural origin.”

What internal challenges did you face?
“Even within the company, there was scepticism at first – especially from experienced butchers. People rightly asked: will my skills still be needed? The answer was yes. Their expertise was vital. Today, our employees work across both product lines, and the success of the plant-based range has brought wide acceptance.”

What advice would you give to others in the meat and dairy sector?
“We’re proud of how far we’ve come – and we’re not slowing down. We’ve launched more than 20 new vegan products in recent years. But for us, it’s not just about quantity. Every product must meet our high standards for taste, texture, and quality. That’s what earns consumer trust.”

Maple Leaf Foods – strategic expansion into plant-based proteins

Maple Leaf Foods, a leading Canadian protein company, has strategically expanded into the plant-based protein market through a series of acquisitions, innovations, and organisational restructuring.

In 2017, it acquired Lightlife Foods, a US-based producer of plant-based proteins, for USD 140 million.¹⁴ The following year, it purchased Field Roast Grain Meat Co., known for its artisanal plant-based meats and cheeses. These brands were consolidated under Greenleaf Foods, a Maple Leaf subsidiary dedicated to plant-based innovation.¹⁵

Leveraging these acquisitions, Maple Leaf introduced a range of products designed to closely mimic meat in taste and texture. Lightlife’s flagship burger used pea protein, coconut oil, and beet powder to replicate meat characteristics.¹⁶ Products were widely distributed across North America via Maple Leaf’s retail network.

In 2019, Maple Leaf announced plans for a new plant-based processing facility in Shelbyville, Indiana. However, by 2021, it opted for a faster route — acquiring an existing Indianapolis plant to boost tempeh production.¹⁷

In 2022, facing slower-than-expected demand, Maple Leaf scaled back some plant-based operations but maintained strategic investment. By early 2024, it merged its meat and plant-based businesses to streamline operations and capitalise on shared strengths.¹⁸

By 2025, the company had also laid the groundwork for the separation of its pork division, positioning itself as a focused, brand-led CPG business while continuing to invest in sustainable proteins.¹⁹

Maple Leaf’s strategy — combining bold acquisitions with operational agility — shows how meat companies can evolve with the market while continuing to innovate.

Tyson Foods – refining its approach to plant-based protein

Tyson Foods, a global leader in the meat industry, began exploring plant-based proteins with the launch of its Raised & Rooted brand in 2019. The initial line-up included blended burgers (beef and pea protein) and nuggets containing egg whites. However, early consumer feedback favoured fully plant-based options, prompting Tyson to reformulate its products to remove animal-derived ingredients and align more clearly with plant-based expectations.²⁰

By 2021, the Raised & Rooted range included burger patties, sausages, and grounds, all made with pea protein. These products were distributed through major US retailers, positioning Tyson to compete directly with Beyond Meat, Impossible Foods, and others.²¹

While it was a late entrant compared to dedicated plant-based brands, Tyson brought scale, distribution, and protein manufacturing experience to the table.

The company adopted a “multi-protein, multi-channel strategy,” allowing it to compete across protein categories and adapt to shifting demand — from meat and poultry to plant-based and hybrid products.²² This flexible model reflects Tyson’s view of the protein market as diversified rather than binary.

Tyson’s investment in plant-based comes at a time of growing global interest. Though Raised & Rooted is not currently a dominant player, it remains part of Tyson’s broader innovation portfolio — and its journey underscores the challenges and opportunities that come with adapting legacy brands to new consumer expectations.

Nestlé – building a global plant-based presence

Known as one of the world’s largest food makers, Nestlé has been steadily increasing its investment in meat alternatives — both through brand development and partnerships with next-generation protein startups.

The company’s first major move came in September 2017, when it acquired Sweet Earth, a California-based producer of vegetarian ready meals, marking Nestlé’s entry into the US plant-based market.²³ Shortly after, it launched the Garden Gourmet brand in Europe, with products including plant-based burgers, meatballs, and fillets. Although the brand was withdrawn from the UK by 2019, it remained successful in other markets and was later rebranded as Harvest Gourmet in Australia and China to suit local positioning. In 2019, Nestlé introduced the Incredible Burger under Garden Gourmet in European markets, later renamed the Sensational Burger following a trademark dispute.

These developments highlight Nestlé’s ability to swiftly navigate branding challenges and reposition its products for broader market appeal.

Nestlé’s plant-based ambitions extend beyond product lines. It has publicly confirmed ongoing evaluations of cultured meat and cellular agriculture ingredient technologies, collaborating with startups such as Future Meat Technologies to explore innovations that could align with consumer expectations for taste and sustainability. The company also participated in the seed funding round of Sundial Foods, a US-based startup developing alternative chicken wings using advanced plant-based formulations.

By combining global brand reach with a forward-looking innovation strategy, Nestlé is positioning itself not just as a follower, but as a long-term player in the alternative protein space — across multiple regions, formats, and technologies.

Leveraging strengths

These five case studies show that there’s no single right way to succeed in the plant-based space — but there are some consistent themes.

Timing matters. Rügenwalder’s early investment helped it lead a national category. Brand trust counts too — Richmond made the leap easy for customers by maintaining familiarity. Maple Leaf and Nestlé’s structures gave them a platform for international innovation, while Tyson’s shift from blended to fully plant-based proved the value of iteration.

Across the board, these companies used their strengths — distribution, manufacturing, brand equity — to carve out space in a competitive new category. Not everything worked. But their moves were deliberate, strategic, and guided by consumer insight.

Future-proofing your business

If you’re in meat or dairy and still hesitating, these examples make a clear case. Entering the plant-based market doesn’t have to mean abandoning your core business. It means future-proofing it.

Consumer demand is shifting. According to ResearchAndMarkets.com in March 2025, the global plant-based meat market was valued at USD 9.57 billion in 2024 and is projected to reach USD 21.81 billion by 2030 – with a CAGR of 14.72%.²⁴ That’s not just a trend. It’s a signal.

You don’t need to go all-in. But you do need to act. Learn from these examples. Start small if you have to. Just don’t sit it out.

For more support on your alternative protein strategy, get in touch with our experts at [email protected] and subscribe to our newsletter and podcast.

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