Innovations in wholefood-based plant products

How brands are responding to the growing demand for minimally processed, cleaner-label foods

Alongside wider innovation in alternative proteins — including precision fermentation, cultivated meat, and novel protein sources — there is growing momentum behind products that emphasize whole, minimally processed ingredients.

Consumers are increasingly looking for products that avoid artificial additives, preservatives, and excessive processing while highlighting their natural components.

To explore how brands are responding to this trend, we’ve highlighted a selection of notable products, launches, and innovations from around the world that are based on and inspired by wholefoods.

United Kingdom

La Fauxmagerie

Established in 2019 by siblings Rachel and Charlotte Stevens, La Fauxmagerie is the UK’s first, and so far only, vegan cheese shop. Located in London’s Shoreditch area, the shop offers a wide range of plant-based cheeses, including vegan versions of Camembert, Cheddar, goat cheese, blue cheese, and feta. Their products are crafted from wholefood ingredients, such as nuts and soy, and avoid artificial additives and excessive processing.¹ In 2022, La Fauxmagerie expanded its reach by supplying Waitrose supermarkets, making their artisanal, wholefood-inspired vegan cheeses more accessible to a broader audience.

Plenish’s enriched oat m*lk

Plenish was founded in 2012 by Kara Rosen, who moved from New York to London that same year. The company has since established itself as a leader in clean-label, plant-based milks.

In early 2025, Plenish launched its enriched oat milk, containing just three base ingredients – oats, water, and salt – and fortified with calcium, vitamins D, B12, riboflavin, and iodine. Unlike many oat milks on the market, it avoids oils, gums, and artificial stabilisers.​² 

Tesco’s veg-packed ready-meals

In February 2025, Tesco introduced a line of ready-meals rich in whole grains and vegetables. The range includes options like Vegetable Tikka Masala & Rice and Creamy Spinach Ravioli, designed to provide high nutritional value while supporting the UK government’s goal to promote healthier eating habits. While not all vegan, the meals are high in fiber and plant-based protein, offering a convenient way to meet daily nutrient needs while avoiding artificial additives.³

Moving Mountains

Founded in 2016, Moving Mountains came to popularity two years later with the launch of the Moving Mountains Burger, which was soon followed by several other ‘meaty’ products. Now, the company has announced the launch of a ‘superfood’ range, signaling a shift away from processed meat analogs towards more wholefood-based products.⁴ The new products focus on functionality and ‘naturalness’, and include options such as falafel and ‘crispy dippers’, made from nutrient-packed vegetables.

Europe

Sproud’s pea-based milk

Sproud, a Swedish company with a growing US market presence, produces plant-based milk from whole yellow peas. Sproud’s formulation retains the natural protein and nutritional content of peas, and avoids oils, stabilizers, or gums. It’s also low in sugar and fortified with vitamins and minerals to enhance nutritional value.⁵

Promyc fungi-based protein

Swedish company Mycorena, now part of Naplasol, which is headquartered in Belgium, developed Promyc, a fungi-based protein created using a fermentation process that transforms mycelium into a high-protein, minimally processed meat alternative.⁶ Unlike conventional meat substitutes, which often rely on protein isolates and flavor additives, Promyc maintains the natural nutritional integrity of fungi while offering a meat-like texture.

Asia

Pulmuone’s tofu noodles

Pulmuone, a leading South Korean food company, launched its tofu noodles in 2024 as a low-carb alternative to traditional pasta. Made entirely from whole soybeans and water, the noodles are high in protein and fiber while maintaining a naturally mild flavor.⁷

Somenoya’s traditional tofu

Somenoya, a Japanese company with a history dating back to 1862, produces traditional tofu using whole soybeans and natural coagulants such as nigari (a mineral-rich seawater extract).⁸

The company follows traditional Edo principles, avoiding preservatives and additives to maintain the purity of the tofu’s taste and nutritional profile. In February 2023, Somenoya expanded into Europe by opening its first overseas branch in Barcelona, Spain.

Origin Nutrition’s popped pea chips

India-based Origin Nutrition has introduced high-protein popped pea chips, targeting the growing healthy snacking market. Made from a blend of peas, lentils, maize, tapioca, chickpeas, spinach, and carrot, the chips provide a nutrient-dense alternative to traditional snacks.

They’re produced using a compression popping method, which creates a light, crispy texture without the need for frying. Available in flavors like Pudina (mint) chutney, sour cream and onion, and tomato, the chips reflect the growing demand for functional snacks with simple ingredients.⁹

Karana’s jackfruit-based products

Singapore-based Karana uses jackfruit’s natural fibrous texture to create whole-plant pork alternatives.¹⁰ Unlike many meat analogs, Karana’s products maintain the whole structure of jackfruit, avoiding the need for processing and additives. Karana markets its products as a sustainable and minimally processed alternative to meat, capitalizing on jackfruit’s naturally meaty texture and nutritional benefits. 

The United States

Kuli Kuli’s moringa-based products

Kuli Kuli, founded in 2011 by Lisa Curtis, specializes in products made from moringa — a nutrient-rich plant native to Africa and Asia. Their product line includes energy bars, powders, smoothie mixes, and shots, all derived from sustainably sourced moringa.

Kuli Kuli’s Pure Moringa Vegetable Powder is minimally processed, containing only dried and milled moringa leaves, providing a rich source of vitamins, minerals, and antioxidants. The company partners with small farming cooperatives in West Africa and Southeast Asia to support sustainable agriculture and economic growth.¹¹

Elmhurst’s nut and grain milks

Elmhurst, originally a dairy company founded in 1925, pivoted to plant-based milks in 2017. Their proprietary HydroRelease method creates nut and grain-based beverages without added emulsifiers or stabilizers, preserving the nutritional integrity of the ingredients. Their Milked Almonds product, for example, contains only almonds and water, appealing to consumers looking for simple, clean-label alternatives to dairy.¹²

Beyond Meat’s Sun Sausage

Plant-based meat industry leader Beyond Meat is well-known for its juicy burgers and sausages that mimic animal-based meat, but in winter 2024, it announced an entirely new product avenue. The Sun Sausage range is made from plant ingredients like yellow peas, avocado oil, fava beans, brown rice, and red lentils and is not intended to replicate meat.¹³

The company claims it developed the sausages in response to increasing demand for “diverse and clean protein sources for various meals, occasions and lifestyles.”¹⁴ The sausages are available in three flavors: Cajun, Pesto, and Pineapple Jalapeno. 

Trend analysis and future outlook

The growing focus on wholefood-based plant products reflects broader shifts in consumer behavior:

• Health and clean labels
  Consumers are increasingly seeking products that deliver functional health benefits without artificial additives or excessive processing. Brands that focus on short ingredient lists and nutrient-dense wholefood components are gaining traction.

• Simplicity and transparency
  The success of products like Plenish’s oat milk and Karana’s jackfruit-based alternatives reflects a desire for transparency and simplicity. Consumers are paying closer attention to labels and looking for products that align with their health and sustainability values. Products with short, recognizable ingredient lists foster trust and reinforce perceptions of healthiness and transparency.

• Functional and convenient
  Products like Tesco’s veg-packed meals and Origin Nutrition’s popped pea chips demonstrate the potential of wholefood-based products that combine convenience with high nutritional value. The ability to deliver ‘grab-and-go’ formats without compromising on wholefood integrity is becoming a competitive advantage.

• Sustainability
  Environmental impact remains a major driver. Brands that focus on locally sourced, organic ingredients and sustainable packaging are better positioned to build consumer trust and loyalty.

Actionable insights for companies

To capitalize on the growing demand for wholefood-based plant products, companies should consider the following strategies:’

By embracing these approaches, companies can effectively meet the growing demand for wholefood-based plant products, positioning themselves for success in this evolving market.

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

1. Plant Based World Pulse. (2023). Plant-Based Cheese Innovation Improves in Variety and Quality. Available at: https://plantbasedworldpulse.com/plant-based-cheese-innovation-improves-in-variety-and-quality/
2. Vegconomist. (2025). Plenish’s new oat milk launched in Waitrose. Available at: https://vegconomist.com/category/products-launches/
3. The Guardian. (2025). Tesco launches veg-packed ready meals. Available at: https://www.theguardian.com/journey-to-greener-groceries
4. https://www.foodnavigator.com/Article/2025/04/04/moving-mountains-move-away-from-processing
5. Sproud. (2025). Pea-based milk launch. Available at: https://www.sproud.com
6. PROMYC, mycoproteins
7. Pulmuone. (2024). Tofu noodles launch. Available at: https://www.pulmuone.co.kr/en/main/Index.do
8. Somenoya. (2025). Traditional tofu production. Available at: https://www.somenoya.com/english2/kodawari2/kodawari_english.html
9. Food Navigator Asia. 2024 Available at: https://www.foodnavigator-asia.com/Article/2024/11/08/origin-nutrition-launches-high-protein-popped-pea-chips-to-target-indian-healthy-snacking-market/
10. AP Food Online. (2025). Karana’s jackfruit-based pork alternative. Available at: https://www.apfoodonline.com
11. Glamour. 2025. I Tried Moringa Powder for Three Months—These Were the Benefits. Available at: https://www.glamour.com/story/moringa-powder-benefits
12. Our Story | Elmhurst 1925. https://elmhurst1925.com/pages/our-story
13. https://www.beyondmeat.com/en-US/products/beyond-sun-sausage
14.  https://plantbasednews.org/news/economics/beyond-meat-new-product-not-intended-replicate-meat/