Why whole-cut plant-based meats are the future of alternative proteins

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Redefine Meat Tenderloin. Source: https://www.redefinemeat.com/news-media/ Redefine Meat, Media Kit.

Make sure you’re up to speed with one of the most exciting trends in the market

The plant-based food sector is on the cusp of its most significant evolution yet. While plant-based burgers, sausages, and mince products successfully captured initial consumer attention, a new generation of products is emerging that promises to truly redefine the category: whole-cut plant-based meat products.

These innovative alternatives aim to replicate the fibrous texture, appearance, and cooking experience of traditional meat cuts such as steak, chicken filets, and fish portions, marking a sophisticated leap beyond ground or ‘processed’ formats. Understanding this exciting shift is crucial for any brands or foodservice operators working in the food industry right now, for both future growth and market relevance.

The growing appetite for whole cuts

The global plant-based meat market is experiencing strong expansion, projected to reach USD 21.81 billion by 2030 from an estimated USD 9.57 billion in 2024, growing at a Compound Annual Growth Rate (CAGR) of 14.72%.¹ While precise figures specifically for the ‘whole-cut’ segment are still emerging, innovation in this specific area appears to be a primary driver of the overall growth. The increasing demand for highly realistic protein analogs is pushing companies to invest heavily in this direction.²

Consumers, particularly flexitarians and omnivores who represent a significant growth demographic for the plant-based sector, are increasingly seeking plant-based options that offer the versatility and sensory satisfaction of traditional meat and fish. They’re looking for products that can be sliced, diced, grilled, or pan-fried just like their animal counterparts, moving beyond the familiar patty or mince. This demand is underpinned by broader motivations for meat reduction. A 2023 European survey found that among those reducing meat, 47% cited health, 29% environmental concerns, and 26% animal welfare as key drivers.³

Redefining realism: key innovations driving whole cuts

Achieving convincing whole-cut textures and flavors is a complex scientific challenge, but advancements in food technology are rapidly overcoming the hurdles. Several innovative approaches are leading the way:

Mycelium and fermentation: Companies like Prime Roots and Meati Foods are harnessing the power of mycelium (the root structure of fungi) to create inherently fibrous, structured textures. This method often results in products that are less processed and have a ‘cleaner’ label, appealing to consumers who are increasingly wary of extensive ingredient lists. Prime Roots, for example, has successfully developed whole-cut deli slices using koji mycelium protein, emphasizing realistic texture and flavor.
High-moisture extrusion (HME): This advanced processing technique creates fibrous, meat-like textures from plant proteins by cooking and shearing them under high pressure. It is a cornerstone technology for many next-generation plant-based chicken and steak analogs.
3D printing: Redefine Meat is a pioneer in using industrial-scale 3D printing to create whole cuts of ‘beef’ and ‘lamb’. This technology allows for the precise layering of plant-based materials to mimic the intricate muscle and fat structures of animal meat, even replicating the marbling that contributes so much to juiciness and flavor.
Novel fats and flavor systems: Beyond protein, the development of plant-based fats that behave like animal fats (melting point, mouthfeel) and sophisticated natural flavor compounds is critical for authentic whole cut experiences. Companies are exploring encapsulated fats and precision fermentation-derived flavor molecules to enhance realism.

Success stories in the whole-cut landscape

Juicy Marbles Thick Cut Steak. Image courtesy of Juicy Marbles.

While the market is still maturing, several brands are already making waves with their whole-cut innovations:

Juicy Marbles: As a prominent name in the sector, Juicy Marbles has gained considerable attention for its hyper-realistic plant-based steaks and ribs — and they’ve recently launched a new fish whole cut. Their focus on replicating the complex marbling and texture of traditional cuts positions them as a true leader in this high-fidelity segment.
Planted: This Swiss food technology company is actively developing whole-muscle steak alternatives and has ambitious goals. Their fermented steak product, launched in 2024, is made from natural ingredients with no additives, and boasts high protein and fiber content.⁴
Oshi (formerly Plantish): Oshi made headlines with its whole-cut, boneless plant-based salmon filet, aiming to replicate the taste, texture, and nutritional profile of conventional salmon. This really highlights the expansion of whole cut innovation into the seafood category.
Vivera Plant Salmon Filet and Plant Steak: A leading European plant-based brand, Vivera offers both salmon filet and steak whole cuts. Their salmon filet aims to replicate the flaky texture of traditional fish, while their steak provides a substantial, juicy, and tender alternative, both designed for an authentic culinary experience.

Strategic considerations for businesses

For plant-based startups and SMEs, navigating the whole-cut market presents both exciting opportunities and unique challenges.

Taste and texture are paramount: This truly remains the single biggest factor for consumer acceptance and repeat purchases. Investment in research and development to perfect these attributes, ensuring your products deliver a genuinely satisfying eating experience that rivals conventional meat, is non-negotiable and the cornerstone of consumer adoption and loyalty.

Focus on ‘cleaner’ labels and innovation: As consumers become more scrutinizing of ingredient lists, whole-cut products that leverage cutting-edge ingredients and technologies like fermentation (e.g., mycelium or precision fermentation) or 3D printing, or minimal processing to achieve their texture will gain a competitive advantage. Transparency about ingredients and production methods will build trust and enhance ‘clean label’ appeal.

Cost competitiveness: While initial whole-cut products may command a premium, achieving price parity with or even undercutting conventional meat will be crucial for mass market adoption. Scaling production and optimizing ingredient sourcing are key to reducing costs.

Channel strategy: Explore diverse distribution channels. Beyond retail, the foodservice sector offers significant opportunities for whole-cut products, as chefs seek versatile plant-based options that can be seamlessly integrated into diverse menus. Collaborations with restaurants and delis (e.g., for fresh-sliced options) can drive awareness, trial, and open up new revenue streams.

Differentiation and storytelling: The market is becoming more crowded, so identifying specific niches or superior attributes for your whole-cut offering is vital. This could be exceptional realism, unique protein sources, superior nutritional profiles, or a compelling sustainability narrative that resonates with consumers. Tell your brand’s story effectively.

Education and engagement: Help consumers understand how to cook and use whole-cut plant-based products. Provide guidance, recipes, and inspiration to encourage experimentation and confidently integrate these new products into daily cooking routines.

The future of whole cuts: beyond the burger

The trajectory of the plant-based whole-cuts market points towards an increasingly sophisticated and diverse future. Looking ahead, we can anticipate:

Hyper-realistic products: Ongoing advancements will lead to whole-cut products that are virtually indistinguishable from their animal counterparts in all sensory aspects.
Broader range of mimicry: The industry will move beyond common cuts to replicate more specific and challenging animal products, including diverse seafood options and perhaps even less common meat types.
Blended and hybrid innovations: The lines between plant-based, fermentation-derived, and cultivated proteins may blur, leading to hybrid products that combine technologies to achieve optimal taste, texture, and sustainability. We’ll also see products that combine both animal-based and plant-based ingredients becoming more prominent on the market.
Scalability and affordability: As technologies mature and production scales, whole-cut products will become more affordable and widely accessible, driving mainstream adoption.
Integration into culinary arts: Whole cuts will become a staple in professional kitchens and home cooking, moving beyond being a ‘substitute’ to becoming a preferred, versatile protein category in its own right.
Cleaner labels: As consumers demand shorter ingredient lists and more recognizable ingredients, product developers will focus on healthier, clean-label whole-cut products that satisfy these preferences.

The plant-based whole cuts market represents a new wave of innovation in alternative proteins. For businesses, embracing this shift with strategic product development, clear communication, and a focus on delivering exceptional consumer experiences will be paramount for securing a strong position in this exciting and rapidly evolving sector.

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