You might have noticed that whole foods are back, as part of a broader return to more natural and authentic foods! Across the plant-based sector, there’s a new emphasis on wholefood ingredients – things like legumes, grains, vegetables, and nuts are suddenly playing a starring role in plant-based products. It’s a bit like we’ve jumped back to a previous generation of ‘veggie’ products, but with the benefits of a more sophisticated approach to enjoyable eating as well as expanded nutritional benefits.
With plant-based diets having gained popularity over the past few years, there’s been an explosion of products that mimic the taste and texture of conventional animal-based products. From plant-based burgers to seafood alternatives, these ‘meaty’ style products have helped to make plant-based eating more accessible and enjoyable for many people.
But, while the meat and seafood alternatives aren’t going anywhere, another trend has emerged over the past couple of years. Wholefood-based products are rapidly growing in popularity, building on an earlier era of bean burgers, nut roasts, and other veggie-centric meals.
Despite the popularity of products such as the Beyond Burger, there are many consumers, both plant-based and flexitarians, who don’t want the taste or texture of meat replicated in a veggie burger or sausage, and who would rather experience the richer and more diverse taste and flavour possibilities offered by plant-based ingredients.
Unlike the products designed to give us some of the experience of meat and fish, the latest wholefood-inspired options embrace the flavours and natural qualities of their ingredients, offering plant-based eaters even more choices, with a wide variety of tastes and textures.1
What a well-planned plant-based diet looks like
The ‘food plate’ is endorsed by various nutrition societies and national governments and provides a simple guide to making healthy food choices. The composition of the food plate corresponds to current scientific knowledge regarding the health effects of what we eat and drink. In this article, we present the plant-based food plate from ProVeg.
Connecting with our food
For many people, choosing wholefood options is about more than just health – it’s a way to connect with food that feels straightforward and nourishing. With plant-based eating becoming increasingly mainstream, there’s a growing interest in foods with shorter, simpler ingredient lists. Wholefood-focused products offer just that – giving us familiar options featuring ingredients that we know and love. Recent surveys show that people are studying ingredient lists a bit more closely, and becoming more drawn to products with fewer and more recognisable ingredients.2 3
This trend isn’t about avoiding ‘meaty’ products, but rather about adding variety and balance to plant-based eating. Wholefoods can work beautifully alongside options like plant-based burgers or sausages, providing a wide range of choices to accommodate varying preferences.
New trend, new choices
The exciting thing about this new wholefood focus is that it gives us all more options than ever before. Some of the newer plant-based brands highlight these wholefood ingredients in fresh, creative ways. In the UK, for instance, Actual Veggies’ Green Burger is made from a blend of broccoli, kale, yellow onion, and white beans, delivering plenty of plant-based protein without unnecessary additives 4, while Meati’s Carne Asada Steaks focus on clean ingredients, using mushroom root and fruit juice for natural colour.5 Wholefood-based plant milks are also on the rise, with some new brands keeping things simple by using only the natural key ingredients, without any additives.
Why choose wholefoods?
One of the biggest advantages of wholefood-based options is their simplicity. When you’re browsing the plant-based aisle, it can be refreshing to find products with short ingredient lists you recognise and can understand. For some people, this straightforward approach is a welcome addition to a balanced diet, adding extra nutrients and flavours with minimal fuss.
Wholefoods can also align with environmental goals, since ingredients such as beans, grains, and vegetables tend to have a lower environmental footprint, compared to more heavily processed foods. Choosing these options not only benefits your body but can also support a sustainable lifestyle – something many plant-based eaters are passionate about.6
Tips for adding wholefoods to your routine
If you’re interested in trying out more wholefood-based products, here are a few simple tips:
- Look for short ingredient lists: Seek out plant-based products with minimal, recognisable ingredients. These tend to be less highly processed and can give you a better idea of what’s in your food.
- Try a mix of options: Incorporating wholefoods doesn’t mean cutting out your favourite plant-based burgers or cheeses. Mix in some wholefood-based choices like lentil patties or nut-based yoghurts to add variety and balance.
- Stock up on staples: Staples such as lentils, chickpeas, and whole grains are incredibly versatile and generally very budget-friendly, especially if you buy them uncooked. You can add them to salads, stews, or even make your own veggie burgers at home for an easy, nutritious boost.
- Explore new flavours: Wholefood-based products often come with a variety of flavours and textures, giving you a chance to experiment with new tastes. Whether you’re trying a bean-based spread or a simple oat milk, these options can make plant-based eating even more fun and full of new discoveries.
Expand your food horizon
Choosing wholefood ingredients is just one way to enjoy the wide world of plant-based eating. It’s not about replacing other foods but rather about expanding the choices available to suit your lifestyle, values, and taste. With brands making it easier than ever to find wholefood-based products, now is the perfect time to explore this changing landscape and see what fits best for you.
Whether you’re a seasoned plant-based eater or are just starting your journey, these wholefood-inspired options offer a refreshing, nutritious way to enjoy all the flavours you love in a simple and natural way.
Discover delicious plant-based recipes!
Find versatile, plant-based recipes that can be enjoyed all year round – whatever the season, these delicious and nutritious meals will delight your taste buds.
Simon Middleton
Senior Writer
References
- Whole Foods Market top 10 food trends for 2024 (2024), WholeFoods. Available at: https://media.wholefoodsmarket.com/whole-foods-market-forecasts-top-10-food-trends-for-2024/. Accessed: 2024-09-28.
- UPF free: the next major claim in the food and drink industry, (2024). Euromonitor. Available at: UPF-Free: The Next Major Claim in the Food and Drink Industry – Euromonitor.com. Accessed: 2024-11-04.
- Evolving appetites: an in-depth look at European attitudes towards plant-based eating (2023). Available at: https://proveg.org/report/evolving-appetites-an-in-depth-look-at-european-attitudes-towards-plant-based-eating/. Accessed: 2024-10-25.
- Super Greens Burger, (2024). Available at: https://actualveggies.com/products/copy-of-the-actual-green-burger-4-pack. Accessed: 2024-10-31.
- Eat Meati Carne Asada Steak. (2024). Available at: https://www.instacart.com/products/29191181-carne-asada-steak-8-8-oz#:~:text=Meati%20Steak%20(Mushroom%20Root%2C%20Salt,Flavors%2C%20Extractives%20of%20Paprika). Accessed: 2024-10-31.
- Brits Shelve New Year’s Resolutions: Tesco Report (2024). https://www.tescoplc.com/brits-shelve-new-year-s-resolutions-today-but-are-committed-to-eating-veg-all-year-round/. Accessed 2024-10-30.
