This month, we speak to Jason Rosenbaum, co-founder of Actual Veggies: a US food brand that makes clean label, natural veggie burgers and fries that 'celebrate vegetables instead of trying to mask them'. Read on to find out more about the brand's mission and journey as it champions a veg-forward future. Co-founders Hailey Swartz and Jason Rosenbaum What led to Actual Veggies’ establishment, and what is the company’s long-term mission? The idea for Actual Veggies came from my personal journey. I gave up meat for health reasons, specifically to lower my cholesterol, and it worked. But as I shifted to a more plant-based diet, I struggled to find a veggie burger that wasn’t trying to imitate meat. I wanted something clean, healthy and made entirely from vegetables – something that tasted like a veggie-forward dish you’d get at a high-quality restaurant. Most of the options on the market were either ultra-processed meat alternatives or bland, uninspiring veggie patties. That’s when I realised there was a gap: no one was making a restaurant-quality veggie burger with real, whole vegetables and no fillers. So we set out to change that. Our long-term mission is to redefine plant-based eating by focusing on clean, whole food ingredients that celebrate vegetables in their natural form. We want to make plant-based eating more accessible, nutritious and delicious – proving that real food, made simply, is the best option. Do you believe that consumers will continue to shift away from the ‘hyper-realistic’ meat-mimicking trend in favor of more natural alternatives? What will this mean for the plant-based industry in the long term? Yes, we’ve already seen a shift in consumer preferences. When the plant-based boom started, a lot of companies focused on replicating the taste and texture of meat, but as people become more conscious of ingredients and nutrition, there’s growing demand for cleaner, less-processed alternatives. This shift means that the plant-based industry must evolve beyond imitation and focus on real, whole food-based innovation. The long-term impact will be a stronger emphasis on transparency, sustainability and functional nutrition – areas where Actual Veggies excels. What kinds of wholesome ingredients are key to Actual Veggies’ range, and why were they chosen? Our core ingredients are actual vegetables, legumes and spices. We use ingredients like black beans, sweet potatoes, beets, carrots and mushrooms, all chosen for their natural flavours, vibrant colours and nutritional benefits. By keeping our ingredient list short and recognisable, we ensure that our products deliver real nutrition without any fillers or artificial ingredients.   What are some of the key benefits of Actual Veggies’ products? Our burgers are packed with protein, fibre, vitamins and plant-based protein from whole ingredients, not isolates. Unlike many plant-based options, we don’t use soy, seed oils or artificial additives. This makes our products easier to digest and more aligned with a whole food diet. By using real vegetables and plant-based proteins, our products also have a much lower environmental footprint compared to both meat and heavily processed plant-based alternatives.   How do you approach innovation, and how do consumer insights influence your R&D process? We focus on flavour-first development, ensuring that our products taste great in addition to being nutritious. By keeping a pulse on evolving health trends and sustainability concerns, we’re able to create products that meet both taste and functional needs. What do you believe differentiates your products within the crowded plant-based market? We stand out by celebrating vegetables in their natural form rather than trying to disguise them. Our products are clean label, vibrant and nutrient-dense, offering a true alternative to both meat-based and processed plant-based options. Consumers today want transparency and simplicity, and that’s exactly what we deliver. Were there any key challenges involved in developing your range? How were they navigated? One of the biggest challenges was achieving the right balance of taste, texture and nutrition while using only whole food ingredients. Unlike highly processed plant-based burgers that rely on stabilisers and binders, we had to find natural ways to create a burger that held together and delivered on flavour. Through extensive testing and collaboration with chefs and food scientists, we developed a formula that works without sacrificing our core values. What has been the company’s biggest achievement to date? One of our biggest achievements has been seeing our burgers served at   hundreds of restaurants nationwide. This is a true testament to the quality of our product – Actual Veggies burgers aren’t just a grocery store item; they meet the high standards of chefs and foodservice professionals who demand fresh, flavourful and premium ingredients. The fact that restaurants are choosing our burgers proves that we’ve created something truly restaurant-quality – a veggie burger that stands on its own, not as a meat alternative, but as a delicious, chef-approved dish. Seeing our vision validated in both retail and foodservice has been incredibly rewarding, and it fuels our drive to continue expanding. What’s next for Actual Veggies? We’re focused on expanding our product line to offer even more ways for people to enjoy whole food, plant-based meals. This includes exploring new flavours, formats and partnerships that align with our mission. We’re also committed to growing our retail and foodservice presence to make our products even more accessible. For aspiring start-ups in the food and beverage industry, what valuable advice or insights would you share to help them navigate the challenges and opportunities in this dynamic sector? Stay true to your mission. The food industry is competitive, and it’s easy to get distracted by trends, but authenticity wins in the long run. Focus on what makes you different (better) and run with it. Be patient, but not too patient. Nothing will ever be 100% perfect, and if you wait for everything to be just right, you’ll never launch. At some point, you have to take a leap of faith, put your product out there and refine as you go. The market will give you feedback, and you can iterate – but you can’t grow if you don’t start.

Researchers in Finland have examined how different food processing methods affect the biochemical composition of plant-based food products, suggesting that current processing classification systems are limited. The research team at Finland’s University of Turku analysed various commercially available plant-based products, such as foods made from soya, peas, wheat and fava beans. Using a non-targeted metabolomics analysis, the researchers showed that different processing methods have significant effects on the products’ biochemical compositions. Plant-based products, such as meat substitutes, are often processed using different methods to improve their nutritional or organoleptic quality. The category has faced criticism due to many plant-based alternatives falling under the ‘ultra-processed food’ (UPF) umbrella – however, the researchers emphasised that not all plant-based products are the same when it comes to health and nutrition, with many plant-based products that fall into the UPF category still containing high levels of potentially beneficial compounds found in the unprocessed plant. Kati Hanhineva, professor of food development at the University of Turku, said: “Plants and plant-based products are known to contain phytochemicals, which are bioactive compounds that can have health benefits. Phytochemicals are a very large group of different compounds found only in plants, of which there are thousands of different types.” She explained that while on average, we consume 0.5-1g of phytochemicals per day depending on our diet, research into how different food processing methods impact these compounds has been limited thus far. The researchers’ study focused in particular on soya-based products and their isoflavonoids. Products prepared using protein concentrates or isolates, such as plant-based burger steaks, contained very little isoflavonoids. In contrast, products made using lighter processing techniques, such as soya chunks and tofu, still contained a high level of isoflavonoids from the original soya bean. Jasmin Raita, doctoral researcher at the university, explained that fermentation was highlighted as an important processing method in the results. “We found that in tempeh, for example, these isoflavonoids were in a form that is more readily absorbed due to the activity of the microbes used in fermentation,” she commented. Tempeh is a protein-rich food originating from Indonesia, usually made by fermenting soya using starter cultures. When the researchers used existing processing classification systems for the studied plant-based products, some of the fermented tempeh products fell into the ultra-processed category typically considered harmful, as did products made with extrusion technology, even though these still contained high levels of isoflavonoids. With this considered, Raita said it is important to note that food processing “should not be seen as exclusively harmful,” with fermentation as an example of a method offering nutritional benefits to the product. Ville Koistinen, university research fellow, said: “Processing food is common, and even unprocessed food is often eventually processed at home, for example by cooking. Classification systems primarily take into account the processing technique used for the product and the type and number of added ingredients, rather than the biochemical composition of the product.” “It cannot be assumed that all processing makes a product unhealthy, because ultimately it is only the nutritional components of the edible product that matter, and how they are absorbed by our bodies. These determine the nutritional value and healthiness of food products.” While the phytochemicals in the compounds identified in the study may have health benefits, they are not currently included in the nutrition labelling of food products. Hanhineva explained that these phytochemicals could also indicate how well the original composition of the plant-based raw material has been preserved. “If there are no phytochemicals left in the product, it indicates that the product has undergone heavy industrial processing, after which the biochemical composition is completely different to that of the original plant used as a raw material,” she added. “This perspective is not fully supported by current food processing classification systems.” The researchers call for future food classifications to be developed, taking into account the effects of processing on the biochemical composition of products. They noted that this future classification should acknowledge the loss of useful compounds in the process and the formation of new ones, as well as the value of added ingredients to the product – not just the addition of harmful ingredients such as salt. For example, many spices are rich in compounds with health benefits. Hanhineva commented: “Highly processed plant-based protein-rich foods have been on the market for such a short time that it is too early to say anything for certain about the healthiness of all processed plant-based products as a whole, but research on this topic is active”. “What is known, however, is that in population-based epidemiological studies, all food groups rich in phytochemicals are healthy, while unhealthy food categories typically do not contain them. Therefore, it is justified that the range of phytochemicals should be better recognised in the categorisation of foods.”

US plant-based dairy brand Miyoko’s Creamery has unveiled its latest innovation, Jalapeño Plant Milk Cheese Spread. The new spread features a creamy base of organic cultured cashew milk infused with a spicy jalapeño kick. It aims to deliver a ‘bold and high-quality’ dairy-free option that offers ‘the perfect balance of heat and creaminess’. Miyoko’s aims to deliver its products using fewer and more recognisable ingredients, catering to demand for cleaner labels. Additionally, the company said its ‘time-honoured’ production techniques and traditional creamery methods ensure an authentic flavour experience, designed to appeal to both dairy lovers and those seeking dairy alternatives. Stuart Kronauge, CEO of Miyoko’s Creamery, said: “As more consumers dabble in eating and drinking dairy-free, it’s important that we keep our innovation approachable, familiar and just as delicious as traditional dairy options”. “Jalapeño Plant Milk Cheese Spread checks off all of those boxes, and is another testament to our unwavering commitment to pushing the boundaries of plant-based innovation.” Jalapeño Plant Milk Cheese Spread is currently available in Nugget Market stores, with a suggested retail price of $6.99 for an 8oz tub. Further retailers are set to follow this summer.

Intake, a South Korea-based precision fermentation food technology company, has successfully closed a Series C funding round, securing $9.2m from a consortium of seven institutional investors, led by CJ Investment. This latest financing brings the company’s total funding to $20 million, underscoring its rapid growth and potential in the burgeoning alternative protein sector. Founded in 2013, Intake has carved a niche in the food tech landscape by developing innovative yeast-based solutions aimed at addressing the global demand for sustainable protein sources. The company's revenue surged to $15.2 million in 2024, reflecting a robust 30% year-over-year growth, driven by increasing consumer interest in health-conscious eating and sustainable food technologies. The funding will primarily be allocated to research and development initiatives, as well as expanding global infrastructure to enhance the commercialisation of microbial-based alternative proteins. Intake's cutting-edge approach harnesses precision fermentation technology to cultivate a super-protein yeast strain that boasts 1.5 times the protein content of conventional yeast. This innovation positions Intake to tap into the estimated $35 trillion global protein market, with plans to penetrate the North American market by 2026. Key advancements include the development of Hemeprotein, a vital flavour component traditionally derived from meat and egg albumin, both produced through precision fermentation. The company is leveraging CRISPR-based gene editing to enhance its production capabilities, aligning with industry trends that emphasise sustainability and efficiency in food manufacturing. A senior investment officer at CJ Investment noted: “As consumer interest in healthy eating habits continues to rise, industry attention toward advanced alternative food technologies is surging. Intake has successfully developed patented alternative food ingredients and commercialised them, positioning itself as a potential leader in the alternative food sector.” Intake's strategic focus on B2C alternative food products and B2B alternative protein solutions reflects a comprehensive approach to meet diverse market needs. The company has also been recognised as the primary institution for a government-funded national research project focused on alternative seafood technologies, further solidifying its role as a key player in the food tech arena. As the global food industry grapples with the challenges of sustainability and food security, Intake’s innovations in precision fermentation present a promising avenue for developing climate-independent protein sources. The company’s commitment to advancing microbial-based alternative food technologies aims to provide consumers with viable alternatives to conventional food products, addressing both health and environmental concerns. CEO Nokyeob Han said: “This Series C funding is proof that our alternative food technologies and products have earned consumer and market trust. Our goal is to finalise the development of core microbial-based alternative food technologies, positioning them as a viable alternative to the conventional food industry.”

UK natural food and drink brand Rude Health has introduced a brand-new organic, dairy-free iced coffee range made with its dairy-free milk. The range is rolling out from this month, available in a chilled 750ml ready-to-serve format at an RRP of £3.75. It launches with two varieties available: Oat Latte Iced Coffee, and Mocha Iced Coffee. According to Rude Health, its new drinks are the category’s first iced coffee products to be made with organic coffee, non-dairy milk, no added sugar and a ‘clean’ ingredients deck. The brand said it used sustainably sourced, familiar and simple kitchen cupboard ingredients to create the new beverages, which contain no artificial thickeners or additives and are also gluten-free. The organic coffee is sourced from sustainable farms in Latin America, Rude Health said, with Arabica beans selected for their flavour. They are gently roasted before being brewed in cold water to give the drinks a ‘smooth, nutty and fruity’ flavour without harsh bitter off notes. Rude Health’s organic oat milk is blended with the coffee, enabling a smooth texture and naturally sweet flavour to eliminate the need for added sugar. Organic coconut milk is also used in the Iced Mocha for ‘extra creaminess,’ alongside organic cacao to offer rich chocolate notes. Bertel Haugen, head of innovation and sustainability, said: “At Rude Health, we’re passionate about quality ingredients. Just as we source the best oats, almonds and coconuts for our milks, we take the same care with our coffee.” “We use only organic Arabica beans for their smooth, complex flavour, grown sustainably on certified organic farms in Latin America, ensuring biodiversity protection. And our coffee is cold-brewed for a naturally smooth, subtle taste vs the standard hot brewing method.” The drinks will launch into Waitrose stores on 14 April, followed by Ocado at the end of April.

Molecular farming company PoLoPo has completed the design phase for its first pilot production facility to extract and dry functional proteins from its genetically engineered high-protein potatoes. The announcement comes after a successful five-tonne harvest, marking the first time a company has grown and harvested transgenic potatoes at this scale for the purpose of functional protein extraction. The planned facility is projected to cost less than $1 million to fully equip. It will include machinery for potato cleaning and crushing, as well as functional protein purification and spray-drying machines. Because these proteins can be extracted and dried on standard food processing equipment already in use across the world, there are no additional facility costs. PoLoPo was founded in 2022 in Israel. Since its inception, it has raised $2.3 million from food-tech investors including FoodLabs, Milk & Honey Ventures, CPT Capital, Siddhi Capital, Plug and Play, and Hack Capital. The company uses proprietary metabolic engineering techniques to turn potato plants into micro-biofactories. Potato plants manufacture and store the target proteins in the tuber. Tubers are harvested when they reach a sufficient size, then their proteins are extracted and dried into a functional protein powder that can integrate seamlessly into current food processing lines and formulations. The pilot facility was designed with the help of NIRAS, a global engineering consultancy firm based in Denmark and specialising in infrastructure, green energy and sustainable development. Tom Britton, NIRAS project manager, said: “PoLoPo’s pilot facility design strikes the right balance between cost-efficiency and functionality, ensuring a scalable and capital-conscious approach. Additionally, the facility’s design and process take into account industrial machinery requirements, allowing for future growth and seamless scale-up.” Should the pilot-scale plant prove successful, the nature of the design allows for it to be reused as is or slightly adapted for future plants in other regions. “Having the design plans for our first facility positions us to begin construction as soon as we’re able, and although this phase was completed ahead of schedule, we’re confident we will not wait long to move forward,” said PoLoPo’s CEO, Maya Sapir-Mir. PoLoPo has not yet confirmed a construction timeline.

Alt-protein specialists Heura Foods and Swap (formerly Umiami) have teamed up to launch a clean label plant-based chicken fillet in France, Spain and Portugal. The product, named Suprême, aims to replicate the taste and texture of traditional chicken breast while using just seven ingredients and no additives. It contains 20g of protein per serving and has a Nutri-Score of A. This strategic partnership enables Heura to expand its offering while bringing Swap’s innovation to mainstream distribution. The product is being rolled out across 2,000 retail locations in the three European countries, with a recommended retail price of €4.99. Christel Delasson, VP sales and marketing at Swap, described the partnership as a “key milestone” for the company as it enters mass retail for the first time. “We’ve joined forces with a shared goal – to break the mold by offering products that appeal to meat lovers, flexitarians, vegans and vegetarians alike,” Delasson said. “This retail listing allows us to showcase our know-how on a large scale and introduce more consumers to a new way to enjoy plant-based eating.” Top image: © Swap

Swedish agricultural collective Lantmännen has been granted a €50m loan from the European Investment Bank (EIB) to co-finance a new plant for the production of pea protein isolate in Lidköping, Sweden. The plant, expected to be completed in the first half of 2027, is described as a ‘first-of-its-kind’ in Sweden with an annual capacity to process over 40,000 tonnes of peas grown by Lantmännen’s members. It will produce high-quality plant-based protein that can be used in a wide range of food and beverage applications, from protein bars and drinks to bread, dairy alternatives and meat alternatives. The project is in line with the EU’s goals to increase self-sufficiency in plant proteins, promote sustainable agriculture and reduce climate impact. The €50 million EIB loan corresponds to around half of the project’s total investment cost. Peas and field beans are versatile crops that require relatively little water and plant nutrients, bringing sustainability and biodiversity benefits. By increasing the use of Swedish-grown legumes, the proportion of imported soya in food production can be reduced, further strengthening Sweden and the EU’s sustainability ambitions. Michael Sigsfors, chief financial officer at Lantmännen, said: “It is gratifying that the European Investment Bank sees the long-term value in our investment in the food of the future – plant-based protein – and chooses to support our facility in Lidköping”. He added: “Promoting exports and increasing food production leads not only to increased profitability for farmers, but also to more robust food preparedness”.

CV Sciences, a US-based natural ingredients specialist, has launched Lunar Fox Food Co, a new line of plant-based and gluten-free food products launching into the retail market. The product line features a variety of products designed to provide convenient, sustainable and nutritious vegan-friendly meal options for US consumers. Its range includes Cheddrly!, a plant-based cheese substitute claimed to deliver a rich texture and familiar cheesy flavour. It is also launching Cheddrly Mac!, a vegan macaroni and cheese ready meal combining gluten-free pasta with the cheese alternative. A versatile liquid egg substitute, Whisked!, can be used to create savoury omelettes, eggless bakes and quiches, while the Baked! dairy-free egg alternative ingredient has been specifically crafted to deliver structure, moisture and consistency in baked goods. Two global-inspired meat alternatives are also launching as part of the line. The Italian-inspired Mangia! is infused with a blend of Italian seasonings, while the Fiesta! is infused with natural spices and ‘bold’ Mexican flavours. Finally Bolognese! offers a meat-free Italian sauce substitute, featuring the Mangia! meatless crumbles, tomatoes and a blend of natural Italian seasonings. Joseph Dowling, CEO of CV Sciences, said: “The global vegan food market is expected to grow five times by 2030, with millennials and flexitarians as the driving force behind soaring vegan foods sales. We continue to develop new and innovative products to meet the demand and improve the health and wellbeing of consumers.” The range is now available at selected US retailers, as well as from Lunar Fox Food Co’s website.

The Food and Agriculture Organization of the United Nations (FAO) has released a new report titled 'Precision Fermentation – With a Focus on Food Safety,' authored by Drs Sturme, van der Berg and Kleter from Wageningen Food Safety Research. This report explores the transformative potential of precision fermentation in food production while addressing critical food safety considerations, providing a timely resource for industry stakeholders. Precision fermentation is increasingly recognised as a game-changing approach within the food industry. Unlike traditional fermentation processes, precision fermentation uses microorganisms like yeast or bacteria to produce specific ingredients – such as proteins, fats or enzymes – through a highly controlled and efficient process, enabling the creation of animal-free dairy, alternative proteins and other sustainable food solutions. As the sector evolves, the FAO's latest report underscores the importance of establishing clear regulatory frameworks and safety protocols to ensure consumer protection and industry accountability. Key findings of the FAO report Nomenclature challenges: The report identifies a significant challenge due to the lack of a universally accepted definition for precision fermentation. The authors state: “The absence of a standardised definition can lead to confusion among stakeholders and impede the development of effective regulatory frameworks”. This ambiguity complicates communication among food safety authorities and industry players. Production phases :  The authors outline three essential phases in precision fermentation: Technology development:  Innovating and refining fermentation methods, which can involve partnerships between research institutions and private companies. Upstream fermentation: The initial phase where microorganisms are cultivated in bioreactors, akin to large brewing tanks. Downstream processing:  Extracting and purifying final products, which is vital for ensuring safety and quality. The report noted: “The downstream processing phase is where the integrity and safety of the final product are determined”. Global regulatory frameworks: Insights from consultations with over 100 regulatory experts reveal a need for harmonisation in regulatory approaches across jurisdictions. “A cohesive global approach to regulation is essential to ensure that precision fermentation technologies can be safely and effectively integrated into food systems,” the report pointed out. The authors also highlight existing frameworks in countries like the US, Canada and Singapore, which have begun to implement specific regulations for precision fermentation-derived products. Case studies and best practices: The report provides detailed case studies on successful applications of precision fermentation, including: Bovine milk whey protein:  Produced using Trichoderma reesei . Human-identical milk oligosaccharides: Highlighting advancements in infant nutrition. Soy leghemoglobin: Used as a meat flavour additive, showcasing its commercialisation in various countries. The FAO report is particularly relevant for companies operating in the advanced fermentation space, such as Perfect Day, Ginkgo BioWorks, TurtleTree Labs and Solar Foods. These organisations exemplify the innovative spirit of the industry while navigating the complexities of food safety. The report highlights the need for adaptive regulatory frameworks that can keep pace with technological advancements. “Collaboration among stakeholders is paramount to ensure that the benefits of precision fermentation can be realised without compromising food safety,” the authors emphasised. The report recommends that food safety competent authorities engage in ongoing dialogues to shape policies that foster innovation while safeguarding public health.

Alt-protein company CellX has obtained US self-affirmed Generally Recognized As Safe (GRAS) approval for its morel mushroom mycelium ingredient, and has unveiled a new B2C fungi-based snack brand, Mourish. CellX, now headquartered in the US, is well known for its work in the cultivated meat sector in China. The company expanded its expertise to mushroom mycelium in 2022. Ziliang Yang, CellX’s founder and CEO, described a “moment of revalation” in which the team realised mycelium’s “exceptional taste and efficiency” benefits as an ingredient in its own right while using it as a scaffold for cultivated meat. “Mushrooms are a superfood, offering incredible nutritional and functional benefits,” Yang said. “By harnessing mycelium fermentation, we significantly increased its protein content, making it an ideal protein alternative. We also relocated our headquarters to the San Francisco Bay Area to focus on commercialisation in the US market.” Following an evaluation of scientific data and information pertaining to food safety, an independent panel of experts unanimously concluded that CellX’s morel mushroom mycelium is GRAS, a key step in CellX’s journey. The morel myshroom mycelium, produced through biomass fermentation, contains approximately 50% protein, 25% fibre and is enriched with essential vitamins including vitamin B, iron and zinc. Morel mushrooms are some of the most expensive wild mushrooms available, celebrated by food enthusiasts, foragers and chefs for their distinct umami, earthy and nutty flavour and meaty texture. Yang commented: “Our decision to focus on morel over other fungi species was deliberate. We selected our strain from thousands of options, following years of research and development with our university partner. Our proprietary morel strain was isolated from Shangri-La.” He added that the company’s asset-light approach, combined with strategic partnerships, enables cost-efficient, high-quality production. CellX has scaled up production of the ingredient to 12,000-litre fermenters and said it has ‘immediate’ plans to expand to 30,000 and 120,000-litre fermenters. Alongside the GRAS milestone, CellX has unveiled its B2C brand, Mourish (Mushrooms that Nourish). The brand aims to make healthy, mushroom-based snacks more accessible. Mourish’s first product will be a high-protein mushroom jerky, featuring morel mushroom mycelium as the key ingredient. It will be available in three flavours: teriyaki, lemon pepper, and Sichuan peppercorn. Claimed to be a first-to-market innovation, the mushroom jerky is well suited to on-the-go snacking and as a versatile topping for dishes such as ramen and salads. It is available to purchase through Mourish’s website, as well as on Amazon, with plans to enter retail later this year. Yang said the company’s long-term goal is to supply its morel mycelium ingredient to food innovators, enabling them to create more nutritious and sustainable products.

Interest in functional gummies has skyrocketed recently, offering consumers a convenient and enjoyable way to incorporate functional ingredients, such as botanical extracts and nootropic mushrooms, into their daily self-care routine. And with many plant-based consumers also prioritising health, demand for vegan-friendly variants is on the rise. We take a look. The functional gummies market was initially dominated by multivitamins, which mainly targeted children and older adults who find it hard to swallow pills. Today, however, the category has evolved into a booming, multi-billion-dollar global industry, offering a diverse range of products targeting specific health needs and benefits. Vaughn DuBow, senior director of product portfolio marketing for ADM’s health and wellness division, told The Plant Base: “The functional gummy market is expected to reach $48.5 billion by 2028, growing at a CAGR of 14.5%. This growth will be shaped by several trends, including demand for personalised nutrition, advancements in microbiome research, and ongoing innovation in plant-based and reduced-sugar formulations.” With research showing that 57% of US consumers find gummies easy to incorporate into their routine, and 65% prefer them for their enjoyable taste, DuBow noted that consumers may be more motivated to consistently adhere to gummy supplementation compared to other dietary supplement formats. Doron Delouya, chief product officer at gummy supplement manufacturer TopGum, added: “Unlike pills or capsules, gummies offer a flavourful experience with a wide range of delicious tastes, making them a treat rather than a chore". “On a broader level, people today seek small moments of joy throughout their day – whether it’s a favourite song or a tasty gummy that supports their wellness while boosting their mood. This combination of efficacy, enjoyment and emotional wellbeing is driving the shift toward gummies as the preferred supplement delivery system.” Furthermore, there is a crossover between health-conscious consumers and those looking for vegan-friendly or ‘plant-forward’ options, as well as clean label and sugar-free or sugar-reduced varieties, as highlighted by ADM’s DuBow. “As more shoppers continue to seek out gummies, many are also flipping over products to check labels for added sugar content and review ingredient labels for plant-based options,” he explained. Gummies for all While many functional gummy supplements are made with gelatine, the rising demand for vegetarian and vegan options has led to an increase in the launch of gummies made with plant-based gelling agents such as pectin, carrageenan and agar. This caters to a more diverse and inclusive audience, reflecting the evolving dietary needs and preferences of today’s consumers. While ‘one-size-fits-all’ multivitamins once led the category, today’s functional gummy market supports consumers in countless areas of wellbeing. Whatever your health goals, there is likely a gummy designed to help you achieve them. Brian Appell, marketing manager for health and nutrition at Givaudan Taste and Wellbeing, highlighted that pill fatigue continues to drive the popularity of gummies. This trend overlaps with the growing ‘functional everywhere’ trend, which refers to the increasing consumer demand for functional ingredients in a wide variety of products, beyond traditional supplements. “You can find a gummy for almost any health benefit but most of the focus areas we see are cognitive function, energy, stress, sports performance, gut health and, not surprisingly, the GLP-1 support category,” he told The Plant Base. Indeed, the rise of GLP-1 medications – such as Ozempic, Mounjaro and Wegovy – is having a notable impact on the food and beverage industry. A recent study from Cornell University in the US shed light on how these drugs, originally developed for diabetes management but now widely used for weight loss, are affecting consumer eating habits and grocery purchasing behaviour. In line with the appetite-suppressing effects of these medications, users have been found to reduce spending on calorie-dense, processed foods and prioritise more nutrient-rich options. Those taking the drugs are also more likely to seek out health-supporting solutions overall, extending into the functional supplements category. TopGum’s Delouya commented: “We believe GLP-1 support will be the next major game-changer in the supplement industry, creating an entirely new ecosystem of supporting products. As interest in this space grows, demand for complementary solutions that aid metabolism, digestion and overall nutritional balance will continue to rise.” Lynsey Vaughan, associate nutritionist at supplement company Higher Nature, pointed out that GLP-1 users may need to pay closer attention to supplementing key nutrients to combat side effects and prevent deficiencies due to decreased caloric intake. She highlighted the importance of omega-3 supplements, as well as solutions that support gut health. “GLP-1s can have gastrointestinal side effects due to the slowing down of the digestive system,” Vaughan warned. “Opting for an enhanced gutfriendly diet whilst using GLP-1s can be beneficial… Supplements with high-strength gut-friendly bacteria can also help to reduce common issues such as constipation and nausea.” ADM recently developed a vegan apple cider doughnut-flavoured gummy concept, targeting digestive health support while catering to demand for an elevated sensory experience. “This concept showcases our modified tapioca starch, DE111 ( Bacillus subtilis ) spore-forming probiotic, SweetRight sweetening solutions and natural cinnamon pastry flavour,” said ADM’s DuBow. “Another concept is a vegan finger lime mint-flavoured gummy. It features three microbiome-supporting solutions: ADM/Matsutani LLC’s Fibersol prebiotic dietary fibre, DE111 spore-forming probiotic and BPL1 ( Bifidobacterium animalis subsp. lactis CECT8145) postbiotic, demonstrating synergies between different functional ingredients to support overall health and wellbeing.” Women’s health has also become a major focus in the dietary supplements industry, including gummies. Sara Lesina, general manager of Sirio Europe and Americas, highlighted market research from the Industry Transparency Center in 2024 indicating that women aged 18-34 are the primary consumers of nutraceutical gummies, driving demand for women’s health solutions. “These include gummies for active lifestyles, iron supplementation, menstrual care and pre/postnatal support,” she commented, adding that beauty gummies for hair, skin and nails are also increasing in popularity with this group. This ‘beauty from within’ trend often includes supplements made with typically animal-derived ingredients such as hyaluronic acid and collagen, to help with skin hydration, texture and elasticity. However, more vegan-friendly options have hit health store shelves, including ‘vegan collagen’ gummies designed to encourage the body’s natural production through collagen by nutrients like vitamin C, zinc and biotin. Sirio’s approach to gummies for women’s health is holistic, addressing different life stages and specific needs. For example, its pectin-based ‘Morning Glow’ gummies combine algae oil with ginger powder and vitamin B6, aiming to help alleviate nausea and vomiting associated with morning sickness in pregnancy. Meanwhile, the ‘Menobalance’ concept contains ADM’s Novasoy soy isoflavones to regulate temperature during menopause, offered in a pectin-based gummy with lychee and blackcurrant flavours, sage extract and vitamin E for added support. Ingredients from nature Botanical extracts such as ashwagandha, lemon balm and chamomile are popular in the formulation of plant-based functional gummies due to their potential health benefits in areas such as relaxation, sleep improvement and inflammation reduction. Additionally, they appeal to consumers who are seeking more natural plant-sourced ingredients. TopGum’s Delouya noted that algae-based omega-3 is on the rise as consumers shift away from traditional fish oil. He also observed increasing demand for gummies that offer complex blends of “greens and superfoods,” such as acai, pomegranate and cranberry. Nootropic mushrooms, like lion’s mane, reishi, chaga and cordyceps, have also been gaining traction. The functional mushrooms, used for centuries, have seen a surge in popularity in food and beverage formulations, including supplements, due to growing awareness of their health benefits and the increasing demand for natural solutions. Dirtea, a UK brand specialising in functional mushroom powder blends and coffee products, expanded into the gummies market last year with the launch of a vegan mushroom gummies range. Simon Salter, co-founder of Dirtea, said: “Functional mushrooms have been used for thousands of years in traditional medicine, but they’re now being embraced by modern wellness science for their powerful benefits. They’re natural adaptogens, meaning they help the body manage stress, support immunity and enhance cognitive function.” “At Dirtea, we’ve always been about making functional mushrooms as accessible and enjoyable as possible. While our powders and blends have been hugely popular, we knew that not everyone wants to prepare a drink or mix a powder every day. Gummies are an easy and approachable way to introduce functional mushrooms to people who may not be as well-versed in them – or to those who just want a simple, delicious way to get their daily dose.” The brand’s gummy portfolio features four options: Focus, Immunity, Performance and Beauty. The apple-flavoured Focus gummies, which contain lion’s mane mushroom extract, support cognitive function, memory and mentalclarity. Meanwhile, the citrusy Immunity line, made with chaga mushroom, are rich in antioxidants and beta-glucans to help support the body’s immune defences. For an energy boost, the berry-flavoured Performance gummies contain cordyceps, offering enhanced endurance and vitality to consumers with active lifestyles. Finally, the Beauty gummies contain tremella, designed to promote skin hydration and collagen synthesis, offered in a peach flavour. “We’ve carefully selected the most effective functional mushroom extracts, ensuring each gummy delivers a potent, research-backed dose of active compound,” said Salter. “We only use pure and potent extracts, which means higher levels of beneficial beta-glucans, polysaccharides and triterpenes.” He added that the brand collaborated with food scientists to develop flavours that enhance the natural profiles of the mushrooms, rather than mask them. Additionally, the focus on plant-based ingredients and no refined sugars was key for Dirtea. The gummies are made with pectin and tapioca syrup, using natural fruit and plant extracts rather than artificial colours and flavours. Finding the formula Formulating plant-based functional gummies comes with challenges around taste and texture, dosage and stability of active ingredients, and clean labelling. Darin Reid, applications specialist at Fiberstar, said: “Gelatine is a typical gelling agent in gummies because it creates great chewing texture while being heat resistant, flavourless and translucent”. He added that other gelling agents like agar, pectin and starches tend to create softer textures, which can impact stability. Fiberstar’s upcycled citrus fibre ingredient, Citri-Fi, contains both insoluble and soluble fibre in the form of HM-pectin (high methoxyl pectin), which is extracted from citrus fruit peels. Reid explained that it can replace gelling agents when used alone or in combination with others, while enhancing thermal tolerance due to its heat stability. Additionally, since it is not a humectant, it can be used as an anti-sticking coating, particularly in reduced-sugar formats. “Typically, gummies are coated with sugar to prevent sticking due to water migration,” he told The Plant Base. “However, Citri-Fi can be used to coat the gummy surfaces at very low percentages and prevent sticking without sugar. When used as a coating there is no noticeable mouthfeel due to the low usage rate. It is able to be used in small quantities due to its high water-holding capacity.” As well as having no impact on flavour, Citri-Fi qualifies as a dietary fibre, meaning it does not contribute sugar to the nutrition label and can provide some nutritional benefits, despite its primary use in gummies being for textural purposes. Sugar reduction presents a key challenge. Unlike in the gummy confectionery market, where consumers view the product as a sweet treat, functional gummy supplements are becoming part of consumers’ everyday routines due to their wellbeing benefits. Simply packing gummies with sugar to achieve a sweet, pleasant flavour will not suffice for health-conscious consumers in this category. Since sugar also contributes to texture, selecting an alternative requires careful formulation. “Sugar plays a vital role in maintaining structure, preventing crystallisation and creating an ideal taste experience,” said ADM’s DuBow. ADM uses its ‘Replace Rebalance Rebuild’ approach to identify the best sweetening systems when working with functional gummy formulations, helping to replace sweetness, rebalance flavour and rebuild functionality. DuBow highlighted that low- or no-sugar gummies can benefit from combining the company’s new SweetRight Stevia Edgility sweetener solution with its SweetRight Reduced Sugar Glucose Syrup for bulking, as it functions like corn syrup, a common ingredient in gummies. “We can also reduce sugar while maintaining texture with Fibersol, which features structural and binding qualities to build back integrity that can be lost when sugar is removed,” he continued. Another challenge to consider is taste, with many plant-based active ingredients offering bitter or earthy off notes. TopGum’s Delouya said: “Certain botanical ingredients have very challenging flavours or textures. At TopGum, we take challenging ingredients and deliver a gummy that has a pleasant flavour and texture. In certain cases, we can employ our proprietary TopCap microencapsulation process to mask flavours using plant-based ingredients.” Flavour challenges are a much greater consideration in the manufacturing of functional gummies compared to other dietary supplement formats like softgels and hard capsules, which are swallowed quickly and not chewed. Many consumers choose gummies because they enjoy the experience. Givaudan’s Appell warned: “Most consumers can forgive colour variations and even alterations in flavours, to some extent. But if a gummy has a strong astringency, bitterness or odour, then expect consumers to walk away from the brand after the first try.” “The ability to build turnkey solutions that offer a health benefit and can easily fit into different applications is a unique way manufacturers can help brand partners differentiate their products.” Appell pointed out that dose is also crucial and manufacturers should remember that consumers are taking gummies for a benefit. “There are many products on the market that are under-dosed because the actual amounts needed are too large or can’t be masked sufficiently,” he said. “Givaudan is actively working to align our portfolio with products that provide efficacy at a low dose with minimal impact on flavour and texture.” As well as ensuring that sufficient levels of active ingredient can be incorporated without negatively affecting taste and texture, stability and shelf life are major considerations, added Sirio’s Lesina. “For manufacturers, ingredient sourcing, stability and consumer preferences are crucial factors,” she emphasised. “Ensuring that plant-based ingredients retain their potency over time is essential, as is selecting sustainable and ethically sourced materials that align with consumer values. With the rise of personalised nutrition, brands should also focus on tailoring formulations to specific consumer needs, whether through targeted health benefits or region-specific preferences. The ability to offer high-quality, plant-based options that do not compromise on efficacy or taste will be a key differentiator.” The future is functional Lesina noted that the demand for higher-strength supplements is rising, making it easier for consumers to meet their daily nutritional needs with a single gummy dose. She also believes bioavailability will be a crucial factor in shaping the category’s future. “As consumers become more informed about nutrient absorption, brands that can demonstrate superior efficacy will gain a competitive advantage,” she commented. “Advanced delivery technologies, such as liposomal encapsulation and enzymatic processing, will play an increasing role in improving nutrient uptake.” Jennifer Stephens, VP of marketing at Fiberstar predicts that gummies will come in more shapes and sizes to deliver the correct dosage, and that gummy supplements will have more flexibility than those in the confectionery market when it comes to textural expectations. “Consumers may be more accepting of softer chewy textures, giving formulators a wider ingredient toolbox to choose from,” she said, highlighting that sugar reduction will continue its trajectory, especially in functional gummies for children, as food and beverage products aimed at kids face increasing scrutiny over added sugar content. TopGum’s Delouya concluded: “At TopGum, we believe that with advancements in technology and R&D, the vitamin and mineral supplements category is evolving rapidly. New ingredients and formulations will emerge, allowing for greater innovation in plant-based products.” “Technology will enable us to incorporate ingredients that, in the past, we could only dream of using – enhancing efficacy, bioavailability and overall consumer experience.”