Elmhurst 1925 is expanding into plant-based meat with TerraMeat, a simple, hemp protein-based chicken alternative. Using HydroRelease technology, TerraMeat focuses on clean-label simplicity and convenience, addressing the growing consumer demand for transparent, less processed foods.
Elmhurst 1925, renowned for its plant-based dairy products, has entered the meat analogue market with its new TerraMeat brand. Known for its clean-label vegan milks, creamers, and lattes, the company now offers a unique dehydrated chicken product made from just one ingredient: hemp protein. This move marks a significant expansion into the plant-based meat sector, which is known for its challenges and competitive landscape.
Introducing TerraMeat: Elmhurst 1925’s New Hemp-Based Chick’n
TerraMeat introduces a minimalist approach to meat alternatives. The product, dubbed Plant-Based Chick’n, is made from hemp protein and requires only water and oil to prepare. Consumers simply add water and oil to the hemp grain powder, microwave it for 90 seconds, and the result is cutlets ready to be seasoned and cooked. This convenience, combined with a focus on a single ingredient, sets TerraMeat apart in a crowded market.
Leveraging Technology: The HydroRelease Process in TerraMeat
Elmhurst 1925’s new product leverages the same HydroRelease milling technology used in its dairy alternatives. This technology involves using industrial hemp seeds to create the protein base for TerraMeat. Cheryl Mitchell, senior VP of ingredient manufacturing at Steuben Foods (the manufacturer of TerraMeat), emphasizes the importance of this technology in achieving a clean-label product that meets consumer demands for simplicity and transparency.
Plant-Based Meat Market Challenges and Consumer Trends
The plant-based meat sector faces significant challenges. Sales of meat and seafood analogues dropped by 12% in the past year, contrasting with a modest 1% increase in plant-based milk sales. The plant-based meat category comprises only 0.9% of the overall market, whereas plant-based milk makes up 14.5% of the milk category. Despite these challenges, Elmhurst 1925 is optimistic about TerraMeat’s potential to carve out a niche by focusing on clean-label claims and high-quality ingredients.
Product Details: What’s Inside TerraMeat’s Chick’n
TerraMeat is available in two formats: a starter kit and a refill pack. The starter kit includes hemp powder, a mixing glass, spatula, and seasoning blend, while the refill pack provides just the hemp powder and seasoning. The seasoning mix contains garlic powder, onion powder, champignon mushroom powder, sage, thyme, salt, basil, and black pepper.
The product’s simplicity is highlighted by its ingredient list, which includes only hemp protein. Each serving provides 26g of protein, 62mg of calcium, 10mg of iron, and 6mg of potassium. This nutritional profile, combined with its clean-label status, aligns with consumer preferences for less processed, more transparent food options.
Industry Reactions and Consumer Feedback on TerraMeat
Elmhurst 1925 plans to test TerraMeat in New York City restaurants, with positive feedback from industry professionals. Camillo Sabella, a plant-based chef, praises the product for its clean ingredient list and versatility in various recipes. The simplicity and adaptability of TerraMeat offer a stark contrast to other plant-based meats, which often contain numerous additives and ingredients.
The Rise of Clean-Label Foods and TerraMeat’s Positioning
Consumer demand for clean-label products continues to rise, driven by concerns over the ultra-processed nature of many plant-based foods. A 2022 survey by Innova Market Insights found that over two-thirds of global consumers are influenced by clean-label claims, with nearly half willing to pay a premium for such products. This trend reflects a growing preference for natural ingredients and sustainability, aligning with TerraMeat’s positioning.
Elmhurst 1925’s Impact on the Plant-Based Meat Market
Elmhurst 1925’s launch of TerraMeat represents a bold step into the plant-based meat market. By focusing on a single ingredient and leveraging existing technology, the brand aims to address consumer demands for cleaner, simpler food options. As TerraMeat makes its debut, it will be interesting to see how it performs in a competitive and evolving market.
