Gama spoke to Heather Mills, Founder, VBites.
What major trends do you expect to shape food and drinks innovation in 2024 and beyond?
There is an awakening coming. Historically it’s been tough for the consumer to discern what a healthy diet is: it’s hard to decipher the myriad of misleading marketing campaigns (from dairy and meat companies in particular), however the public consciousness is evolving. There is a lot of noise: purportedly ‘gut-healthy’ products that really aren’t, misinformation about ‘ultra-processed food’ etc. The future will be driven by truly gut-friendly, plant based product development. In the meantime, evolution in diet is gradual for many: at our one stop shop Alternative Stores we are offering a broad range of ethically sourced plant based products –including great-tasting variations on animal products.
How do you see the future of the plant-based space in particular, and how is VBites evolving to meet changing consumer demand?
Innovation needs to centre on true nutrition. That means ethically sourced, plant based proteins and products. It also means an education on what inflames the gut and what doesn’t: millions suffer in silence and have no idea why. Very few people in the industry have a true understanding of gut inflammation, acid reflux and the causes behind everyday digestive ailments. I suffered with Lyme disease and immersed myself into this work as a consequence. We’re committed to offering truly gut-friendly solutions to these issues which will be available via our new No Bloat gut-friendly range that will be sold from January. Omega 3 from algae rather than fish will be the future in oil and plant protein, and we have been the innovators behind-the-scenes on that for years.
What are the keys to succeeding as a brand in a sometimes crowded meat and dairy alternative category?
Firstly, patience and surviving the pushback and working with people that are trying to make a difference in the world, not just thinking of their pockets. Secondly, tasting good: 90% of plant-based products taste horrific, which gives our industry a bad name and hinders the flexitarian movement. Many brands have jumped on the bandwagon with little to no uniqueness or innovation in order to try and make a buck, and the clutter distracts and dilutes the potential impact of the few truly exceptional brands in the space.