Planterra Foods claims to have created vegan bacon that tastes “unlike anything else in the market.”
The Colorado-based plant protein company, which is owned by meat giant JBS, has launched three new varieties of vegan bacon under its OZO brand: Cracked Black Pepper, Applewood Smoke, and Spicy Jalapeno.
According to Planterra, it has the same taste, texture, and sizzle as conventional pork bacon. It makes sense: JBS is an expert in bacon, as the second-largest pork processor in the US. But OZO’s version isn’t made with pigs, it’s made with a blend of soy and pea protein.
“We heard from bacon lovers that they’re open to plant-based versions, but they’ve yet to find one that fully satisfies their craving for the savory, flavorful taste and crispy, sizzling texture of bacon,” said Darcey Macken, Planterra Foods’ CEO. “Which is why we’re thrilled to launch this innovative plant-based bacon product.”
The new plant-based bacon is launching in Sprouts Farmers Markets across the US.
Meat companies and vegan bacon
JBS isn’t the first meat brand to get in on the plant-based market. And it isn’t the first to offer vegan bacon, either.
Last year, British meat company Richmond followed up its vegan sausage launch with meatless bacon rashers, made with soy protein. Just like Planterra, the company said it worked hard to use its “expertise” to make vegan bacon that “delivers on texture, flavor, and crispiness.”
Its efforts seem to have paid off. In a test by nonprofit Which?, a site that works to review and rate products for consumers, Richmond’s vegan bacon was voted the best. In a test alongside two other brands, 44 percent of tasters chose it as their favorite.
More brands are recognizing consumer demand for meatless bacon. According to market research firm Fact.MR, the vegan bacon market is predicted to witness “robust growth” over the next decade.