Beyond Meat: The Rise of Clean-Label Plant-Based Proteins

By: Dr. Pooja Yadav (Assistant Professor), SHAS, Nutrition and Dietetics

In an era where food choices are increasingly driven by ethics, environment, and health, the global plate is undergoing a quiet but powerful transformation. Consumers across the world are beginning to question not just what they eat, but how their food is made, where it comes from, and what impact it leaves behind. Amid this paradigm shift, plant-based proteins have emerged as front-runners in redefining the modern diet.

Once limited to tofu, lentils, and veggie patties, plant-based eating has evolved dramatically. Today, supermarket shelves and restaurant menus boast burgers that “bleed,” sausages that sizzle like meat, and chicken nuggets made from peas and chickpeas all created to mimic the sensory experience of meat without involving animals. Companies like Beyond Meat, Impossible Foods, and Nestlé are at the forefront of this food innovation wave, offering meat alternatives that are increasingly indistinguishable from traditional animal products.

However, a new question is beginning to emerge among conscious consumers: “Are these meat alternatives truly healthy and natural, or just ultra-processed substitutes dressed in green packaging?” As ingredient labels grow longer and more complex, many health-conscious eaters are pushing for a different kind of transformation, one that values simplicity, transparency, and purity as much as sustainability and taste. This is where the clean-label movement comes into play. The concept of clean-label is not about trendy diets or restrictive eating it is about trust. It is about knowing what is in your food, understanding those ingredients, and choosing products made with real, recognizable components rather than synthetic additives and chemicals. As the plant-based meat industry matures, merging clean-label values with high-performance functionality is becoming the next big challenge and opportunity.

What Does “Clean Label” Mean?

The phrase “clean label” has become a powerful symbol in today’s food industry representing a consumer-driven demand for transparency, simplicity, and trustworthiness in what we eat. While it does not have an official regulatory definition, a clean-label product is generally understood to be one made with natural, easily recognizable ingredients and minimal processing.

In essence, clean label means that:

• Ingredients used are familiar to the average consumer
• There are no artificial additives, such as synthetic preservatives, color, or flavor enhancers
• The product avoids chemical-sounding names and unnecessary complexity
• Labels are short, clear, and honest

This movement toward clean eating is not about adhering to a specific diet, it’s about reconnecting people with their food and encouraging informed choices based on ingredient integrity.

Sources of Plant-Based Proteins

Plant-based proteins come from a diverse range of botanical sources, offering a sustainable and nutritionally rich alternative to animal-derived protein. These protein sources vary in their amino acid profiles, digestibility, and functional properties, but many can provide excellent nutritional value when consumed as part of a balanced diet. As plant-based eating becomes more mainstream, both traditional foods and innovative ingredients are being used to meet the growing demand for protein-rich, meat-free options. One of the key considerations in choosing plant-based proteins is ensuring adequate intake of all essential amino acids especially lysine, methionine, and leucine which may be limited in some plant foods. While individual sources may not always be complete proteins, complementary combinations (like legumes and grains) can provide the necessary amino acid balance.

Legume-based Proteins

Legumes are among the richest plant sources of protein. They are also high in fiber, complex carbohydrates, iron, and B-vitamins.

• Soybeans: Complete protein with all essential amino acids; used to make tofu, tempeh, soy milk, and texturized vegetable protein (TVP).
• Chickpeas: Widely used in hummus and falafel; good source of lysine.
• Lentils: Versatile and quick-cooking; offer around 18g protein per cooked cup.
• Peas (yellow or green): Source of protein isolates used in many plant-based meats (e.g., Beyond Meat).
• Beans (black, kidney, navy, pinto): Common in vegetarian diets for their protein, fibre, and affordability.

Grain and Cereal-based Proteins

Grains are typically limited in lysine but complement legumes well to form complete proteins.

• Quinoa: A pseudocereal that is naturally a complete protein; gluten-free.
• Oats: Contains avenalin, a protein similar to legume proteins; also rich in beta-glucans.
• Brown rice: Often used in protein powders; low in lysine but high in methionine.
• Wheat: High in gluten (a protein), making it a key ingredient in seitan (wheat meat).
• Amaranth and Buckwheat: Pseudocereals with better protein quality than typical cereals.

Nut and Seed Proteins

Though generally higher in fat, nuts and seeds offer substantial protein, essential fatty acids, and micronutrients.

• Almonds: Around 6g of protein per ounce; also high in vitamin E and magnesium.
• Peanuts: Technically legumes; contain about 8g of protein per ounce and rich in healthy fats.
• Chia seeds: Provide 4-5g of protein per two tablespoons; also a good source of omega-3 and fiber.
• Hemp seeds: Contain all essential amino acids and offer anti-inflammatory omega-3 and omega-6 fats.
• Pumpkin seeds (pepitas): High in protein, iron, zinc, and magnesium.

Fungi and Algae-based Proteins

Innovative and nutrient-dense, these emerging sources offer novel textures and health benefits.

• Mycoprotein: Derived from fermented fungi (Fusarium venenatum); high in fiber and protein.
• Spirulina: A blue-green algae; contains up to 60-70% protein by weight and all essential amino acids.
• Chlorella: Algae used in supplements and drinks for its high protein and antioxidant content.

Vegetable-based Proteins

Though typically lower in protein per calorie, vegetables still contribute meaningfully, especially when consumed in large portions.

• Spinach: Contains about 5g of protein per cooked cup, plus iron and calcium.
• Broccoli: Offers 4–5g of protein per cooked cup along with vitamin C and fiber.
• Sweet corn: A starchy vegetable with around 5g of protein per cup.
• Green peas: Higher in protein than most vegetables, offering 8g per cooked cup.

Why the Push for Clean-Label Plant-Based Meats?

As plant-based diets gain popularity across the globe, the demand for cleaner, healthier, and more transparent meat alternatives is rising rapidly. What began as a niche market catering to vegetarians and vegans has now evolved into a mainstream movement driven by a broader audience including flexitarians, environmentally conscious eaters, and health-driven consumers. While traditional meat analogues have made tremendous progress in mimicking the taste, texture, and appearance of real meat, many of them fall short when it comes to ingredient clarity and perceived healthfulness. This gap has fueled a growing demand for clean-label options plant-based meat products made with fewer, more natural, and easily recognizable ingredients.

Here are the key reasons behind this accelerating push toward clean-label plant-based meats:

• Health Perception: Many consumers believe that fewer, natural ingredients are healthier and safer.
• Transparency: There is a growing demand to know exactly what is in our food and how it is made.
• Trust and Ethics: Clean-label aligns with the ethical and sustainable image of plant-based diets.
• Regulatory Trends: Some markets are tightening rules around food labeling and artificial additives.
• Brand Differentiation: Companies want to stand out in a crowded plant-based market.

Challenges in Developing Clean-Label Plant-Based Meats

• Functional Limitations: Ingredients like methylcellulose are functional for binding and moisture retention. Replacing them with clean alternatives without compromising texture is difficult.
• Shelf-Life: Natural preservatives are less effective than synthetic ones, posing a challenge in maintaining product safety and freshness.
• Sensory Attributes: Achieving the “meaty” flavor, chewiness, and juiciness using natural ingredients alone is complex and may require advanced processing or fermentation.
• Regulatory and Labelling Conflicts: What counts as “natural” can vary between countries, creating inconsistencies in formulation and export.
• Cost: Clean-label formulations often use more expensive or less stable ingredients, impacting affordability and scalability

Startups and Brands Leading the Clean-Label Movement

As the plant-based food sector continues to evolve, a growing number of startups and established brands are recognizing the value of clean-label formulations. These companies are going beyond just offering meat alternatives they are rethinking how these products are made, choosing whole, simple, and natural ingredients over artificial additives. With innovation at the forefront, these brands are reshaping the future of food by combining culinary creativity, scientific research, and consumer trust.

Companies championing the clean-label movement in the plant-based space are:

1. Actual Veggies (USA)

   Tagline: “Real veggies, real flavor, nothing fake.”

   Actual Veggies stands out in the plant-based burger space by completely avoiding synthetic additives, isolates, and binders. Unlike typical veggie burgers that use texturized proteins and chemical binders, Actual Veggies uses whole vegetables, legumes, and grains such as: Black beans, sweet potatoes, carrots, quinoa, spices, and herbs. Each burger is brightly coloured, reflecting the real ingredients used from vibrant beets to leafy greens. The company clearly labels its products with no soy, no gluten, and no preservatives, positioning itself as a transparent and health-forward brand. It appeals not only to vegans and vegetarians, but also to flexitarians and health-conscious consumers looking for a “real food” burger.

2. Lightlife Foods (USA)

   Tagline: “Real food, made clean.”

   Lightlife is one of the first major plant-based brands to publicly commit to simplifying its ingredient lists. In response to consumer concerns about over-processing and chemical-sounding additives, the company reformulated its flagship products, including: Plant-based hot dogs, burgers, and sausages

   The new recipes eliminate ingredients like:

   • Methylcellulose (a synthetic binder)
   • Titanium dioxide (a whitening agent)
   • Artificial flavors and preservatives

   Instead, Lightlife focuses on ingredients like pea protein, coconut oil, beet powder, and natural spices. By embracing the clean-label approach, Lightlife is setting a strong example for large-scale brands trying to appeal to both traditional and health-focused consumers.

3. Meati Foods (USA)

   Tagline: “Eat Meati — made from mycelium.”

   Meati Foods is revolutionizing plant-based meat by using mycelium, the root-like structure of mushrooms, as its primary ingredient. This natural, high-protein, and fibrous material offers a texture and chewiness remarkably similar to that of chicken or steak without the need for synthetic ingredients.

   Key features of Meati’s clean-label approach:

   • Minimal processing
   • No artificial additives or binders
   • Naturally rich in protein and fiber
   • Whole-food fermentation process

   Mycelium grows rapidly and sustainably, requiring minimal water, land, and energy, making it not only clean in terms of label but also in environmental impact. Meati products appeal to eco-conscious consumers looking for functional foods with clean ingredients and great texture.

4. The Better Meat Co. (USA)

   Tagline: “Making meat better- without the animal.”

   This Sacramento-based company focuses on hybrid meat products and standalone clean-label plant proteins using fermentation-derived ingredients. One of their key innovations is Rhiza mycoprotein, a naturally occurring fungal protein with a meat-like texture and high nutritional value.

   Highlights:

   • No need for chemical binders or additives
   • Naturally umami-rich and meat-like
   • Grown in a few days using potato-based feedstock
   • Can be blended with plant proteins or used on its own

   The Better Meat Co. partners with major food manufacturers to create cleaner, better-for-you meat alternatives, helping big brands improve the health profile of their existing products.

5. Karana (Singapore)

   Tagline: “Whole plant-based meats made from jackfruit.”

   Karana takes a whole-food approach by using young jackfruit as its main ingredient, an increasingly popular meat alternative due to its fibrous texture and neutral flavor. Instead of protein isolates or artificial additives, Karana’s products feature:

   • Minimal processing
   • Only recognizable ingredients
   • Traditional Asian spices

   Their products include dumplings, buns, and meat-style fillings, created with chefs and clean-label nutrition in mind. As an Asia-based brand, Karana taps into the rich culinary heritage of the region while maintaining global health and sustainability standards.

Future Directions

As the demand for plant-based meat alternatives continues to grow, the journey toward clean-label innovation is only beginning. The future of this space lies not only in removing artificial additives but in reimagining the entire food production ecosystem from sourcing and formulation to processing and consumer education. The clean-label movement is evolving from a trend into a fundamental expectation, and companies must now combine science, sustainability, and simplicity to stay competitive.

Here is a look at the key directions that will likely shape the future of clean-label plant-based proteins:

• Smarter Protein Combinations for Nutritional Completeness
• Incorporation of Novel and Underutilized Plant Sources: Duckweed, Bambara groundnut, Water lentils, fava beans, and moringa
• Fermentation and Biotechnology for Natural Flavor and Texture
• Enzyme Technology for Cleaner Processing
• Transparent and Smart Packaging Solutions
• Regional and Cultural Customization

Conclusion

The clean-label trend in plant-based proteins is not just a marketing buzzword it reflects a deeper shift toward transparency, trust, and health-conscious consumption. As consumers grow more ingredient-savvy, food scientists and startups are challenged to innovate natural, sustainable, and functional alternatives to synthetic ingredients. While the journey is complex, the rewards are immense: a healthier population, a more sustainable food system, and a future where “Beyond Meat” doesn’t just mean beyond animals but also beyond additives.