The first plant-based hype wave is over. Now, quality rules: ‘The product has to be exceptional’
24 okt. 2025
20:09
The first plant-based gold rush has passed, leaving behind shuttered factories, deflated valuations, and bankrupt startups.
As the sector regroups, industry insiders say the next phase will reward companies focused on quality – both in product and in business execution.
As the sector regroups, industry insiders say the next phase will reward companies focused on quality – both in product and in business execution.
The first plant-based boom, fuelled by tens of billions in investment, promised to change how we eat. While huge progress was made, it didn’t quite deliver – and now we’re witnessing the fallout.
Just last week, Swedish vegan cheese startup Stockeld Dreamery shut down after raising €20m from investors and getting its products into hundreds of stores.