Dive Brief:
- Elmhurst 1925, a dairy alternative brand known for its clean ingredient milks and creamers, has moved into another category with the launch of TerraMeat Plant-Based Chick’n.
- The new product is the company’s first innovation in the plant-based protein space as it looks to reaffirm its commitment to setting the standard for simplicity and nutrition in the plant-based food industry, the company said.
- TerraMeat Plant-Based Chick’n is sold as a dry powder and has only one ingredient — industrial hemp. The product also boasts 26 grams of complete protein per serving, double the amount in Impossible Foods chicken nuggets.
Dive Insight:
Food scientist Dr. Cheryl Mitchell crafted Elmhurst 1925’s new plant-based chicken product, which begins with hemp protein, a powder derived from industrial hemp.
The ingredient is from a drought-resistant crop that requires significantly less water than other fiber plants. The company uses its Hyrdrorelease method, which uses water to release the hemp grain’s natural protein into a highly digestible and functional powder, maintaining its full nutritional profile.
TerraMeat actually starts as a dry powder. Consumers create their own cutlets by combining it with water and oil and heating the mixture in the microwave. According to Elmhurst, this preparation method allows for the texture and layering that consumers get in traditional meats without the need for filler ingredients, texturizing agents, whiteners, and other additives.
“We are bringing the same innovation and commitment to quality that we brought to plant-based dairy,” Elmhurst 1925 CEO Henry Schwartz said in a statement. “Consumers are increasingly seeking simple ingredients and clean-label alternatives to the ultra-processed options on the market.”
Elmhurst’s TerrMeat currently has the fewest ingredients of plant-based chicken offerings, the company said. “Once you’ve crafted your TerraMeat cutlet, it can be grilled, baked, braised, or fried, offering versatility that matches traditional chicken, making it appealing to both home cooks and professional chefs.”
Elmhurst 1925 got its start in dairy alternatives with plant milks. The company then added more products, such as barista milk blends and creamers, plant-based sour cream and most recently, ready-made lattes.
But Elmhurst’s TerraMeat launch is the first in the alternative protein space.
The plant-based protein space has been declining in recent years, and companies have been scrambling to innovate in response. Beyond Meat, for example launched an entirely new recipe and shifted its focus to nutrition and well being, but the change has not been realized in the company’s still declining revenue.
Impossible Foods, on the other hand, is looking to appeal to a wider audience, by targeting meat eaters with new packaging and brick and mortar openings.
