An EU-funded survey says the "plant-based" label and "eat less meat" slogans put shoppers off, while recipe changes and education work better. [38]
02
Hamburg's Infinite Roots launched a mushroom Umami Block with 18g of protein per 100g, alongside a range already stocked at more than 1,000 Rewe stores. [37]
03
New cultivated-meat papers attack growth-factor cost and scaffolds, but a review still names cost as the hurdle. [16][17]
04
A Vegan Society poll found 69% of UK adults open to cutting meat and dairy for food security. [54]
The movement today▬Food & Recipes▬Innovation▬Wins & CultureThe storylines →
The Stories: the day’s biggest developments, in the sources’ own words
01▬Food & RecipesStory
EU survey finds the 'plant-based' label puts shoppers off and taste wins them back
Photo: green queen
The EU-funded FoodChoices4Life project reviewed 73 consumer-facing and 83 chef-facing interventions and polled citizens in eight EU countries [38]. EUFIC, which coordinates the project, says the "plant-based" label itself repels consumers and feeds the backlash against meat alternatives [38]. Plain "eat less meat" messaging performed worst, while recipe changes by chefs performed best [38].
“We’ve spent years telling people to eat plant-based, and a lot of that messaging simply hasn’t landed. People hear it as a lecture, not an invitation”
Betty Chang, research lead at the European Food Information Council · [38]
By the numbers
58%of consumer-facing actions triggered any positive behavioural change, and simple messages did worst at 53% [38]
86%success for education, though from just seven tested actions [38]
91%success for chef recipe changes, against 69% for simple communication [38]
27%would cut meat by choosing a plant-based meat product, against 38% who would add vegetables [38]
FromGreen Queen
02▬InnovationStory
Infinite Roots launches a mushroom Umami Block to sit beside its MushRoots range at Rewe
Photo: green queen
Hamburg-based Infinite Roots launched the Umami Block under its MushRoots brand, a mushroom-based food built on button mushrooms [37]. The MushRoots meatballs, mince and burgers have been at Rewe since January, and the range is available at more than 1,000 Rewe stores across Germany and Austria [37]. The company's mycelium side is less tidy: it withdrew its US GRAS evaluation request, citing a need to update its safety dossier [37].
“No novel food approval is required for the Umami Block. It uses conventional edible mushrooms and follows the food safety and labelling requirements for conventional foods”
Mazen Rizk, co-founder and CEO, Infinite Roots · [37]
By the numbers
18gof protein, 3g of fibre and 11g of fat per 100g [37]
45%mushrooms, combined with wheat and potato proteins [37]
29%sales growth last year for whole-food proteins like tofu, tempeh and seitan in Germany, against 0.2% for meat alternatives [37]
New cultivated-meat papers target growth-factor cost and scaffolds, but scale is unproven
Wikimedia Commons / Cultured meat
Researchers affiliated with the Hebrew University of Jerusalem and SuperMeat synthesized naringin phenolate salts and report early signs that they may support cell growth, aimed at the high cost of growth factors [16]. A Food Research International review says scaling cultivated meat hinges on cell line optimization, serum-free media cost reduction and edible scaffolds [17][27]. A preliminary cellulose acetate scaffold study reports changes in early muscle-cell markers, and a separate review covers plant-protein scaffolds [24][21].
“Preliminary studies indicate that selected naringin salts may support cell proliferation in cultivated meat systems”
study authors, Hebrew University of Jerusalem and SuperMeat · [16]
“Although significant challenges in cost, technology, and public perception persist, ongoing cross-disciplinary innovation is positioning cellular agriculture not as a replacement but as a vital complement to traditional protein systems”
review authors, Food Research International · [17]
By the numbers
160relative cell proliferation after 3 days with K-naringin, against 100 for the commercial FGF2 control, in a preliminary lab test [16]
FromPubMedRequested Evidence
04▬Wins & CultureStory
Vegan Society poll finds 69% of UK adults open to cutting meat and dairy for food security
Photo: plant based news
The Vegan Society commissioned Attest to poll 2,000 UK adults in October, released alongside its report on plant-based diets and global food security [54]. The question asked about openness to reducing meat and dairy, not about what people eat, and the commissioner is an advocacy group [54].
“It’s encouraging to see that when presented with the facts, a significant majority of people are willing to reduce their consumption of meat and dairy to make us more food secure”
Claire Ogley, head of campaigns, policy and research, The Vegan Society · [54]
By the numbers
72%are "somewhat" or "very" concerned about the state of UK food security [54]
69%would be open to reducing their meat and dairy consumption [54]
51%support policies to move the food system from livestock farming toward plant-based proteins [54]
82%agreed that securing a sustainable food supply should be a top government priority [54]
FromPlant Based News
Worth Knowing
Wins & Culture
Plate pick: pumpkin and black bean enchiladas from Nicole Malik's Weeknight One-Pot Vegan Cooking mix in one bowl, then bake for 20 minutes at 350°F. [53]
Research & Nutrition
A modeling study in the Journal of Studies on Alcohol and Drugs estimated a 1 in 25 lifetime risk of an alcohol-caused death at 14 drinks a week for males, and found no protective net effect at low levels. [12]
A 49-patient cross-sectional study in Rome linked high Mediterranean diet adherence to higher levels of the mitochondrial microproteins humanin and SHMOOSE; the authors say the causal nature of the link still needs study. [14]
Innovation
Australian biomaterials firm Nanollose has paid for all first-stage pilot equipment in Western Australia but still has no premises, with Nullarbor production now targeted for the third quarter of 2027. [36]
One Good Thing
For 30 years, the National Disaster Search Dog Foundation has recruited from shelters, looking for the intense, too-busy dogs other people gave up on. [41] Those that don't make the disaster-search cut go on to active homes, detection work or dog sports, and the foundation stays involved in their success. [41] Senior director Tracy Darling puts it plainly: "A dog can be exceptional and still not belong on a rubble pile." [41]
