CHAR IT. GRILL IT. SMOKE & SPICE IT.

Dawn Farms

SUSTAINABLE

PIZZA TOPPING COMPETITION

Big on taste, sustainability and versatility - Go bold with our Plant Deli Chik’n Strips.

SUSTAIN ABILITY in manufacturing. As we jump forward to 2023, the message has expanded significantly. Veganism is very important, and a lot of our traditional consumers are still vegan-orientated. However, the market as a whole has opened up.

“There’s a free-from, gluten-free element that wasn’t discussed three decades ago. Dairy-free was on the fringes, but it wasn’t prescriptive – as it is now. Manufacturers and retailers are considering the ethical perspective, while the health angle is also a major priority,” said Wood.

“In terms of a vegan claim, we have to look at materials being brought in and make sure they are all plant-based and none of them contain meat products. For a milk claim, there has to be an insurance of no contamination anywhere. But people are also realising that too much meat isn’t necessarily the best diet and are seeking alternative avenues.”

Also, the impact of Covid-19 cannot be underestimated. “The pandemic changed the outlook for plant-based and vegan significantly,” continued Wood. “These were niche markets, in regards to the amount of space on supermarket shelves – normally confined to somewhat minimal ‘whole foods’ or ‘free-from’ sections in the aisles. But that was turned on its head, as supply chains for a range of ‘regular’ products were disrupted. Suddenly, there was shelf availability at a time when people were sat at home and thinking about their lifestyle. Eating, health and exercise habits helped accelerate the growth of the plant-based sector.”

A natural congruence appears to be at play, with a correlation between plant-based/vegan choices and the sustainability model. MealTrak numbers show that over onethird of purchase decisions are actively influenced by health or ethical considerations. However, certain staple dishes are difficult to replicate.

HOW MAMA USED TO MAKE…

Pizza is more than just a meal; it’s an indulgent culinary journey. A landscape of textures, toppings and tangy taste sensations. The experience is as much visceral, as it is functional. But plant proteins tend to have poor solubility, and texturing functionality and juiciness similar with animal-based dairy is tricky to attain.

Red meat and dairy also contain all 20 amino acids required for body health – they’re animal-derived proteins of the highest quality. While the protein consumed in milk is considered slightly superior to beef, in terms of the body’s capacity to use it. It’s the amber nectar! So, the challenge for the plant-based sector is obvious.

“VBites is continually working on our pizza offering,” said Wood. “It’s a difficult dynamic – but we are already supplying the plant-based cheese at one of the world’s largest pizza chains. Getting the melt and browning at the right time, alongside cut, lift, stretchability and mouthfeel is everything. There is such a different set of organoleptic experiences going on. And as well as 30 years of invaluable experience, we have a five-strong new product development team of food scientists working hard every day.”

Rave Review

It’s a battle this burgeoning sector appears to be winning. At the recent Sandwich & Food to Go Awards in London (aka The Sammies), regular judge and celebrity chef, Theo Randall, was impressed by the Plant-Based Category, with competitors asked to use a VBites product in their creations.

“The faux-style ingredient has come a long way,” said

Randall. “It just goes to show that the demand for plant-based is definitely there.”

Randall specialises in Italian cuisine and is the proprietor of Theo Randall at London’s InterContinental Hotel in Park Lane. He understands better than most the Latin approach to cuisine. “Italians believe that their mother cooks the best pizza and pasta in the world! They don’t like to compromise on food and are very proud of it, which is why it’s so loved.

“But the rules have changed – and there is nothing wrong with looking at plant-based, vegan or low-calorie options,” said Randall.

This is illustrated by the launch of Plant Deli by Dawn Farms Foods in 2018. The range has been expanded recently, with additions including Hoisin Dukk and Smokey Bakun.

“The focus on personal health and wellness will be key drivers over the medium term, leading to changes in dietary choices that we in the pizza sector must respond to,” said Dawn Farms UK sales director, Bryan Murphy.

“We aim to provide customers with toppings that stand on their own merits in relation to taste, non-GMO, a low HFSS and nutriscore, and high in protein. They are fully ready to eat and cooked in-house specifically to perform on pizzas, in sandwiches and ready meals.”

Murphy continued: “There is a move to reinforce authenticity in toppings, bringing food back to its roots. On pizzas we see Roquito Chili Pearls, Spicy Abruzzo, No’duja, and flavours such as arrabbiata growing in prevalence. Product development will inevitably evolve, as already existing cuisines grow in popularity and become more nuanced.”

Turning Tables

There is also a financial aspect. “The squeeze on income has prompted consumers to opt for plant-based options when dining out, as these dishes typically cost less than those containing meat or seafood,” said Charlotte Perkins, trade marketing manager at Pan’Artisan Ltd.

“Plant-based dishes offer caterers an opportunity to get creative; some interesting ingredient combinations, sweet and savoury, can prove successful, as well as generating a profit return. Look to trending cuisines for free-from ideas and a point of difference. Be inspired by authentic global street foods,” continued Perkins.

“Pizza is a perennial winner, loved by all generations and extremely adaptable. The classic Margherita is one of the most popular toppings, and a great vegetarian choice, providing a perfect starting point for customisation.”

Pan’Artisan’s multipurpose dough balls provide a means to create a range of unique bakery items; anything from dinner rolls, sandwich carriers, bread loaves, flatbreads and pizza bases. They deliver a high crust and distinctive spotted charring characteristics on the edges once cooked.

Versatility is the key watchword. “We continually add to an innovative bank of products produced specifically for pizzas,” said Murphy. “Some of our well-received ones include Plant Deli Bakun, Plants in Blankets, No Beef Strips and Toona. It’s about balance, diversification and flavour adventure.”

LONG-TERM APPROACH

The current VBites range includes the recent Cheezly addition, incorporating Vegan Spicy Pepperjack, Cheddar, Mozzarella and Smokey. But you can also take advantage of meat-free hot dogs, Brussels and mushroom pate, fish free fingers and Lincolnshire-style sausages – with more to come in the future.

“But we are not just looking 12 months ahead; we are considering the next 25 to 50 years,” continued Wood. “Our teams are always discussing what happens next in terms of innovation streams. I’ve worked in food for 25 years as a CEO and MD, and the investment coming into this sector is massive – even ahead of concept stage. We want to be the number one plant-based food provider on the planet. And whether it’s for sustainability, health, diet or calorific reasons, there’s a huge mass of people ready to come with us.”