The Plant based Foods Association (PBFA) has launched a new Certified Plant based program in the US, touted as the first and only plant-based food certification in the world. seleced Tofurky and Oatly products are the first to receive certified status by NSF International, the certifying agency, who have teamed up with the PBFA. The Certified Plant based protocol, focuses on plant-based alternatives to animal-based foods and specifies the criteria required to make a certified plant-based food claim, reports the PBFA.

Foods eligible for certification include meat alternatives such as plant-based meat, poultry and fish; egg substitutes; milk alternatives; as well as other dairy alternatives such as plant-based cheese, yogurt, butter and ice cream.

The growing demand for vegan and vegetarian food shows no sign of slowing down. Gravitation towards plant-based diets in general, as well as concerns over animal welfare, have together served to increase interest and NPD has subsequently seen an 11 percent CAGR in the 2013-2017 period, according to data from Innova Market Insights. Research also indicates that four in ten US consumers increased their consumption of meat alternatives during 2017.

Growing consumer interest in health, sustainability and ethics are driving plant-derived ingredients and products. Innova Market Insights reports that plant-based product claims increased by 62 percent globally (CAGR, 2013-2017) with growth occurring on platforms such as plant proteins.

Earlier this week, FoodIngredientsFirst published Innova Market Insights’ Top Ten Trends for 2019. The market researcher has tipped “The Plant Kingdom” as its number two top trend for 2019, reflecting how vegan inspired eating continues to go mainstream.

As part of its trend prediction, Innova Market Insights states that “companies and brands are greening up their portfolios to attract mainstream consumers who want to add more plant-based options to their diets. For the mainstream consumer, going plant-based is about achieving a healthy and sustainable balance between meat and vegetables, rather than adopting an all-or-nothing way of eating.”

“The launch of the Certified Plant based seal is an exciting next step for the fast-growing and innovative plant-based foods industry,” claims Michele Simon, PBFA’s Executive Director. “As consumers are looking to purchase more plant-based options, this new seal ensures confidence in what plant-based means.”

“Plant-based food sales are growing rapidly,” notes Steve Taormina, Manager for NSF International’s Consumer Values Verified Program. “The best way for consumers to navigate the marketplace and make confident purchasing decisions is to look for independent certification of the plant-based claim.”

PBFA members Tofurky and Oatly are the first brands to participate in the new program. The first certified food and beverages include Tofurky’s Italian Sausage and Oatly’s Original, Barista, Mocha Barista, Chocolate and Low Fat varieties.

“Tofurky is a proud early adopter of the new Certified Plant based seal. In partnership with the PBFA, we’re setting an expectation for a recognizable category trust-mark,” comments Tofurky CEO Jaime Athos. “This mark will provide consumers with confidence in purchasing 100 percent plant-based foods, for health and sustainability.”

The PBFA represents 126 US leading plant-based food companies, working to promote the plant-based foods industry by removing obstacles to a fair and competitive marketplace for alternatives to animal ingredients and products, reports the company.