Plant-based meat can now look like real meat in the US

US health regulators now allow myoglobin, a protein found in animal muscle, to be used as a color additive in ground plant-based meat and poultry products. This means plant-based burgers and sausages can now have the reddish color of raw meat and turn brown when cooked, making them look more like traditional meat products.

For years, plant-based meat companies struggled to make their products look like real meat, especially when raw. This regulatory change removes a key visual barrier for consumers who expect their meat alternatives to mimic the appearance of traditional meat. It could help plant-based products compete more directly with conventional meat in grocery stores and restaurants.