The 12 months is 2018. Del Taco is testing Past Meat crumbles in Los Angeles. Wu-Tang Clan is partnering with White Fortress to advertise a plant-based Inconceivable Slider. Costco sells a million vegan patties in simply 60 days.
Throughout the Atlantic, the UK’s vegan scene is beginning to increase. That very same 12 months, the nation cemented itself as a worldwide chief in plant-based innovation, with main supermarkets investing closely in new merchandise. Tesco launched Depraved Kitchen, a ready-meal vary developed with vegan chef Derek Sarno, signaling that plant-based meals has moved decisively into the mainstream.
White Fortress
2019 constructed on that momentum. Subway trialed vegan meatballs on each side of the pond. Domino’s introduced vegan cheese for UK prospects. Even KFC added a vegan burger to its UK menu and experimented with plant-based nuggets within the US. What a time to be alive. I used to be working as a vegan information reporter, and it was laborious to maintain up with the brand new product launches flooding our Slack channels.
However now, in 2026, the panorama is completely different. Innovation hasn’t disappeared, however in lots of instances it has develop into timid and repetitive. Lots of the fast-food manufacturers that after raced to innovate have quietly stepped again from plant-based menus. And people who stay typically fall again on the identical secure staples.
From daring bets to secure staples
Subway’s newest vegan launch within the UK isn’t a revival of 2019’s vegan meatballs or 2020’s plant-based rooster. No, its new plant-based possibility for 2026 is smashed falafel.
Falafel? For Veganuary? Groundbreaking.
Subway isn’t alone. Rumor has it that Starbucks has discontinued its Past Meat breakfast sandwich within the UK for the second time, leaving a falafel wrap as its important vegan possibility. Within the US, the espresso large affords a Spicy Falafel Pocket as its main plant-based selection. Then there’s IKEA, which not too long ago rolled out falafel balls throughout shops within the US, describing their “fragrant and nutty taste” as “a beloved favourite everywhere in the world.”
It’s true. Falafel is a stone-cold basic. It’s actually one in every of my go-tos. Contemporary from a Mediterranean deli, or home made, stuffed right into a heat pita with hummus, thinly sliced tomatoes and cucumber, crunchy onions, a squeeze of lemon, and a beneficiant dollop of tzatziki? That’s an ideal lunch.
Subway
But it surely’s not what I need from a fast-food chain.
I used to be a loyal fan of that Past Meat breakfast sandwich; it was the spotlight of early mornings and lengthy highway journeys. Subway’s vegan rooster sandwich, paired with a facet of meatless meatballs, was a dependable hangover remedy.
Domino’s nonetheless has vegan cheese within the UK (sadly not within the US), however of the various plant-based meat toppings it launched over time, none have survived. Papa John’s UK has fared higher, not too long ago partnering with French vegan bacon model La Vie.
Like many individuals, after I eat out or head to a fast-food chain, I desire a little bit of “junk,” for need of a greater phrase. I could be vegan, however I nonetheless crave a meaty chunk every now and then. Thank goodness we nonetheless have the McPlant within the UK, the place I’m based mostly. It was examined within the US, however finally didn’t survive.
Why the change?
The shift within the plant-based panorama may be defined by just a few components. Analysis suggests the vegan market is plateauing, and that’s truly fairly regular. “The early momentum and breakout years of excessive development, adopted by market maturation, imply {that a} reset and rebalancing is a traditional trajectory for any new phase,” Angela Flatland, plant-based gross sales and content material director at information analytics platform SPINS, instructed VegNews not too long ago.
“With fast-paced development in any class comes loads of fast innovation to get in on the chance. The phase grew to become saturated with merchandise that didn’t hit the mark with shoppers,” she defined. “Merchandise that aren’t hitting that mark with shoppers will go away, and that can make room for extra considerate innovation from manufacturers which are diligently taking note of the altering wants of shoppers.”
Burger King
That helps clarify why some merchandise have caught round whereas others have disappeared. Burger King, for instance, has provided the Inconceivable Whopper within the US since 2019, and a vegan Whopper within the UK since 2020, with no indication that it’s going anyplace.
It’s additionally unattainable to disregard the impression of rising concern round ultra-processed meals. Plant-based meat is usually singled out, regardless of a irritating double normal: the processed animal meat market continues to develop. Based on Future Market Insights, the worldwide deli meat market may rise from $95.3 million in 2025 to $144.8 million by 2035.
Maybe this explains why, when many individuals select plant-based choices, they need them to come back with a well being halo. Enter: falafel.
Complete meals, meet innovation
And look, I get it. I, too, am making an attempt to eat extra entire meals and fewer plant-based meat. However that doesn’t imply that the fast-food house can’t really feel thrilling once more. Falafel doesn’t have to disappear, nevertheless it shouldn’t be the tip of the dialog.
How about tofu rooster, Subway? Seitan balls, IKEA? Starbucks, absolutely you can create a genuinely nice tempeh bacon breakfast sandwich, full with a chickpea egg.
For inspiration, look inside Britain’s grocery shops. A latest journey to Tesco left my fridge stocked with merchandise like Tofoo Seitan (produced in partnership with fast-food favourite Temple of Seitan) and Allplants’ Veggie Tempeh Golden Lentil strips. I used to be additionally tempted by THIS Chickpea Tofu, Tofoo’s Katsu Tofu, Quorn’s Rooster Free Slices (a basic), Chicago City’s barbecue jackfruit pizza, and Squeaky Bean’s Braised Veggie Pie with vegetable mince.
A few of these merchandise could be classed as ultra-processed; others wouldn’t. However all of them show the identical factor: plant-based staples may be remodeled into genuinely artistic, craveable choices that meet public demand with out sacrificing innovation.
We nonetheless have the remainder of 2026 to go. Quick meals, you’re up. Don’t play it secure.
For extra plant-based tales like this, learn:
Charlotte is a VegNews editor and author based mostly in sunny Southsea on England’s southern coast.
