The 12 months is 2018. Del Taco is testing Past Meat crumbles in Los Angeles. Wu-Tang Clan is partnering with White Fort to advertise a plant-based Unimaginable Slider. Costco sells a million vegan patties in simply 60 days.
Throughout the Atlantic, the UK’s vegan scene is beginning to growth. That very same 12 months, the nation cemented itself as a world 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 Fort
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 exhausting to maintain up with the brand new product launches flooding our Slack channels.
However now, in 2026, the panorama is totally different. Innovation hasn’t disappeared, however in lots of instances it has turn out to be timid and repetitive. Most of the fast-food manufacturers that when raced to innovate have quietly stepped again from plant-based menus. And people who stay typically fall again on the identical protected staples.
From daring bets to protected staples
Subway’s newest vegan launch within the UK isn’t a revival of 2019’s vegan meatballs or 2020’s plant-based hen. No, its new plant-based choice 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 primary vegan choice. Within the US, the espresso large provides a Spicy Falafel Pocket as its main plant-based selection. Then there’s IKEA, which just lately rolled out falafel balls throughout shops within the US, describing their “fragrant and nutty taste” as “a beloved favourite all around the world.”
It’s true. Falafel is a stone-cold basic. It’s actually certainly one of my go-tos. Recent from a Mediterranean deli, or selfmade, 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 would like 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 street journeys. Subway’s vegan hen 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 through the years, none have survived. Papa John’s UK has fared higher, just lately partnering with French vegan bacon model La Vie.
Like many individuals, after I eat out or head to a fast-food chain, I need a little bit of “junk,” for need of a greater phrase. I may be vegan, however I nonetheless crave a meaty chew once in a while. Thank goodness we nonetheless have the McPlant within the UK, the place I’m primarily based. 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 a number of elements. Analysis suggests the vegan market is plateauing, and that’s really fairly regular. “The early momentum and breakout years of excessive progress, adopted by market maturation, imply {that a} reset and rebalancing is a traditional trajectory for any new section,” Angela Flatland, plant-based gross sales and content material director at knowledge analytics platform SPINS, informed VegNews just lately.
“With fast-paced progress in any class comes plenty of fast innovation to get in on the chance. The section 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 listening to 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 supplied the Unimaginable Whopper within the US since 2019, and a vegan Whopper within the UK since 2020, with no indication that it’s going wherever.
It’s additionally not possible to disregard the affect 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. In response to Future Market Insights, the worldwide deli meat market might 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 attempting to eat extra complete 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 must disappear, however it shouldn’t be the top of the dialog.
How about tofu hen, Subway? Seitan balls, IKEA? Starbucks, certainly 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 Hen 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 can be classed as ultra-processed; others wouldn’t. However all of them show the identical factor: plant-based staples may be reworked into genuinely inventive, 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 protected.
For extra plant-based tales like this, learn:
Charlotte is a VegNews editor and author primarily based in sunny Southsea on England’s southern coast.
