Plant Based World Expo demonstrates continued hunger for innovation in London

Plant Based World Expo Europe, the only 100% plant-based professional event for retail and foodservice, concluded its 2024 event in ExCeL London with just under 3,000 people in attendance. Drawing a record number of buyers in the room seeking plant-based products for their business, it attracted retailers, caterers, restauranteurs, manufacturers and industry leaders who demonstrated a continuing hunger for plant-based innovation.

Over two days, 151 exhibitors from around the globe showcased pioneering developments in alternative proteins, sustainable ingredients, dairy substitutes, and other plant-based products, setting a new standard in the industry. Products captured the imagination of attendees, with food samples including sushi rolls, tikka kebabs, and sliders satisfying their tastebuds. Popular stands included Shicken with their new allergy-free range, Green Vie with a huge variety of non-dairy cheeses and Konscious Foods, a Canadian company with salmon and caviar.

The action-packed first day of the show culminated in the Plant-Based Excellence Awards ceremony, celebrating outstanding achievement across 15 product categories, including meat and dairy alternatives, deli products, snacks, and innovative ingredients. The best-scoring products in each category received a trophy, while the best-scoring entry from over almost 200 products that were submitted, Let it V Foods Veikon Bacon, was crowned the best product of 2024, followed by Jay and Joy’s Jeanne Alternative to Blue Cheese in 2nd place and MYOM Original Oat in 3rd place. Category winners were:

Best Alcoholic Beverage 2024 – Casa Savoia Orancio

Best Cold Beverage 2024 – Goodrays 30mg CBD Sparkling Drink

Best Condiment, Preserve or Ferment 2024 – The French Foodie Original Peanut Spread

Best Dairy Alternative Cheese 2024 – Jay and Joy Jeanne Alternative to Blue Cheese

Best Dairy Alternative Milk or Yogurt 2024 – MYOM Original Oat

Best Deli Product 2024 – Rumori Polpetteria No-Meat-Ball

Best Egg Replacement 2024 – Le Papondu The Beaten Papondu

Best Fish and Seafood Alternative 2024 – Konscious Foods Classic Smoked Salmon

Best Ice Cream or Frozen Dessert 2024 -Dairy Den Ltd Pistachio Gelato Plant-Based

Best Innovative Ingredient 2024 – Levprot Bioscience Brazzein

Best Meat Alternative 2024 – Let it V Foods Veikon Bacon

Best Ready Meal 2024 – The Plant-It Food Co. Chilli Burrito Bowl

Best Savoury Snack 2024 – Filbert’s Fine Foods Japanese Teriyaki Mochi Rice Bite

Best Sweet Snack 2024 – Dandies Vegan Marshmallows

Best Wholefood Product 2024 – Beany Products Italian Style Bean Bites

Winner of the highly competitive Best Meat Alternative category was Let it V, a Spanish company based out of Barcelona selling smoky, crispy plant-based bacon. Exhibiting at the show for the first time ever, CEO Jorge Osés Labadie remarked “It’s been two years of adventure, we are aiming to make the best bacon in the world, regardless of whether it’s from plants or pigs. Our next step is raising money and to get a clean label, so this win is very helpful for us.”

Elsewhere at Plant Based World Expo, three theatres at the event featured an impressive lineup of thought leaders and expert speakers, offering insights into key trends, consumer behaviour, and the future of plant-based foods. Educational sessions and panel discussions provided valuable opportunities for attendees to gain insights into the latest research and innovations driving the plant-based market forward.

In the Learning Garden Theatre, The Vegetarian Society updated an audience with the latest developments in plant-based labelling standards, culminating in an announcement of their brand-new Plant-Based Trademark. Developed with a consultancy after a review of case law, products that carry the trademark must contain no animal ingredients and must have a key plant-based characteristic (such as an ingredient derived from plants).

Other speakers represented organisations including GFI, SPINS, HSI Forward Food, TUCO, Innovate UK, Plant Based Health Professionals UK, The Vegan Society and Protein Industries Canada. Well-known plant-based companies also joined the panels to share their vision for the sector, including Impossible Foods, Oatly, La Fauxmagerie, One Planet Pizza and Mummy Meegz.

Celebrities were among the speaker roster, with best-selling authors David and Stephen Flynn (The Happy Pear) delivering two culinary demonstrations focused on using whole foods and pantry staples. The chef duo packed out the culinary theatre with action-packed sessions whipping up vegan delights including chocolate mousse for the audience to taste. TV personality and legendary chef Rosemary Shrager was also in attendance, bringing her plant-based jam and chutneys along to the show.

Many exhibitors noted the high quality of conversations with potential partners and buyers, emphasising the importance of the expo in expanding the plant-based movement across Europe and beyond. The event’s emphasis on fostering connections made it a valuable networking opportunity for businesses at every level, from startups to charities and established brands. Lea Beven, Managing Director at the surplus food project NotJUST who partnered with the show to save food waste, commented: “Exhibiting at Plant Based World has been absolutely mind blowing! For us, it’s been a game changer and will save us thousands of pounds a month. It will increase our revenue by an extreme amount as a result of the contacts we’ve made and the information we’ve learned.”

Attendees alike gained a lot from the event, with many using it to source products for their businesses. Gertjan Kruijk, Owner-Director at Brandplant commented: “The show is important for my business because we have to make sure that we are continually finding innovative products to add to our assortment. In general, plant-based is becoming better and better in terms of quality, and it’s great to see that represented at Plant Based World.”

With a record-breaking event, the 2024 Plant Based World Expo has solidified its role as a central platform for stakeholders passionate about a sustainable and plant-forward future. 

Looking ahead, the expo continues to drive innovation and connect the global community toward meaningful change in the food industry. It will return to ExCeL London on 12-13th November 2025. To find out about participating as an exhibitor, visit www.plantbasedworldeurope.com