With the rise of mammoth brands like Impossible Foods and Beyond Meat, plant-based proteins have become a multi-billion-dollar industry. While brands have moved beyond veggie patties to “burgers that bleed” in an attempt to imitate animal protein, not all brands are focused on one-to-one replacements. 

Some, like Prime Roots and TiNDLE, are taking a different approach, drawing from culinary traditions to reimagine what plant-based proteins can be. This has never been a trend for many third-culture communities—these ingredients have been staples for generations. From jackfruit to tofu and daal to seitan, these ingredients have been central to kitchens worldwide long before they were packaged and marketed to the flexitarian crowd.

But a new generation of plant-based innovators is rethinking what’s possible from a Western, scientific and traditional perspective. Which proves that these proteins don’t have to be ultra-processed imitations and can be a great way to diversify your diet, maintain wellness and learn a little history about what you consume. 

Innovators in the plant-based protein space

I’m a stan for plant-based proteins—the OG kind: chickpeas, lentils, tofu and beans (in all their glorious, gas-producing ways). But unlike a chicken thigh, which you can throw in an air fryer and call it a day, these protein sources aren’t naturally umami-packed. They need a little TLC to be finger-lickin’ good. (I learned this the hard way after one too many sad, unseasoned chickpea-and-spinach salads in my student days.) While my grandmother had the patience to chop, stew and slow-cook for 12 hours, I… do not.

Enter Prime Roots, a brand using koji, a fermentation-friendly fungus to create plant-based deli meats like salami, turkey and bacon. The result is a ready-to-eat protein that requires zero prep; just slice it up, slather it with (vegan or regular) mayo, and sandwich it between two slices of rye. 

“We found that koji, which is a Japanese fungi-based protein, enabled us to make products that have the unique taste and texture of meat—naturally without using ultra-processed proteins or ingredients,” says Kimberlie Le, the Asian Canadian founder of Prime Roots. “Fungi are great also since they have a lot of protein, and [are] a clean whole food source of protein. I had been around koji for a very long time; since it’s used in a lot of dishes I grew up eating and cooking, there’s definitely a personal connection there.”

Meanwhile, TiNDLE is tackling the world’s most popular protein: chicken—but not in the way you might expect. Instead of mimicking the precise flavour and fibrous texture of poultry, TiNDLE is rethinking what a plant-based protein can be. The brand’s approach isn’t about direct substitution but about creating a chef-driven, highly adaptable protein that functions like chicken without trying to replicate it exactly.

“Plant-based sources like tofu and seitan have a rich history in many cultures and continue to be staples in many cuisines,” says Jean Madden, TiNDLE’s co-founder and COO. “What we’re seeing today is that plant-based proteins like ours are fulfilling a different need. The initial assumption was that it needed to replicate ‘animal’ protein as much as possible, but interestingly, we’re seeing the consumer move away from this ethos and animal flavour profile. Instead, many are adopting a new wave of alternative proteins that offer sustainable, clean and protein-forward nutrition.”

TiNDLE is positioning itself as part of a broader shift that moves beyond direct meat substitutes and into a category of its own. The brand started in Singapore, working with chefs to create a versatile plant-based chicken that could be shaped and flavoured for different cuisines, whether it was stir-fried in a wok, tucked into dumplings or coated in crispy breadcrumbs for schnitzel.

The future of dinner is plant-based

Despite my best efforts to avoid doomscrolling first thing in the morning on social media, it’s impossible to ignore the environmental and health crises reshaping the way we eat. Rising food costs, supply chain disruptions and climate change are forcing us to rethink what’s on our plates. After all, reducing meat consumption can aid the environment by cutting down on greenhouse gas emissions, conserving land and water resources and much more. But the future of food isn’t just about cutting back—it’s about innovating. And the intersection of tech and tradition may hold the answer.

“It took us over five years just to perfect the art and science of how to make koji in a way that could be transformed into meats that most people grew up eating and know and love,” Le shares. “Koji is typically used to make miso and soy sauce, which are umami-rich condiments, so we like to say that the koji does most of the work already for us in terms of taste and texture.”

Instead of seeing these global crises as insurmountable, what if they were opportunities to get more creative? Think of it like a Food Network mystery basket challenge—only this time, the stakes are slightly higher: feeding the planet. Many chefs and food innovators are taking this challenge head-on, from René Redzepi’s MAD symposium, an intensive for chefs and hospitality professionals on environmental sustainability and leadership, to the Slow Food Foundation, an organization protecting biodiversity and sustainable agriculture practices by building fair food gardens and markets.  

Countries like Singapore have already embraced this shift at the policy level, recognizing the urgency of sustainable food solutions. As Madden says, “In Singapore, where our company was founded, there is a strong push to adopt sustainable food technologies in order to find long-term, sustainable solutions to climate threats and food insecurity. Efforts like this are helping us move in the right direction when it comes to making plant-based foods more widely available and attainable—and, ultimately, a daily staple in many diets and cultures worldwide.”

Similarly, South Korea, Germany, Australia and Japan are actively developing sustainable agriculture processes, with policies promoting water management, smallholder protection and financial access for land users in anticipation of future needs. 

From alternative to centre stage 

Whether your family ate plant-based for religious, cultural or health reasons, plant-based proteins have always been more than just a trend. But today, they’re no longer just a necessity or a tradition—they’re a choice and a mainstay of modern eating. Once confined to specialty health stores and vegetarian restaurants, plant-based options are now a mainstay in supermarkets, restaurant menus and home kitchens worldwide.

“Long gone are the days that plant-based was just for vegans and vegetarians and with products that are just made from soy and gluten. As a brand that is proudly made by meat-eaters for all eaters, we want to make the best versions of foods that we grew up eating and that are central to food culture,” explained Le.

As plant-based eating shifts from niche to norm in the West, the conversation is changing. It’s not just about sustainability or ethics—it’s about flavour, tradition and innovation. Maybe the future of dinner isn’t just plant-based. Maybe it’s about rediscovering the foods that have been here all along. For more thought-provoking stories and exclusive content, subscribe to 3 magazine’s print and digital editions today!