Veganism is here to stay, despite what mainstream headlines may claim—just look at the numbers. In 2025, the plant-based retail market was valued at $7.9 billion, more than double its value in 2017. Circulating rumors of vegan meat giants declaring bankruptcy and longtime brands going under may paint a stark picture, but the numbers don’t lie. According to a recent SPINS report, plant-based sales are actually improving across a number of categories. Plant-based snack bars, protein-rich plant foods, and sustainability aligned products are all helping boost the vegan market sector.
“The biggest misconception about the plant-based category is that it’s in a massive decline,” Angela Flatland, senior sales director of plant-based at SPINS, told VegNews. “The early momentum and breakout years of high growth, followed by market maturation, mean that a reset and rebalancing is a normal trajectory for any new segment.”
So, what does this mean? More innovation from brands as they seek to meet consumers’ changing needs—and cravings. With the sector poised for more innovation than ever before, vegan companies are stepping up to the plate, and VegNews editors are taste-tasting along the way. Each year, we try thousands of products, and so we’re shining light on the 10 best new products coming this year that you’ll want to enjoy on repeat.
1 Oatly popcorn-flavored milk
At Oatly, pushing boundaries is inherent to the company’s DNA. “The world’s first oat drink company” set out to revolutionize dairy-free milk in 1994, and 32 years later, it’s safe to say they’ve exceeded expectations. With a combination of eco-friendly formulations that deliver on taste and texture, and its cheeky brand identity, Oatly has set itself apart from competitors. And its popcorn-flavored milk is poised to steal the spotlight even more.
Set for a US release later this year, this novel bev tastes just like buttered popcorn. At-home baristas will relish in its potential for one-of-a-kind drinks—from popcorn cold foam toppers for an artisanal cold brew to caramel popcorn matcha lattes, the drink options know no bounds.
2 Forager Greek yogurt
Finally, a protein-rich, vegan Greek yogurt that doesn’t taste like, well, chalk. Forager Project’s new line of Greek-style yogurts swaps out dairy for a thick, tangy cashew-coconut base infused with real, organic fruit.
A tropical blend of mango and passion fruit, summer-forward blueberries and raspberries, and strawberries and rhubarb impart craveable flavor while rice protein packs up to 10 grams per serving—not to mention the added probiotics for a boost of gut-friendly bacteria. Take these yogurt cups on the go and enjoy on their own, or do like we do and top with granola and fresh fruit or spoon into smoothie blends for an upgraded post-gym protein shake.
3 Switch Foods’ vegan meat
Juicy chicken shawarma enjoyed in a warm, fluffy pita; herbaceous kafta on a bed of vermicelli rice and cucumber salad tossed in chermoula; and smoky, charred kebabs paired with a tangy yogurt-tahini sauce—skip the exorbitant delivery fees and put that passport away—mouthwatering Mediterranean flavors start in your kitchen thanks to Switch Foods’ new line of authentic meats.
Based in the United Arab Emirates, Switch Foods is poised to revolutionize the freezer aisle with specialty seasoned meats that go beyond standard burger patties and chicken nuggets.
4 Just Meat chicken
What came first: the chicken or the egg? At Eat Just, the answer’s easy. Less than a decade after launching JUST Egg, the innovators at this food-tech company turned their attention to chicken made from plants. With more vegan chicken nuggets, tenders, and popcorn chicken options than we can count, Eat Just set out to make, well, just chicken.
This fall-apart-tender protein is juicy, succulent, and shreds just like its animal counterpart, with an impressive 18 grams of protein per serving. Season with your favorite spices or opt for sweet and savory Sesame Ginger Chicken for stir-frys, tangy Buffalo Chicken for gameday spreads, or Chili Lime Chicken for stuffing into quesadillas.
5 Oshi surf and turf
What to do when after a long day, you have dinner to cook and a family with different cravings to please? Luckily, the latest collaboration between Oshi and Offbeast, two vegan protein powerhouses, offers a solution. This Surf N’ Turf bundle brings consumers Oshi’s ultra flaky fish-free salmon filets and Offbeast’s tender, juicy filet mignon in one convenient package boasting a whopping 47 grams of protein.
Grill, bake, or pan-sear, and then serve alongside mashed potatoes and broccolini à la mid-century steakhouses. Or recreate the viral salmon bowl while your dinner date digs into their garlic butter steak. It’s the best of both worlds in one marvelous meal.
6 Shire’s Naturals ravioli
At Shire’s Naturals, tender cheese-stuffed ravioli begins with cashews, Himalayan pink salt, cultures, and … classical music. As cashews undergo fermentation as part of the cheesemaking process, cheesemongers at this New Hampshire-based company play Ludwig van Beethoven to help the final product achieve a mild zest reminiscent of its dairy-based counterpart. It’s a method backed by scientists at Reuters, who found that sound waves impact the flavor of cheese as it ages. Once perfected, the cashew cheese is stuffed into pasta for toothsome, pillowy ravioli. Go for the classic cheese, or mix it up with cheesy varieties featuring roasted garlic and spinach.
This East Coast brand is already a familiar favorite for those who live in the region, but left coasters—don’t give up hope. Shire’s Naturals is currently eyeing a West Coast expansion alongside a new product line (hint: kid-friendly vegan ravioli inspired by Chef Boyardee).
7 Back to Nature white cheddar crackers
The laidback tunes of The Beach Boys, the Summer of Love in San Francisco, and the rise of the student-led Free Speech Movement—1960s California was the site of major headway across music, politics, counterculture … and yes, snacks, too. From its start in a tiny health food store 66 years ago churning out granola, Back to Nature has solidified its status as a vegan pioneer with a product portfolio that reimagines “America’s favorite snacks” with plant-based ingredients. And now, six years after debuting its Cheeze-It dupe, Back to Nature is at it again with its newest offering: White Chedda Cheezy Crackers. Pack these punchy, crispy, white cheddar crackers into lunchboxes for a savory snack made without the dairy—schoolyard nostalgia guaranteed.
8 7th Heaven Dubai chocolate bars
Chocolatier Sarah Hamouda was simply trying to satiate her pregnancy cravings for pistachio and knafeh when she unknowingly changed the world of confectionery forever. Following a now viral TikTok video, Hamouda’s creation was quickly dubbed “Dubai chocolate,” and five years after its initial inception, the bar has become as ubiquitous as vanilla ice cream.
The world went into a frenzy, and Dubai chocolate dupes popped up on shelves everywhere—but enjoying a taste of this milk-ladden global favorite proved difficult for vegans (just ask Billie Eilish, who recreated the bar from scratch). Enter: 7th Heaven. This vegan chocolatier recreates the global phenomenon with silky oat milk chocolate, crunchy shredded phyllo, and luscious pistachio butter for a bite-sized treat that rivals the original.
9 Joolies sour dates
Soft, gooey, and caramelly, Medjool dates have gained a reputation as nature’s candy. Stuff them with artisanal nut butters, coat them in dark chocolate, sprinkle with a dash of flaky salt, and you’ve got a homemade, better-for-you Snickers bar. Want an even simpler date dessert? The connoisseurs at Joolies took note, and they’re reinventing nature’s candy, quite literally, with its new line of Date Sours.
Hand-picked California dates are dusted in a sour, no-sugar-added coating for a chewy, lip-puckering treat that’s reminiscent of your favorite gummies. Sneak them into the movie theater for the next summer blockbuster, enjoy as pre-workout fuel, or simply indulge in an afternoon pick-me-up. We promise this is one fruit your kids will fight you for. Now, only one question remains: Blue Raspberry, Watermelon, Peachy, or Cherry Cola?
10 Sweet Loren’s ready-to-bake scones
The master bakers at Sweet Loren’s know that every successful recipe starts with a commitment to quality. Simple, non-GMO ingredients are at the heart of each decadent treat at this cult-favorite brand—from the chocolate chunks used in its ready-to-bake Fudgy Brownie Cookie Dough to the sustainably sourced palm oil in its puff pastry and pizza crusts. And now, a new fuss-free baked good looking to make your mornings sweeter: scones!
Available in Chocolate Chunk and Cinnamon Brown Sugar varieties, these place-and-bake scones reach the perfect light, tender, and slightly crumbly texture with just a few minutes in the oven. Low effort, maximum upgrade to your cup of morning tea—we’ll cheers to that.
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Jocelyn Martinez is VegNews’ senior editor based in Los Angeles, CA.
