Actual Veggies Secures Inc. 5000 Spot as Consumer Tastes Shift

The company’s growth trajectory highlights a broader market pivot. While much of the plant-based industry spent years developing products designed to mimic the texture and flavor of meat, Actual Veggies bet on a simpler premise: vegetables do not need to imitate anything to anchor a meal. This strategy appears to be paying dividends, as the brand surpassed $20 million in revenue in 2025 and projects hitting $30 million by the end of 2026.

Hailey Swartz, Co-Founder and Co-CEO, attributes this success to a more discerning consumer base. According to Swartz, shoppers are not abandoning meatless options, but are instead demanding transparency and identifiable ingredients. The market data reflects this shift; as of May 2026, the brand holds the top spot for dollar sales in the plant-based meat category within the natural channel. With products currently stocked in over 15,000 retail locations, including Kroger, Whole Foods Market, and Albertsons, the company is now scaling beyond its core burger lineup. Recent expansions include an organic black bean burger exclusive to Costco and the launch of vegetable-packed dinosaur nuggets, signaling a move into family-oriented food segments.