100% Pure Powder Vegetarian Substitute for Gelatin A Gluten-Free Food Your Recipe's Secret Ingredient Vegetarian/Vegan Product Agar is a naturally gelatinous powder derived from marine red algae. It's perfect vegetarian substitute for beef gelatin in any food application, and makes an excellent thickener for soups, jellies, ice cream and more. Because you are what you eat, NOW Real Food has been committed to providing delicious, healthy, natural and organic foods since 1968. We're independent, family owned, and proud of it. Keep it natural. Keep it real.