Woman shopper influenced by nudging

Image courtesy of ProVeg International

Nudging Toward Sustainable Consumption – the Power of Choice Architecture

Within the ever-evolving world of consumer behaviour, nudging has surfaced as a powerful tool for guiding decisions towards sustainability. Nudges are capable of amplifying product allure, streamlining purchasing processes, and providing consumers with feedback regarding their purchase choices. Marketing professionals can make subtle use of factors that influence consumers’ purchase decisions, these include product design, pricing, labelling, product placement, promotions, and other persuasive marketing material. In its latest New Food Hub case study, ProVeg International explores key studies that demonstrate the effectiveness of nudging in encouraging consumers to make environmentally conscious and plant-based food choices. Key terms Nudging Nudging, as defined by Pelle Guldborg Hansen et al. (2016), is a strategic approach aimed at influencing decision-making processes by shaping the environment in which choices are …

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EatDifferently Dairy Campaign

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Eat Differently Launches Huge Billboard Campaign Across LA Exposing Falsehoods Peddled by Dairy Industry

A new campaign by Eat Differently, a public service resource encouraging plant-based eating, is challenging long-held consumer beliefs about the dairy industry. Titled “Got My Mom’s Milk? I Didn’t,” the campaign seeks to expose the often glossed-over realities of dairy cows and their calves and foster a broader understanding of dairy production practices.  With over 20 billboards strategically placed in key locations around Los Angeles, including the highly trafficked 405 Freeway, the Hollywood and Highland intersection, and near the Los Angeles International Airport, the campaign is anticipated to have high visibility.  Lori Amos, founder of Scout 22, an advertising agency working with Eat Differently, articulated the campaign’s core message: “The messaging featured in this campaign negates the falsehoods that have been peddled by the dairy …

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Impossible Foods Burger King

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Burger King’s Million Dollar Whopper Campaign Features Customizable Impossible Whoppers

Burger King’s latest promotional venture, the Million Dollar Whopper Campaign, will feature the Impossible Burger patty, allowing the option to create 100% plant-based burgers as part of the contest. The campaign offers Burger King patrons the opportunity to design their ultimate Whopper, with the chance to win a $1 million prize. The contest, which is open for entries through March 17, encourages participants to explore over 200,000 possible combinations to create their dream Whopper. For the first time, customers can opt for the Impossible Burger patty, enabling the creation of entirely plant-based versions of the popular sandwich. Participants can submit their unique Whopper designs via Burger King’s website or the BK App, utilizing a Royal Perks account. Each submission will be transformed by artificial intelligence …

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Introducing Cultivated X: The B2B News Magazine About Cellular Agriculture

vegconom GmbH – publisher of leading business magazine for the plant-based market, vegconomist – announces its latest online publication with the launch of new B2B news platform, Cultivated X.  Cultivated X is a new B2B magazine focused on cellular agriculture, covering global news and developments in the cell-cultured space, encompassing foods and beverages; materials; policies, laws and regulations; technologies; companies, startups and people; and more. The target readership of the English-language trade magazine will be decision-makers with a vested interest in being informed, quickly and comprehensively, about the background and progress of the rapidly developing market for the cellular production of ingredients and products traditionally produced with the use of animals. According to leading experts, these emerging production methods will disrupt factory farming within the …

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animal vs plant proteins

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Guest Post: Daily Mail Distorts Outcome Of Major Study Showing Benefits of Plant Protein

Robbie Lockie, co-founder of Plant-Based News, recently established the Freedom Food Alliance in order to counteract widespread disinformation in the media regarding the food system. In this piece, Robbie describes one of the myriad examples of information being distorted to fit the purposes of the mainstream narrative. A recent article published in the Daily Mail online was based on the “quoting out of context” fallacy and is particularly misleading because it quotes a legitimate, scientific study, but distorts its results to serve the author’s points. In her article, Health Reporter Emily Joshu issues a warning to vegans: animal proteins are crucial for healthy aging and a vegan diet is harmful for overall health. As evidence for these claims, Joshu references a study led by Tufts …

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Daiya Foods Fromage Forgery

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Daiya Introduces “Fromage Forgery” with Actor Lionel Boyce in a Nod to Dupe Culture

Daiya, a leading dairy-free brand, has launched “Fromage Forgery,” a marketing campaign to promote the newly launched formula, introducing its newly revamped dairy-free cheese to a wider audience in collaboration with actor Lionel Boyce, known for his work on the award-winning series “The Bear”. The initiative plays off the ‘dupe culture’ trend, which has been prevalent in other sectors such as fashion and beauty, and involves product alternatives that closely resemble original luxury items. The company marked this initiative in downtown New York City, where over 350 people gathered to experience Daiya’s cheese alternative with its proprietary Daiya Oat Cream™ blend and its ability to mimic traditional dairy cheese in both taste and texture. The product’s “cheese dupe status” was showcased through a simple yet …

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Why it’s Imperative for Meat-Free Products in Canada to Target Meat-Eaters

A recent survey conducted by food services management company Sodexo Canada finds that while a huge proportion (74%) of Canadians are unwilling to completely give up meat — significantly higher than the global average of 42% — followed by 67% for fish and 54% for dairy, almost half (46%) are interested in reducing animal proteins for plant proteins and 46% are willing to reduce their intake of dairy products. Ultimately, this data as well as the further data below evidences that Canadian consumers refuse to quit animal products but do have a desire to replace some meat and dairy with animal-free alternatives. Producers and marketers should therefore strive to make this easy for the consumer and target the flexitarian group with inclusive language and marketing. …

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NotCo Not So Happy Animal Campaign

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NotCo Launches Innovative AR Campaign to Challenge Perceptions of Animal-Based Food Logos

Food-tech company NotCo, recognized for its use of AI to craft plant-based alternatives, has launched an innovative campaign titled “Not So Happy Animals.” This initiative aims to challenge the presence of seemingly joyous animal logos in the fast-food industry, shedding light on the often overlooked realities behind these symbols. The campaign, debuting today across the United States and Mexico, employs Augmented Reality (AR) technology, creating an immersive and interactive experience for users. By visiting nothappy.com on their mobile devices, consumers can scan animal logos they encounter in various public spaces. The AR technology is designed to recognize and animate logos featuring animals, ranging from well-known brands like Chick-fil-A to smaller establishments such as Mr. C’s Fried Chicken and Waffles. Once scanned, these logos are transformed …

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woman with laptop

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Special Feature: Oatly and Industry Figures Fight Back Against Widespread Anti Vegan Disinformation

In an age of widespread deliberate and often systematic disinformation, along with more inadvertent misinformation, on all manner of issues surrounding alternative foods — health, processed vs unprocessed, sustainability, and detriment on masculinity, to name a few — plant milk leader Oatly along with several figures from within our movement are now saying enough is enough. It’s time to counter the narrative with some truth; “For the sake of our planet, the definition of healthy must include being both good for people and good for the planet,” Oatly urges. Disparage and enhance At the end of last month, Changing Markets released a paper titled Truth, lies and culture wars: The misinformation we face in pushing for a sustainable food system. The research, which has been …

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Image courtesy of Beyond Meat

Europe Continues as Beyond Meat’s Strongest Market With Multiple Veganuary Activations

Beyond Meat’s vision is to be a global protein company helping the transition from animal to plant-based meat to address the climate crisis and animal welfare positively. On various occasions, the company has expressed strong ambitions for Europe, aiming to have a localized production to serve the growing demand for meat alternatives in the region. In 2021, the brand created a new position, General Manager of Europe, to expedite its growth in the continent. Since then, the company has expanded its presence in the UK and European countries, including Germany, The Netherlands, Switzerland, Spain, Slovenia, Belgium, Italy, and more recently Romania, launching different products through retail and foodservice. In November it was reported widely that customer demand in Europe is a bright spot for the company amid …

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Beyond Meat least you can do campaign

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Beyond Meat Targets New Year’s Resolutions with ‘Literally The Least You Can Do’ Campaign

In an effort to tackle one of the most common New Year’s resolutions — eating more healthily — Beyond Meat has launched a new marketing campaign called “Literally The Least You Can Do” which shines a spotlight on its heart-healthy Beyond Steak. The digital campaign will run on TV, OLV, Social, and Digital channels. Beyond Steak recently received the Heart-Check certification from the American Heart Association and has also achieved the distinction of being the first plant-based meat product to meet the nutritional guidelines set by the American Diabetes Association’s Better Choices for Life program, according to the company. Actor and producer Rizwan Manji, known for his role in Schitt’s Creek, features in the campaign, continuing his collaboration with Beyond Meat after appearing in the …

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ProVeg plant-based packaging

Maximising Consumer Appeal With Strategic Plant-Based Packaging

A product’s packaging is its visual handshake with consumers; it’s the first interaction, where preconceptions are challenged and perceptions formed. Alternative protein products are in a unique position regarding their packaging. Often using novel ingredients and innovative production techniques, the aim is to entice consumers towards a product that might feel unfamiliar compared to an established animal product counterpart. Tackling these challenges and the host of pre-existing consumer assumptions that come with them, effective packaging is a key aspect of a product’s success. Secure a strong first impression, and you’ll position your product favourably in consumer minds, paving the way for repeat purchases. In its recent New Food Hub article, ProVeg International shares plant-based packaging best practices to boost your sales, with recommendations on colour …

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Eat Differently campaign

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Eat Differently Cinema Campaign Asks Audiences at 1,800 Movie Theaters to Eat Plants, Not Animals

The Eat Differently campaign has premiered a Public Service Announcement (PSA) in cinema theaters across the United States highlighting the transformative power of thinking and eating differently. The 60-second ad is screening ahead of the new Wonka film, starring Timothée Chalamet, Hugh Grant, and Oscar-winner Olivia Colman. The spot, which plays on the pre-show for the Wonka film on 1,800 movie theater screens across the US from today until Christmas Eve, ends with the message, “Eat plants, not animals”. Created by BAFTA-winning director Alex Lockwood, the PSA intertwines the imaginative spirit of Willy Wonka with a compassionate message urging viewers to dream of a world where kindness embraces all. The ad features the images of famous icons from the world of music, film, and art …

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Frys partners with Aardman and Chicken Run Dawn of the Nugget to launch new plant based nuggets

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Fry’s Collaborates with Aardman on New Nugget Launch to Celebrate Chicken Run 2: Here’s Why This is Such a Genius Move

Fry’s Family Foods, the plant-based meat legacy brand founded in South Africa in 1991 and acquired by The LIVEKINDLY Co in 2020, reveals today it is collaborating with famous UK animation house Aardman to celebrate the long-awaited movie Chicken Run: Dawn of the Nugget with the launch of an exclusive branded vegan nugget. Timed for Veganuary, the nugget launches into Tesco, Iceland, The Food Warehouse, and selected Spar stores on 26th of December and will be offered with a half-price promotion until the 15th of January. Potential to reach countless millions The synopsis of the new animation is as follows: “A band of fearless chickens flock together to save poultry-kind from an unsettling new threat: a nearby farm that’s cooking up something suspicious.” Put simply, …

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Albert Heijn plant-based Christmas magazine

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Dutch Retailer Albert Heijn Promotes a Plant-Based Christmas With New Magazine

Dutch supermarket chain Albert Heijn is encouraging customers to try a plant-based Christmas with a special version of its magazine, Allerhande. The 24-page insert is included in the regular Christmas issue of Allerhande, providing a wide range of plant-based recipes for the festive season. It includes multiple dishes for every course, with options such as a beet tart, a vegan roast dinner, and chocolate mousse. Some of the recipes have been contributed by well-known figures such as Instagram influencer Judith van Willigen, actor and director Sanne Vogel, and illustrator Enzo Pérès-Labourdette. The magazine also provides suggestions for how Albert Heijn’s selection of meat and dairy alternatives could be used to make Christmas dishes. The supermarket chain launched its new own-brand plant-based line, AH Terra, in …

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Peter McGuiness CEO Impossible Foods

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Impossible Foods CEO Outlines Crucial Shifts Needed for Survival of Plant-Based Industry

The plant-based industry is standing at a pivotal crossroads. While long-term growth predictions do appear to be promising and meat consumption is declining in developed countries such as the UK, the US, Australia, and certain European markets, current challenges such as decreasing sales and an increasingly competitive marketplace create substantial setbacks for plant-based companies.  The plant-based sector’s current predicament stems from several factors, including potential marketing missteps, consumer misinformation, and intense competition from traditional animal agriculture. Peter McGuinness, CEO of Impossible Foods, spoke to this at the recent Adweek X conference in Los Angeles, citing a much-needed industry-wide transformation that emphasizes collaboration to overcome these challenges. At the conference, McGuinness pointed out the detrimental effect of early “wokeness” and foodtech positioning in plant-based meat marketing, which he …

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Swizzels Launches Campaign Urging Retailers to Stock Vegan Sweets for Veganuary

UK-based confectionery brand Swizzels has launched a new campaign reminding retailers to stock up on its range of vegan sweets for Veganuary 2024. Featuring the tagline “All these, all vegan, all year”, the campaign aims to point out that the vegan confectionery is available year-round, not just in January. This is the fourth year that the company has launched a Veganuary-inspired campaign. Founded in 1928, Swizzels offers a range of classic British sweets. Many of the best-loved — such as Love Hearts, Refreshers, Parma Violets, and Drumsticks — are now suitable for vegans, after being reformulated in recent years. High demand For Veganuary 2023, Swizzels launched a range of six new vegan sweets, including three variety bags (Luscious Lollies, Scrumptious Sweets, and Curious Chews), along …

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Burger King to offer discounted Vegan Royale burgers

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Burger King UK to Offer Discounted Vegan Royale Burgers Every Monday

Burger King UK is now offering its chicken-style Vegan Royale burger at a discounted price of £2.99 on Mondays, with the aim of encouraging more customers to try plant-based options. It comes after a poll commissioned by the chain in collaboration with The Vegetarian Butcher found that 73% of meat-eaters wouldn’t choose a plant-based menu option, with 48% saying they don’t believe plant-based meat tastes as good as animal meat. However, 31% said they would be more likely to choose a plant-based dish if they knew it tasted as good as the conventional option, while 38% said better value for money would make them more likely to order plant-based food. Plant-based game show To address the idea that plant-based options don’t taste as good, Burger …

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Como Ser Vegan Hoy, by Ignacia Uribe

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Ignacia Uribe’s New ‘How to Be Vegan Today’ Book Urges “Do What You Can, But Do it Today”

The book “Como Ser Vegan Hoy” (“How to Be Vegan Today”) is presented as an essential guide for those who want to explore veganism and everything it entails, offering a simple, entertaining, educational and friendly guide so that people can immerse themselves in the different dimensions of veganism. This new milestone for Ignacia Uribe, director of Fundación Veg (formerly Vegetarianos Hoy) follows more than 20 years of experience as a vegetarian/vegan and as part of this social justice movement. Within her new book, people will be able to find anecdotes and personal reflections, as well as the explanation of key concepts, practical advice, and recipes to motivate people to explore this path. For her, this book is a necessity for society and the vegan movement, …

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Beyond Meat marketing campaign

Supplied by Beyond Meat

Beyond Meat’s “This Changes Everything” Campaign Emphasizes Nutritional Benefits of Plant-Based Meat

Beyond Meat, Inc. (NASDAQ: BYND) unveils its latest marketing initiative, the “This Changes Everything” campaign. This campaign, created by the independent full-service advertising agency Chemistry, aims to spotlight the nutritional benefits of Beyond Meat’s product range, including the Beyond Steak, the Beyond Burger, and the recently introduced Beyond Sausage. Central to this initiative is the endorsement of Beyond Steak as a heart-healthy food, certified by the American Heart Association. Akerho “AK” Oghoghomeh, senior vice president of brand marketing at Beyond Meat, stated, “We know that health is a top driver in the plant-based meat category, so we wanted to emphasize our products’ key nutritional benefits, including Beyond Steak’s heart-healthy credentials, while still communicating their great taste.” Oghoghomeh also highlighted the campaign’s collaborative effort with talented …

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