Marketing & Media

Morningstar Farms and Gallo Salame

© Morningstar Farms & Instacart

New Study Reveals Key Marketing Differences Between Plant-Based and Animal-Sourced Foods Online

A comprehensive study published in Business Strategy and the Environment by Suzannah Gerber, Sadie R. Dix, and Sean B. Cash, examines the marketing strategies of plant-based foods (PBFs) versus animal-sourced foods (ASFs) in the online grocery market in the United States. The research meticulously analyzed over 16,000 marketing and labeling content observations from seven leading US e-commerce grocery retailers, focusing on top-selling ASFs and closely matched PBFs. The study’s findings reveal several key insights that could significantly influence marketing strategies and regulatory considerations within the food industry. It found PBFs to be more robustly marketed, with an average of 47 claims per product compared to 28 for ASFs, demonstrating a focused effort on promoting product benefits both online and on packaging. PBFs tend to emphasize …

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Plant CEO X UnchainedTV

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PLANT CEO to Broadcast on UnchainedTV: Featuring Industry Leaders Matthew Glover, Bernat Añaños, and Ria Rehberg

PLANT CEO, a London-based podcast platform that spotlights leaders in the plant-based sector, has announced a collaborative venture with UnchainedTV, a Los Angeles-based, plant-based streaming TV network. This partnership is set to amplify the narratives of vegan business leaders, allowing them to reach a global audience. Hosted by Anant Joshi, PLANT CEO has become a notable platform for sharing success stories and insights from key figures in the vegan industry. The roster of interviewees features Ria Rehberg, the CEO of Veganuary; Bernat Añaños, the co-founder of Heura Foods; Louie Psihoyos, director of “You Are What You Eat” and Sam Tucker, CEO of VEG3 and executive director of Open Paws.  “We are elated to join forces with UnchainedTV to broaden the impact of our show,” commented Joshi. …

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OLALA plant-based seafood brand design

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OLALA! Unveils New Brand Design for Alt Seafood That “Breaks Through Ordinary Taste Experiences”

French plant-based seafood startup OLALA! has collaborated with Scandinavian consumer branding and design agency Everland to develop a new brand design centred around taste. While many plant-based brands focus their marketing on the ethics of their products, OLALA! believes taste is the key to repeat purchases. The startup aims to “break through ordinary taste experiences” with products aimed at all gourmet foodies, not just vegans. The new brand design takes inspiration from bistros, with an off-white colour that resembles a tablecloth, eye-catching golden illustrations, and the O in the logo suggesting a plate. The brand name is inspired by the French phrase “Oh là là”, indicating a pleasant surprise. “When nearly all competitors focus on rationality and sustainability, we focus on the emotional aspects of …

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Frys Chicken Run nuggets World Food Innovation Awards winner image

© Fry's Family Foods

Fry’s Marketing Campaign with Aardman and Netflix Wins Global Innovation Award

A marketing campaign for plant-based nuggets from Fry Family Foods has been awarded Best Marketing Campaign in the World Food Innovation Awards. The ad was timed to coincide with Veganuary as well as the arrival of the nuggets into retail and the launch of the Chicken Run 2 movie, which touches upon issues thought to inspire many viewers to consider the concept of veganism. The campaign win was announced at an award ceremony at  IFE (International Food and Drink Event) at London’s ExCeL this Monday the 25th of March. The brand belongs to the LIVEKINDLY group, as does Sweden’s Oumph!, which similarly received a marketing accolade in 2022 with its famous Human Meat campaign for Halloween, which again causes the public to question their choices and …

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Cauldron Foods announces new plant-based products and rebrand

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Cauldron Foods Announces Colourful Rebrand and New Plant-Based Products

UK meat-free brand Cauldron Foods (not to be confused with Australian fermentation company Cauldron) has announced a full rebrand with updated packaging, as well as a selection of new plant-based products. This includes two new vegetable-based centre-plate options — Spinach & Carrot Veggie Bakes and Pumpkin & Caramelised Onion Veggie Bakes — which will debut at Asda from April 4, followed by Tesco and Waitrose. Additionally, Cauldon is introducing a new Extra Firm Tofu block, launching at Asda from April 8 and then at Sainsbury’s. Updated packaging The colourful new packaging will roll out from March 25, including for classic Cauldron products such as the brand’s authentic tofu and falafel. (According to Cauldron, Circana data indicates that the falafel is the UK’s No. 1 plant-based …

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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

Alex Swanda © Impossible Foods

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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© vegconomist

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

Image courtesy of The Freedom Food Alliance

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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© Komo Plant Based Foods

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

© deagreez-stock.adobe.com

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

© Beyond Meat

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

© Eat Differently

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

Image courtesy of Fry's

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

© Albert Heijn

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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