Marketing & Media

Session 12 of the ‘update’ Webtalk Series: New Products – Taste of Altprotein, Mastering the Market

The international business webtalk series ‘update’ discusses the most pressing issues of the ongoing protein transition. Based on the latest news, data, and facts, the future of the industry will be put forward and discussed with key market players in this series of talks. New Products: Taste of Altprotein, Mastering the Market May 15th, 10:30 AM CT (CHICAGO) | 5:30 PM CEST (BERLIN) | 4:30 PM GMT (LONDON) Join us for a dynamic web talk exploring the latest innovations, trends, and go-to-market strategies in the alternative protein sector. This session will dive into emerging consumer demands, cutting-edge product development, and the evolving retail landscape. Among other key topics, the session will highlight brand building and B2B marketing—sharing actionable insights on how to position alt-protein products for success through strategies such …

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light bulb communication

© Sergey Nivens - stock.adobe.com

Protein Forward Summit Urges Industry to Step Up Communication on Alternative Proteins

At the Protein Forward Summit hosted by Planteneers and Food Harbour on April 3, 2025 in Hamburg, communication around alternative proteins was one of the topics discussed on stage and in individual discussions. The consensus was unanimous: The industry needs to communicate much more than it does now and focus on the benefits of alternative proteins, such as health and environmental benefits and of course: animal welfare aspects. The efforts and investments made so far would not be enough to trigger a change in diet towards more plant-based proteins on a broad front in the foreseeable future. On the one hand, industry communication with politicians and other stakeholders must be intensified. The aim should be to anchor the need for social change towards the use …

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Pulmuone limited edition packaging

© Pulmuone

Pulmuone Launches Limited-Edition Earth Month Packaging for Tofu and Kimchi Products

Pulmuone, a major producer of tofu and plant-based foods in the United States, has rolled out limited-edition packaging for several of its product lines during April in recognition of Earth Month. The temporary designs are being used on products sold under the Nasoya, Pulmuone, and Wildwood brands and include tofu and kimchi items available nationwide. “Sustainability is a core value, from our responsibly sourced ingredients to our efforts to make plant-based eating more accessible. With this year’s Earth Month campaign, we hope to inspire more consumers to consider the environmental benefits of plant-based foods,” said Ellen Kim, director of marketing communications & consumer insights at Pulmuone. Pulmuone Foods USA, a subsidiary of Pulmuone in South Korea, produces a wide array of tofu and Asian-style products …

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Beyond Meat La Vie

© Beyond Meat X La Vie

Beyond Meat and La Vie’s ‘Brandmance’ Leads to New Burger and Joint Campaign in the UK

Beyond Meat and La Vie, two leading plant-based food companies, have announced a new partnership following a playful exchange on social media. The brands, which focus on plant-based meat alternatives, have come together to promote animal welfare and encourage consumers to explore plant-based options through a joint marketing effort. The collaboration includes the launch of Beyond Meat’s “All Taste, No Worries” campaign, which features Barbara the cow. This campaign follows a similar approach to La Vie’s “Relax, it’s plant-based” campaign, which showcased Leon the pig. Both advertisements center on a scenario in which a person prepares a meaty dish, only for the animal typically associated with that meat to appear anxious. The twist comes when the viewer learns the meal is actually plant-based, aligning both …

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Peet's Coffee

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Peet’s Coffee Removes Plant-Based Milk Surcharge Following PETA and Paul McCartney Push

Peet’s Coffee will no longer charge an extra fee for plant-based milks, following pressure from animal rights group PETA and public support from Sir Paul McCartney. The announcement comes after PETA launched a national campaign urging the coffee chain to stop penalizing customers who opt for vegan milks, such as almond, oat, and pea-based varieties, instead of traditional cow’s milk. Peet’s currently charges at least 80 cents more for plant milks, a practice that PETA has criticized for contributing to environmental damage and animal welfare concerns, including the separation of mother cows from their calves. PETA’s campaign included a social media blitz, targeted billboards near Peet’s locations, and protests. The group argued that the upcharge on plant-based milks was inconsistent with Peet’s stated commitment to …

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Rosie Bambaji HAPPIEE!

Rosie Bambaji © HAPPIEE!

HAPPIEE!: “Plant-Based Seafood Has the Potential To Drive the Next Wave of Transformation”

HAPPIEE! is a Singapore-based company specializing in plant-based seafood alternatives, including shrimp and squid. Since entering the UK market in 2023, it has secured listings in major retailers and is working to expand consumer awareness of plant-based seafood. Rosie Bambaji, Marketing Lead at HAPPIEE!, has over a decade of experience in food retail, including roles at Tesco and Sainsbury’s. Her expertise in category management and brand growth has been instrumental in securing national retail listings and increasing consumer awareness of plant-based seafood. In this interview, Bambaji discusses HAPPIEE’s market positioning, the challenges of consumer adoption, key trends in plant-based seafood, and the brand’s strategy for continued growth. To start, can you tell us about HAPPIEE! and what makes the brand unique in the plant-based seafood …

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Verdino announces rebranding strategy

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Romanian Plant-Based Meat Company Verdino Announces New Rebranding Strategy

Verdino, a Romanian producer of pea protein-based meat alternatives, has announced a new rebranding strategy that aims to strengthen its market position. The updated brand identity has been developed based on quantitative research conducted by the company last year, which highlighted that consumers are interested in products made from vegetables and different types of plant protein. Respondents wanted options that were healthy and easy to integrate into their daily routines. Based on this research, Verdino has developed a new logo that looks like a broad smile, along with the slogan “Live. Life. Green”. The branding aims to create an emotional connection with consumers, while symbolizing the joy of eating well and benefiting the planet. Verdino is also working to update its recipes, making its portfolio …

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Oatly Coffee Bean & Tea Leaf

© Oatly

Oatly to Give Away 20,000 Free Oat Milk Coffees Across the UK Following Positive Taste Test Results

Oatly has launched a new 360 integrated campaign that will see the brand give away 20,000 free coffees made with its Barista Edition oat milk across the UK. Throughout March and April, Oatly will tour major cities such as Bristol, Birmingham, Edinburgh, Leeds, and Glasgow, giving out Oatly flat whites to passersby who may not previously have had an opportunity to try the brand. The campaign comes after a recent blind taste test* compared coffees made with oat and cow’s milk, finding that up to four times as many consumers prefer the taste of oat milk than currently purchase it. This could potentially amount to tens of millions of people UK-wide. Cafe collaborations In the cities visited by the taste test van, Oatly will also …

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Just Egg launches at New York bodegas in Bird Flu Bailout campaign

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Just Egg Breakfast Options Offered at 50+ New York Bodegas in “Bird Flu Bailout” Initiative

As bird flu continues to drive historically high egg prices and shortages across the US, Just Egg and Plantega have partnered to launch a new initiative called the Bird Flu Bailout. The campaign will see over 50 independent New York bodegas offer plant-based takes on classic bodega breakfasts such as bacon, egg and cheese sandwiches. Each breakfast item will be made with Just Egg’s plant-based egg alternative, and Bird Flu Bailout customers will also receive $2 off Just Egg’s retail products. As the bird flu crisis continues, Just Egg says its sales are surging, reportedly growing five times faster than chicken eggs and five times faster than last year. 90% of buyers are not vegan or vegetarian, and repeat purchases have reached over 54%. “Folks …

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The Wild Party Podcast

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Season Two of The Wild Party Podcast Explores Ethical Business Practices and Sustainable Innovation

The Wild Party Podcast has officially launched its second season, continuing its exploration of how companies are incorporating sustainability and ethical practices into their operations. Hosted by entrepreneur Stefanie LaHart, the podcast highlights businesses at the forefront of social responsibility and innovation, particularly in the plant-based and clean-tech industries. Each episode features insightful conversations with industry leaders whose companies are making significant advancements in creating profitable businesses that also benefit society and the environment. The podcast serves as a platform for entrepreneurs to share their challenges, successes, and the innovative approaches they’re using to build purpose-driven companies. Notable guests from the first season include: LaHart, commented, “The Wild Party Podcast was born from my passion for entrepreneurs that are using their businesses to create positive …

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new food hub

Image: ProVeg International

Why Brand Equity Is the Secret Weapon for Plant-Based Brands

Strong brand equity can make all the difference when the market is saturated with products. More than just a buzzword, brand equity represents the value your brand holds in the minds of consumers, influencing everything from loyalty and pricing power to market resilience. But how can plant-based brands cultivate strong brand equity, and why does it matter financially? The value of brand equity Big corporations like Coca-Cola have long recognised the financial power of brand equity, with the brand alone valued at over USD 106 billion. While plant-based brands may not yet have reached such high numbers, the same principles apply. A strong brand creates loyal customers, allows for premium pricing, and provides a buffer against market competition. Key benefits for plant-based brands Measuring brand …

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Humane World for Animals

© Humane World for Animals

Humane Society Rebrands as Humane World for Animals, Launches Global Campaign Featuring Sia

The Humane Society of the United States and Humane Society International have announced a rebranding initiative, consolidating under the name Humane World for Animals. The change, which takes effect immediately, is intended to better reflect the organization’s global presence and broad mission to combat animal cruelty. The organization, founded in 1954, has operated under multiple names, including the Humane Society of the United States, Humane Society International (which now works in 50 countries), and the Humane Society Legislative Fund. Under the new branding, the latter will now be known as the Humane World Action Fund. The group’s work spans public policy, corporate engagement, direct care, and advocacy against practices such as factory farming, animal testing, trophy hunting, and the fur trade. “Since our founding in …

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Beyond Meat

© Beyond Meat

Beyond Meat and NBPA Launch Plant-Based Cookbook Ahead of NBA All-Star Weekend

Beyond Meat has partnered with the National Basketball Players Association (NBPA) to introduce Go Beyond the Buzzer: A Plant-Based Cookbook Inspired by NBPA Members. The digital cookbook, set for release on February 12, features plant-based recipes contributed by NBA players, which showcase their preferred meals before and after games. Players such as Cade Cunningham, Kyrie Irving, and DeAndre Jordan have contributed recipes that incorporate Beyond Meat products, aiming to showcase plant-based eating within professional sports. Examples include Josh Hart’s “Beyond Hart Burrito” made with Beyond Steak, Damian Lillard’s vegan sloppy joe, and Jalen Brunson’s spicy rigatoni. The cookbook will be available for free online, with a limited number of hard copies distributed at select All-Star Weekend events. Beyond Meat at NBA All-Star Weekend Beyond Meat …

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new food hub ProVeg International

Image courtesy of ProVeg International

How To Build a Loyal Consumer Base for Your Plant-Based Products

In the competitive world of food and drink, brand loyalty is a superpower, says ProVeg International in their latest New Food Hub article. When it comes to the fast-growing plant-based sector – arguably, securing loyalty from consumers becomes even more important. Yet, achieving it among plant-based and flexitarian consumers requires more than just good products – it demands a mix of emotional connection, consistent quality, and practical incentives. Fully plant-based consumers often exhibit strong preferences but are quick to switch if a brand doesn’t meet their evolving standards for taste, sustainability, or price. On the other hand, flexitarians – those exploring plant-based alongside traditional options – seek convenience and versatility, making them less immediately loyal but no less valuable to win over. Why loyalty matters …

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Daiya crustbuster pop up

© Daiya

Daiya Hosts 90s-Themed Pop-Up to Promote Dairy-Free Pizza in NYC

Dairy-free cheese leader Daiya organized a 90s-themed pop-up event last Friday in New York City to promote its dairy-free pizza offerings. Dubbed “Crustbuster,” the event took place at SoHo’s Upside Pizza and attracted more than 500 attendees, including food influencers and local comedians. The event was designed to address what the company has termed “FOMOO” — the “fear of missing out on dairy.” According to Daiya, skepticism about taste remains a primary obstacle for consumers considering dairy-free options. To counter this, the company showcased its revamped pizza line made with the Daiya Oat Cream™ Blend, which it claims replicates the taste and texture of traditional dairy-based pizzas. John Kelly, chief marketing officer at Daiya, explained the purpose of the event, stating, “We’ve worked tirelessly to …

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Flora partners with Gordon Ramsay for Skip the Cow campaign

© Flora Food Group

Flora Partners With Gordon Ramsay to Build on Success of Award-Winning “Skip the Cow” Campaign

Plant-based butter and spread brand Flora has partnered with world-renowned celebrity chef Gordon Ramsay for a new iteration of its award-winning “Skip the Cow” campaign. In a 20-second ad, narrator Ben Ashenden asks whether Flora’s plant-based butter works well in baking. Susan the cow, who featured in a previous Flora campaign, nods her head. “Cow says yes, could seem biased. Let’s ask an expert,” says Ashenden. Then the camera pans to Ramsay, who is sitting on Susan. “Is that a serious question?” says Ramsay. “Just look at this f***ing cake.” “This campaign represents a bold step forward in showcasing the incredible versatility and taste of Flora for cooking and baking,” said Jorn Socquet, chief marketing officer at Flora Food Group. “Gordon’s passion for exceptional food …

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Webtalk Recording: 10 Years Veganuary – Lessons, Leads and Learnings

Curious how Veganuary campaigns are evolving to inspire change on an international scale? Our recent webtalk unpacked key strategies, including the role of retail in accelerating transformation, the importance of fun narratives, and how to engage both vegans and heavy meat-eaters alike. We also explored why more people are sticking to plant-based diets post-Veganuary—and what this means for the future of food. Expert panel Toni Vernelli, International Head of Policy and Communications at Veganuary Denise Schmidt, Brand Activist at The Vegetarian Butcher Nadine Filko, Moderation Watch the replay Explore the discussion in depth by viewing the entire session below. Display “10 Years Veganuary” from YouTube Click here to display content from YouTube. Learn more in YouTube’s privacy policy. Always display content from YouTube Open “10 …

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Danone Silk cereal liar

© Danone

Silk Investigates Dairy Preferences With Polygraph Taste Test in NYC

Silk, one of North America’s leading plant-based beverage brands, is questioning breakfast loyalties with an unconventional campaign aimed at settling a long-standing debate: Is dairy milk truly the best choice for cereal? According to the company, during a recent national taste test, 7 out of 10 dairy drinkers said they preferred Silk Vanilla Almondmilk in their cereal. Now Silk is taking its case directly to skeptics in a high-profile New York City event.  The campaign, dubbed “Cereal Liar,” invites participants who claim to prefer dairy milk to take a lie detector test while sampling both Silk and dairy options with their cereal. The event, set for January 9—two days before National Milk Day—is designed not just to promote Silk’s product but to challenge perceptions about …

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ProVeg new food hub

Image courtesy of ProVeg International

How To Reach Non-Vegan Consumers With Your Plant-Based Brand

How do we bridge the gap between traditional meat-eating consumers and the growing world of plant-based alternatives? This question took centre stage in the latest episode of ProVeg International’s New Food Hub Podcast, featuring Vladimir Mickovic, Co-Founder and Chief Brand Officer of Juicy Marbles. Known for their innovative, marbled plant-based steaks, Juicy Marbles has a clear vision: to make plant-based meat that not only competes with but surpasses animal-derived counterparts in taste, texture, price, and convenience. Vladimir shared candid insights into the perceptions and misconceptions surrounding plant-based foods. For many meat eaters, plant-based options are seen as ‘overly processed’ or ‘chemically laden’ – an image that Juicy Marbles seeks to challenge. As Vladimir puts it, “The most advanced chemical process in our production is heating …

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Planted

© Planted

SevenVentures Backs Planted Foods with Major Media-for-Equity Investment

SevenVentures, the investment arm of German media conglomerate ProSiebenSat.1, has announced a media-for-equity investment in Swiss food tech scale-up Planted Foods GmbH. The deal, valued in the mid-single-digit million range, aims to enhance Planted’s visibility in retail and gastronomy through targeted media campaigns running until 2027. SevenVentures will support Planted’s growth by providing advertising campaigns across ProSiebenSat.1’s TV channels and the streaming platform Joyn. Starting in spring 2025, Planted’s advertisements will be featured prominently on these platforms. The collaboration seeks to increase Planted’s brand awareness in Germany and other German-speaking regions, with a focus on positioning the brand as a leader in plant-based meat alternatives. Florian Hirschberger, CEO of SevenVentures, commented, “We want to use the reach of our digital and broadcasting portfolio to gain …

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