Marketing & Media

Rob Brice Crave

Rob Brice © Crave

Crave: “We Have Been the Fastest-Selling of All the Next Big Thing Winners”

This week on UK’s Channel 4 show Aldi’s Next Big Thing, Rob Brice, founder of vegan snack brand Crave, impressed the judges with his veganised versions of British crisp classics. The win secured Rob a retail listing as well as a place in the heart of UK audiences. Crave’s Pickled Onion Monster Feet and Smokey Flavoured Streakers are available on ALDI shelves as of this week. “It goes to show that vegan and free-from can be mainstream,” said Brice upon the win this week. We had to catch up with Rob to find out more! Tell us more about the story behind your vegan snack brand – what made you decide to veganise these British classics? We are all about FOMO (fear of missing out) …

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Rob Brice Crave

Rob Brice © Crave

UK Vegan Snack Brand Crave Wins Channel 4 TV Show & Aldi Listing 

Rob Brice, founder of snack producer Crave, is celebrating a victory today following his brand being named winner of the UK TV Show Aldi’s Next Big Thing, as broadcast last night. The Channel 4 show follows British food and beverage startups who are looking to become the next big thing and secure a listing at the increasingly popular retailer, in a Dragon’s Den / Shark Tank style judging panel format. “We almost didn’t enter, as we thought they were looking for artisan foods, and we didn’t think a vegan and free-from brand was what they were after but what the hell. They can only say no right? So, we entered online and thought nothing of it,” says Brice.  Crave was founded in 2020 with a …

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Meati Mushroom chicken burger

©Meati

TIME Names Meati Cutlet, Beyond Steak and MyForest Bacon Among Best Inventions of 2022

TIME Magazine has named plant and fungi-based meat creations from Meati, Beyond Meat and MyForest Foods among its top 200 Inventions of 2022, which selects innovations changing how we live. Best-selling cutlets Made from 95% mycelium, or mushroom roots, Meati’s Crispy Cutlet and Classic Cutlet earned glowing praise for looking and tasting like actual chicken. The Colorado startup has identified a unique strain of mushroom root that provides unparalleled flavor, texture, nutrition and speed of growth. According to Meati, it can transform a fifth of a teaspoon of spores into a full cow’s equivalent of meat in four days. The company also reports its first pre-order event in early 2022 sold out in less than 24 hours, while its most recent product drops sold out …

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planted.kebab_Oliver_Polak

© Planted Foods AG

Stand-Up Comic Oliver Polak Gets Naked in Planted’s Berlin Campaign

Food tech startup Planted wants to surprise people in Kreuzberg with a “billboard of a different kind”. Comedian Oliver Polak took off all his clothes to pose in front of the billboard at lunchtime as a living advertising message for Planted’s first plant-based kebab without additives. While the classic order is “one kebab with everything”, it is now “one kebab with nothing”. And just like the planted.kebab without additives, Oliver Polak also came “without everything”. The mission of the Swiss company, which raised £61 million in Series B last month in one of the largest alt-protein rounds in Europe, is to be better than animal meat, in terms of taste, sustainability, health and price. Planted wants to revolutionise the way meat is perceived and consumed …

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CEO Tessa Callaghan. © Keel Labs

AlgiKnit Rebrands as Keel Labs in Mission to Become Leader in Sustainable Textiles

US-based sustainable materials producer AlgiKnit has announced that it is rebranding to Keel Labs. The company’s flagship seaweed-based yarn has also been given a new name, Kelsun. Keel Labs says the new branding, developed in collaboration with award-winning design firm Pentagram, aims to reflect its mission of supporting a sustainable future. A keel is the structural spine of a ship, helping to create balance and keep the vessel moving forwards. The name therefore symbolises the company’s intention to be a leader in sustainable textiles. According to Pentagram, the visuals it has developed for Keel Labs celebrate the beauty of the natural environment with simple, clear presentation. The new name and branding are now rolling out across all platforms. Producing seaweed-based yarn Keel Labs produces its …

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Oscar Mayer bacoff

Oscar Mayer / Kraft Heinz

Oscar Mayer Invites Americans to Abstain From Bacon on World Vegan Day

Oscar Mayer, a US brand belonging to Kraft Heinz and famous for its processed meats, has launched a PR campaign called “BacOFF,” inviting Americans to quit bacon for World Vegan Day on Nov 1st. And the prize? A lifetime of free bacon. Yep. Animal bacon. The Chicago based meat producer known for its cold cuts, hot dogs, bologna, bacon, ham, and Lunchables products, claims that 63% of vegans wish they could eat bacon and 56% of vegans admit that the taste of animal bacon is tempting to them. The brand claims it will help to “reduce temptation and do its part by removing all bacon from paid media, and censoring, blurring and removing bacon from its social media”, and as part of the campaign, fans …

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ProVeg NFH

ProVeg International

4 Quick Ways to Increase Plant-Based Sales Without Increasing Shelf Space

It’s a no-brainer that consumers are becoming increasingly interested in plant-based food and beverages, with the global market now estimated to be worth a staggering $44.2 billion worldwide. Multiple channels of revenue are responsible for this, but certainly, supermarkets and online retailers are playing a massive part. Not all consumers are on board yet though, with barriers still existing that hinder prospective meat-free purchasers. So, what are some of these barriers, can we eliminate them, and ultimately, how can we increase the purchases of plant-based products in retail settings, in-store and online? ProVeg International recently published a report that explores four different techniques retailers can utilise to increase their plant-based sales, without increasing shelf space. Product placement Among these pieces of advice is promoting plant-based …

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sacrifice nothing add for the vegetarian butcher

© The Vegetarian Butcher

The Vegetarian Butcher Debuts “Sacrifice Nothing” Ad Campaign on Spanish TV

The Vegetarian Butcher, Unilever’s plant-based meat brand, aired its TV commercial, “Sacrifice Nothing,” for the first time in Spain. The spot also highlighted El Gran Capo, the brand’s first vegan chicken breast for sale in the country. As in the spot’s English version, the TV ad in Spanish uses the tagline “sacrifice nothing” to deliver the brand’s intention of becoming a vegan butcher with a double message: the brand’s expertise in mimicking beef, pork, and chicken using vegetables without “sacrificing” meat’s real taste and by not “sacrificing” animals for their meat. The Vegetarian Butcher’s TV campaign intends to reinforce the brand’s mission found in its marketing ads and webpage: “The Vegetarian Butcher is the traditional butcher of the past but with the meat of the future. …

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PLNT Violife Juicy Cheeseburger

©PLNT Burger

Violife Cheese Partners With Copper Branch and PLNT Burger for Exclusive New Burgers

Violife, a leading brand of plant-based cheeses, announces it is expanding its foodservice offerings through new partnerships with Canada’s Copper Branch and American vegan burger chain PLNT Burger.  Copper Branch, one of the world’s largest plant-based restaurant chains, is launching the new Benevolent Burger (also called “The Bennie”) on Oct. 3rd. The Bennie will feature a specialty AAA bean patty from British-Columbian brand The Very Good Butchers paired with melted non-dairy cheddar from Violife. “This burger hits all the marks for great flavour and texture, and maintains a focus on clean ingredients, which isn’t always the case in the alternative meat and dairy-free categories, “ said Trish Patterson, Brand Vice President of Copper Branch. “Violife was the perfect partner to join what started as a …

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ProVeg NFH

ProVeg International

Case Study: How Heura Foods Harnesses the Power of Social Media

ProVeg International recently published a case study exploring how Heura Foods harnesses social media to develop its brand and boost sales. Heura is a Spanish plant-based food company that sells plant-based meat alternatives to chicken, beef, and pork. The company has almost 200,000 followers on its Spanish Instagram, with tens of thousands more across its other global accounts – demonstrating the success of its engaging approach to social media. To boost your brand’s social media engagement rates in a manner similar to Heura, ProVeg recommends the following: Use humour to connect with consumers Promote education Collaborate with influencers Overall, crafting a successful social media presence as a plant-based brand is about striking the right balance between being genuine, educational, and promotional. In the words of …

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© La Vie

La Vie Bacon Arrives in UK After Yet Another Successful Marketing Ploy

UK consumers can now purchase La Vie‘s veggie lardons and bacon in Sainsbury’s and Waitrose, as well as a vegan La Vie bacon burger at Honest Burgers. The news follows a bold OOH campaign by Paris-based creative agency Buzzman where the French brand erected billboards around London saying, “How stupid would it be to advertise the best plant-based bacon in the UK when you can’t find it anywhere in the UK?” and “The best plant-based bacon in town isn’t available in town. French nonsense.” Just like its previous bold campaigns, La Vie’s clever marketing strategies have succeeded. The brand says today on its social channels: “Once again, running a campaign in a place where we are not stocked worked. We can wipe the big drop …

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Silk Nextmilk Minnesota Fair

©Silk

Silk Nextmilk Wins Over Thousands of Dairy Fans at Minnesota State Fair

Plant-based milk brand Silk recently attended the Minnesota State Fair to offer samples of Nextmilk, a “dairy-like” beverage created to offer the same taste and texture as traditional cow’s milk.  Silk, which is owned by Danone, states it was the only plant-based brand providing samples at the event, which ranks as the largest state fair in the US by average daily attendance. The company sampled Nextmilk to over 44,000 attendees over 5 days – equating to 12 people per minute –  and reports that 90% of tasters submitted highly positive feedback.  According to Silk, reviewers praised Nextmilk’s creamy taste and texture, and admired the product for being lactose-free. Silk’s presence at the fair is even more noteworthy considering dairy is a top agricultural product in …

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Peeled vegan cooking competition show

© Peeled

VFC to Sponsor Peeled, the “World’s First” Vegan Cooking Competition Show

Vegan fried chicken brand VFC has announced its sponsorship of Peeled, which is said to be the world’s first fully vegan cooking competition show. VFC will be present at Peeled’s red carpet premiere, which will take place on September 24 at the Directors Guild of America (DGA) in Los Angeles. Doors will open at 4 pm, with guests enjoying beer, wine, spirits, and hors d’oeuvres created by PEELED’s contestants. They will also have the opportunity to meet the cast. The show’s first episode will be aired at 6 pm, and will simultaneously be streamed worldwide across multiple platforms including Apple TV, Amazon, and YouTube. Fully vegan show Created by the founders of vegan online resource and mobile listing app VKind, Peeled commenced development around a …

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Miyoko's Food Truck Tour

©Miyoko's Creamery

Miyoko’s Creamery Launches Multi-State ‘Foodie Truck Tour’ and Debuts New Smoked Gouda Cheese

Dairy-free pioneer Miyoko’s Creamery announces the launch of its Foodie Truck Tour – a new tasting tour bringing Miyoko’s award-winning butter and cheeses to multiple states this fall. Today, the brand is also releasing a new limited-edition Smoked Gouda cheese wheel at Whole Foods Market. Starting off in Northern California’s Sonoma Wine Country, the tour is making scheduled stops in the Bay Area, Southern California, Arizon and Austin, TX, where it will wrap up in November. Along the way, the brand will serve a “one-of-a-kind” tasting experience featuring dishes such as cajun street corn and orzo aglio e burro with Miyoko’s cultured vegan butter, margherita pizza made with its liquid cheese, and caprese salad with fresh plant milk mozzarella. Fans will also be treated to …

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ProVeg NFH

© ProVeg International

Three Golden Rules for Front-of-Pack Messaging

Packaging, particularly front-of-pack messaging, plays an integral part of your overall marketing and, if done correctly, will draw in flexitarians to buy and try your product. ProVeg International has recently published an informative article detailing the three golden rules for front-of-pack messaging, which will help to draw in flexitarian consumers, boost profits and promote the plant-based cause. These three key rules are: Make sure to use indulgent language whilst emphasising taste, convenience, health, and familiarity in both your messaging and your imagery.  Opt for ‘plant-based’ over ‘vegan’ in your wording, but consider getting V-label certified to increase credibility and consumer confidence. Consider promoting your product’s sustainability metrics on front-of-pack to appeal to eco-conscious consumers.  Let’s take a closer look at the first recommendation… When designing …

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