unMEAT, a leading plant-based protein brand, has launched its latest campaign, “Add Some Un—to Your Usual,” focusing on its canned products, affordability, and clean ingredients, seeking to capture consumers’ attention as awareness and sales of the brand continue to grow.
“This campaign highlights how we’re doing things differently in the plant-based proteins space”
unMEAT’s journey into the US market began with the introduction of its canned luncheon meat at Walmart stores last January with the aim of targeting flexitarian consumers. The company also launched its vegan luncheon meat in Woolworths in Australia, priced competitively with conventional luncheon meat products. Additionally, UnMEAT was one of the first brands on the market with canned plant-based tuna, introduced in 2022, crafted from non-GMO soy protein.
Owned by Century Pacific Food, Inc. in the Philippines, unMEAT cites its notable growth, tripling its business in 2023 and expanding its distribution to over 6000 vendors across the US. The brand’s products, including meat and seafood alternatives, are available in major national retailers such as Amazon, Walmart, Albertsons/Safeway, and HEB.
Expanding manufacturing capacity
Part of unMEAT’s commitment to sustainability includes being certified by the Plastic Credit Exchange to offset all plastic used in its products. The company is currently expanding its manufacturing capacity to meet the growing demand for its products and continue offering them at price parity to its animal-based competitors. Notably, unMEAT has recently garnered attention from industry leaders, earning the brand a spot at The Wall Street Journal’s Future of Everything Festival in New York in May 2024.
In line with its new campaign, UnMEAT has collaborated with content creators including Men With The Pot, Joe V, and Kumaar Family to demonstrate “over the top” ways to enjoy its products. The campaign aims to showcase the versatility of UnMEAT’s offerings while highlighting their protein-packed and cholesterol-free benefits.
Patrick Baskin, the US market lead for unMEAT, spotlighted the brand’s unique positioning in the plant-based protein market. “This campaign highlights how we’re doing things differently in the plant-based proteins space. UnMEAT is canned (not frozen), unMEAT is affordable (not expensive), unMEAT is clean […], and consumers are buying into that as our awareness and sales grow,” stated Baskin.
