Op Ed: Philipp Wolf, Founder of swyytr, Says Plant-Based Brands Are Losing the Mainstream Due to a Lack of Courage
Philipp Wolf is the founder and operator of swyytr.com, a digital food hub that brings together relevant topics from the food sector under one roof and reports on news and trends in the form of several newsletters every week, in addition to his full-time job in private label marketing at REWE. In this piece, Wolf poses that many plant-based brands are failing to stand out due to interchangeable, green-centric branding and lack of originality. Despite product improvements in taste and texture, companies rely heavily on green packaging and predictable names, says Wolf, suggesting that while this may appeal to early adopters, it lacks the distinctiveness needed to attract the mainstream consumer, who prioritizes price, taste, and memorable marketing. Trapped in total interchangeability: how plant-based brands …