Plant-Based Brands
High on Purpose, Low on Vibes
Listen Now
Eat For The Planet is available on the following platforms
About this episode
If vibes can play a big role in the 2024 U.S. Presidential Elections, shouldn't we examine their role in food choices?
This episode discusses why the plant-based food industry's focus on branding plant-based meat by emphasizing environmental and health benefits has failed to resonate with a consumers. A more effective branding strategy for alternative protein involves focusing on the "vibes"—the emotional and cultural context associated with food—rather than just facts and figures, aiming to make plant-based options feel more appealing and culturally relevant to diverse consumer groups.
Companies mentioned in this episode:
Beyond Meat – “Serve Love” Campaign / Beyond Meat (BYND) Q2 2024 Earnings Call Transcript
Impossible Foods – Recipe for Disaster: Impossible Foods CEO Says Plant-Based Meat Marketing's 'Wokeness' Hurt the Category / Hot dog eating champ Joey Chestnut barred from competing in this year’s contest
Image: Bacon, Egg & Cheese by Plantega
Music: Endless Inspiration (Vibe Street Mix)
Check out all episodes of the podcast here
Follow Nil on Twitter @nilzach