The entire food & drink industry is on the
threshold of something huge...
All over the world, consumers are calling for change. For a new kind of food and drink. For a sustainable food economy. For a whole new way of thinking about food. This is the moment that plant-based food & drink takes off. But to seize this opportunity, we can’t just do what we did yesterday. Tomorrow’s consumers will expect far more innovative thinking.
The first wave of plant-based has been exciting.
Burgers without meat. Milkshakes without milk. A whole generation of excellent products that have opened consumers’ minds about how good plant-based can be. This strategy won over the niche markets and early adopters. Now it’s time for the mass market. And the mass market has incredibly high standards, expecting delicious food for every occasion and time of day. It’s time to look forward. To think about the mainstream market.
Because we live in a world where...
Everything is delicious
Everything is convenient
And everyone is a foodie
To lead in this market, we all need to think big.We’re no longer in the “What plant-based product do I want?” phase. We’re in the “What do I want to eat and drink?” phase.If you make that transition, the sky’s the limit. The prize is huge.
But to lead in this market, your products have got to deliver on four dimensions:
“I love this!”
“I feel good about this.”
“This is just what I am looking for.”
“This is good for me.”
No, you can’t choose one or two.
Consumers demand all four.
To do that, we all need to learn fast.
About consumers and the products they choose. About the ingredients, formulations and processes that drive preference. And about the drivers of the major trend towards plant-based.
The plant-based opportunity is enormous.
But the bar is high.
Consumers are looking for more than imitations, they want innovation (without compromising on taste, healthiness or the environment)
This is your moment…
…to lead the way in the plant-based era that’s dawning right now.
And to lead a global movement that’s good for consumers, good for your business and good for the planet. Together we can seize the opportunity. And be a part of people’s lives at every meal, every day.