Talking heads: Masters at work

Winning in the world of alternative proteins hinges on smart marketing. Speaking with five expert marketeers, Amity Reed examines how to build trust with transparency, addresses taste concerns, and investigates how producers can forge an emotional connection with consumers

In an industry that is constantly evolving and experiencing rapid growth in its consumer base, marketing alternative proteins can be both an exciting and challenging endeavor. As different varieties come to market, education on the benefits of not only a particular product but the wider benefits of alternative protein is fundamental to any marketing strategy.

Addressing consumer concerns about taste, texture and nutritional value come top of the list, with messaging around flavor profiles cited as a key component by the marketing experts featured here. Once consumers trust that a product can deliver on taste and texture, transparency about the production processes and compliance with regulations helps deepen that trust. Communicating the wider benefits of ethical practices and sustainability can then be layered in, helping to strengthen it even further.

One of the other foundational aspects of a solid marketing strategy is building an emotional connection with consumers. This is often achieved by evoking nostalgia for the traditional proteins they are looking to replace, promoting a sense of curiosity and conscientiousness, and focusing on the health benefits of animal-free foods. Because of the higher costs associated with alternative protein production, emphasizing these benefits is vital. Framing value as not only the price of a product but the value it adds to consumers’ lives addresses affordability while maintaining the integrity of the brand.

The increasingly crowded nature of the alternative protein market means that experts need to stay ahead of the curve in terms of innovation and look ahead to future trends. Standing out from other brands and creating solid USPs is pivotal, and something the marketing executives interviewed here speak about passionately. But there is also a sense of community in this space, an ‘in-this-together’ approach that is refreshing. Looking to others in the industry as not only competition but inspiration underlines the ethical and sustainable approaches inherent in their business models.

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Ben Freedman, New Culture

As one of the leaders in the global animal-free dairy future, New Culture is committed to making cheese better for everyone, regardless of their beliefs, background, or culinary preferences. But how does Ben Freedman, VP Commercial, approach marketing to a diverse range of consumers, from vegans to flexitarians?

“Research conducted by AMC Global found that 80% of consumers interested in New Culture cheese eat animal products,” he begins. “It’s not only the small vegan market that’s looking to buy our cheese – far from it.” Indeed, as Freedman points out, consumers have been purchasing plant-based foods for decades for a variety of reasons, including health concerns such as high cholesterol or lactose intolerance. “Our cheese opens up cheese for billions of people with these sorts of dietary restrictions.”

It’s not only the ethical and health benefits of a product that drives consumers’ purchasing decisions, but also their desire for food that tastes great. As a supplier of animal-free dairy mozzarella to pizzerias, New Culture consistently receives feedback from pizza lovers that its product is ‘indistinguishable’ from traditionally produced mozzarella, with the same taste, melt, and stretch factor. “The biggest benefit of our product is you get to eat cheese that tastes like cheese,” Freedman says.

Educating eaters

In terms of educating consumers about the sustainability benefits of its products, New Culture’s messaging is intentional and inclusive. With animal-free alternatives to dairy production estimated to bring about a substantial reduction in greenhouse gas emissions and a near-total reduction in current land and water use, even those whose purchasing decisions are not driven by dairy’s impact on the planet are contributing to a positive environmental effect. Sustainability – along with taste, cost, ethics and health – make up a “layer cake of benefits” for consumers that Freedman says can transform the landscape of plant-based foods.

New Culture is truly establishing a new category and making a name for itself. But what are the challenges of bringing an innovative product like this to market? “Whether it’s related to manufacturing, regulatory, marketing, logistics, or otherwise, we’re constantly deciding and figuring out what launch means for us, along with implications for the industry. There’s certainly never a dull day, and it’s exciting to come together as a team to do this work,” Freedman explains.

And what about how to stay ahead of the curve in terms of product development and marketing strategies? Freedman says New Culture’s commitment remains focused on making “the best animal-free dairy cheese possible that transforms how pizza lovers think about animal-free options”. Achieving that comes ahead of chasing industry developments or innovating new products, although he is always excited to see what others are doing to improve food systems in a sustainable way. Having that dedicated focus on one product allows Freedman and his team to hone their skills and learn how to “refine messaging over time based on what we learn and what’s most effective”.

If a company has a strong, mission-aligned foundation, that will permeate every aspect
of the product, including how the company talks about the product

The growing interest in transparency and authenticity has also undoubtedly influenced how suppliers approach their customer base. When asked if this has influenced his marketing strategy, Freedman explains that “if a company has a strong, mission-aligned foundation, that will permeate every aspect of the product, including how the company talks about the product. Transparency is one of our core values at New Culture. We believe deeply in the power of communicating clearly within our team, as well as externally with consumers and partners of all sorts.”

The ability to provide a positive culinary experience to those who have had negative experiences with vegan cheese in the past gives innovators like New Culture the chance to connect with consumers on an emotional level that leaves a lasting impression. Often, Freedman adds, they express gratitude. “We’re excited to redefine the experience and rewire the associations that individuals have of animal-free cheese. A shift in mainstream consumer behavior toward this new wave of animal-free products will eliminate the need for destructive factory farming, GHG emissions, and rampant pollution, while offering the better products that many consumers seek.”

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Sarah-Marie Cole, MyForest Foods

Mycelium is an entirely new food ingredient, making its producers pioneers in the alternative protein industry. Although acknowledging that educating consumers on the nutritional components of mycelium through various media is important, Sarah-Marie Cole, Chief Marketing Officer at MyForest Foods, reports that getting MyBacon directly into their hands is the priority. Whether it’s giving out samples where the product is sold or at events like festivals, farmers’ markets, and tradeshows, giving them that crucial first taste is key. “Seeing the strips sizzle as a ‘bacony’ smell wafts through the air, watching those whole cuts of mycelium caramelize and crisp… people get curious. And then? It’s love at first bite; a taste bud party with the perfect chew, crispiness, and flavor! This experience wins over vegetarians, vegans, and flexitarians alike.” From there, word of mouth is how new audiences are reached, with brand loyalists sharing their new knowledge and excitement about the product with friends and family.

Taking care to recognize the sense of nostalgia and indulgence that comes with eating bacon is another way in which Cole and her team help consumers form an emotional connection with the product, which is at heart of what people are increasingly looking for from a brand. When that emotional connection is paired with the brand’s simple imagery, earthy colors, recyclable packaging, and farm-fresh messaging, MyBacon’s position in the meat-free market becomes even stronger.

In addition to touting a flavor profile that wins over those who try it, MyBacon builds trust with consumers through its various certifications from recognized organizations within the nutritional and food safety space. Cole explains that having these third-party certifications helps MyForest Foods back up its commitment to having a clean label, with a product comprised of only five ingredients. Concerns about over-processed foods mean that educating consumers on the plant materials and steps involved in making the product is also pivotal. Explaining what mycelium is, its nutritional profile, and why it’s such a great meat alternative is all part of helping the consumer to understand how MyBacon gets from seed to table, and what its benefits are.

Consumer preferences

In terms of sustainability, Cole explains what she believes to be consumers’ hierarchy of importance when choosing plant-based products. “Taste, health, sustainability. In that order,” she continues. “While we are a new product to market, we remain focused on taste and health in our primary messaging. The sustainability commitment follows closely. As we continue to grow and build consumer awareness, our sustainability commitment will become a much larger part of our consumer-facing story.” Over time, Cole believes perceptions of alternative proteins will shift. As more and more people seek ethical and tasty food choices that don’t have a detrimental impact on the planet, ‘alternative’ may even fade from the public vocabulary.

Rapid innovation in the alternative protein space is another factor for those marketing new products and brands to consider in their strategy. For MyForest Foods, the focus right now is on simply growing enough mycelium to meet demand for its product. That doesn’t mean that Cole isn’t thinking ahead to future possibilities though. “We have an R&D team working with the marketing team to understand ideas for what might be next. Other brands’ chicken and steak alternatives have been hitting shelves regularly. Bacon, however, is a gap. We can envision line extensions for different cuts, thicknesses, flavors, and even slice sizes. In time, we will readdress the market for another gap that mycelium can naturally fill.”

We can envision line extensions for different cuts, thicknesses, flavors, and even slice sizes. In time, we will readdress the market for another gap that mycelium can naturally fill

Differentiating MyBacon from other competitor brands is achieved by emphasizing that it is a farmed product with minimal ingredients, not a fake substitute, and the king of selling points – taste. “Delivering on deliciousness” makes everything else much easier, Cole reports. When the product not only tastes good but also ticks all the other boxes that are important to consumers of meat-free food, the main challenge is in finding opportunities to share the brand’s story and in giving people the opportunity to try it. That, more than anything, is where the magic happens.

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Brittany Chibe, Aqua Cultured Foods

When it comes to marketing, deciding how to describe alt protein products can be a challenge. Being too rigid or technical risks alienating consumers, while language that is too vague risks confusion. “AQUA leans into ‘fish-free’ to describe our seafood,” reveals Brittany Chibe, Co-Founder & Chief Growth Officer at AQUA Cultured Foods, explaining how the Chicago-based company navigates terminology. “Through consumer taste panels and surveys, we found descriptors such as ‘vegan’ or ‘plant-based’ can be isolating to consumers who don’t want to put guardrails on their dietary preferences or purchasing behaviors. Fears and misconceptions about alt proteins stem from the use of over-technical, sterile terms to describe food products. Keeping the language clear and digestible is more likely to help [us] overcome obstacles.”

Before going to market with a product, Chibe and her team conduct consumer research to ensure strong brand identity, emphasizing certain value propositions to resonate with individual personas. When it comes to fine dining, for example, AQUA is able to identify the needs and preferences of chefs by asking questions that lead to tailored messaging for that specific audience. What is missing from their current seafood supply? What do they wish an alternative protein would offer? How do they prefer to store and handle raw products? “Understanding these nuances and the problems that AQUA solves doesn’t change our core products or brand vision, but signals which elements to emphasize in sales conversations and marketing channels,” Chibe says.

Addressing consumer concerns about taste, nutrition, or the processing of alternative proteins is something AQUA achieves by prioritizing taste and texture without compromising on the quality of ingredients or the development of production processes. “When a plant-based product is over-processed, filled with additives, or lacks nutritional value, consumers compromise their health and wellness for the better-for-the-planet, animal-free swap,” Chibe says. “Doing better for the planet shouldn’t come at the cost of the health of the individual.”

Balancing act

And how does she communicate the sustainability story and ethical sourcing of the products’ ingredients? “Leading with our sustainability story is a natural approach to marketing our fish-free seafood,” Chibe says. “But there’s skepticism about greenwashing and pushing sustainability efforts falsely in today’s consumer landscape. There’s a balance of recognizing the need for a critical shift in the way we produce and consume food and acknowledging that not all consumers are ready for that change.”

Educating consumers about the benefits of a product can also be challenging, particularly with generational differences in how marketing is perceived. Consumers are increasingly demanding transparency and authenticity, particularly younger audiences. “Today’s consumer, especially Gen Z, is offput by the smoke and mirrors of traditional advertising,” Chibe adds. “They value mission-driven, consistent, and honest brands. Crystal clear communication about manufacturing and ingredients is imperative.”

There’s a delicate balance of recognizing the need for a critical shift in the way we produce and consume food and acknowledging that not all consumers are ready for that change

With regard to marketing strategies in a constantly evolving food space, Chibe believes in the importance of staying focused on core products while also looking to successful brands for inspiration on how to appeal to consumers and maintain that momentum. That involves making an emotional connection with consumers. “Food is inherently emotional,” she says. “Our current products are optimized for raw applications and deliver on that first-bite experience of a scallop crudo or tuna tartare. Matching taste and texture is imperative to appeal to consumers, especially in fine-dining environments. Consumers enjoy seafood out of the home for momentous, special occasions – particularly as it’s expensive. Despite confusion about seafood, consumers love its taste and its versatility in cuisine. Ensuring our language ties back to these moments makes our products relatable and resonant with consumers.”

As for the future of alt proteins and the disruption of the traditional food industry, Chibe says language and education are key. “We need to align on nomenclature so naming conventions and terminology don’t cause more confusion than clarity. It will take matching taste, texture, and price parity to truly disrupt traditional food.”

Thibaut Lafargue, Bon Vivant Food

Staying ahead of the curve in terms of product development and marketing strategies is no easy feat, so what’s the best way to achieve this? “We invest heavily in R&D to innovate continually,” states Thibaut Lafargue, Head of Marketing & Communication at Bon Vivant Food. “We stay attuned to market trends, feedback from dairy industry stakeholders, and scientific advancements. Collaborations with universities and research centers also keep us at the forefront of innovation.”

With an estimate from the FAO of the UN that global demand for animal protein will increase 50-100% by 2050, this collaborative approach is essential to Bon Vivant’s dedication to creating complementary solutions to the current state of food production.

Disruption of the traditional food industry is something that Lafargue views as not only beneficial but inevitable. “Alternative proteins will complement animal farming, decrease environmental impact, and provide sustainable food sources,” he continues. “They are key in preserving food sovereignty, protecting our planet, and present amazing economic opportunities. They will likely become mainstream, with innovations improving taste, texture, and nutritional profiles.”

With that in mind, how does he see different technologies – such as fermentation, plant-based options, and cell-cultivated meat – converging to create even more innovative products? “While different, these technologies can integrate to produce superior products. Precision fermentation can enhance the taste and nutritional profile of plant-based, and these can be combined with conventional methods to create hybrid products.”

As these technologies change and advance, particularly in areas such as cell-cultivated meat, ensuring ethical production practices becomes even more important. “It’s important to note that cell-cultivated meat faces different challenges compared to precision fermentation,” Lafargue says. “Precision fermentation has been used and found on the market for decades, in products such as vanillin and rennet, ensuring its safety and acceptance. Cell-cultivated meat companies must adhere to strict ethical guidelines, prioritize transparency, and engage with regulators to ensure compliance. Continuous improvement and third-party audits can help maintain high ethical standards. Precision fermentation naturally adheres to high ethical standards without these concerns.”

Challenges accepted

Helping consumers and wholesalers understand the distinctions between the different technologies and the advantages and processes of each is imperative. So, what does Lafargue see as the biggest challenges when launching a new, innovative product in this category? “Gaining customer trust and overcoming lack of awareness about new technologies are big challenges. Ensuring regulatory compliance and educating the market about the benefits and safety of our products are also critical. It’s fascinating to think that precision fermentation is already a part of daily life through products like vanillin and rennet in cheese, yet many are unaware of it.” So, how does Bon Vivant help bring about that awareness? By comparing the methods used to create animal-free protein to everyday products and processes that consumers are already familiar with, such as the role of yeast in the creation of antibiotics through natural fermentation. This personalizes and humanizes the technology in ways that are accessible to a larger audience.

Highlighting the technological advancements, superior nutritional benefits, and positive environmental impact helps position alternative proteins as premium products

It is well known within the industry that cost is also a significant concern to consumers. Shifting the perception of alternative proteins from ‘expensive substitutes’ to ‘premium, innovative choices’ requires a marketing strategy that is capable of challenging those perceptions and reframing the conversation.

Lafargue’s approach in this regard is pragmatic. “Highlighting the technological advancements, superior nutritional benefits, and positive environmental impact helps position alternative proteins as premium products,” he says. “Offering taste tests and endorsements from respected figures can also shift perceptions. In the long run, the goal is to be at par or even more affordable than traditional options due to production efficiency, similar to how insulin became cheaper over time.”

Karuna Rawal, Nature's Fynd

As far as origin stories go, the Fy Protein pioneered by Nature’s Fynd is unique. Communicating that story falls to Karuna Rawal, Chief Revenue Officer & Chief Marketing Officer.

Discovered by scientists in the hot springs of Yellowstone National Park, Rawal explains how this nutritional fungi protein went from an unknown microbe to a NASA-backed research project for a sustainable food future. “In 2022, Nature’s Fynd secured a spot on SpaceX-25. By demonstrating Fy Protein can successfully grow in a microgravity environment, we are hopefully making way for a new low-maintenance fresh food source for deep space travel for astronauts, and maybe all of us some day. In 2023, we advanced our mission by scaling our fermentation technology. Our team brought foods made with Fy to retailers with over 1,000 stores across the USA, including Whole Foods and Sprouts Farmers Markets.”

This ambitious vision drives the ability of Nature’s Fynd to meet the challenges of launching new, innovative products in the alternative protein category. “That same resilient optimism also helps us overcome the behavioral challenge of changing the way people eat,” Rawal reports. “Encouraging people to try an entirely new-to-the-world food requires education and deliciousness. In today’s economy, people are reluctant to take the risk, even knowing it’s better for them and more sustainable.” Having communication points to work with, educating on different aspects of the process, benefits and origins of Fy Protein, is a core component of Rawal’s marketing strategy. She uses an omnichannel approach to do this, primarily through Instagram and TikTok, and via both owned and influencer marketing.

Standout strategies

Differentiating the brand from competitors within the market is achieved by emphasizing the unique selling points of its products. The Fy Protein’s versatility of use in both meatless and dairy-free foods means that the company is not limited to only one food category, which immediately broadens its reach and appeal. By partnering with tastemakers in the culinary space, Nature’s Fynd has engineered successful collaborations that have contributed not only to growing its name recognition but also in advancing its product development.

Helping consumers understand that Fy is neither animal nor plant-based but a fungi protein led Rawal and her team to the creation of a catchy slogan for their line of yogurt when it launched. “Our yogurt has too many superlatives to contain in one tagline,” she says, “so we put a spin on the slang ‘AF’ and made it stand for ‘as fungi’ to emphasize how great fungi-based yogurt really is and to connect with personal attributes of the consumer. Our team placed billboards across key markets and ran digital ads that said things like ‘a better-for-you yogurt that’s creamy AF (as fungi)’, ‘flavorful AF’, ‘adventurous AF’, ‘smooth AF’ and many more.” This gives consumers confidence in the flavor profile of the product in addition to its health and environmental benefits.

We know that changing how we eat is something every one of us can do to mitigate the impact of climate change

Creating an emotional connection with consumers goes beyond just the functional benefits of alternative protein though. On the topic of sustainability, Rawal is confident of Fy Protein’s potential for massive global impact. “If only 10% of the beef industry was replaced with Fy, at scaled production,” she reports, “we believe we could save 160 million tons of GHG emissions, 60 million hectares of land use, and 25 trillion liters of water annually. Less wasted land, water, and energy to create more sustainable food.” By converting simple ingredients into protein with no middleman, Nature’s Fynd is able to nourish both people and the planet.

“We know that changing the food system is hard work and demands innovative solutions,” Rawal explains, “but we know that changing how we eat is something every one of us can do to mitigate the impact of climate change. And there are millions of people out there, especially our core consumers whom we call ‘optimistic advocates’, looking for ways that they can positively impact the planet because they understand the connection between the food we all eat and climate change.”

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