Page 14 - Cubo - Winning In Plant-Based

…yet to be fully Avoid the risk of

realised in market convergence!

How many plant-based burgers

(or veggie discs?) does the world need?!

BUT… we also need to be wary of

‘convergence’ – with tech advances and a

preoccupation with chasing mainstream

appeal/sales, there’s a real risk that we end

up with many very similar products fighting

As mentioned, lots of the foods for shelf space
(quite justifiably in the main – as some of

these are truly great products) that have
Whilst there might be room at the moment
grabbed the headlines are straight meat
for lots of different brands, ultimately the
replacements
world (and certainly the supermarkets)

won’t need 10 different meat-free burgers
There is HUGE market for this, and it’s a
sector that WILL grow massively

The result will be consolidation, with the

brands that have the strongest consumer

connection (and commercials) thriving, and
But that does leave a gap for more imaginative NPD, innovation
that taps into the opportunity to develop a different type of food – those that don’t likely to fall by the wayside
something where it’s not just about replacing meat, but about bringing
different experiences to the party

In today’s Instagram world, consumers love to show their experimental,
adventurous side, that they are into the next big thing – surely an
opportunity to think more creatively and satisfy this desire?

14 15