Page 27 - Cubo - Winning In Plant-Based

It’s essential to drive

News Flash: Being deeper connections

‘plant-based’ alone For lasting success, any new product will need to be more than just the latest new
thing, or category generic

The market WILL settle, it will become more brutal in terms of the competitive
pressures, and the rules of success will not be that different to how they play-out
in more established categories…
won’t be enough! Basic brand building good practice, with an appreciation of what drives success in

the ‘modern world’, will be key:

Get the right taste, price, convenience, but then focus on the little things that drive
•
desire

• Stand for something, own it and execute it brilliantly – give consumers a chance to
connect just a little more deeply to drive system 1 connections that lead to repeat
behaviour

• Never underestimate the importance of the retailer story and execution plan!
It’s a functional tick box A real opportunity to bring the plant-based consumer to life to maximise impact

and bring potential to life for the retailers
rather than fast track Transient success is easy in a growing market!

Don’t be fooled, think of it as difficult and design and engineer to achieve success
to success

So what do we suggest…?

26 27