Page 9 - Cubo - Winning In Plant-Based

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In many more established food and drink

categories, a big vs. small dynamic is There’s an interesting mix of:

clearly playing out with smaller players
taking share from the big boys • Genuinely natural brands on the market

(for example Upton’s Naturals who have adopted a

very healthy positioning based around Jackfruit)

At the moment in this category, with a few notable • Those that have developed products with a view to
exceptions (e.g. Quorn), there are no serious big at least matching the nutritionals of meat

players. Silicon Valley funding is driving a new breed of (e.g. Meatless Farm)
competitors

• ‘Silicon Valley’ whizz-kids style approaches using
At some point we’d expect this to settle, the market will
weird & wonderful processing and biomes to
need big brands (as we’ll see later), but there will likely be
generate amazing meat substitutes
space for smaller / newer players who can find and own a
(and being quite proud of this)
unique position in a fledgling market

At the conference we heard from several smaller players

who felt there was ‘room for all’, we weren’t so sure! It’s a hugely wide spectrum, from clean

label at one end, to ingredient labels that
Every market matures and whilst there’s always space for require a Food Science and Biology degree
well designed and targeted niche / craft players, the idea to understand at the other!

of ‘plenty of room for everyone’ is likely to be something

that fades, as some of the other factors play-out and the It will be fascinating to see how the
big boys get more serious! consumer market develops to support this…

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