The world of meat replacers and alternative proteins is in full swing with companies like Beyond Meat and Impossible Foods exponentially growing while re-framing the marketplace and turning “taste” into a point of entry rather than differentiation. The vegan movement has also seen an exponential growth, increasingly overtaking the vegetarian offerings.
In light of this, a full review of Valess’s brand positioning is needed. The objective of this GreenHouse is to present and analyse the meatless market with the current players, as well as go through the news and published reports of the industry.
This will help develop a new Brand Propeller that is differentiating and builds on the brand’s core strengths, and to make this repositioning come to life in a powerful way.