Most of the population follow some variation of a plant-based diet, although the spectrum of motivations and approaches is broad.
70% of consumers globally follow diets to help control chronic disease and prevent health conditions.
40% of millennials are taking plant-based diets to limit their impact on health and planet.
Meat alternatives are a good solution for those seeking meat free solutions without feeling like they are ‘missing out.
Where plant based, meat free solutions are rapidly disrupting the grocery aisles, this gives rise to the opportunity to break through the norm and deliver a design language that is modern and capitalising on the joyful feeling a consumer gets when making better choices.
Meat free is a growing space beyond vegetarian which is an opportunity worth £523Million in the UK and $10Billion globally.
Meat fee meal alternatives provide exciting innovation opportunities in parallel categories such as snacking.
Contrast created a new brand bursting with flavour and attitude breaking the mould with tons of taste, satiety and textures. Unapologetically plant based and without the feeling that you’re missing out.
The design system allowed for easy adaption with new product innovation and to fit with nearby categories.
The Plant Pioneers brand has experienced incredible growth. The latest projected value of the brand is £15m and it grew +173% in its first year. The brand continues to grow in response to the rise in demand for plant-based products, pushing into new product areas and seasonal.