Business: How To Reach Non-Vegan Consumers With Your Plant-Based Brand

From vegconomist.com

How do we bridge the gap between traditional meat-eating consumers and the growing world of plant-based alternatives? This question took centre stage in the latest episode of ProVeg International’s New Food Hub Podcast, featuring Vladimir Mickovic, Co-Founder and Chief Brand Officer of Juicy Marbles. Known for their innovative, marbled plant-based steaks, Juicy Marbles has a clear vision: to make plant-based meat that not only competes with but surpasses animal-derived counterparts in taste, texture, price, and convenience.

Vladimir shared candid insights into the perceptions and misconceptions surrounding plant-based foods. For many meat eaters, plant-based options are seen as ‘overly processed’ or ‘chemically laden’ – an image that Juicy Marbles seeks to challenge. As Vladimir puts it, “The most advanced chemical process in our production is heating and cooling – it’s really just cooking.” By keeping things simple and transparent, his team is breaking down barriers of mistrust and reshaping the narrative.

The emotional connection to food culture

But the conversation wasn’t just about technology; it was about culture. Vladimir discussed the emotional resonance of meat in our history – from celebrations to family traditions – and how plant-based brands must tap into these sentiments to win over sceptics. “Eating is emotional,” Vladimir said. “Brands need to add to food culture, not take away from it.”

The discussion also highlighted the importance of engaging flexitarians – consumers who are open to reducing meat consumption but haven’t fully embraced plant-based eating. Vladimir emphasised that these consumers aren’t looking for perfection but rather flavourful, satisfying meals that align with their values and lifestyle. By focusing on taste, texture, and accessibility, brands can capture this key demographic and drive broader adoption of plant-based foods.

                                                              Vladimir Mickovic – Image courtesy of ProVeg International

For retailers and food service providers, Vladimir had one piece of advice: stop pigeonholing plant-based products into ‘vegan’ categories. Instead, present them as mainstream options that everyone can enjoy. From removing overt vegan symbols to placing plant-based products alongside traditional meat options, these small shifts can make a significant impact.

Ready to dive deeper into the strategies for engaging meat eaters and reshaping food culture? Check out the full episode and insights on the New Food Hub. Learn how brands like Juicy Marbles are turning sceptics into believers and building a future where plant-based options are a natural choice.

Visit The New Food Hub for the full podcast episode. You can also get in touch with ProVeg’s experts for support on your alternative protein strategy at corporate@proveg.org. 

https://vegconomist.com/marketing-and-media/how-to-reach-non-vegan-consumers-with-your-plant-based-brand/