Marketing & Media

Battle of Brands / Mindblown and Crafty

©Better For You Media

Crafty Counter and MindBlown Seafood Compete for Investments and More in ‘Battle of the Brands’

Plant-based brands Crafty Counter and Mindblown Seafood are competing for new investment funds and a chance to grow their companies in Battle of the Brands, a production by Better for You Media.  In Battle of the Brands, two better-for-you food companies square off against each other during two-minute audition trailers. The competitors are paired off according to their “weight class”, which compares key characteristics such as company sales data, founding …

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Moving Mountains gives away 1000 free burgers

© Moving Mountains

Moving Mountains Gives Away 1000 Free Burgers to Celebrate “Radical Rebrand”

UK alt-meat brand Moving Mountains has announced a “radical rebrand” with a new logo, packaging, and website. To celebrate the rebrand, the company will today be giving away 1000 free burgers at its food truck, based at Queen’s Walk Southbank in London. The burgers will be available between 11am and 8pm. Additionally, the rebrand will be marked by several marketing and influencer campaigns, along with an update to the signature …

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Vegan Marketing Success Stories

© Sandra Nomoto

New Book ‘Vegan Marketing Success Stories’ Explores Marketing Tactics for Vegan Businesses

Author Sandra Nomoto has written a book titled Vegan Marketing Success Stories, aimed at highlighting the marketing strategies of vegan businesses. The book discusses how to form a cohesive strategy with a combination of online and offline tactics. It also examines how vegan businesses weathered the pandemic, the importance of diversity and inclusion, and how some businesses have transitioned to become vegan. Nomoto interviewed 47 contributors for the book, including …

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JUST Eggs at Bonnaroo Music Festival

©Eat Just

JUST Egg’s ‘Good Eggs Tour’ is Bringing Better Vegan Options to Summer Music Festivals

This summer, food tech leader Eat JUST launched its first large-scale marketing tour for JUST Eggs. Taking place at festivals across the US, Eat Just says the tour is bringing much-needed plant-based options to major events such as Bonnaroo, Broccoli City, and the Electric Daisy Carnival.  Feeding the masses Organized by Adrian Santos, JUST Egg’s Director of Field Marketing, The Really Good Eggs Tour was created to get “millions of …

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la Vie newspaper ad pork lobby

© La Vie

La Vie is Attacked by French Meat Lobby, Fights Back

Just weeks after being hit by the new French laws banning the use of meat-like terminology, thus preventing the startup from using terms such as ‘bacon’ or ‘lardon’ on its labelling, French vegan bacon specialist La Vie has been attacked by INAPORC, the pork lobby, as its plant-based lardons are too similar to animal-based lardons. “The pork lobby has put us on notice for ‘unfair competition’, because our vegetable lardons …

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Woman browsing supermarket

©ProVeg International

How Does Vegan or Plant-Based Labelling Impact Mainstream Appeal?

When marketing meat-free products, brands and retailers have a choice of terminology: ‘vegan’, ‘plant-based’, or both. But which terms appeal to flexitarian consumers the most? And how well is each term understood? In ProVeg International’s new article, you’ll learn which terminology resonates with which demographics and countries, and how to maximise the appeal of your plant-based alternatives. For now, let’s find out a little bit more about the term ‘vegan’ …

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Green Cuisine brand relaunch

© Birds Eye

Birds Eye Relaunches Green Cuisine Brand With £4.4M Ad Campaign

Frozen foods giant Birds Eye is relaunching its meat-free Green Cuisine brand in the UK, with new packaging and a £4.4 million ad campaign. The rebrand takes place as Birds Eye reports a 2.9% increase in Green Cuisine sales compared to the same time last year, with 6.6% of Brits having bought the brand in this time period. Titled Welcome to the Plant Age, the campaign features cartoon kids encouraging …

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ProVeg NFH

© ProVeg International

Five Ways to Reach New Consumers Through Taste Marketing

Research has shown that taste is the primary motivator for plant-based food purchases, and the good news is that the food produced by many plant-based brands is super tasty! But many consumers don’t yet know this. So how do you get a consumer to taste your product before they purchase it? ProVeg International has recently published a whitepaper which details the most effective ways to leverage taste marketing to attract …

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Quorn on Hungry For It

© Quorn

Quorn Features on New Competitive BBC Food Programme Hungry For It

UK alt-meat brand Quorn has appeared as a guest host on Hungry For It, a new competitive food programme on BBC Three. The episode aired on June 28, with contestants challenged to prepare dishes containing Quorn products. Sarah Graham, the brand’s Culinary Innovation Manager, appeared as a guest judge alongside celebrity judge Big Zuu and American chef Kayal Greer. The aspiring cooks were asked to serve their meals to several …

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New Age Eats

©New Age Eats

New Age Meats Re-Brands to New Age Eats in Preparation for Consumer Launch

New Age Meats, a startup producing hybrid plant-based and cultivated meat, is re-branding to New Age Eats. The new name and tagline “The Joy of Pig” reflects a long-term strategy to offer consumers a large portfolio of products, ranging from sausage and dumplings to pizza toppings. Pending regulatory approval, New Age plans to begin commercial production in 2023.  “Emphasizing the joy” According to founder and CEO Brian Spears, New Age …

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Oumph Human Meat

Oumph!

Oumph! Human Meat Burger Campaign Wins Silver Prize at Cannes Lions Festival

Oumph! announces it has been awarded the Silver Brand Experience and Activation Lion at Cannes Lions Festival for its “disruptive” Plant-based Human Meat campaign created for Halloween 2021 by LOLA MullenLowe. Oumph! was one of 1,919 entries in the category and reports that it was the only plant-based winning brand in the awards, which honour creative brand-building through experience and customer engagement. The campaign was also named by AdWeek as …

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© Oatly

Oatly Ad Campaign Depicts Kids Smuggling Oat Milk Into School

Oatly has launched an ad campaign along with a public survey with the aim of rallying support at European level for the inclusion of plant-based drinks in the European Union’s school fruit, vegetables and milk programme. The ads are running in Sweden, Finland, Germany, Austria, The Netherlands, Belgium and Spain, across digital and socials, with the video portraying children smuggling cartons of oat milk into schools with the caption: “Should …

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© Alt Dairy Future

Ministry of Mylk Relaunches as Alt Dairy Future, Will “Accelerate Switch From Conventional Dairy”

Global marketing community Ministry of Mylk has relaunched with the new name Alt Dairy Future. The community aims to bring alt-dairy brands together to accelerate the transition away from traditional dairy products. Two new initiatives have been introduced to coincide with the relaunch. One is a website, altdairy.org, which will allow companies to communicate with consumers about the advantages of dairy alternatives. The other is a new mark for the …

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Wicked Kitchen Cookie Dough Ice Cream

©Wicked Kitchen

Wicked Kitchen Giving Away a Year’s Worth of Vegan Ice Cream for National Ice Cream Month

Wicked Kitchen, a global plant-based foods brand, is celebrating National Ice Cream Month in July with its “Scoop, Snap and Share” promotion. One winner will receive a year’s supply of Wicked Kitchen’s “game-changing” dairy-free ice cream and additional prizes. Elevating ice cream Beginning July 1, the brand wants fans to take a photo or video of any Wicked ice cream pint or novelty in a bowl, cone or recipe. Fans …

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Heinz Art of the Burger

©Heinz

Heinz Invites Veg Burger Lovers to Challenge Beef in “Art of the Burger” Nationwide Competition

Global condiment brand Heinz announces the launch of “Art of the Burger” – a US competition to discover the ultimate burger creation. While open to both veg and non-veg submissions, Heinz encourages plant-based fans to challenge the status quo and use Heinz condiments to craft a restaurant-worthy burger masterpiece. The Grand Prize winner will receive $25,000 and have their burger featured at fast-casual chain BurgerFi in Fall 2022.  Building works …

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