Burgers and milks from companies like Beyond Meat have popularized "plant-based" as a marketing term for alternatives to animal-based foods.and related terms are being used to sell a wider variety of foods, from almonds to fruit juices to hot-dog substitutes made from carrots.
When it came time to market the new drink, Jackobsen and company didn't add terms like "all natural" or "no artificial ingredients" to the label. Instead, they sell Tea Riot Energy as a drink that's "100% plant powered." "The reason they're doing it is they've seen the data that we have," said Michele Simon, the founder and executive director at the Plant Based Foods Association, or PBFA. "It's no secret to anyone following the food industry that plant-based foods are strongly growing and skyrocketing in popularity."
"I actually think it does harm in the marketplace because the phrase is still relatively new," Simon said. "It kind of dilutes the meaning. Once it can be used on anything, it means nothing.""My belief is the customer is defining what the definition is," Jakobsen said. "Yes, you are substituting meat, but you are also broadening and exploring the different powers" of herbs, vegetables, and other plant-based ingredients, she added.
But the product, which Bolthouse will sell under its Wunderoots label, isn't necessarily meant to get consumers to give up the meat-based equivalent. Dunn said he views existing vegan sausages, which cost more than Bolthouse's planned price and often fall short on taste, as the carrot hog dog's immediate competition.
"We don't pay attention to what brand of milk we buy," Emily Moscato, an associate professor of food marketing at Saint Joseph's University, told Business Insider. "Usually we just buy whatever is in the store." As is the case with CleanWell's products, there's a premium that can be charged for these plant-based alternatives if consumers like a product enough, and see it as good for them and good for the planet. The key, Moscato says, is that brands create compelling stories and missions that resonate with consumers.label that will do enough," she said. "But creating a brand that is representative of people's values and lifestyles. Yes.
"We're making a ton of decisions," she added. "So this label catches someone's eye and says that it'sMany products that tout themselves as plant-based are also technically vegan. But some brands sayBack to Nature, a cereal, cracker, cookie, and nut brand that has been around since 1960, made the decision to make all its products plant-based this year.
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