With taste cited as a major barrier to plant-based alt-meat products, V2Food has launched a campaign to help win over doubters.
The Australian plant-based startup is partnering with up-scale fast-food chain Ribs & Burgers to give away 1000 plant-based burgers today to mark the launch of V2Food’s ‘Taste-a-tarian’ campaign. The two companies have also partnered longer term to offer Ribs & Burgers customers the option of swapping out meat for a V2Food pattie on any burger on the chain’s menu, at no extra cost.
According to research cited from YouGov, 64 per cent of Australian adults said they would be likely to try a plant-based meat product if it’s proven to taste exactly the same as real meat. Unsurprisingly, 98 per cent of respondents selected taste as important when making food-purchasing decisions.
But the challenge for the plant-based alt-meat producers is getting consumers to try new-generation products – especially those who may have had a poor experience with meat alternatives in the past.
“In Australia, we’re seeing people change their diets for a number of reasons including sustainability, health, and ethical considerations,” says Andrew May, chief growth officer for V2Food.
“Whilst there are varying factors that drive consumers to seek out alternative food options, ultimately they want their meal to taste great, feel normal and be ‘everyday easy.”
V2Food has dubbed people who enjoy tasty food as ‘Taste-a-tarians’ for the new marketing campaign.
The company says the term reflects the “new norm” that family meals often come with an extensive range of ever-changing dietary requirements, “meaning that satisfying the whole family with deliciously tasty meals is often a difficult and daunting task”.
“As Australians, we cherish mealtimes and social occasions and it’s our goal at V2 to deliver great-tasting food that satisfies every palate,” says May. “Our ‘Taste-a-tarian’ campaign shows that V2’s range of plant-based protein products deliver that same meaty taste and makes meals easy, no matter your dietary preference.”