Food-tech innovator MeliBio is expanding its technology platform to enhance its precision fermentation capabilities, with scale-up projects commencing this month. MeliBio’s R&D team has successfully completed proof of concept work related to the production and use of fermentation-enabled protein targets and will begin scale-up with its partner Pow.Bio. MeliBio partnered with Pow.Bio due to its expertise in traditional fermentation and continuous fermentation technology utilising artificial intelligence. By offering AI-enhanced and traditional methods of precision fermentation, Pow.Bio is uniquely positioned to work with MeliBio to scale its bioprocesses. MeliBio says that the expansion of its fermentation technologies will enable it to produce high- value bee proteins and enzymes for multiple markets including global functional food ingredients. Aaron Schaller, chief technology officer and co-founder of MeliBio, said: “Our ability to produce target bee proteins and enzymes through our experimental methods has yielded promising results, and we’re ready to take our technology to the next stage. This initiative will help us elevate the functionality of our products to come and provide more of the benefits of bee-derived honey to current products, while also matching authenticity beyond taste and texture.” MeliBio’s CEO and co-founder Darko Mandich, added: “We’ve enjoyed a fantastic market response to our plant-based honey products and will continue to serve that demand. Beyond that, accessing levels of product performance and authenticity not possible through plant science alone, through our enhanced technology platform, opens up a variety of significant commercial opportunities.” Along with its precision-fermented honey, the company produces sustainable alternatives to traditional bee-derived honey products, sold under the Mellody brand in the US, as JustVeg! Vegan Hanny in the EU and Better Foodie Vegan H*ney in the UK. The company unveiled its Mellody Spicy Habanero vegan honey product last month, developed using advanced culinary techniques and proprietary plant science. #Plantbasedhoney #PowBio #precisionfermentation #US #MeliBio #AI

Steakholder Foods has entered the US market with the launch of SHMeat and SHFish, blended dried extracts ready for mixing to create 3D-printed fish and steak alternatives. The initial blends, Beef Steak and White Fish have been developed to mimic the taste and texture of traditional meat. Steakholder Foods plans to expand its plant-based offerings with further blends in the pipeline, including SHMeat Beef Asado, SHMeat Beef Tenderloin, SHMeat Beef Flank, SHMeat Chicken Fillet and SHFish Salmon. The company says its plant-based blends provide ‘superior quality and flavour’ and are designed to cater to a variety of culinary preferences. The ingredients in its new Beef Steak and White Fish blends have been subject to a recent feasability report prepared by ‘highly regarded consultants,’ which Steakholder Foods said “confirms the legal status of the ingredients”. The report confirms that all the ingredients used in the blends are approved for use in the US, with each ingredient complying with food safety regulations, with all having achieved Generally Recognized as Safe (GRAS) status. Arik Kaufman, CEO of Steakholder Foods, said: “As we introduce our SHMeat and SHFish blends to the US market, we stand at the cusp of a new era in food technology. Our advanced 3D printing technologies are not just a testament to innovation but also a commitment to sustainability and health.” He continued: “These products represent our dedication to providing consumers with food options that are not only delicious but also responsible choices for our planet. We believe that our entry into the US market is a significant step towards a future where the food we eat contributes to a healthier society and a more sustainable world.” Steakholder Foods‘ uses two types of 3D technologies to mimic the texture of meat and fish: Drop Location in Space is used for fish and seafood production to create delicate textures that ‘closely resemble’ those found in real seafood. Its Fused Paste Layering printed is used for meat production as it replicates the fibrous texture of meat in the plant-based products. These machines – which Steakholder Foods began to offer to manufacturers last year – are designed and built to work in traditional food factories, matching the same scale production of the industry and are designed according to food safety standards set by the European Hygienic Engineering & Design Group. The company made its first private-sector commercialisation deal in February, signing a memorandum of understanding with Wyler Farm. Through the deal, Wyler Farm – one of Israel’s leading alt-protein manufacturers and the country’s largest tofu producer – acquired a Steakholder Foods printer, in a transaction valued at “several million dollars”. Steakholder Foods has also announced that it is seeking partnerships with companies in the plant-based meat and alt-fish sector, as well as traditional meat and fish producers ‘looking to diversify and expand their product portfolios,’ to ensure more ethical and sustainable food choices. #3Dprinting #US #altseafood #altmeat #SteakholderFoods #alternativeproteins

Cauldron Foods is rolling out several new products across various UK supermarkets, alongside a full rebrand and suite of new packaging. The new products joining Cauldron’s range include Spinach and Carrot Veggie Bakes, and Pumpkin and Caramelised Onion Veggie Bakes – both priced at £2.75 per 200g. They will be available from 4 April in Asda stores, followed by Tesco and Waitrose. Additionally, an extra firm tofu NPD will join Cauldron’s existing range, which includes firm tofu as well as classic falafels and sausages. The new tofu will debut in Asda from 8 April, followed by Sainsbury’s stores. Cauldron’s rebrand, including a new packaging design, aims to encapsulate the vibrancy and nutrition of the plant-based ingredients used in Cauldron’s products with bold and colourful branding. Gill Riley, consumer director at Cauldron Foods, said that there is a huge opportunity for growth in the plant-based channel, commenting: “Our goal is simple. We’re here to reignite the brand and capture the imagination of our nation’s plant believers and plant-curious.” Riley added: “Taste has always been key when it comes to food. Shoppers shouldn’t settle for less in plant-based, where historically some brands haven’t got it quite right. The category has an opportunity to reinvent itself after months of scrutiny, and we’re ready to set new expectations with existing and new shoppers.” #conveniencefood #rebrand #CauldronFoods #UK #Tofu #snacking

Food-tech company Innohas has opened what it claims is the ‘world’s largest’ fully plant-based food facility in Jecheon, South Korea. The facility will manufacture products for Innohas’ brand Sunlit Foods, producing Korean-style plant-based foods that aim to fulfil the growing global appetite for Korean cuisine. Sunlit Foods offers a portfolio that includes plant-based bulgogi, vegetable kimbap and plant-based bibimbap products, among others. Its collection totals 11 ready-to-eat meals, developed to cater to the demand for convenience while aligning with the global shift toward more sustainable and ethical food choices. The newly launched Innohas Green Food Factory’s facilities include the nation’s largest frozen kimbap production line, dedicated plant-based barbecue and deep-frying lines, and an exclusive oven line for plant-based products. It facilitates the production of both finished goods and ingredients for culinary use. Innohas works closely with Korean cuisine specialists to develop products that enable consumers to easily enjoy authentic Korean dishes at home – something that the company said can be ‘daunting’ for consumers due to the ‘intricate balance’ of flavours and wide range of ingredients used. While Korea has a ‘strong meat-eating culture,’ Innohas added, it aims to spearhead the plant-based trend in the country and enable consumers to easily adopt plant-based options without sacrificing traditional flavours or taste. #manufacturingplant #facilities #SouthKorea #Koreanfood #Innohas #SunlitFoods

Israeli molecular farming company PoLoPo has announced its new SuperAA platform, which can produce proteins in common plant crops. The platform is currently deployed in potatoes at greenhouse scale and can generate both a native protein (patatin) as well as egg protein (ovalbumin) through proprietary metabolic engineering techniques. The cutting-edge SuperAA platform turns the potato plant into a micro-‘biofactory’ that manufactures the target amino acids in the plant and stores them in the tuber. PoLoPo harvests the tubers when they reach sufficient size, extracting the proteins before drying them into powder. The resulting powders are said to ‘seamlessly’ integrate into current food processing lines and formulations. PoLoPo started with potatoes due to their resilience in diverse climates, low growth costs, short maturation time, relatively large storage capacity in the form of tubers, high yield per land use and compatibility with existing harvesting and processing technology. PoLoPo’s CEO, Maya Sapir-Mir, said: “The SuperAA platform uses plants as living factories and leverages their natural productivity and storage organs to grow proteins that are identical to protein derived from a chicken’s egg. The high-scale production of proteins in plants via molecular farming has the potential to economically transform not only potato farming and processing, but broader agriculture and ag-tech, for a more resilient and sustainable food system.” Currently being used to develop patatin and ovalbumin, PoLaPo’s ovalbumin can be used in packaged foods for its functional properties, including texture and stability, as well as for enhancing nutritional value and increasing shelf life. Patatin powder can be used as an allergen-free protein for a variety of products such as plant-based meat and dairy, baked goods, cereals, snacks, beverages, sports nutrition and nutraceuticals. PoLoPo says its proteins will soon be available to the food industry for testing. #cellbasedtechnology #animalfreeproteins #Israel #PoLoPo #alternativeproteins

UK plant-based meat brand This has launched its latest product, This Isn’t Chicken Shawarma, a Middle Eastern-inspired innovation. The launch builds on the success of This’ recently updated This Isn’t Chicken Pieces recipe, claimed to have achieved the brand’s most authentic chicken-like flavour so far. This Isn’t Chicken Shawarma is primarily made of soya and fava bean protein, with a blend of spices including smoked paprika, cumin, coriander seed, cassia, ginger, mint and cayenne pepper. The chicken alternative offers a source of protein and fibre, with a ‘hyper-realistic’ fibrous texture achieved through the company’s extrusion technology. It can be pan-fried and ready to eat within 6-8 minutes. This’ latest innovation can be found in Asda from 8 April, Waitrose from 1 May and Co-op from 6 May, retailing at £3.30 per 170g pack. It will also be on sale in the Netherlands at Albert Heijn. #This #meatalternatives #plantbasedmeat #UK #altmeat #plantbasedchicken

Yeo Hiap Seng (Yeo’s), a Singapore-based food and beverage company, has launched a new soya milk line designed to support immunity. Yeo’s Immuno Soy Milk is fortified with vitamin B6 and zinc to support the body’s immune system. It has been launched as an enhanced addition to the brand’s existing soya milk beverage line-up. The range is high in protein and contains added calcium, aiming to provide a lactose-free and healthy alternative to conventional breakfast drinks. Initially, it is launching in two flavours – original and chocolate – with more variants planned in future. Yeo’s chief marketing officer, Ang Chong Lee, commented: “In an era of evolving consumer lifestyles, it is essential for brands to innovate to meet changing needs. With this launch, Yeo’s is offering health-conscious consumers a delicious, nourishing beverage that also supports their immune system.” Packaged in 250ml packets, 380ml bottles and one-litre cartons, Yeo’s Immuno Soy Milk is now available in major supermarkets and convenience stores across Singapore and Malaysia. #soyamilk #immunity #Immunesupport #plantbasedmilk #Singapore #Yeos

Finnish biotech company Onego Bio has successfully raised €27 million in its Series A financing round, with a further €9.5 million in non-dilutive funding. The Series A round was led by NordicNinja VC, a Japanese-Nordic venture capital firm that backs companies in climate and deep-tech. Agronomics participated in the round with a €1.55 million investment alongside existing investors Maki VC and Holdix, and new investors EIT Food and Tesi. Agronomics now holds an equity stake of 16.36% in Onego Bio on a fully diluted basis. The additional €9.5 million in non-dilutive funding came from Business Finland, a government organisation that offers grant funding for Finnish companies that address significant global needs and challenges. Onego Bio harnesses precision fermentation to manufacture Bioalbumen, a bioidentical ovalbumin (the most important protein in egg white), without the use of animals. Bioalbumen contains all essential amino acids, has the highest possible protein digestibility score PDCAAS of 1.0 and delivers 90g of protein per 100g. Tomosaku Sohara, managing partner at Nordic Ninja, commented: “Onego Bio is taking all the right steps to commercialise in record time. It is a next-generation precision fermentation company, with a clear path to industrialisation, go-to-market and profitability…With technology that is designed to scale…In less than two years, Onego is already working with major global food companies and is staged to disrupt the $330 billion egg market and create system level change, accelerating the green transition.” In 2022, Onego Bio secured a license from VTT Technical Research Centre of Finland to commercialise its proprietary strains of the ‘highly productive’ protein expression system Trichoderma reesei to produce egg proteins. Onego Bio will use the funding to continue scaling and optimising its production processes and productivity, finance its work with its contract manufacturing partners and prepare for US Food and Drug Administration (FDA) filing for regulatory approval in the US. Onego currently collaborates with over 25 ‘well-known’ CPG companies, integrating Bioalbumen into their innovation pipeline for a range of products, including baked goods, confectionery, snacks, sauces, pasta and meat alternatives. Onego says that it is on track to receive self-affirmed GRAS (Generally Recognized as Safe) status for Bioalbumen this year, with a no-objections letter expected from the FDA in 2025. As a US-Finnish company, Onego plans to first launch in North America, where the regulatory landscape allows a faster market entry, followed by expansion in Europe, South America and Asia. Jim Mellon, executive chairman of Agronomics, said: “A long-term sustainable solution for chicken eggs is needed. We have been highly impressed with Onego’s capabilities and vision from the very beginning. By repurposing a well-established technology from the enzyme industry for food protein production, they are well-positioned to scale to the massive volumes needed to future-proof the supply of the world’s most versatile and popular food protein.” #animalfreeproteins #precisionfermentation #Finland #eggproteins #OnegoBio

Müller Vitality is bringing its plant-based yogurt to the foodservice sector for the first time, offering the product in a 3kg bulk pouch format with separate mixable sauce. Müller said that with recent data showing bulk pack yogurts account for 40% of the out-of-home yogurt market, it has identified a gap in the market with products that have been specifically designed to meet the needs of its customers. From June 2024, chefs and operators will be able to purchase Müller Vitality Plant-Based Thick & Creamy and Müller Vitality Plant-Based Healthy Balance Plain yogurt alternatives. Made with a blend of gluten-free oats and coconut, both products are vegan and a source of calcium, B12 and vitamin D. To ensure maximum flexibility, both variants will be available in plain flavour, allowing customers to use it across their menu throughout the day. They can also be mixed with a new range called Müller Mixables, to create plant-based toffee, peach or strawberry yogurt alternatives. The sauce has also been designed to be used beyond yogurt in a range of other foods, such as cheesecake, enabling versatility. The Müller Mixables Sauce range will be available in 1kg pouch format and is also vegan, gluten free and made with real fruit. Jon Piper, commercial director at Müller Yogurt & Desserts, said: “When we looked at the needs of this sector, it became clear that customers are not only looking for a plant-based yogurt alternative option, they are also looking for a flexible solution, in bulk format, that allows them to use it right across their menu”. He added: “There’s a huge growth opportunity for yogurt and plant-based alternatives in this sector, and we will continue to innovate and fill gaps in the market to ensure we can be the partner of choice within out-of-home”. #plantbasedyogurt #altdairy #Dairyalternatives #UK #plantbaseddairy #Müller #foodservice

US-based food-tech company Aqua Cultured Foods (Aqua) has entered into a new partnership with biotechnology company Ginkgo Bioworks. Aqua, headquartered in Chicago, produces alternative seafood options through the use of microbial fermentation, while Ginkgo Bioworks is working to build a platform for cell programming and biosecurity. Aqua has chosen Ginkgo to help optimise its fermentation technology to elevate the quality of its fish-free seafood products that ‘replicate the look, feel and taste’ of fresh-caught seafood. Leveraging Ginkgo’s microbial characterisation and analytics, along with Aqua’s proprietary strains and processes, the partners aim to transform the future of alt-seafood production. Aqua’s offerings, including tuna and scallops, maintain freshness and tenderness for six weeks. They are powered by a patent-pending fermentation process, which Aqua says can be scaled on a global level. Its fish-free seafood is made from microbes and fibres combined with plant-derived flavours that are said to replicate the buttery texture and umami notes found in fresh-caught seafood. Ginkgo will leverage its high throughput sequencing and advanced analytics services to help optimise and tune Aqua’s strains to aid in the scale-up of its novel manufacturing process. With Ginkgo, Aqua hopes to amplify its R&D capabilities and further optimise its consortium to establish consistent, high-quality products. Through the partnership, Aqua expects to introduce unique flavours and textures to the broader food industry. Stefan Baier, chief science officer at Aqua Cultured Foods, said: “Today marks a significant step towards revolutionising alternative seafood production…Our partnership aims to accelerate our technology, bringing our delicious products to market faster. With Ginkgo’s expertise in working with microbes, we are confident in optimising and applying our technology to create the most delicious seafood products possible.” He continued: “Beyond sequencing, we envision engineering our proprietary consortium for next-gen products, pushing alt-seafood boundaries with unique textures and building the nutrition beyond a good source of fibre. We look forward to how our sustainable approach can revolutionise the fishing industry and contribute to the regeneration of our oceans.” Mervyn de Souza, senior director, business development at Ginkgo Bioworks, added: “This collaboration aligns beautifully with our commitment to work on projects that embody innovation and sustainability. Aqua’s groundbreaking fermentation technology is reshaping the future of alt-seafood, and we at Ginkgo are thrilled to contribute to this transformative journey. Together, we’re paving the way for a more sustainable and responsible approach to meeting the world’s growing food demands.” #cellbasedtechnology #GinkgoBioworks #fermentation #US #AquaCulturedFoods #microbial #Plantbasedseafood

Middleton Foods, a UK-based manufacturer of pre-mixes for the foodservice sector, has launched a new plant-based mix product. The product is designed to provide a versatile foundation that UK caterers can use to craft their own meat-free menu items, including sausage rolls, meatballs, burger patties and falafels. Suitable for vegans and certified gluten-free by Coeliac UK, the new mix has been developed without soy or wheat using an innovative combination of plant-based ingredients. The mixture can be used as if it were meat, simply requiring the addition of water before being formed into the desired shape, cooked and served. Vegan versions of popular menu choices, like Greek-style koftas and scotch eggs, can be developed with the mix. Paul Stanley, foodservice manager at Middleton Foods, commented: “With many consumers choosing to enjoy a plant-based diet as a lifestyle choice, vegan menus have wide appeal”. He added: “Using a ready-made blend of uniquely balanced ingredients, our new mix ensures the quality and consistency operators can rely on to deliver deliciously tasty menu items which burst with flavour and offer the appearance of their traditional alternatives, with an appetising colour, form and satisfying bite.” The mix is suitable for use in any catering establishment including cafés, pubs and casual dining, by any member of the kitchen team regardless of skillset. It is available in 2kg tubs, which contain enough mix to make approximately 52 large sausage rolls or burgers. #UK #premixes #MiddletonFoods #glutenfree #foodservice

The plant-based food and beverage industry is forward-thinking and dynamic, filled with innovators who are passionate about the positive impact of their products and do not shy away from going beyond the norm. As such, it’s unsurprising that brands in this category have been behind some of the F&B sector’s most impactful marketing campaigns in recent years. In fact, FoodBev Media’s very own World Food Innovation Awards winners for 2024 were announced this week – and the prize for best marketing campaign went to plant-based meat brand Fry’s Family Foods, for its timely launch of a vegan chicken nugget NPD alongside the release of Aardman’s ‘Chicken Run: Dawn of the Nugget’ film in December. Whether adopting a tongue-in-cheek approach and hitting plant-based cynics with humour, or drawing on more thought-provoking tactics to make consumers question the way that they view food choices, plant-based players know how to get people talking with clever campaigns and bold branding. Let’s take a look at some of 2024’s most memorable marketing moments so far… Oatly: Feck Oatly Known for its witty and dry-humoured approach, Swedish oat milk giant Oatly is constantly pushing the boundaries of marketing with its unique, attention-grabbing campaigns. Described by our editorial director, Sian Yates, as the “rebels of the plant-based world” in The Plant Base’s Veganuary Sessions podcast series this January, Oatly made headlines again that same month – this time for the launch of its ‘Feck Oatly’ campaign in Ireland. The brand’s ‘It’s Like Milk But Made for Humans’ campaign was banned in Ireland and Northern Ireland following three complaints raised by the National Dairy Council of Ireland. The Advertising Standards Authority of Ireland ruled that it infers cow’s milk is unsuitable for human consumption. Following this, Oatly launched ‘Feck-Oatly.com,’ a site showcasing its decisions that have caused the most controversy to date. The website was unveiled in Dublin and Belfast alongside a censored version of its ‘It’s Like Milk…’ advertisement, displayed across billboards, bus stops, murals and more. Oatly also hosted a comedy ‘roast’ presented by viral TikTok comedian Frankie McNamara, challenging local comedians to attend and poke fun at the brand. Michael Lee, executive creative director for Oatly, said: “The Feck Oatly campaign is about helping our Irish fans, and haters, get to know Oatly’s punk side and better understand what we’re about as a company”. “Creating a website detailing the ‘missteps’ we’ve made along the way to creating a more sustainable food system might seem like a risky thing to do, but we see it as an act of transparency because sometimes you have to understand the worst about an oat drink company before you can appreciate the best.” NotCo: NotSoHappyAnimals US-based alt-meat and -dairy company, NotCo, was ‘not’ afraid to ruffle some feathers with the launch of its January interactive campaign, NotSoHappy Animals. The campaign invited consumers to ‘discover the truth behind the fake smiles,’ revealing the true impact of mass factory farming and how animals in the industry are treated. Consumers in the US and Mexico can visit the campaign’s official site and scan logos of happy, smiling cartoon animals at popular restaurants. Brought to life by augmented reality, the cartoon animals then reveal ‘how they feel about becoming a meal,’ singing songs featuring sombre lyrics about the cruelty behind mass-produced animal-based food, paired with upbeat, jingle-style tunes. The campaign stirred up debate when NotCo announced it on LinkedIn, with some users applauding its creativity while others questioned whether it would be effective in reaching the type of consumers it targets – those who eat meat. Regardless of whether it converts the most carnivorous, the clever campaign was a clear win when it came to getting people talking about NotCo and the animal welfare issues associated with meat. Beyond Meat: Taste You Can Believe In Beyond Meat’s UK Veganuary campaign focused on what many consider to be the biggest barrier to choosing more plant-based meat alternatives: taste. Combatting the narrative that vegan food lacks in taste and texture, the alt-meat maker took to the roads of Britain in a van handing out free burgers, aiming to help encourage consumers to try something new and make changes. Beyond’s van visited six locations across six days, including London, Manchester and Bristol, with more than 7,000 burgers consumed during this time. It also displayed several billboards across the capital, emphasising the taste of its products alongside mouthwatering images of its juicy, stacked burgers. Impossible: ‘Meatier’ brand identity Within the broader food and beverage industry, rebranding strategies appear to be trending as companies reflect on how their identities have evolved alongside today’s fast-changing trends. The plant-based market is no exception to this, and meat alternative brand Impossible Foods has embraced its own new brand identity inspired by ‘the craveability’ of meat. The California-based brand has this month unveiled a new, ‘striking’ red aesthetic designed to appeal to the ‘carnivorous cravings’ of meat-eating consumers. From its digital online presence to the physical packaging of its products, the new bold red branding aims to reinforce the fact that Impossible’s products ‘taste, cook and satisfy’ just as much as their animal-based counterparts. The new brand strategy is the result of a partnership between Impossible’s in-house marketing and creative teams, and branding agency Jones Knowles Ritchie. Updated packaging has begun rolling out across the US and will continue overseas later this year. Impossible’s new Beef Hot Dog is the first product to feature the red packaging. Impossible’s rebrand follows a report published by ProVeg International, which surveyed 1,200 participants from both the US and the UK, finding that packaging colour has a significant impact on consumers’ willingness to try plant-based products. The study showed that red is perceived as the ‘tastiest’ colour for packaging, with 56% of consumers in the UK and 54% in the US associating the colour with ‘superior taste’ in plant-based meat. Interestingly, while green is often used in plant-based products, the report’s researcher and author Ajsa Spahic said that it should be used “in moderation” and “only when your primary objective is to underscore the emphasis on sustainability and health benefits” – with consumers linking the colour green to healthiness, eco-friendliness, naturalness and safety. Daiya: Fromage Forgery & ‘100% Plant-based, Even If You’re Not’ Plant-based dairy producer Daiya celebrated the recent reformulation of its cheese – now made with its proprietary fermented Oat Cream blend – by taking to the streets of downtown New York City in January and handing out ‘dairy dupe’ grilled cheese sandwiches to over 350 consumers. Boyce, producer and actor of TV series ‘The Bear,’ took on the role of the ‘Fromage Forgery’ salesman, pitching passers-by with the opportunity to try a grilled cheese sandwich featuring Daiya’s oat-based cheese. Lionel Boyce as Daiya’s first Fromage Forgery Salesman, an overzealous rookie looking for people to pitch John Kelly, chief marketing officer at Daiya, commented: “The beauty of contemporary dupe culture is that it opens high-end luxury to the masses. This trend aligns with similar beliefs held at Daiya: that everyone is deserving of a bite of high-quality dairy-free cheese, and nothing should stand in the way.” Additionally, a TV advert titled ‘100% Plant-based, Even If You’re Not’ caused a stir, aiming to challenge industry norms by pairing Daiya’s plant-based cheese with a meat patty. The daring campaign divided opinion, with some vegan viewers criticising the decision to include meat with the view that plant-based brands should not promote meat consumption. However, according to Daiya, the advert – launched across various social media, video and audio platforms in the US – aims to ‘extend an open invitation’ for everyone to enjoy the benefits of plant-based food and reach a broad audience with a message of inclusivity. Daiya’s Kelly commented: “We created the most controversial commercial ever for the category, but when you think about it, it shouldn’t be very controversial at all. Everyone should be able to enjoy the benefits of plant-based eating and we hope to welcome more people to the table.” The brand worked with long-term agency partner TDA Boulder to develop the campaign. Jonathan Schoenberg, the agency’s executive creative director and partner, described Daiya as a “brave client,” adding that there is a “subtle elitism” that exists in plant-based meat and dairy communication. He added: “There is a fear of alienating the core plant-based consumer, but in reality the more people trying and enjoying these foods the better off we are, and our planet”. La Vie: International billboard campaign La Vie, a French producer of plant-based pork products, unveiled its first international advertising campaign this January with a series of billboards rolled out in the UK, France and the Netherlands. Coinciding with Veganuary, the brand’s pink billboards featured attention-grabbing messages that garnered over 200 million impressions in cities including London, Brighton and Cardiff, promoting La Vie’s plant-based bacon and lardons. One such billboard in Shoreditch, east London, embodied the mindset of a ‘greener world where everyone can gather around the table and share a delicious vegan sandwich,’ while another emphasised that Britain’s best bacon is neither ‘from Britain, or a pig’. The campaign aimed to attract consumers from varying demographics, celebrating diversity and bringing attention to the fact that La Vie’s products can be enjoyed by consumers no matter what their background, religion or dietary preference. #rebranding #Oatly #NotCo #marketingcampaigns #ImpossibleFoods #BeyondMeat #plantbasedmeat #marketing #LaVie #plantbaseddairy #Daiya #branding