Although packaging with images of animal silhouettes are commonly used for making it easy for consumers to identify different kinds of meat products, The Alternative Meat Co. uses this imagery for its line of 100% plant-based protein alternatives.
The Alternative Meat Co. makes Pork-Free Shreds, Chicken-Free Strips, as well as Beef-Free Chunks that are packaged in easy-to-open pouches that are brightly colored and boldly illustrated.
At a first glance, consumers may initially see the animal silhouettes and words like "chicken" and "meat" before they actually register the fact that the products are actually meat substitutes. As such, the Redfire creative agency notes that "The brand was positioned to appeal to those consumers on the fence about Vegan/Vegetarian options and those who would appreciate the alternative option."
What's Driving This Trend
- Animal Imagery Packaging
- Disruptive innovation opportunity: Explore different packaging designs that incorporate animal imagery to attract consumers and clearly communicate plant-based alternatives.
- Plant-based Protein Substitutes
- Disruptive innovation opportunity: Develop innovative plant-based protein products to cater to the growing demand for meat alternatives.
- Appealing to Flexitarians
- Disruptive innovation opportunity: Create marketing strategies and products that specifically target flexitarians, who are open to both meat and plant-based options.
Who This Affects Most
- Food Packaging Industry
- Disruptive innovation opportunity: Design sustainable and visually appealing packaging solutions for plant-based protein products.
- Plant-based Food Industry
- Disruptive innovation opportunity: Develop new and exciting plant-based protein substitutes that mimic the taste and texture of meat.
- Marketing and Advertising Industry
- Disruptive innovation opportunity: Create effective marketing campaigns and messaging to attract flexitarian consumers and promote plant-based alternatives.
