How To Reach Non-Vegan Consumers With Your Plant-Based Brand

In the latest episode of ProVeg International’s New Food Hub Podcast, Vladimir Mickovic, Co-Founder and Chief Brand Officer of Juicy Marbles, discusses how to bridge the gap between traditional meat-eating consumers and plant-based alternatives. Juicy Marbles aims to create plant-based meat that surpasses animal-derived counterparts in taste, texture, price, and convenience, challenging perceptions of plant-based foods as ‘overly processed’ or ‘chemically laden’.

Vladimir emphasizes the emotional connection people have to meat in their food culture and the importance of tapping into these sentiments to win over sceptical consumers. He also highlights the need to focus on engaging flexitarians – consumers open to reducing meat consumption – by offering flavorful, satisfying meals that align with their values. To drive broader adoption of plant-based foods, Vladimir advises retailers and food service providers to present plant-based products as mainstream options for everyone to enjoy, rather than pigeonholing them into ‘vegan’ categories.