Op Ed: Lobber Levin, Senior Strategic Writer, Everland, on Shifting Positioning from “Alternatives” to Mainstream

Lobber Levin, a senior strategic writer at Everland, discusses the importance of shifting the positioning of plant-based and alternative protein products from being seen as substitutes to becoming mainstream dishes in their own right. He emphasizes the need for brands to create emotional and sensory experiences for consumers, particularly flexitarians, who are a significant portion of the market. By redefining and designing brand experiences that make these products desirable on their own, rather than as compromises, brands can attract a wider audience and go beyond being seen as alternatives.

Levin gives examples of brands like OLALA! and La Vie that have successfully elevated their category perception by focusing on taste, quality, and uniqueness, rather than simply being alternatives to traditional meat products. By celebrating what makes their products great and telling a compelling brand story, companies can build confidence in their products and appeal to a broader consumer base, ultimately driving mainstream acceptance of plant-based and alternative protein products.