‘Why People Have Coca Cola For Breakfast, And What Alt Dairy Can Learn’

Marketing expert Eric Mirbach emphasizes the importance of considering the emotional side of food when selling alt dairy and alt protein products. He uses the example of Coca Cola being consumed for breakfast in the southern USA, highlighting the emotional attachment people have to traditional foods. Mirbach explains that challenging these deeply held feelings can be difficult, as seen when a new version of Coke was met with resistance due to nostalgia and familiarity.

Drawing parallels with alternative dairy and protein products, Mirbach stresses the need for companies to respect consumers' emotional ties to animal products when trying to introduce plant-based options. He cautions that pushing vegan alternatives may be perceived as questioning one's upbringing or traditions, necessitating a delicate approach to create lasting change. Ultimately, Mirbach advocates for honest and relatable communication that acknowledges and respects consumers' emotional stakes in order to successfully market alt dairy and alt protein products.