Rabobank: Plant-based should rethink meat-mimicking strategy

The plant-based movement should focus less on mimicking the taste, texture and mouthfeel of meat and more on nutrition and clean ingredient to reach consumers, according to a new report from Rabobank

“Broadly speaking, the winning players in plant-based will be the ones who understand the importance of delivering great taste and overall eating experience at similar price to premium meat, with few and natural ingredients,” wrote JP Frossard, VP, consumer foods analyst, Rabobank.

“And they will increasingly reference the nutritional benefits of plants – something that seems to have been forgotten by most players, who still make plant-based all about meat instead of focusing on plants.”

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