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Tapping into the Plant-based Trend [On-demand webinar]

Article-Tapping into the Plant-based Trend [On-demand webinar]

This webinar delivers key insights into the future of plant-based food and beverages, strategies that can help manufacturers overcome specific challenges and exploring the next opportunities within the plant-based segment. Watch it for free here.


Plant-based claims have increased 68% globally over the past five years as companies have seen an opportunity to tap into demand.[1] Manufacturers in categories like baked goods and snacks, frequently use such claims to signal the use of less common, and often highly nutritious, plant-based ingredients, as they look for ways to capitalise on consumer interest in the health profile of plant-based diets.

Categories like ice cream have diversified to make room for plant-based varieties that appeal to those consumers who are concerned about calorie and fat content, rather than necessarily about whether a product is vegetarian or not. For manufacturers, using the term ‘plant-based’ is likely to appeal to a greater share of consumers than terms like ‘vegan’, ‘vegetarian’ or ‘flexitarian’ and is aimed at health- conscious consumers in general.

Plant-based innovations have moved well beyond alternative proteins – although these remain an important segment. The current range of applications is broad and includes all aspects of foods and beverages, from sugar reduction to fibre enrichment. Additionally, the wider use of botanical ingredients to boost the health profile of food products, further creates opportunities for this market segment to grow.

Which plant-based categories are on the rise? What new products are likely to be launched to market soon? Can consumers’ preconceived notions that plant-based products are bland, and boring be overcome? Where do the next the opportunities for new products lie? What does the future of plant-based ingredients and products look like and which technologies can facilitate new product development?

During this webinar our expert speakers share the latest insights into EU consumer behaviour, and discuss new product development opportunities and strategies to overcome challenges that exist for food manufacturers within the plant-based category.



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Kinga Wójcicka-Świderska, Senior Content Producer, Fi Global

Kinga links in her work best solutions and science to food business through content creation for the biggest B2B exhibitions -Fi Europe and Fi North America. She is an experienced manager and a food expert. Throughout her career she has managed wide range of projects in the field of food sciences from product design to establishing strategic partnerships for R&D. She is also a food law expert, having managed for many years, association of food supplements producers and being part of formulating opinions in regulatory consultation process on national and EU level.


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Albrecht Wolfmeyer, International & National Head of ProVeg Incubator

Albrecht Wolfmeyer heads the ProVeg Incubator. ProVeg Incubator is the world’s leading Incubator of plant-based and cultured food startups. ProVeg Incubator's 40+ alumni startups come from all over the world and have now raised over €18 million and launched more than 40 products. Wolfmeyer has extensive professional experience in international profit and non-profit organizations and is an expert in NPO management, marketing and communications, strategy and project lead. Wolfmeyer was the co-founder and managing director of an online fundraising startup. He studied in Berlin, Toronto, Paris, and Fribourg.

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Anja Leissner, Founder and Head of R&D at Noquo Foods

Anja Leissner comes from a food loving family with a background in biotechnology, immunotechnology and food science. She has been working in the food industry as well as at LundsUniversity with a focus on dairy processing, technology and oils. The correlation between what we eat and our health, has always been close to Anja’s heart and something she devoted both time and research to. After a couple of years immersed deep in the dairy industry, she got intrigued by a project researching insects and plants as alternative protein sources for cheese. By the end of the 3-months project, she had got an initial taste of the potential in developing new plant-based products and eventually in 2019, she decided to start Noquo Foods together with her business partner and tech entrepreneur Sorosh Tavakoli. The focus is to develop sustainable products that are delicious and nutritious,and to lead the next generation food products. Having raiseda seed round of EUR 3.25M, the company now employs 8 people and is expected to launch its first product in 2020. Stay tuned to get a taste of the future!


Peter Wennström, Founder of HMT

Peter is the founder and lead consultant at HMT. With over 25 years of experience in international brand management and consultancy in nutrition, healthand wellness, he set up HMT in 2007 with the mission to bring healthier brands and healthier business to its customers in the global nutrition industry. Peter is regarded as one of the world’s leading experts in food and health marketing. He has authored several books and industry guides on the subject, including the latest FourFactors® for Growth Market Success book with the combined experiences of HMT’s senior consultants.

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Dr. Kai-Brit Bechtold, Senior Consumer Research Scientist at ProVeg International

Dr. Kai-Brit Bechtold is Senior Consumer Research Scientist at ProVeg International and a lecturer with extensive expertise on developments, trends, and data in the food sector. Before holding positions on agency side for Nielsen and then on industry side for Upfield (formerly Unilever), she worked as Scientific Researcher (PhD and Postdoc) at the Department of Food Economics and Consumption Studies at the University of Kiel and investigated consumers‘ preferences and willingness-to-pay for innovative food products. Her passion for sustainable food and her knowledge of insights into consumer trends and behaviour position her as a true food industry expert.  

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Date: Tuesday, October 13, 2020
Time: 03:00 PM Central European Summer Time
Duration: 1 hour



TAGS: Plant-based