Food and Beverage Business
General News

Choosing Between Red and Green Packaging for Plant-Based Meat

Choosing Between Red and Green Packaging for Plant-Based Meat alternative proteins, business, Colours, consumer behavior, consumer perception, fish and savoury ingredients, Food labelling, Fruit, Market Trends, meat, nut ingredients, packaging, plant-based, plant-based meat, Processing and Packaging, Proteins, Start-ups and disruptors, Sustainability, vegetable Food and Beverage Business

A recent study by food awareness non-profit ProVeg International revealed that meat eaters are more willing to try plant-based meat alternatives if they are clad in red packaging. The study found that 56% of consumers in the UK and 54% in the US mentally connect the color red with superior taste when it comes to plant-based meat. This is despite the fact that most plant-based meat alternatives actually have green packaging, including prominent brands such as Beyond Meat.

According to ProVeg’s research, 65% of consumers admitted that color has a significant affect on what they buy. The color of packaging is an extremely important way to demarcate which type of consumer a brand is targeting. It can completely change how a consumer perceives a product and affect whether said consumer will buy it.

According to ProVeg’s research, orange packaging was the most likely to provoke consumers to purchase plant-based meat regularly and use it as a replacement for conventional meat; and it was blue that prompted consumers to pay a higher price. Yet it is red that appeals the most to meat eaters due to its association with tastiness.

“Additionally, marketing and branding practices have frequently used red to highlight deliciousness and quality, further ingraining this association in consumer minds,” Ajsa Spahic, Project Coordinator at ProVeg International, shared with FoodNavigator.

While red packaging may appeal to meat eaters, green packaging was overwhelmingly associated with plant-based meat in ProVeg’s research. Green was also most strongly associated with eco-friendliness and safety compared with other colors tested. Green, commonly used to indicate a healthy, eco-friendly, or organic product, does not necessarily convey the sensory satisfaction associated with taste.

US brand Beyond Meat believes that green packaging reflects its brand mission and pillars. “Our commitment to the planet, animal welfare and human health is intertwined with the balance of the natural world where green is a dominant and primary color,” Bram Meijer, Marketing Director for EMEA at Beyond Meat, told FoodNavigator.

Transitioning from green to red packaging, US-based plant-based meat brand Impossible Foods aims to appeal not only to vegetarians and vegans but also to meat eaters. The company believes the new packaging color better mirrors the superior taste of its products and aligns with other meat products on the shelf.

Overall, the color of packaging plays a crucial role in consumer perception and purchasing decisions. Brands must carefully consider their packaging color to effectively target their desired consumer base and convey the desired message about their products.

Related posts

Aryzta appoints former executive Michael Schai as CEO

FAB Team

Sustainable Soy Sourcing: Ensuring EUDR Compliance and Environmental Responsibility

FAB Team

Tate & Lyle purchases CP Kelco

FAB Team