Put the plant back in plant-based to win back shoppers

Broccoli

Innovation is no longer about engineering the perfect meat mimic or looking at new ways to process vegetables into unrecognisable pieces, says Justin Chou, co-founder and CEO at Happiee

The plant-based sector is at a crossroads. After initial growth, the hype machine ran out of juice for meat mimics in 2023. Concerns around ultra-processed foods (UPFs) splintered the category. Volumes dipped, value declined, and the aisle lost its shine for most.

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