设计美味且营养丰富的产品.pdf

1、Designing nutritious and flavorful products2025SACRIFICENOTHINGItske ZijpHead of InnovationThe Vegetarian ButcherDesigning nutritious and flavorful products2025Drivers and barriers for plant-based meatNUTRITION1TASTE2ANIMAL WELFARE3ENVIRONMENT4QUALITY5+EASY OF USAGENUTRITION IS THE#1 REASON CONSUMER

2、S ENTER THE CATEGORYBUT GREAT TASTING PRODUCTS IS WHY THEY STICK TO ITTHE MAIN BARRIERS TO ENTRY ARE RELATED TO THESE 2 TOPICS“Because I like the taste”“it looks so yummy”“It tastes delicious”“I want something tasty”“I love how it tastes”Why do you buy this product?Actual consumer verbatims from qua

3、l studiesSource:(Left)Pro-Veg,2023:Evolving appetites:an in-depth look at European attitudes towards plant-based eating(Middle)Qual verbatims from various inhouse product taste tests,(Right)Summary of internal and external data on category barriersTASTENUTRITIONHABITSPRICEPerception of it is not goi

4、ng to taste goodFear of missing on“health”Lack of confidence on where to find/how to cookCategory priced higher than animal meatWhat consumers wantProducts should contain a full nutritional profile(at least as good as animal meat,or better)to be considered,and less baddies to be consumed more often.

5、HEALTH BENEFIT NOW AND LATERKEY PRIORITIES FOR PLANT-BASED MEAT FROM CONSUMER POVA GOOD SOURCE OF NUTRITIONHigh in Protein,Source of Vitamins&Minerals,High in Fiber,etc.123LESS BADDIESLower in Sugar,Salt,Calories,Saturated Fats/CholesterolLESS PROCESSEDNo Additives,No Artificial IngredientsGood nutr

6、ition coming from fortificationOUR PRODUCTS ARE MADE FROM SOYThere are some nutrients in animal meat which are not naturally present in plant-based meat,so we use fortification to deliberately increase the content of micronutrients.For B12,animal meat is a good source of Vitamin B12,however the plan