Personal Perspective: The Problem of Marketing "Blended" Meats

to a recent post explaining the environmental benefits of blended burgers. These are burger patties in which 30 to 50% of the beef has been replaced with plant-based ingredients like soy or mushrooms.This is a strong response to the relatively uncontroversial idea of changing a recipe to improve it. Also, a somewhat bizarre one given that the food industry reformulates recipes all the time, from fat free yoghurts and sugar-free sodas to salt-reduced soups and ready meals.

By their very design, blended meats avoid extremes. This makes it a challenge to position them as either new, trendy options at the leading edge of an aspirational vegan market or as bloodied chunks of flesh that appeal to a masculine, meat-loving audience.So, what, if anything, can be done to counteract negative consumer perceptions and kick start a blended meat revolution?

Spam may also be onto something with the name. A catchy, short moniker that reveals little about what the product is, or what it is trying to displace in the. Spam doesn’t position as itself a replacement for pure pork or ham slices. It is its own thing. Blends could learn from this and develop a punchy new category name, going beyond the ‘flips’ or ‘hybrids’ so far trialled.

Source: Healthcare Press (healthcarepress.net)

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