The executive director of the Good Food Institute has claimed products that don’t include vegan labelling on their packaging have higher sales than those that do.
The GFI attempts to disrupt the current food market and establish plant-based and clean meat companies as market leaders.
According to their website they: “Work with scientists, investors, and entrepreneurs to make groundbreaking good food a reality.
We focus on clean meat and plant-based alternatives to animal products—foods that are more delicious, safer to eat, and better for the planet than their outdated counterparts.”
In an interview with Foodnavigator, co-founder and executive director, Bruce Friedrich, discussed the matter.
“We recommend companies avoid any ‘V’ word and focus instead on the health value of the product, the protein content, and so on,” Friedrich explained.
Friedrich went on to say: “Labeling a product ‘vegan’ or ‘vegetarian’ is taken to mean it is only for vegans or vegetarians.
My guess is that if ‘vegetarian’ and ‘vegan’ represent distinct populations, then those would not be the most inclusive way to market a product.
In terms of marketing, ‘plant-based protein’ seems to be the current consensus term for reaching non-vegetarians.”
“Other companies recently on the market or coming soon are avoiding ‘V’ words at GFIis suggestion”
While some may be concerned that lack of labelling would mean vegan shoppers can’t find the products, Friedrich insisted this would not be the case.
“Vegans are sure to find any appropriate product – they don’t need special packaging,” he says.
Friedrich’s advice comes as more businesses enter the plant-based market and existing ones add more products.