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Go-to-market strategy for plant-based meat

Project numbers
markets assessed


6 weeks
featured EXPERTS
Owen Ensor
Strategy consultant and plant-based food specialist
Maiko van der Meer
30+ years of food industry and consulting experience

Project request

Our client, one of the leading global food players, asked us to assess the market size, growth, main market forces and other drivers of the plant-based meat industry in 3 different countries across Europe and Asia. They additionally requested our support on developing a go-to-market strategy.

Our work

For the success of this project, it was crucial to intimately understand the selected markets, not only from a commercial perspective but also at a shop floor level. To deepen our understanding, we consulted a broad range of our commercial, strategy and retail experts based in the client’s target countries.

Project deliverable

We delivered our client a comprehensive assessment of each market including the identification of several high-potential market gaps. These findings helped our client focus on more specific product categories and distribution channels.
Building on these insights, we defined several go-to-market strategy options, identified specific commercial opportunities and analysed revenue potential, market entry points, and sales & marketing options.
Lastly, we defined a 3-year roll-out plan for all countries.
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