Plant-based foods are quietly changing the tables of ordinary people

As people’s health awareness is awakening, plant-based foods are quietly changing the tables of ordinary people at an unprecedented speed, leading a green revolution in food culture. This change is not groundless, but is supported by solid data. According to statistics, the per capita meat consumption in the UK has dropped to the lowest level in history, and this figure is still declining year by year at an alarming rate. What is even more remarkable is that one-third of the people in British society define themselves as flexible vegetarians, which undoubtedly highlights the rise of plant-based foods in contemporary food culture.

In this wave of green revolution, Allplants has quickly occupied a place in the fiercely competitive market with its unique market insight and excellent service strategy. In order to create healthy, environmentally friendly and convenient vegetarian meals, Allplants has spared no expense and hired a team of up to 140 chefs in the kitchen. They work 24 hours a day to carefully cook a variety of vegetarian dishes with good color, fragrance and taste, and deliver this health and deliciousness directly to the consumer’s table through cold chain distribution. Once this innovative “pre-prepared meal” model was launched, it quickly won the favor of consumers in the British market.

Allplants, a plant-based fast food brand from the UK, has been well-known for providing plant-based frozen foods since its establishment in 2017. Its product line covers multiple time periods such as breakfast, lunch, snacks, snacks and dinner, and cleverly transforms various traditional delicacies into vegetarian versions, from curry, peppers to pasta, risotto and so on. What is more worth mentioning is that these dishes are added with vegetarian proteins, such as vegetarian cheese, tofu, beans and meat substitutes such as vegetarian sausages, so that vegetarians can get adequate nutritional supplements while enjoying delicious food.

In terms of performance, Allplants has also shown an amazing growth rate. Since the company was founded, its revenue has more than doubled every year. By 2021, the value of the UK market alone has reached an astonishing 10 billion pounds. With such outstanding performance, Allplants has also attracted much attention in the capital market. In 2018, the company successfully obtained US$7.5 million in Series A financing; in October 2021, it once again won US$52 million in Series B financing, led by Draper Esprit. This financing is not only the largest Series B financing in the history of European plant-based food companies, but also a strong affirmation of Allplants’ market position and future development potential.

After years of intensive cultivation, Allplants is no longer just a brand, it is more like a symbol of a life philosophy – using the power of vegetarianism to reshape a healthy and sustainable lifestyle. So, how did this brand stand out from many competitors? How does its marketing strategy accurately hit the pain points of consumers?

First of all, from the perspective of product positioning, Allplants knows that “delicious” is a key factor for consumers to choose plant-based foods. Therefore, the company has invested a lot of energy in product research and development, striving to make the taste and nutrition of vegetarian food comparable to traditional foods. At the same time, Allplants has successfully positioned the mindset of “better and healthier meals” through a rich selection of self-service and balanced hot foods, thereby attracting more attention from non-vegans.

In terms of marketing, Allplants also demonstrated superb skills. The company is well aware of the power of influencer marketing, so it actively cooperates with KOLs in the food industry to break the stereotype that “vegetarian food = not delicious” through their real experiences and sharing. For example, food influencers Rachel Ama and Calum Harris were once partners of Allplants. Through their cooking teaching and demonstration videos, they successfully presented Allplants’ vegetarian products to more potential users and won their love and recognition.

In addition to influencer marketing, Allplants also focuses on creating a “product ID card”. By marking detailed information such as the product’s calories, fruit and vegetable content, sugar and fat content, and trace element content, it further reduces the user’s psychological burden of purchasing and strengthens the shaping of a healthy mind. At the same time, the company also cooperates with third-party organizations such as registered dietitians and environmental organizations to enhance brand trust through professional certification. These measures have undoubtedly established a good reputation and image for Allplants in the market.

Looking to the future, with the continuous growth of the plant-based food market and the increasing diversification of consumer demand, Allplants will face more opportunities and challenges. But in any case, its successful experience in product differentiation and marketing will provide valuable reference and inspiration for overseas companies. By making good use of social media content marketing and KOL cooperation, I believe Allplants will continue to write its own glorious chapter in the plant-based food market.