powering plant progress
of the UK population intend to change their diet towards more plants.
Consumers are:
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Open to eating more plant-based foods
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However, conflicted on nutrition and necessity
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Held back by what feels culturally “normal”
This is not a demand problem. It’s an adoption problem.
51%
The opportunity is clear
How we unlock growth
We exist to unlock growth at category level, where individual brands achieve more by acting together.
Leading with insight
Unlocking consumer, shopper and behavioural insights that find category growth opportunities.
Aligning the industry
Bringing suppliers, retailers and partners together around a shared narrative, priorities and plan.
Activating collectively
Turning insight into campaigns, tools and action that shift behaviour and protect category reputation.
When capability and know-how emerged as a key barrier to adoption, 30 brands united behind a single campaign to tackle it.
Together, we:
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Reached over 1 million consumers in 4 weeks
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Drove Tesco penetration by +5%
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Attracted new funding and media attention
Low individual investment. Significant collective impact.
Insight into action, proven at scale
Thanks to supporting partners:
Working together, to achieve more
Plant Futures is a growing collective of food brands, retailers, funders and partners working together to increase penetration, protect reputation and accelerate plant-based growth.
Latest from the team
Derek Sarno, BBQ Maitake Steaks