SECTOR
Frozen Food
SERVICES
Qualitative Research
OFFICE
London
Markets
France, Germany, Italy, UK
THE CHALLENGE
More people are changing how they eat for their health and the planet. Plant-based eating has taken off over the last five years, but mostly for people who can afford it. Brands in this space are often too expensive for mainstream shoppers, and they don’t answer the bigger worry: will my family eat it, or reject it as weird?
In 2019, BirdsEye owner Nomad Foods asked The Mix whether to invest in this cultural moment. Nomad then wanted help developing its first plant-based proposition, with the ultimate aiming of launching a range in Germany, Italy, the UK and France.
OUR APPROACH
We spoke to more than 200 people across four markets. People do want to eat healthily and look after the planet. But one thing matters more: getting the kids to eat their dinner.
Making tasty food that kids will eat is already in Nomad’s DNA. By bringing that family-friendly, affordable heritage to plant-based food, we helped move it from expensive niche to food for everyone.
Green Cuisine launched in four European markets in 2021. It made £30m in its first year, became the fastest-growing plant-based brand in the category, and is now a £100m NSV brand.
The Mix is now Nomad’s strategic partner in making plant-based food work for mainstream audiences.
Got a category trend that’s growing but not yet mainstream? Let’s find the human truth that makes it work for everyone.
The depth of consumer understanding is extremely rich and I also very much appreciate the ongoing nature of our relationship. Genuinely a pleasure to partner with.
Becks Nascimento, European Marketing Director, NOMAD FOODS
