Redefine Meat planned to launch its plant-based meat products in supermarkets across Europe. The team needed input to decide on the retail launch strategy in Germany, United Kingdom and The Netherlands.

Using both a large quantititive study and 5hellos sessions in 3 countries, Redefine Meat looked to answer these questions :

• How do different groups in each country perceive the Redefine Meat proposition?
• What drives consumers to try the product in store?
• How does the pricing and promotion strategy influence trial intention among consumers?

The marketing and retail teams in Europe were able to use the results of the research to sell the product line successfully into some of the largest grocers in the 3 countries.

The research showed clearly that the product line is a winner among the right consumer groups:

• Redefine Meat feels fresh and different vs “standard” vegetarian options. Consumers are intrigued by the proposition, yet want more information about the product itself.
• It is seen as a premium product which justifies the higher price especially among alternative meat eaters.
• Most people are curious to try – one slogan and visual clearly helped drive trial more than others.