Atlante
News
Plant drumsticks revolutionise the Plant-based market
29 July 2024
The market for plant-based alternatives in Italy continues to expand. Currently valued at nearly 710 million euros, the market has grown by 7% in value and 4% in volume compared to the previous period. Notably, the plant-based ready meals category, valued at 180 million euros, has outpaced overall market growth, with a 13% increase in value and a 14.5% increase in volume.
(Nielsen data as of 30/06/2024)
CONSUMERS SEEK INNOVATIVE AND TASTY HIGH-QUALITY PRODUCTS
Ready meals are the top choice for Italian consumers who prefer plant-based options, whether fresh or frozen. According to a Bva Doxa survey for Food, 64% of respondents purchase products like burgers, strips, and meatballs.
Plant-based consumers generally show little brand loyalty. Only 21% of respondents have a preferred brand, indicating that these consumers focus more on the product type rather than the brand. They prioritise quality, taste, and innovation over brand recognition.
Price is the primary driver for purchasing plant-based products, followed by the nutritional benefits and taste of the product.
(source: annual report food 2024)
PLANT DRUMSTICKS CONQUER THE MOST DEMANDING CONSUMERS
Atlante, a leading specialist in the plant-based sector and the exclusive distributor of Vivera in Italy, has introduced Vivera’s plant drumsticks to the Italian market. The aim is to offer a groundbreaking and delicious product that appeals to vegetarians, vegans, flexitarians, and omnivores alike.
Vivera’s plant-based drumsticks emulate the texture of meat with a subtly spicy kick, making them an exciting new addition to Italy’s plant-based scene. Crafted to deliver both innovation and exceptional flavour, these drumsticks cater to even the most discerning tastes by closely mimicking the sensory experience of meat.
This exciting new product stands out in the plant-based market thanks to a flavor profile that brilliantly mirrors classic chicken drumsticks – spiced just right to evoke the traditional taste experience.
WHY CHOOSE VIVERA PLANT DRUMSTICKS?
For their exceptional taste: With a unique blend of spices and flavours, these drumsticks provide an authentically delicious taste that appeals to all palates, earning them recognition at the Great Taste Awards 2023.
For their versatility: Ready in just minutes, packed with plant-based protein, and fortified with vitamin B12, these drumsticks are an ideal choice for a balanced diet. They are perfect for vegetarians and vegans but are also likely to impress even the most dedicated meat lovers.
To live #openminded: Today, reducing our environmental impact is more important than ever. Vivera’s plant drumsticks offer a way to make eco-friendly choices without compromising on flavour.
OUR COMMUNICATION STRATEGY
The launch communication for Vivera’s plant-based drumsticks centred around a playful theme across major social media platforms: enjoying bone-free drumsticks and rediscovering one’s inner caveman without any hassle. This creative direction emerged from several brainstorming sessions with Atlante’s marketing team, graphic designers, and creatives, resulting in a captivating and engaging campaign.
For the launch of Vivera’s drumsticks, Atlante adopted a strategy focused on influencers and content creators. This reflects Atlante’s approach to influencer marketing, valuing the significant impact of those with a strong connection to their followers.
To maintain enthusiasm and drive growth for Vivera drumsticks, Atlante is planning a series of launch events in various regions of Italy over the coming weeks and months. These events are designed to engage consumers directly, offering them the opportunity to taste the drumsticks and learn more about the Vivera brand. Continued collaboration with influencers and participation in industry events are essential for keeping the product prominently in the public eye.
