Browsing: Mzansi Meat

The meat-alternative market is taking advantage of climate change awareness, and the messaging has changed accordingly, particularly as these products enter the mainstream.

“We can see what many brands’ marketing strategies are – they used to market just to vegans and vegetarians – why not advertise it to everyone and call it the healthy burger?” says Will.

“Now, when non-vegans try some of the products on the market, they are surprised by the quality, they say ‘this is amazing and can’t believe it’s plant-based and environmentally friendly.”

Indeed, this shift in messaging is reflected in the advertisements of large retailers introducing meat-alternative products.

Burger King, which recently launched plant-based Whoppers, Royale’s and Nuggets in South Africa, highlighted the health and environmental awareness prominently in press releases and advertisements.