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· Posted on
February 21, 2024

Hold the meat: v2food is spreading the plant-based word in China

v2food is famous for its vegan alternatives to mince, burger patties and sausages...and they reckon they're pretty close to the real thing.

What's the key learning?

  • v2food has signed on some key partnerships with Chinese manufacturers to deliver plant-based protein options to local consumers
  • In China, the average person eats 63 kilograms of meat each year
  • So v2food is trying to play on their desire for meat...but making it plant-based.

Background: Aussie plant-based meat company v2food launched back in 2019. It's famous for its vegan alternatives to mince, burger patties and sausages...and they reckon they're pretty close to the real thing.

What happened: Earlier this year, v2food raised a tonne of capital to help them push into China. We're talkin' $72 million buckaroos.

What else: Now, the crew have signed on some key partnerships with Chinese manufacturers to deliver 'culturally relevant' plant-based protein options to local consumers. This could be large.

So what's the key learning?

💡Selling consumer products often requires influencing consumer behaviours..and that comes in a bunch of different forms:

💡We've got:

  1. Personal factors (aka your individual interests, opinions and culture - like when Biebs wears Crocs so you wear crocs)
  2. Psychological factors (aka your individual response to a marketing message - like when you hear a familiar marketing jingle)
  3. Social factors (your friends, family, education level, income and living standard - if they do it, you'll do it).

💡In China, the average person eats 63 kilograms of meat each year. So v2food is trying to play on their desire for meat...but making it plant-based.

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