Good ideas here: https://downloads.mintel.com/private/BMCE2/files/889404/

Terms

• "natural source of iron"
• "contains all amino acids"
• terms like "whole"
• "Plant protein": good take by Balanced here.
  • Avoids negative framing: fake, alt, replacement, mock
  • Counters protein myth in the name
  • covers plants and meat alts

Campaigns

"To support its new plant-based burger launch (Rebel Whopper and Rebel Chicken King) in 2019, for instance,
Burger King Sweden introduced a new 50/50 mystery menu. Customers order a Whopper without knowing whether it will be a meat or plant-based burger"

THIS have 17 people in taste R&D in a 47 person company