TRENOS SiGINT 'Meat-Free Made Easy' Future Food Frontlines

JC Analyst 21st May, 2025

Following a successful UK rollout, the Meat-Free Made Easy campaign is now being positioned for launch in Australia and New Zealand. UK convener Indy Kaur confirmed workshops held in partnership with the ANZ Alternative Protein Council, V2 Foods, Fry’s, and Simplot revealed similar category barriers across regions—consumer confusion, taste hesitation, and lack of familiarity. The campaign promotes simple swaps, collective marketing, and public health nudges over ideology.

With strong foundations already in place across both markets—from legacy brands to new food-tech players - ANZ is well positioned to adapt the campaign for local tastes, retail partners, and consumer behaviours. A coordinated plant-based communications effort could catalyse renewed growth and mainstream acceptance across the region.

Human Impact: The campaign could increase plant-based adoption among flexitarians, reduce friction for first-time buyers, and boost public health outcomes. For brands, it offers a chance to pool marketing resources and reduce category fragmentation.

TRENOS Metrics Snapshot

Metric	Detail
Category	Plant-Based, Meat Alternatives
Campaign Format	Unified Marketing – UK Model (2024), ANZ Rollout Planned
Lead Entities	Indy Kaur, ANZ AltProtein Council, V2 Foods, Fry’s, Simplot
Core Strategy	Simple Swaps, Shared Messaging, Consumer Normalisation
Target Markets	UK (launched), Australia & New Zealand (in development)
Barriers Addressed	Confusion, Taste Concerns, Lack of Familiarity
ANZ Players Involved	V2, Fable, The Alt Meat Co, FROOM, Vutter, Harvest B, Eighth Day, etc.
Retail Potential	IGA (AU), Farro (NZ), Independent Grocers, Foodservice
Consumer Segments	Flexitarians, Health-Conscious Boomers, Gen Z, Families
Rollout Readiness	High – Workshops held, Local Alignment Identified
Outcome Signal	Strong – Commercial & Behavioural Impact Possible
Trend Classification	APT – Collective Action + Retail Behaviour Shift
System Pressure Point	High – Fragmented Messaging vs Unified Public Impact

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