Globally, the sales of plant-based foods overcome rapidly the sales of animal-based products. There is certainly place and opportunity for more fish alternatives. Plant-based diets are more sustainable than the animal-based ones because less natural resources are involved and less environmental harm is done. Moreover, they provide a healthy life and support the wellbeing of people of all ages.
People are skeptical when it comes to vegetal products and they see alternatives as a compromise in taste. How can we attract them and keep them loyal in a new category, considering this misconception about vegan products?
Unfished is the first Romanian brand that offers a plant-based alternative for fish. In order to build product desirability in a new category with a skeptical public, we had a simple, yet honest approach in order to communicate the taste benefit. The ”Weird, but damn tasty” platform helped us bring consumers closer to the product, showing them that we understand their tensions and skepticism, in a unique human approach.