Why do so many alternative protein brands fail to win over consumers?

In this short episode, Jack Bobo explains how early marketing missteps—like moralizing food choices or focusing on being "cheaper"—undermined the plant-based movement.

He shares why changing consumer behavior matters more than changing beliefs, and how the wrong language (like “clean meat”) can unintentionally insult your target audience instead of attracting them.

Jack highlights the smarter strategy: position alternative proteins as premium, indulgent, and aspirational—not as guilt-driven or cheap alternatives.

In just 8 minutes, we explore the key communication lessons every food innovator needs to hear.

Listen to the full episode with Jack here.

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