Search across the BevNET CPG Media network including BevNET, Nosh, Brewbound, Taste Radio, Nombase and CPG Jobs.
Market Share: Discussing The Plant-Based Evolution WIth Rip Esselstyn
Over the past several years, “plant-based” has sprouted into quite the buzzy term. But just how exactly has the category evolved, and how has this growth impacted consumer behavior?
On this month’s Market Share, we’ll hear from Rip Esselstyn, the founder and CEO of PlantStrong and creator of the Engine Two Diet. Esselstyn, a former firefighter and a triathlete, has long promoted the benefits of adhering to a whole-foods, plant-based diet -- even “before it was cool,” (as he describes it). In 2011, after the success of his 2009 book The Engine Two Diet, Esselstyn co-founded a plant-based food line (Engine Two) for Whole Foods Market.
Now, ten years later, he’s back launching a new brand called PlantStrong.
In this episode, Esselstyn shares:
How he has seen the “plant-based” category evolve - both in terms of product types and as a marketing term.
What he sees as the future of the category and what worries him about recent launches.
How he believes consumers’ increased awareness of consuming plant-based products has impacted brands’ innovation plans.
How to stand out in a crowded category.
Watch the full video above.
Sponsorship opportunities are available for this video series. Please send inquiries to [email protected].
On this month’s Market Share, we’ll hear from Rip Esselstyn, the founder and CEO of PlantStrong and creator of the Engine Two Diet. Esselstyn, a former firefighter and a triathlete, has long promoted the benefits of adhering to a whole-foods, plant-based diet -- even “before it was cool,” (as he describes it). In 2011, after the success of his 2009 book The Engine Two Diet, Esselstyn co-founded a plant-based food line (Engine Two) for Whole Foods Market.
Now, ten years later, he’s back launching a new brand called PlantStrong.
In this episode, Esselstyn shares:
How he has seen the “plant-based” category evolve - both in terms of product types and as a marketing term.
What he sees as the future of the category and what worries him about recent launches.
How he believes consumers’ increased awareness of consuming plant-based products has impacted brands’ innovation plans.
How to stand out in a crowded category.
Watch the full video above.
Sponsorship opportunities are available for this video series. Please send inquiries to [email protected].
Transcript
To read the full transcript, become a BevNET/NOSH Insider.
Related Videos
Market Share: How a ‘Material Sciences Company’ Builds a Food Brand
On this month’s Market Share, we’ll hear from Pangaia Health’s CEO, Ira Laufer, about how he and the company have made this jump and how it’s bringing customers along for the journey.
Market Share: One Year Past Its IPO, How Vital Farms Practices Conscious Capitalism
On this month’s Market Share we’ll hear from Russell Diez-Canseco, the CEO and president of Vital Farms, about the egg and butter producer’s decision to go public last year.
Market Share with Rachel Drori of Daily Harvest
In this episode of Market Share, host Carol Ortenberg speaks with Rachel Drori, founder and CEO of frozen meal provider Daily Harvest on taking direct-to-consumer brands out to the public.
