[moby_click]

The marketing director that started the meatless program said "The [meat] sausage will become the cigarette of the future". Sales were stagnating or declining. Sales in the meatless segment were low but increasing steadily and they entered that segment, convinced, that they could produce alternatives with broader appeal. For one year, they spent all their advertisment budget on the new meatless line.

Initially the target group was "reducers". The first products included a lot of egg protein, so vegans were not targeted at all. Somewhat surprisingly, they decided to launch the new line under their well-known and established brand. That probably prevented some marketing claims that may have been off-puting to their existing customers.