In a recent episode of the EGN podcast hosted by Efe von Thenen, Moritz Möller, the CMO and CPO at Veganz Group, a pioneering vegan brand founded in Germany, sat down to share insights on their journey of innovation, market adaptation, and the challenges of driving change in the food industry. Read below to find out more!
Veganz Group’s journey began as a specialized vegan supermarket, a first-of-its-kind model for Europe. Recognizing the unmet need for accessible plant-based products, the company quickly gained traction, offering convenience to vegans who had previously scrutinized labels to avoid animal-based ingredients. Over time, as other retailers increased their vegan product offerings, Veganz Group adapted by shifting from a retail-focused model to wholesaling, and eventually to becoming a full-scale vegan brand.
Today, they operate as a producer of innovative plant-based products with a strong emphasis on quality and sustainability. The company has developed over 500 different products, including unique offerings like algae-based fish alternatives and cashew-based cheeses with a minimalist ingredient list. Their move to build their own production facilities was a strategic decision to enhance profitability, allow for in-house innovation, and ensure better control over product quality.
Navigating market shifts and challenges
The plant-based market has seen explosive growth, largely driven by increased awareness of food’s impact on the climate. Studies reveal that 33% of global carbon emissions stem from food production, primarily from animal agriculture. This knowledge has driven many consumers toward plant-based choices. However, Moritz Möller noted that consumer behavior isn’t uniform across Europe, with northern areas generally more receptive to plant-based diets than other regions. Veganz Group capitalizes on this awareness, catering to both vegans and flexitarians alike.
But the road hasn’t been without obstacles. The company faced volatility during the pandemic, which spurred interest in healthier, sustainable food options. Yet, the subsequent inflation surge led many consumers to seek more affordable alternatives, benefiting store brands over premium vegan brands. Veganz Group responded by reassessing its product lineup to focus on the most profitable items and leveraging its IPO investments to continue expanding its in-house production.
Innovation and education in the plant-based space
As a company that prides itself on innovation, Veganz Group has pioneered several groundbreaking products. One example given in the conversation between our host and Moritz Möller is their milk alternative that’s produced in sheet form. Removing the water component reduces the environmental impact of transportation and packaging, aligning with Veganz Group sustainability goals. Another recent development includes high-protein meat alternatives that can be rehydrated at home, offering versatility for consumers looking to incorporate more plant-based options without sacrificing convenience.
Educating consumers about these novel products is an ongoing task. Veganz Group is working on ways to communicate product benefits effectively, particularly on social media, where the team tests hooks, formats, and styles to maximize engagement. Our guest noted that creating viral content is challenging, yet crucial, as organic reach is essential for influencing consumers who are open to trying vegan options.
Key takeaways for emerging vegan brands
The interview concluded with Moritz Möller offering three strategic recommendations for emerging vegan businesses:
- Prioritize Taste but Avoid Over-Optimization: While taste is important, aiming for perfection can sometimes delay product launches. A good threshold for taste, coupled with strategic branding, often resonates better than an over-optimized product.
- Develop a Strong Brand Identity: In a crowded market, having a clear brand position is essential. Brands should define their stance on issues and target demographics to build connections and loyalty.
- Build and Maintain a Strong Team: Successful execution requires a cohesive team. Moritz emphasizes the importance of quickly promoting talented individuals and equally quickly letting go of those who don’t align with the brand’s values.
Are you curious about more insights from our guest? Watch the full talk below:
Can’t watch? No problem. It is also available on Spotify and Apple Podcast.
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