January 2020
Strategy Briefing: Hybrid strategy – harnessing the health halo of plants
PDF: 20 pages Powerpoint: 37 slides

Price (PDF or PPT): US$125 £100 €120 NZ$185 AU$175 ¥14200
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A strategy of “hybrid” or “blended” products allows companies to connect to the plant-based trend in a creative way, by offering plant content along with meat, dairy or carbs. 

It’s Day 1 of a new product development opportunity which is set for long-term growth and is already showing signs of success.

It’s an innovation opportunity that gives consumers “permission to indulge” in their favourite foods while also enjoying the health halo of plants – and one that’s earning companies premium prices.

This 20-page report explores how companies are pursuing the hybrid opportunity in five categories:

  • Snacking
  • Bread & bakery
  • Breakfast cereal
  • Meat
  • Dairy

The report also shows:

  • What percentages of plants are being used in different hybrid products in the various categories
  • The price premiums
  • Examples of on-pack messages