How do you convey that something is a substitute, subverting nature, yet authentic, healthy and appetizing at the same time? It isn’t easy!!
The naming of meat substitute brands is a real challenge. Check out this #tellthetruths video in which Rebeca revisits what she considers to be the worst brand name of all time, and talks about how two of the biggest brands in the category are skating that line and doing it right.
This video originally appeared in LinkedIn
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Hey guys, it’s Rebeca Arbona with BrandTrue. So I spoke on here recently about one of the all-time worst brand names I’ve ever seen, sorry guys, called Incogmeato. It’s for a meat alternative. And it got me thinking about the meat alternative category. And I feel for these guys, it’s a really hard category.
There’s a lot of good names and a lot of eh names in that category, because you’re trying to convey that it’s not meat, but at the same time, you’re trying to convey that it’s appetizing and you’re trying to convey, hopefully that it’s natural, but still not normal meat. So like Field Roast, is a pretty good name. But I, took me a really long time to understand that Field Roast was, oh, it’s not really sausage when it’s Field Roast sausage. Like that one might be too subtle.
The two brands that are pulling out ahead, maybe it’s a coincidence, maybe not, chicken or the egg are Impossible, like Impossible Burger, Impossible whatever. Or Beyond, which is same thing, it started as Beyond Burger, but then it can be Beyond whatever blank. Those two let you know that something is really different here. It’s not normal meat, but it also doesn’t have the kind of, we tricked you, we tricked your kids kind of thing that Incogmeato has. So really tough category, and a really thin line they’re trying to skate. That’s what I think. What do you think? Any thoughts on this category? Let me know. Bye!