Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Impossible Foods has revealed a brand overhaul centered around the craveability of meat products – a departure from conventional plant-based marketing. As interest in plant-based meat wanes, associated brands are changing tact and using alternative approaches to attract flexitarians.

German retailer Rewe has opened its first fully vegan supermarket in the country, offering double the number of vegan items found in conventional Rewe’s stores. Germans are more vegan-curious than citizens of other countries, leading conventional brands to expand their offerings.

Nestlé has introduced Maggi Rindecarne, a new plant-based ‘meat extender’ meant to be mixed into animal-derived meat. As plant-based meat loses its stigma, many are looking to alternative proteins to help fill out their diets in a way that’s friendly to their budgets and their palates.