Driving Change with LIKE-A-PRO. Results and Lessons from Behavioural Intervention Pilots

This report presents the results and lessons learned from four behavioural intervention pilots conducted within the LIKE-A-PRO project to explore how different approaches can support the uptake of alternative proteins across Europe. Implemented in diverse real-world settings, including canteens, retail environments, restaurants and digital communication channels, the pilots tested how changes in food environments, choice structures and communication approaches can influence awareness, trial and acceptance of alternative protein products. The report identifies cross-cutting lessons on what enables alternative proteins to become more visible, accessible, trusted and relevant in everyday food contexts. The findings highlight the importance of combining supportive food environments, appealing products, clear communication and consumer-sensitive approaches to foster lasting change.