Accelerating Alternative Protein Uptake: What European Behvioural Pilots Show Us How can alternative proteins move from niche products to widely accepted food choices? The answer does not lie in a single solution. While product quality and availability remain essential, wider uptake also depends on how food environments are designed, how information is communicated and how opportunities for positive experiences are created. In our EU-funded project, LIKE-A-PRO we explored these questions through a series of behavioural intervention pilots across Europe. The pilots tested different approaches to understand how interventions can support consumers in discovering, trying and integrating alternative protein products into everyday diets. Together with insights from our LIKE-A-PRO Living Labs, they provide evidence on what enables, and what limits, the transition towards more diverse protein systems. Key learnings from the behavioural pilots Creating supportive food environments can influence choices, but autonomy matters. The pilots showed that changing the food environment can make alternative proteins easier to notice and choose. In canteens, gradually reducing meat-based options while increasing the visibility of plant-based meals increased awareness and supported plant-based meal selection. At the same time, the pilots reveal that interventions perceived as restrictive can create resistance, while gradual approaches that preserve autonomy and provide attractive alternatives are more likely to be accepted. Visibility and accessibility are important first steps, but long-term adoption depends on product experience. Making alternative proteins easier to discover can encourage first trials, but trial alone does not guarantee long-term adoption. Taste, texture, price, convenience and trust remain decisive factors in whether people return to these products or not. Communication works best when it creates curiosity and practical opportunities to act. Messages focusing on enjoyment, health, sustainability or shared benefits performed better than approaches relying on pressure or negative framing. Findings also suggest that communication is most effective when paired with practical support, such as access to appealing products, recipes, preparation knowledge and supportive food environments. Mainstreaming requires coordinated action across the food system. Alternative protein uptake cannot be achieved by communication or consumer motivation alone. Successful interventions combine attractive products, supportive environments, credible information and opportunities for repeated positive experiences. From evidence to action: new governance mechanisms coming soon “We are building on the behavioural pilots and the LIKE-A-PRO Living Labs insights, to translate research findings into practical guidance through a series of governance mechanisms. These resources will support stakeholders in designing more effective approaches for communication, labelling, food environments and learning settings.”, says Arlind Xhelili, CSCP Project Manager. Download the report for the full findings of our behavioural pilots. For further questions, please contact Arlind Xhelili.