{"version":"1.0","provider_name":"CSCP gGmbH","provider_url":"https:\/\/www.cscp.org\/de","title":"Choice expansion pilot. Making alternative proteins easier to notice and try","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"Ple6HVVstj\"><a href=\"https:\/\/www.cscp.org\/de\/publications\/choice-expansion-pilot\/\">Pilotprojekt zur Erweiterung des Angebots. Alternative Proteine sollen leichter wahrgenommen und ausprobiert werden k\u00f6nnen<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/www.cscp.org\/de\/publications\/choice-expansion-pilot\/embed\/#?secret=Ple6HVVstj\" width=\"600\" height=\"338\" title=\"&#8222;Choice expansion pilot. Making alternative proteins easier to notice and try&#8220; &#8211; CSCP gGmbH\" data-secret=\"Ple6HVVstj\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script>\n\/*! This file is auto-generated *\/\n!function(d,l){\"use strict\";l.querySelector&&d.addEventListener&&\"undefined\"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!\/[^a-zA-Z0-9]\/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),o=l.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),c=new RegExp(\"^https?:$\",\"i\"),i=0;i<o.length;i++)o[i].style.display=\"none\";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute(\"style\"),\"height\"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):\"link\"===t.message&&(r=new URL(s.getAttribute(\"src\")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener(\"message\",d.wp.receiveEmbedMessage,!1),l.addEventListener(\"DOMContentLoaded\",function(){for(var e,t,s=l.querySelectorAll(\"iframe.wp-embedded-content\"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute(\"data-secret\"))||(t=Math.random().toString(36).substring(2,12),e.src+=\"#?secret=\"+t,e.setAttribute(\"data-secret\",t)),e.contentWindow.postMessage({message:\"ready\",secret:t},\"*\")},!1)))}(window,document);\n\/\/# sourceURL=https:\/\/www.cscp.org\/wp-includes\/js\/wp-embed.min.js\n<\/script>","thumbnail_url":"https:\/\/www.cscp.org\/wp-content\/uploads\/2026\/11\/library_chaoiceexpansion_pilot_factsheet.png","thumbnail_width":283,"thumbnail_height":400,"description":"The choice expansion pilot factsheet presents the LIKE-A-PRO choice expansion pilot carried out in three Coop supermarkets in Norway. The pilot tested whether making alternative protein products more visible and easier to try could increase uptake without restricting conventional choices. Veggie Burger and Veggie Falafel were promoted through prominent placement, discounts, signage and tastings. Sales increased strongly during the intervention, and tastings helped encourage trial. However, repeat purchase remained a key challenge. The results show that choice expansion can support short-term uptake when products are visible, affordable and appealing, while longer-term success depends on taste, price, trust, repeat demand and commercial viability."}