Marketing Alternative Proteins Through Food Environment Design

This report presents a governance mechanism developed within the EU-funded LIKE-A-PRO project to support the uptake of alternative proteins through food environment design and marketing strategies. It builds on insights from LIKE-A-PRO Living Labs, behavioural intervention pilots, and stakeholder-oriented research across Europe. The report explores how retailers, food service providers, brands, and other food environment actors can make alternative proteins easier to notice, understand, compare, and try by improving placement, communication, pricing, and consumer support. Key recommendations include integrating alternative proteins into everyday food choices, focusing on taste and quality, enabling low-risk trial experiences, building trust through transparent information, and monitoring consumer responses. The report highlights that marketing and choice architecture can help move alternative proteins from niche products towards appealing, familiar, and accessible everyday food options.