Same taste, sharper story
How start-up Paleo is shaping its message with market research
How do you bring a plant-based innovation to market that tastes like real meat but tells a different story? For Paleo, a start-up disrupting the plant-based meat alternatives market, this is a major challenge. Together with One Inch Whale, Paleo refined its positioning to ensure its unique product is perfectly aligned with market demands. Discover how market research laid the foundation for their marketing strategy and how complex R&D language was transformed into a clear, relevant message.
Plant-based alternatives are gaining popularity, and Paleo is ready to exceed expectations. Using an advanced fermentation process, Paleo has developed a unique portfolio of myoglobins: proteins that naturally deliver the flavour, aroma, colour and experience of meat and fish. Their ingredient enables food producers to craft plant-based products that truly meet consumer expectations in terms of taste and satisfaction.
To ensure this innovative story would land with the right people in the right way, Paleo turned to One Inch Whale for strategic market research. The goal? To understand what really matters to consumers and how to translate the value of Paleo’s innovation into a story that sticks.
photo credit: Paleo
A rooted approach
This research was designed to explore how consumers perceive the current plant-based landscape: what they feel is missing, what might spark their interest in trying something new, and how transparent communication around new food processes can help build trust.
The insights gathered offered direction for shaping a story that aligns with what consumers truly value, reinforcing Paleo’s promise of “same taste, different story” in a way that resonates with both end users and business partners.
Consumer insights as the foundation for positioning
To better understand how consumers perceive plant-based alternatives - and what might convince them to try something new - an interactive co-creation workshop was organised with flexitarian consumers who consciously reduce their meat intake. Three key insights emerged:
- Authentic taste and texture: Consumers are looking for plant-based products that feel just as ‘juicy’ and satisfying as real meat, without compromising on taste and preferably made with recognisable, natural ingredients.
- Sustainability and ethics: A minimal environmental footprint is seen as a key motivator, adding credibility and reinforcing the value of plant-based alternatives from a consumer perspective.
- Convenience and quality: For plant-based products to become part of a regular diet, they must be easy to prepare and of consistently high quality.
These insights helped shape Paleo’s story in a way that connects with the end consumer. By understanding what matters to people, Paleo can also support food brands and manufacturers in bringing plant-based products to market that feel more relevant, using their ingredient as part of a broader, consumer-aligned proposition.
From insights to a strong narrative
These research findings formed the foundation for two strategic concepts that help Paleo position its product convincingly from a consumer-oriented perspective. This approach enables Paleo to persuade potential partners by demonstrating how their plant-based meat alternative not only enhances the taste experience but also aligns perfectly with current market needs.
By connecting deep consumer understanding with strategic storytelling, the result is not just a stronger narrative for Paleo but a powerful positioning tool for its partners too.
photo credit: Paleo
A market-driven story that works
By supporting its core message Same taste, different story with market-driven insights, Paleo strengthens its B2B positioning and equips future partners with a compelling narrative that resonates with today’s flexitarian consumers.
The result? A product with the potential to reshape the plant-based alternatives market by helping brands deliver on both taste and trust.
Whether you're an established player or an ambitious start-up, market and consumer insights are key to a successful launch. One Inch Whale helps companies leverage these insights to position their products effectively and efficiently in the market.
Are you interested in this case study? Are you curious about how One Inch Whale can help convert your jargon into customer language? Feel free to contact us for an exploratory discussion.
And in the meantime, get to know Paleo and their innovative portfolio via https://paleo.bio/