The plant-based movement has come a long way. What began as a niche dietary choice is now firmly in the mainstream. But as the trend evolves, so too must the way we talk about it, and market it.
At Kallø, we believe that plant-based should be about adding the good stuff in and making the most of every eating occasion from breakfast through to dinner. Our approach is grounded in one core belief: eating naturally and consciously should be a joyful, flavourful, and accessible experience for everyone – whether you’re vegan, flexitarian, or simply looking to make better food choices.
Recent headlines have pointed to a shift: younger generations, once enthusiastic adopters of strict veganism, are reassessing their approach. Many are embracing a more fluid, intuitive style of eating – one that prioritises health, sustainability, and simplicity, but doesn’t rely on rigid labels.
This shift is an opportunity. It’s a call for brands to show up differently – to embrace a wide variety of natural ingredients and celebrate the nutritional benefits they bring.
That means moving beyond restrictive language, breaking away from an old-fashioned food approach and towards a more inclusive, abundance-driven narrative.
Natural by nature
At Kallø, we’ve always believed in the power of simplicity and clean eating. We’re well known for our range of rice cakes, but in recent years we’ve adapted the format and innovated with different puffed ingredients. This includes peas and lentils, the star ingredients in our Veggie Cakes – and oats in our very recently launched Oat Cakes. Each brings their own delicious flavours and nutritional benefits.
We entered the cereals category this year too with delicious organic crunchy granolas, and we’ve just added a natural broth to our growing stocks range. Everything we make uses real, recognisable ingredients with no artificial additives.
With growing scrutiny on ultra-processed foods, people need brands they can trust, that do things a little differently with clean, honest food.
Broadening the appeal
For brands navigating the next phase of the plant-based movement, the focus should be on inclusion.
Being plant-based doesn’t simply mean being vegan. While it varies to each person, it’s essentially about prioritising plants. And, basing eating occasions around that. Many people are curious, open, and motivated by health and sustainability. As such, we should be creating products – and messaging – that meets them where they are.
This means:
· Speaking to flexitarians and meat reducers without alienation.
· Highlighting the benefits of plant-based eating – flavour, creativity, energy – rather than focusing on what people can’t have.
· Staying transparent about ingredients and processes. Today’s consumers (especially Gen Z) value integrity and purpose above all.
Leading with purpose
As a brand rooted in natural values, Kallø sees this moment not as a challenge, but as a responsibility. We aim to lead by example: putting care into everything we do, from our recipes to our supply chain to how we communicate.
Plant-based doesn’t need to be polarising.
With the right tone, the right ingredients, and the right intention, it can be a plentiful feast for all to enjoy.
Written by Cynthia Allaglo, Kallø Brand Manager at Ecotone UK. Find out more about Ecotone here.
