Seeing plant-based through fresh eyes

We took the team out of the data and into the real world.

Designing and leading a Plant-Based Safari in London, we immersed a cross-functional, global team in the category as consumers actually experience it – from conversations with independent retailers and baristas to tastings with chefs and nutritionists, and shop-alongs with UK shoppers.

Instead of second-hand insight, the team experienced the category for themselves. They saw how plant-based fits into people’s snacks, drinks and meals.  Unpacking where it’s working, where it falls short and what new trends are emerging both within and outside the category.

We then brought it all together in a focused debrief, helping translate what they’d seen on the ground into clear strategic opportunities.

What changed was the team’s relationship to the category itself – a tangible mindset shift.

What had been observed at a distance, became something the team had experienced, questioned, and understood for themselves.

That change in perspective unlocked a clearer, more confident view of where Arla could play, and where the real growth opportunities lay.