PLENTY: Methods for successful protein innovations

The project aims to reduce the market failure rate of plant-based, protein-rich food innovations. It will deliver a practical toolbox for entrepreneurs, combining insights into consumer types with an accessible research methodology. This enables businesses to independently optimize their products according to the real purchasing behavior and needs of their target audience. 

• A validated, accessible research methodology with clear instructions for independent consumer research by SMEs.  
• In-depth knowledge and profiles regarding different consumer types within the protein transition.  
• Direct optimization of the plant-based food products of the participating business partners.  
• Integration of newly developed knowledge, methods, and practical insights directly into professional education.  

The approach integrates design thinking and consumer psychology. Through co-creation with SME partners, a new research methodology is iteratively developed, field-tested, validated, and directly implemented into the curriculum. 

The project directly impacts professional education at HAS green academy and University of Applied Sciences Utrecht. Newly developed insights, consumer profiles, and practical research methodologies are integrated into food, marketing, and business curricula. Students work on real-world business cases in close collaboration with innovative SMEs. This equips future professionals with modern, empirical tools to analyze and guide sustainable consumer behavior, which is essential for their upcoming roles in the professional practice of the food sector.