To determine the winner, Havas Switzerland surveyed the most dynamic and trustworthy brands in Switzerland. The study, which is representative of the population, was conducted this year among 4518 people in German- and French-speaking Switzerland. The study covered a total of 489 brands, including brands of the 101 Promarca members.
As a result of the survey, Beyond Meat was voted the most dynamic brand with the highest perceived future and growth potential among Promarca members.
This award comes at a time when demand for plant-based products is increasing in Switzerland. "The sustainability trend has diversified further and manifests itself impressively through plant-based meat. At the top in terms of momentum, Beyond Meat was a new entrant," said Nathalie Diethelm, CEO of Havas Switzerland. "Especially among young people aged 15-26, the sustainability trend and the dynamics of plant-based meat are even more visible."
Verena Wiederkehr, European Plant-Based Evolution Lead at Beyond Meat, explains: "We are very proud to have been chosen as Promarca's Most Dynamic Brand 2021. We see this award as recognition for our intense and relentless focus on innovation, enabling people to continue enjoying the meals they love with the great taste and added benefits of plant-based meat."
The plant-based burger from the American brand Beyond Meat is designed to taste and look like the original made from beef. In Switzerland, Beyond Meat is distributed by the company FFF Fresh & Frozen Food. Thomas Wirth, CEO of FFF Fresh & Frozen Food, is delighted with the award: "This award makes us incredibly proud. We have been involved in vegetarian convenience products for many years. We see the launch of Beyond Meat 2019 in the Swiss market as a milestone, which has made a decisive contribution to sustainably anchoring modern meat alternatives in the consciousness of consumers and a broad public. This award is confirmation of that."
In 2020, 6,432 new products were launched on the Swiss market by Promarca members.