Planted strengthens its presence in Italy with two plant-based innovations: Macinato and Spezzatino

The Swiss food-tech company Planted has launched two new products: Macinato and Spezzatino, available through Gdo and food service channels.

Both recipes are the result of a new production process that uses fermentation to achieve the umami flavour and juicy texture typical of meat, while also enhancing the nutritional qualities of a product that is high in protein and fibre and low in saturated fat.

The new products

Planted Macinato has been created to reinterpret everyday recipes and traditional dishes, from pasta with ragù to lasagne, from fillings to tacos, offering the versatility typical of minced meat, while Planted Spezzatino is designed for recipes that require texture and character, from more traditional versions to more contemporary combinations.

The company

The company, launched in Italy in 2022 through Gdo, e-commerce and food service channels, is now a leading player in the category, with a positioning centred on clean labelling, continuous innovation and unconventional marketing: Planted products have sensory and nutritional characteristics that make them perfect not only for vegans and vegetarians, but for anyone who wants to reduce their meat consumption in favour of high-quality plant proteins, without giving up the taste and experience of traditional meat. The brand has numerous fans and ambassadors connected to the world of meat and has adopted the claim “Approved by meat lovers”.

The communication campaign

The launch of the new products is accompanied by the debut of Planted's first national television and radio campaign, “Approved by meat lovers”, on air on the main networks of the Mediaset Group. It tells the brand's values with authenticity and irony and represents a new step in its growth in the Italian market, strengthening and broadening its positioning across the country.

“With this campaign,” explains Marta Residori, Italy marketing manager, “we wanted to turn on its head the stereotype associated with those who normally consume plant-based products, focusing instead on a figure who embodies Italian tradition and is a master of meat dishes. The success of plant-based products in recent years shows us that this category is intended for an increasingly broad and diverse omnivorous audience and is no longer just a niche.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.