Plant-Based Brands That Got Their Messaging Right

Plant-Based Brands That Got Their Messaging Right

Once niche and often misunderstood, plant-based brands are now leading the charge in food innovation — and not just with what’s in the package. The best of them have mastered how they talk about their products, their purpose, and their people. In a space where “healthy,” “sustainable,” and “ethical” are tossed around like garnish, messaging is what separates the truly credible from the performatively green.

At TAG Collective, we’ve helped brands at every stage of their plant-based evolution. Here are some who’ve nailed their messaging — and what you can learn from them.

1. Oatly: Humor + Disruption
Oatly didn’t just sell oat milk — they sold rebellion against the dairy industry. Their packaging talks like a friend with great copywriting skills. Their ads don’t shy away from taking stances. And their tone is unapologetically weird.

Why it works: They match an emerging lifestyle with a confident, distinct personality. Their messaging cuts through the noise because it doesn’t sound like everyone else — it sounds like Oatly.

2. Impossible Foods: Science Meets Sizzle
Impossible leaned hard into tech — and positioned their brand not as a wellness product, but a meat-lover’s dream that just happens to be plant-based. They reframed plant-based eating from sacrifice to innovation. Their early media strategy included foodservice partners and chefs, not just grocery shelves.

Why it works: They met meat eaters where they are and spoke in their language. Their messaging moved beyond ideology and focused on flavor, experience, and planet-friendly design.

3. Caulipower: Founder First, Mission Always
What started with a mom trying to find healthier options for her kids turned into a powerhouse brand with national distribution. Their messaging is personal, solution-driven, and never too “preachy.” They talk about real-life challenges (like picky eaters and busy schedules) instead of aspirational ideals.

Why it works: They keep the founder story central, making the brand feel human. Their tone is warm, real, and grounded in empathy — not elitism.

4. Daring: Edgy With a Purpose
Daring positioned itself not just as a chicken alternative, but as a cultural provocateur. Their visuals are bold, their founder speaks with clarity, and their campaigns feel more like streetwear drops than grocery launches.

Why it works: They know their audience — young, image-conscious, planet-aware eaters — and speak their language fluently. Their messaging is sleek, fearless, and modern.

5. NotCo: AI-Driven and Future-Facing
This Chilean-founded brand leaned into tech innovation, building an entire story around their AI, “Giuseppe,” who helps formulate products. It’s a fascinating hook that ties food and future together, appealing to press, investors, and curious eaters alike.

Why it works: It’s fresh. It’s differentiated. And it turns the formulation process into part of the story — adding legitimacy to their claims of quality and innovation.

Messaging Lessons From the Best

• Don’t lead with guilt. Fear-based messaging (“save the planet or else”) fatigues audiences. Offer solutions, not shame.
• Clarity over clutter. Consumers care about ingredients, yes — but not at the cost of messaging overload. One bold idea beats five lukewarm claims.
• Authenticity scales. Whether founder-led or founder-less, your messaging should still feel human. Real stories connect.
• Match message to medium. TikTok voice ≠ press release voice. Your brand should adapt tonally while remaining consistent in its message.

Case Study: From Crunchy to Cool
We helped a legacy granola brand reposition its plant-based offerings to appeal to Gen Z. Instead of “organic,” “ancient grains,” and “ethically sourced,” we told the story through energy, taste, and mood — “for people who want to eat well without trying too hard.” The shift in messaging landed them a DTC growth spike and new stockists who had previously passed.

Final Thought: Plant-Based Messaging Isn’t About Plants — It’s About People
Your audience wants to know what your product does for them — not just what it doesn’t contain. At TAG Collective, we help plant-based brands clarify their voice, sharpen their message, and connect emotionally with modern eaters. Because in this market, it’s not enough to be good for the planet. You have to sound good to people, too.