Getting plant-based proteins to the consumer’s plate

How do we make sure consumers actually buy and eat sustainable, protein-rich innovations? That’s the focus of the PLENTY project, which officially launched on 11 September with a hands-on event featuring product demos, case studies and plant-based tastings.

PLENTY supports food entrepreneurs in independently testing their innovations and better aligning them with actual consumer behaviour—beyond just intentions. The goal is to accelerate the protein transition in a practical and measurable way.

Tools and insights for market success

Despite growing interest, plant-based protein currently makes up just 40% of protein intake, far from the 60% target set for 2030. Many entrepreneurs are looking for effective tools to bring their products to market. PLENTY offers applied research, consumer insights and test methodologies that directly support those efforts.

Researchers from Hogeschool Utrecht, HAS green academy and Bamboo Brands shared their approach during the kick-off event. Industry partners including Udea, Leev and Lekker Lupine presented their products and challenges. One message stood out: real progress comes from combining knowledge with practical experience.

Working together on a sustainable food future

The PLENTY project is funded by Regieorgaan SIA (RAAK MKB). Entrepreneurs who want to get involved or learn more can visit the project page at has.nl.