Country

中国(China)

Official website

www.meta-meat.net

Company Introduction

MetaMeat was founded in Shanghai in 2020 and invested by Shandong HEAD Co., Ltd. to jointly promote the application of food grade MC in the field of plant-based meat.The mission of MetaMeat is to provide safe, reliable and sustainable food. It is committed to mitigating and eliminating the impact of livestock on the earth's ecology, satisfying meat lovers' cravings for taste in a way that is more concerned with their health, and contributing to the sustainable development of the global food system. The company now has two brands, MetaMeat and HeadMC.The main products of MetaMeat are plant-based foods, which are made of non-genetically modified ingredients from pure organic plants without added hormones or antibiotics, to produce products that are no different from meat in appearance, cooking and taste.The HeadMC focuses on the core ingredients of plant-based food, technical solutions and technical services of supporting equipment, transforming the concept of green, environmental protection and health into reality.

Images

Brand Name

Metameat

Designer Name

Lucas

Position of Designer

director

Target Group

Flexitarian; Earth-loving environmentalists; Beauty lovers who pursue a healthy body; The Z era, which is quick to accept new things; The middle class.

Major sales

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel

Positioning

大货 Mass Production

Design Story

This product adopts the new and upgraded formula and is made by plant protein as a supplement to animal protein. It makes users to taste the flavor of the real meat by adding plant raw materials such as soybean protein, coconut oil, beet red and plant extracted methylcellulose. It also uses advanced processes such as "dry wet extrusion" and "nuclear magnetic resonance analyzer screening" to retain tender and juicy. The packaging is simple and environment-friendly, and kraft paper design has also become a unique super symbol of the brand. The classic brand logo and clear text layout greatly enrich the visual beauty. Soybean illustrations are also used in the packaging theme, and some hollowed out soybean designs visually display the product characteristics, which can not only arouse the appetite of consumers, but also balances the visual beauty.

Highlights

In product research and development, we adopt a new and upgraded formula to reduce salt and sugar without reducing flavor. The product uses non GM soybean whole protein, coconut oil, beet red, plant extracted methylcellulose and other plant raw materials to make the taste more similar to the real meat. At the same time, we use plant protein as a supplement to animal protein to provide more nutritional elements such as protein and dietary fiber; In terms of product packaging, we present the nutritional advantages with the most intuitive values, and transform the nutritional selling points into easy to understand forms: the dietary fiber contained in a package of products is equivalent to eating several apples; We use raw soybeans as illustrations, with hollow design, so that customers can clearly see the real products inside; And different products are distinguished with different color bars to make customers more clear at a glance.

Market Performance

The new product was launched in January, and nearly 10000 copies have been sold through the new year's gift box

Material

纸质 Paper

Craft

Environmental protection kraft paper with partial hollowed out design

Does the design solve the problems that are common across the product category?

1. In terms of product research and development, most of the similar snacks are high in sugar and salt, while Metameat plant-based snacks not only avoid the harm to health, but also have the advantages of high quality, high protein, 0 cholesterol and high dietary fiber. 2. In product design, on the one hand, the nutritional advantages are displayed with intuitive data, and the nutritional selling points are transformed in a easy way: the dietary fiber contained in a package of products is equivalent to eating several apples, and the protein contained in a package of products is equivalent to eating several eggs. This way allows consumers to more intuitively understand the nutritional content of products; On the other hand, different products are distinguished by different color bars, which makes customers more clear at a glance.

What functional designs of the work have enhanced the user experience?

We use raw soybean as an illustration to show our healthier and more natural raw material characteristics, which is in line with the health concept of the new era. With hollow design, customers can clearly see the real products inside and feel more safe. We also transform the nutritional selling points in a easy way: the dietary fiber contained in a package of products is equivalent to eating several apples, and the protein contained in a package of products is equivalent to eating several eggs. This way can make consumers more intuitive to understand the nutritional content of products. At the same time, the kraft paper can also better fit with consumers in environmental protection aspect.

Did the design help increase the sales performance of the product?

The new product was launched in January, and nearly 10000 copies have been sold through the new year's gift box,The sales target is offline major customers.

Does the work consider sustainability (environmentally or commercially, or both)?

The world is gradually unbalanced. Excessive intake of meat will increase the incidence rate of chronic diseases such as heart disease and hypertension. The excessive emissions of greenhouse gases and the low utilization of resources caused by livestock and its by-products will cause a burden on the earth. Plant-based meat has the advantages of high protein, zero cholesterol, zero hormone, zero trans fatty acid, zero antibiotics, non transgenic and dietary fiber. It not only takes into account the delicacy, but also reduces the risk of disease, and reduces the burden on the earth. In this series of plant-based snacks, we follow the concept of environmental protection and health, and use kraft paper bags for packaging, so as to express our support for environmental protection and original ecology.