Shaking it up: “People haven’t turned altruistic overnight,” Ambronite exec on plant-based sustainability driving dietary changes

20 Aug 2019 --- Demands for tangible health benefits and environmental responsibility are major drivers for the plant-based trend. This is something Simo Suoheimo, Co-Founder of meal-replacement drink company Ambronite, who spoke to FoodIngredientsFirst about sustainability and the importance of brand voice, is tapping into. But how much are people turning to nutritional drinkable meal replacements as a convenient, on-the-go way of getting nutrition?

“It’s not that people have turned altruistic overnight – the massive and ever-growing evidence in favor of eating more plants is growing annually, as we can see in the US and Europe. The facts are clear, and consumers are taking note,” he says.

Suoheimo explains that on average, a person following a plant-based diet each day saves 1,100 gallons of water, 45 pounds of grain, 30 square feet of forested land, 20 pounds of CO2, and one animal’s life.

Simo Suoheimo, Co-Founder of Ambronite.In terms of successful sustainable launches, functionality, health, taste and convenience need to be at the core of the whole experience, Suoheimo emphasizes. People demand the same level of enjoyment, on top of the sustainability and health benefits. As such, consumers seek high-quality plant-based products that are convenient and do not cut corners in enjoyment and flavor, he notes.

Additionally, people often associate sustainability with aviation, transportation and the use of home electricity, Suoheimo continues. “Statistics show that animal agriculture is a much bigger culprit, contributing to 18 percent of all greenhouse gas emissions, in comparison to 13 percent for transportation.”

“Consumers are forcing the traditional food chain and retail game to change dramatically,” he adds. “It’s not just that people are opting for plant-based foods and demanding more from the transparency and the functionality of their food. It’s about the whole experience around food; the what, but also the where, as much as the how. Why do you think Amazon acquired Whole Foods?”

Another major determiner in a food’s environmental impact is spoilage. “Most traditional lunch products expire within days of purchase. It’s estimated that up to 40 to 50 percent of food is wasted on its way to the consumers’ table. This needs to change,” he says.

However, this interest in sustainability has not entirely reached packaging, as Ambronite is currently offering a plastic shaker bottle. Although the bottles are BPA-free and fully recyclable, Suoheimo notes that consumers are not particularly interested in taking sustainability to the next level with a glass bottle. “Not everyone finds carrying a glass bottle convenient, and many people seem to prefer the solid sealing and convenience of our current high-grade shaker bottle model.”

A modern lifestyle
Brand voice is a key aspect of Ambronite’s marketing, with Suoheimo describing it as not a drink company, but as a “friendly neighborhood superhero rescuing people from the terrors of daily real food voids that lurk behind the corner.”

“I believe the future of food is tasty, fun, exciting and simple, which is how I see our brand, too. While phytonutrients and other technical features are part of delivering the real food benefits, and we design our products using deep scientific knowledge, it’s much more about creating things people love. I’d much rather talk to people about things that really matter – living life to the fullest and having tastier, better options to enjoy,” he explains.The company is described as a "friendly neighborhood superhero rescuing people from the terrors of daily real food voids that lurk behind the corner.”

The company targets time-starved urban professionals who seek convenient nutrition on-the-go. Additionally, he notes how it can be expensive and inconvenient to buy healthy ingredients. “There’s a lot of research, shopping, and chopping involved. For most people who would like more health, fitness, gut health, energy and immunity in their daily life, life simply gets in the way of getting them. We call these situations real food voids.”

Convenient ready-meals and snacks have proliferated on the market this year, as Innova Market Insights data shows that the rise in the so-called “fourth meal” culture has increased demand for quick and convenient yet healthy solutions for busy consumers.

Food is the cornerstone of our health and happiness, Suoheimo continues. “Eating the right foods increases everything humans want in life, from focus to fitness and happiness to health-span and immunity. Enjoying life in a healthy body and feeling at your best every day should be as simple as breathing, yet most people struggle to make the right food choices because life gets in the way.”

He adds that transparency is the new normal that consumers are increasingly expecting from their food, and are seeking brands that they can genuinely trust and root for. “We’re proud to be able to provide more and more in-depth quality information to them.”

By Katherine Durrell