Givaudan’s Plant Attitude Challenge invites start-ups to show how to decrease costs of an alt-protein recipe while ensuring a delicious consumer experience

Contest brings to life 10 pathways to more affordable, sustainable alt-protein products from recent white paper with UC Berkeley

09 Apr 2024 · 11:00 CEST

Five alternative protein start-ups from around the world will join Givaudan’s ‘Plant Attitude Challenge’ on 17 April and pitch how their solutions can decrease costs on one of their standard recipes by up to 20% while still ensuring a delicious and nutritious consumer experience.

10 Alternative Protein Pathways brochure

Start-ups taking part in the Challenge will also articulate how they are precisely addressing insights from Givaudan’s recent white paper with UC Berkeley: ‘10 Alternative Protein Pathways: Opportunities for Greater Efficiency’.

Challenge finalists include Eat Typcal (Brazil), Meatless Kingdom (Indonesia), Eternal (USA), Juicy Marbles (Slovenia), and BVeg Foods (India). 

These five companies will present their pitches at a live virtual event on 17 April, with both public and jury voting, and the winner will go on to collaborate with Givaudan on their innovation idea.

Plant Attitude Challenge webinar registration

“We created the Plant Attitude Challenge to inspire companies to translate the 10 pathways from our recent white paper into cost effective alt-protein innovations that don’t compromise on all the things that delight consumers – including taste, mouthfeel, visual appeal and nutrition. We strongly believe that collaboration and strategic partnerships are key to success in alt-protein, and by teaming up to share knowledge, expertise and resources, we can innovate and get products to market more quickly.”

Flavio Garofalo, Global Director, Culinary & Plant Attitude 

The winning start-up will collaborate with Givaudan, which offers a global ecosystem of protein hubs and alt-protein experts, as well as state-of-the art digital technologies and an integrated portfolio of solutions. 

Expert jury members will include:

  • Flavio Garofalo, Global Director Culinary & Plant Attitude, Givaudan
  • Dr. Sudhir Joshi, Professor, University of California Berkeley
  • Beatriz Jacoste Lozano, Director KM ZERO Food Innovation Hub
  • Jolene Lum, Head Business Development, Nurasa

Join the event and download the white paper that inspired the Challenge

The live Plant Attitude Challenge event on 17 April is open to the public, and every participant will have an opportunity to vote for their favourite start-up innovation. Register here and download the white paper, ‘10 Alternative Protein Pathways: Opportunities for Greater Efficiency’ here.

For further information on the five start-ups, please see Eat Typcal, Meatless Kingdom, Eternal, Juicy Marbles, and BVeg Foods.

About Givaudan
Givaudan is a global leader in Fragrance & Beauty and Taste & Wellbeing. We celebrate the beauty of human experience by creating for happier, healthier lives with love for nature. Together with our customers we deliver food experiences, craft inspired fragrances and develop beauty and wellbeing solutions that make people look and feel good. In 2023, Givaudan employed 16,260 people worldwide and achieved CHF 6.9 billion in sales with a free cash flow of 13.3%. With a heritage that stretches back over 250 years, we are committed to driving long-term, purpose-led growth by improving people’s health and happiness and increasing our positive impact on nature. This is Givaudan. Human by nature. Discover more at:

About Givaudan Taste & Wellbeing 
Powered by innovation and creativity, Givaudan Taste & Wellbeing aims to shape the future of food by becoming the co-creation partner of choice to its customers. Built on its global leadership position in flavours and taste, the Company goes beyond to create food experiences that do good and feel good, for body, mind and planet. With an expanded portfolio of products across flavours, taste, functional and nutritional solutions and a deep knowledge of the food ecosystem, Givaudan’s passion is to collaborate with customers and partners to develop game-changing innovations in food and beverage. This is Givaudan. Human by nature. Learn more about how we are shaping the future of food at

For further information please contact
Eve Landen, Taste & Wellbeing Communications