Rituals and soul: recreating the BBQ experience without animal protein
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Discover how the world of BBQ rituals can be reimagined through plant-based or hybrid innovation.
Join us on a global journey to explore how the art of grilling meat, cherished techniques, and shared moments form unforgettable experiences that can be recreated with alternative proteins.
Decoding emotion behind the meat
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The mission: decode the emotion behind the meat
We set out to understand food rituals – specifically, BBQ. Not just what people eat, but how, when, and why.
Our goal: to translate those emotional, sensory, and social triggers into plant-based and hybrid products that feel just as authentic.
What drives a truly unforgettable eating experience? What role does protein play in cherished food rituals like BBQ? What emotions, senses, and memories are tied to it? Can we remove animal protein – and still deliver the same depth of feeling? Yes. And here’s how.
A deep, global ethnographic dive into BBQ rituals
Markets
USA, the Netherlands, Germany, China, Saudi Arabia, Thailand.
Method
Self-filmed BBQ experiences and in-depth focus groups.
What we explored
- Regional nuances in BBQ rituals.
- Emotional and sensory cues tied to meat.
- Desired textures, smells, flavours, and colours.
- Contexts and environments where BBQ thrives.
BBQ is more than food
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Across cultures, BBQ is more than food – it’s a celebration
The same emotional anchors show up worldwide.
Connection
Sharing, bonding, community.
Sensory pleasure
The sound of the grill, the smoky aroma, caramelised crusts.
Emotions
Satisfaction, anticipation, nostalgia.
And these elements can be recreated.
Ready to create BBQ-inspired experiences your consumers will crave?
Explore some of the key insights from the study here:
Recreating ritual through innovation
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Recreating ritual through innovation
Thanks to our proprietary ingredient technologies, we can now recreate the BBQ experience – without relying solely on animal protein:
- Taste solutions: rich umami depth, fire-cooked complexity
- Colour technology: authentic caramelised browning and grill marks
- Texture engineering: meaty bites, juicy centres, smoky finishes
- Regional concepts: locally-inspired, globally-loved plant-based BBQ offerings
Interested in insights on plant-based meat consumption?
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Interested in exploring our proprietary consumer insights on plant-based meat consumption?
Join us at Bridge2Food Europe event in The Hague, the Netherlands from 4-5 June to explore consumer pain points, expectations for future innovation, and how we can support your growth by reinventing the consumers’ plates.