Success story of Planted: Leading the plant-based revolution in Switzerland

The Genesis of Planted

The inception of Planted was driven by a growing awareness of the environmental and ethical challenges associated with meat consumption. As global concerns about climate change, resource depletion, and animal welfare intensify, the demand for sustainable food alternatives has never been higher. Recognizing this urgent need, the founders of Planted—Dr. Christoph Jenny, Pascal Bieri, Eric Stirnemann, and Lukas Böni—combined their diverse expertise in food science, engineering, and business to create a product that not only mimics the taste and texture of meat but also meets the nutritional needs of consumers.

The team’s vision was clear: to develop a plant-based meat that could stand up to traditional meat products in terms of taste, texture, and overall sensory experience. This ambitious goal required a deep understanding of both consumer preferences and the technical challenges of replicating meat, laying the foundation for what would become a groundbreaking product line.


Innovation at Its Core

At the heart of Planted’s success is its unwavering commitment to innovation. The company’s flagship technology, known as biostructuring, represents a significant leap forward in plant-based food production. This process involves combining plant proteins with carefully selected natural ingredients to create products that closely resemble traditional meat in both texture and flavor. By leveraging advanced food science and engineering techniques, Planted has managed to develop plant-based meats that not only look like meat but also offer a similar mouthfeel and taste experience.

This technological edge is particularly important in a market where many plant-based products struggle to deliver an authentic meat-like experience. Planted’s ability to closely mimic the sensory qualities of meat has been a crucial factor in its success, helping to overcome one of the major barriers to consumer adoption.
In addition to its innovative approach to product development, Planted is also committed to transparency and quality. The company’s clean-label philosophy ensures that its products are free from artificial additives, preservatives, and allergens. This dedication to high-quality, natural ingredients resonates with health-conscious consumers and has helped build strong brand trust. By prioritizing transparency and maintaining a focus on product integrity, Planted has cultivated a loyal customer base and established itself as a trustworthy brand in the plant-based food market.


What Sets Planted Apart

Several key factors distinguish Planted from its competitors and contribute to its success:
Exceptional Product Quality: Planted’s plant-based meats, such as their popular Planted Chicken, are celebrated for their exceptional taste and texture. The company’s ability to deliver a sensory experience that rivals traditional meat products is essential for convincing consumers to make the switch from animal-based meats. This high-quality offering is a significant competitive advantage in a crowded market.

Sustainability: As environmental concerns become increasingly important to consumers, Planted’s commitment to sustainability is a major selling point. The company’s products have a significantly lower environmental footprint compared to conventional meat, requiring 80% less land, 60% less water, and producing 50% fewer greenhouse gases. This eco-friendly approach aligns with the values of environmentally conscious consumers and positions Planted as a leader in sustainable food innovation.

Nutritional Benefits: Planted’s products are not only tasty but also nutritionally beneficial. They are rich in protein and fiber while being low in saturated fats and cholesterol. For example, a typical serving of Planted Chicken contains 21 grams of protein and only 2 grams of saturated fat. This healthy nutritional profile appeals to a wide range of consumers, from those seeking to reduce their meat consumption for health reasons to those looking for a more balanced diet.

Effective Branding and Marketing: Planted has effectively harnessed modern marketing strategies to build brand awareness and engage with consumers. The company’s social media campaigns, influencer collaborations, and transparent communication about product benefits and sourcing practices have been instrumental in raising its profile. With a growing social media following of over 200,000 across platforms and successful partnerships with influential food bloggers and chefs, Planted has built a strong presence in the digital space.
Strategic Partnerships: To scale its operations and expand its market reach, Planted has formed strategic partnerships with major retailers and food service providers. The company’s products are now available in over 2,500 stores across Europe, including major supermarket chains like Coop and Migros. Additionally, Planted has partnered with various restaurants and food service companies, further increasing its visibility and accessibility to consumers.


Key Success Factors

Planted’s rapid rise in the plant-based protein market can be attributed to several key success factors:
Market Timing: Planted entered the market at a pivotal moment when the demand for plant-based foods was on the rise. This strategic timing allowed the company to capitalize on a growing trend and establish itself as a pioneer in the industry. By aligning its launch with increasing consumer interest in plant-based diets, Planted positioned itself for success from the outset.

Research and Development: A significant investment in research and development has been crucial for Planted’s success. The company has dedicated over 15% of its annual revenue to R&D, allowing it to continuously improve its product offerings and stay ahead of industry trends. This focus on innovation has resulted in a product line that stands out in the crowded plant-based market.

Scalability: Planted’s production process is designed with scalability in mind, allowing the company to meet increasing demand without compromising on quality. With the ability to produce over 1,000 tons of plant-based meat annually and plans to expand production capacity in the coming years, Planted is well-positioned to handle future growth and continue its upward trajectory.

Customer Focus: Planted’s success is also attributed to its customer-centric approach. By actively listening to consumer feedback and adapting its products to meet market needs, Planted has built a strong and loyal customer base. The company’s commitment to engaging with its customers through surveys, focus groups, and social media interactions has been pivotal in driving repeat business and fostering brand loyalty.

Planted’s remarkable journey in the plant-based protein sector serves as a testament to the power of innovation, strategic planning, and a commitment to quality and sustainability. With annual revenues exceeding $30 million and a growing presence in over 2,500 stores across Europe, Planted has demonstrated that it is possible to achieve significant success in a competitive and rapidly evolving industry. As the company continues to expand its product range and enter new markets, Planted is well-positioned to remain at the forefront of the plant-based food revolution. The story of Planted is not just a success story for one company but an inspiring example for aspiring entrepreneurs and established businesses alike. It demonstrates that with the right combination of technological innovation, strategic insight, and a customer-focused approach, it is possible to carve out a leading position in a competitive industry.