Nudging Alternative Proteins Towards Mainstream with Arlind Xhelili (CSCP)

Send us Fan Mail What happens when "vegan" labels become consumer stop signs rather than an innovation? And what does it really take to move alternative proteins from niche to mainstream? In this episode of the Wageningen Alternative Protein Podcast (WAPP), we sit down with Arlind Xhelili, Project Manager at the Collaborating Centre on Sustainable Consumption and Production (CSCP).  Arlind’s insights from the EU-funded LIKE-A-PRO project shed light on the different factors shaping alternative protein choices and the conditions that can support wider uptake. Among others, we explored: What the LIKE-A-PRO Living Labs across 11 European countries tell us about the drivers and barriers shaping alternative protein choices.  What happened when we tested choice editing in a university canteen and choice expansion in supermarkets – and why changing the food environment can matter as much as changing attitudes.  How restaurant menus and product positioning can make alternative protein dishes feel mainstream rather than niche – including the role of sensory, appetite-driven language. Why communication, information, and sustainability arguments alone are unlikely to be enough – and why retailers, food service providers, policymakers, and other food-system actors all have a role in creating the conditions for change. Listen now to our podcast on all podcast platforms! Find out more about CSCP here: https://www.cscp.org/ And about "LIKE-A-PRO": https://www.like-a-pro.eu/