Meat Free Made Easy: How Plant Futures and Tesco Media Reignited Growth in the Plant Based Category

Client: Plant Futures

Habitual choices. Low shopper confidence. And a fragmented market in which multiple voices were competing for attention. When Tesco set out to tackle slowing sales in the plant-based category, it needed to do more than generate demand; it needed to overcome some sizable behavioural barriers. Enter Meat-Free Made Easy – a first-of-its-kind collaboration that united Tesco, Tesco Media, Plant Futures, and eight competing plant-based brands behind one shared retail media strategy.

Combining Plant Futures insight with Clubcard behavioural data, we identified and activated shoppers most likely to drive growth. Together, partners put category growth ahead of individual brand visibility, replacing fragmentation with one clear and consistent path to purchase. The result: 1.1M shoppers (+5% penetration), 164K new customers (+14%) and £8.63M in sales, helping reverse category decline and demonstrating the power of category-led retail media.[