What are the World Plant-Based Awards 2020 judges looking for? (Part 1)

The World Plant-Based Awards 2020, in association with Plant Based World, are a celebration of innovation and excellence across the plant-based food and drink industry. We’ve asked our judging panel what they are hoping to see from this year’s entries which should hopefully offer some inspiration.

There are 15 trophies to be won in total, and being shortlisted provides a hallmark of success that will prevail long after the awards draw to a close. The deadline for the awards is 24 July.

Cale Drouin
Co-Founder, Cale and Daughters

As a judge of the first-ever World Plant-Based Awards 2020, I’m looking forward to seeing the exciting new product innovation in this rapidly growing space. There are five main criteria that I’ll be looking for throughout the judging process. Specifically, I’m looking for products that:

• Excite and disrupt the market: New products have to create a buzz! Does your product ‘bleed,’ melt or have another exciting point of difference? Can your product successfully interest and engage people outside of the plant-based space? Products that are true market disruptors will earn top points in my books.
• Push the boundaries: Award-winning products need to push the boundaries around what people expect today. Does your product use unique or unexpected ingredients? Is your product marketed in an unusual or irreverent way? Is your product pushing the boundaries around sustainability and packaging? Inherently innovative products will show others what’s possible. 
• Anticipate market needs: To be truly innovative, products need to anticipate market needs before they even emerge. It’s not enough to fulfill a need the market already has – I’m looking for products that create demand and tell people what they want now!
• Taste incredible: Of course, an award-winning product has to taste sensational. I’ll be on the lookout for products that have an outstanding aroma, texture, and mouth-feel. I’m keen to evaluate how new products are cooked and presented.
• Appeal to the mainstream: In 2020, the mainstream market is more excited than ever about plant-based food and drinks. To be successful, innovative new products must have mainstream market appeal. Award-winning products need to demonstrate scalability and a strong business case. 

There has never been a more exhilarating time to get involved in the global plant-based market. Good luck to all the entrants, and I can’t wait to see what you come up with!

Erica Gibson
Vendor Relations Manager, DPI

Having worked in the food industry my whole life, I love seeing innovation and trends in the marketplace. What I will be looking for most while judging the Plant-Based Awards are the following: 

• Products with a story: Is this a product that is doing good things for their community or world at large? Is this a mission based company? Can consumers connect to the product and its story?
• Products that are innovative in their space: Have we seen this before? How does it/ will it stand up against the competition? 
• Products that make transition to a plant-based lifestyle approachable for the world at large: Is it something that is easy to use and understand? Will the average consumer know it’s place in their kitchen? 
• Packaging: Is it clear and concise in describing the product? Does it stand out and speak to an audience at large? Will it pop on a shelf?

Robert Hoffman
Partner, Homera Caribbean & LATAM

I am honored to be selected as one of the judges for the 2020 World Plant-Based Awards. Having over 30 years in the food and beverage industry in the Caribbean and Latin America I have witnessed many changes, but the past 5 years the change caused by the development of plant-based products has been remarkable. The factors that I will be on the lookout for are:

• Story: Today’s consumers are looking for a story behind the brand, or it’s reason for being. What problem does it solve or need that is being met? How relevant the product is for today’s fragmented market is something I will focus on.
• Protein Source: Does the product have a breakthrough in the type of protein being used, either through the technology, product sourcing, distribution, or manufacturing process.
• Ethnicity/Market segment: I am particularly interested in how these products would relate to Latin America and Caribbean markets
• Nutrition: Consumers are starting to hold plant-based products to a higher standard and are looking for cleaner product ingredient labels.
• New consumption: does the product provide for new consumption opportunities beyond what is currently in the market
• Founders story: Why did they come up with this idea? What challenges and hurdles have they had to overcome?

Emma Upshall
News Reporter, FoodBev Media

Since working at FoodBev, I have been tracking consumer trends within the industry and have witnessed a surge of plant-based products from all over the world. Despite the deadline being pushed back due to the current global situation, I am really looking forward to seeing the entries for FoodBev’s first World Plant-based Awards. 

For me, important aspects I’m looking out for in this year’s entries are:

• Taste and texture: While texture still remains one of the biggest challenges within this category, I want to experience a product that either resembles the realistic texture of the conventional product (whether it is meat or dairy), or instead provides a whole new experience for the consumer without the need for comparison. I want to see innovative combinations in terms of both taste and texture, providing contrast whilst creating a harmonising tasty experience. 
• Sustainable packaging: Considering plant-based products are commonly viewed as a more sustainable and environmentally friend option, the product’s packaging should reflect these values too. Whether the packaging is reusable, made from recycled content, or uses plant-based or edible materials, these credentials should be made clear to the consumer at first glance. And the more innovative, the better.
• Imaginative branding: As well as showing sustainability credentials, I want to see packaging that stands out in the market and makes me want to grab it off the shelf. From the use of colours, shape, font and name, I want to be pulled in. And more importantly, I want to see something that sends a deeper message to its consumers.
• Innovation: I want to see something new, a product that pushes the boundaries. What makes your product different to others in the marketplace? Does it enter a category where no-one else has gone before?
• Audience positioning: Who does your product target? I want this information to be clear and easily accessible to consumers. Does it simply target vegans or are you aiming to reach a broader audience and spread the plant-based trend to a wider reach? What techniques do you use to do this?

Albrecht Wolfmeyer
International & National Head, ProVeg Incubator

As a member of the judging panel of the World Plant-Based Awards 2020, I will be looking for innovations with these five criteria – the five Pros of ProVeg International. They are also guidelines for our work at ProVeg Incubator, the first incubator in the world to exclusively support startups that are replacing animal-based foods.

• Health: Does the food innovation help with regards to health issues? It is now widely accepted that a plant-based diet offers numerous benefits compared with a diet centered on animal products. While animal-based diets carry several health risks, a rich and varied plant-based diet can offer prevention and treatment of a host of modern lifestyle diseases, including some forms of cancer and hypertension.
• Animals: Does the food innovation contribute towards reaching a better life for animals? Whether it is pigs, cows, chickens, or fish, industrial farming methods cause suffering to countless animals, all of whom are sentient beings and have complex social lives. A plant-based diet minimises the number of animals who live in these conditions, and is easier than ever thanks to the increasing variety of meat and dairy substitutes available.
• Environment: Does the food innovation have a significant environmental effect? A plant-based diet can have numerous positive effects on the environment, including the preservation of biodiversity, more sustainable use of resources, and combating climate change.
• Justice: Does the food innovation help with building a fairer world? As the world’s population expands, the question of how we can feed the world fairly and sustainably has never been more urgent. A plant-based diet can help to create a fairer world and a more sustainable food supply for all of us.
• Taste: Does the food innovation deliver the taste, texture and mouthfeel consumers expect today from a plant-based product? With the wide variety of vegetables available and the increasing number of vegan and vegetarian products on the market, a plant-based diet can be delicious and satisfying.

The product or ingredient should take all these criteria into account and stand out in at least one of them.