The protein transition faces a fundamental challenge: consumers are not adopting fully plant-based alternatives at the scale required to meet sustainability goals, while maintaining the status quo is becoming increasingly difficult due to environmental, economic and supply chain pressures.

Rather than a choice between animal and plant-based foods, the future protein landscape will combine animal, plant-based and novel protein sources to meet consumer, nutritional and sustainability needs. Hybrid products play a critical role by combining animal and plant-based ingredients in familiar formats.

They offer manufacturers a scalable and cost-efficient way to reduce environmental impact while maintaining the taste, affordability and familiarity consumers expect.

• Understand where hybrid products fit into the future protein landscape
• Identify commercially viable opportunities across meat, fish and dairy
• Learn from emerging retail success stories across Europe
• Gain evidence-based arguments for internal innovation and strategy discussions