The green transition in food culture requires an understanding of how food choices form part of young people’s everyday lives. Many existing initiatives have focused on product development, but lack in-depth insight into the target group’s practices, preferences and needs.

Young people often find themselves at a stage in life characterised by change. Everyday life can be hectic and unpredictable, and food choices are shaped by practical considerations, social contexts and personal values, including increasing concerns about the climate and sustainability.

The project addresses this by combining research into young people’s everyday lives with the development of plant-based meal solutions. The aim is to create products that are not only sustainable, but are also perceived as relevant, accessible and attractive.

There is a particular focus on young people aged 18–30, including students and those with an active lifestyle, who may have specific needs in terms of satiety, nutrition and meals that are easy to take on the go.

MANTRA (Moesgaard Anthropological Research and Analysis) is responsible for the project’s anthropological research, in close collaboration with FOCUS (Centre for Food Culture Studies). The anthropological approach is central and provides in-depth insight into young people’s food practices and everyday lives.

Through fieldwork, observations and interviews, the project examines how young people (aged 18–30) choose, prepare and eat food, as well as how taste preferences, social relations, daily routines and media consumption influence their food choices.

These insights are shared on an ongoing basis with the project’s other partners and provide a knowledge base that can support the development of relevant and attractive plant-based products. The results will be compiled in a public report.

The project contributes to the development of the plant-based sector in several ways.

Firstly, the project focuses on how plant-based products can reach a wider audience through the retail sector, including through private label partnerships. The aim is to make the products accessible and attractive beyond current niche markets.

Secondly, there is a focus on developing meal solutions aimed at young people – including students and those with an active lifestyle who need quick, filling and flexible meals.

Thirdly, the collaboration serves as an example of how stakeholders across the value chain can jointly develop new products. The project brings research and practice closer together by linking knowledge of young people’s food practices with expertise in raw material production, food development, gastronomy and retail, thereby exploring new ways of developing plant-based products.

The project brings together experts from both industry and academia – from development and production to communication and design.

Northern Greens leads the project and brings many years of experience with private label partnerships in European supermarket chains.

Organic Plant Protein and Northern Greens are responsible for the production of the plant-based products.

MANTRA and FOCUS provide research-based insights that strengthen product development.

Claus Henriksen (MOTA) develops the recipes that form the basis for large-scale production.

MAUDE translates knowledge and recipes into a strong visual identity that makes the product recognisable and attractive on store shelves.