LikeMeat, a specialist in chilled meat alternatives, is now called Like. In the “strips” segment, LikeMeat is already the market leader in Germany and its position as the number two player in the industry (Source: NIQ RSM) is further strengthening. Products in the new, eye-catching packaging are now rolling out in retail.
“With our rebranding to Like, we want to move away from being compared to conventional products and toward making plant-based nutrition a new norm. We aim to establish plant protein as a solid category in their own right, beyond comparison. We see good opportunities in the market for our new strategy and products.” according to LIVEKINDLY Collective
The “chilled meat alternatives” category in Germany continues to grow. Sales have risen steadily from €537 million in 2022 to €578 million in 2023, reaching €615 million in 2024 (each figure MAT KW 13, Source: NIQ RSM), showing clear positive market development.
The new flavors Like Beef Strips and Like Sweet & Chili are entering the market as part of the brand relaunch. The Like product range now spans the categories Chicken, Pork, Beef, and Spiced, making up a total of 15 products. An additional expansion of the portfolio is planned for autumn/winter 2024.
For retail, Like says it is offering a comprehensive package of sales-support measures at the point of sale, including displays, shelf wobblers, and stickers. To support the launch, a large-scale marketing campaign activities include collaborations with high-reach creators and influencers, podcast advertising on Spotify & others, as well as AI-driven stunts on social media.