Failure Case Study - Tattooed Chef

Tattooed Chef was a plant-based brand providing frozen prepared meals that filed for bankruptcy in June 2023 after failing to understand and adapt to the evolving plant-based market.

Tattooed Chef was part of a crowded plant-based market and made numerous strategic errors such as confusing pricing strategy, expanding product categories too fast, and using misleading labeling. Ultimately the brand failed to understand key purchase drivers of plant-based food including health and sustainability.

Scope

• In a crowded market, Tattooed Chef had a weak brand identity due to a confusing pricing strategy and too many product ranges.
• The brand failed to address the main consumer drivers for plant-based products, which are health and sustainability, with confusing labeling and the suggestion it would sell 'real' meat. - In a competitive category, new brands need to establish a clear niche and value proposition, ensuring any expansion decisions are in line with their brand identities.
• Making health and sustainability claims cautiously and transparently is crucial for plant-based and wider markets to avoid regulatory issues and consumer criticism.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.