How This Plant-Based Food Brand Sizzled Briefly—Then Burnt Off

CASE STUDY: PRODUCT BRAND OF A PLANT-BASED FOOD STARTUP

FOCUS: BURN RATE BRANDING | AUDIENCE: INVESTORS IN SLUGGISH BRANDS

I helped an Indonesian plant-based food brand realise media buzz couldn’t satisfy investors of brand staying power.

The Brand Challenge

This Indonesia-based D2C food startup launched with major category momentum. Plant-based diets were on the rise, and this brand rode the wave with slick packaging, vibrant campaigns, and a powerful early investor narrative. Their alt-meat products—burgers, kebabs, and sausages—promised a future-forward alternative to meat, aimed at Gen Z flexitarians in Jakarta and other major metros.

The sizzle was real: influencer endorsements, glowing reviews, and sharp design all worked. But within a year, their Series A round stalled. Despite growing awareness, revenue stalled, CAC ballooned, and LTV flatlined. Repeat orders were rare. Investor heat cooled quickly once the numbers came in.

The Brand Insight

The brand had confused cultural buzz with commercial proof. While it spoke about changing the future of food, it had not earned its place at the everyday dining table. Its story was about global trends—not local taste, trust, or daily relevance.

It positioned itself like a Silicon Valley darling but had no real Indonesian differentiation. It had sizzled in the pan, but ended up ultimately burning money too fast. The result? Investors saw potential but not performance. Burn rate had outpaced belief.

The Big Brand Idea

I proposed reframing the brand from a trend-chaser to a homegrown food science pioneer. Instead of pushing Western alt-meat formats, the brand would focus on Indonesian-style dishes made better with plant-based ingredients.

The core proposition became: “Taste, Trust, Tropics.” That is, culturally rooted, science-backed, nutritionally forward food—with recipes Indonesians already loved. That much-needed cultural relevance was given the first priority.

The Brand New Strategy

I pivoted from influencer virality to proof-first storytelling. This included co-creating with Indonesian chefs, building content around family-style cooking and local favourites, and focusing on nutritional comparisons with common meats. The goal was to help consumers see not just the concept of plant-based eating—but its flavour, nutrition, and convenience in their own kitchen routines.

We also developed clear, trust-building messages around R&D, shelf-life improvements, and food lab certification. The brand’s content shifted from trend-driven to information-driven. Instead of leading with hype, the brand would lead with evidence and empathy.

10 New Content Directions

Here are 10 strategic ideas developed (and several executed) to support the new brand direction:

“Make It Plant-Based” Series showing popular Indonesian meals like rendang, nasi goreng, and satay recreated with the brand’s alt-meat products—filmed in local kitchens with real families.
Taste Test Reels capturing authentic first reactions from market shoppers, home cooks, and Gen Z tasters comparing animal-based and plant-based versions of favourite foods.
Nutrition Explainers presented as animated short videos and carousel posts, breaking down the protein, fat, and calorie values in local dishes, comparing alt-meat vs. traditional.
Local Chef Collaborations where respected culinary names in Indonesia design original dishes with the products, then demo them on video with nutrition commentary.
In-the-Kitchen Vlogs with mothers, students, and health-conscious couples documenting a week of meals using the product, including budgeting, prepping, and eating.
Educational Infographics on core ingredients like pea protein, tempeh innovation, or flavour enhancers—shared as part of a #FoodFactsFridays series across Instagram and LinkedIn.
Partnership Spotlights featuring new tie-ups with eco-forward restaurants and cloud kitchens, showcasing real orders and customer testimonials.
Q&A Series hosted on Instagram Live and later edited into micro-clips—where food scientists and nutritionists answer audience-submitted questions about plant-based diets.
Behind-the-Scenes Tours of the production process, packaging line, and quality control lab—aimed at both consumer transparency and investor credibility.
Email-Exclusive Recipe Vault offering step-by-step instructions, ingredient pairings, and downloadable meal plans customised for Indonesian palates and seasonal ingredients.

Results Within 6 Months

18% increase in repeat customers, especially in suburban Jakarta.
30% drop in CAC due to better organic inbound and referrer traffic.
Signed 2 cloud kitchen partnerships and 1 retail distribution deal.
Series A discussions re-initiated with stronger unit economics story.

CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.

Extra Tip for Broader Perspective

If you’re brand owner or manager seeking stronger brand performance, here’s a case study that could interest you: “How a Boutique Job Portal Closed Its Doors To The Big Gig Wave.“

And if you’re a solo expert looking to sharpen traction, this case study I worked on may resonate: “How a Visionary Thought Leader CTO Got Lost in the Server Room.“

Take your brand from stuck to full throttle − with one bold strategic shift

"One BIG IDEA can turn brand stagnation into unstoppable movement. Spots are limited each week—book your breakthrough session now."

Shobha Ponnappa

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