DON’T WAIT FOR THE MAINSTREAM.
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Plant-based food was accelerating rapidly, but Green Cuisine lacked a shared long-term vision and strategic roadmap.
Strong executive support existed, yet the ambition remained largely short-term, financial and constrained by existing category thinking.
Covid-19 made traditional workshops and international expert engagement impossible when greater clarity, alignment and speed were urgently needed.

Brought Nomad’s global leadership team and external experts together through a virtual-first process during COVID.
Conducted stakeholder research and challenged established assumptions.
Used expert webinars, strategic foresight, scenario planning and future-back workshops.
Created the unifying purpose: “Put Plants at the Heart of Every Meal.”
Defined the strategic ambition and eight growth pathways, covering innovation, partnerships, new markets, out-of-home consumption, supply chains and organisational agility.
Helped move the conversation from incremental category growth to proactively shaping the future of plant-based food.

Created a unifying purpose—Put Plants at the Heart of Every Meal—and translated it into eight pathways for growth, innovation and market leadership.
Green Cuisine subsequently became a stated driver of growth and value creation, with Nomad Food’s innovation pipeline led by the brand.
Across 2020–2022, retail sales grew at 12% CAGR across 11 European markets, while the competitors reported alongside it declined.
Nomad reported that Green Cuisine was gaining share and challenging for market leadership, supported by range expansion, new product development and strategic partnerships.

STRATEGY SERVICES PROVIDED