From Packaging to Posts : Multimodal Marketing Strategies for Alternative Proteins in Germany

Titelangaben

Dietze, Luisa ; Germelmann, Claas Christian ; Bartelmeß, Tina:
From Packaging to Posts : Multimodal Marketing Strategies for Alternative Proteins in Germany.
In: Journal of Food Products Marketing. (2025) . - S. 1-17.
ISSN 1540-4102
DOI: https://doi.org/10.1080/10454446.2025.2595012

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Abstract

As alternative proteins become increasingly relevant for sustainability, effective market communication is crucial for consumer acceptance. This study investigates how selected alternative protein products are represented and which argumentative strategies are used in their advertising. Using a mixed-methods approach, 56 product packages and Instagram posts were analyzed through multimodal critical discourse analysis and frequency analysis. The results show that nutritional benefits – such as “vegan” or “high protein” – are most commonly highlighted in both media. Packaging emphasizes environmental aspects, while Instagram posts focus on taste and sensory appeal, indicating that communication strategies are adapted to media contexts and consumer expectations. Additionally, producers employ strategic rhetorical devices, targeted vocabulary, and visual elements to convey messages. These findings deepen understanding of food marketing discourse and provide a basis for interdisciplinary research, as well as for evaluating and improving communication about alternative proteins in a dynamic market.