Everyone says they want more plant-based. So why is it still stuck in the “nice-to-have” corner? This is the core tension: what consumers say, what they actually buy, and what ends up on the shelf are often three very different things. So who’s really in control — the shopper, the retailer, or the system behind it?

In this panel, we go beyond the usual talk and into what actually moves the needle. With voices from Albert Heijn, Alpro/Danone, a leading behavioural scientist, and a bold new brand driving real sales, we unpack what works (and what doesn’t). Expect sharp insights, real numbers, and a conversation that doesn’t stay on stage — because the room is part of it.