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How our go-to-market strategy successfully launched AB InBev’s EverGrain into the nutrition ingredients market.
The Situation


Many predict that the future of food lies in plant-based ingredients, but those ingredients do not come without their challenges—modern consumers also have high expectations on taste, functionality, sustainability, and nutrition. Enter AB InBev, the parent of some of the most recognizable consumer brands in the world. AB InBev saw a chance to challenge the status quo, launching a portfolio of upcycled barley ingredients that set a new standard for quality and sustainability in the plant protein category.

What We Did


The challenge? AB InBev was new to the supply side of B2B ingredients. And that’s where MarketPlace came in. As 20+-year veterans in the business-to-business ingredient space for foods, beverages, and supplements, we facilitated the brand’s launch into the market and helped carve a space for barley protein within the blossoming plant protein category. Today, barley protein appears on the label of products from Athletic Brewing, activist James Wilks’ FȲTA brand, and Garden of Life.

Outcomes
From media activations to trade show strategies to protocept development, MarketPlace shepherded EverGrain and its flagship product EverPro through its first years in the industry and prepared the company for the big leagues.
earned articles in leading trade publications
40+
protocepts developed for sales presentations
30+
press pickups through strategic PR campaigns
200+

EverPro Landing Page

EverGrain EverPro Landing Page
EverGrain Vertical Supply
EverGrain The Future of Barley

Social Videos

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Imagining the future of barley with product protocepts.
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EverGrain_Brand_Activation_Product_Rendering_Barley_Protein_Bread
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Consulting Services Executed
Innovation Opportunities
Trend Forecasting + Market Research
Brand Positioning
Brand Activation
Annual Marketing Planning
Facilitated Ideations
Trade Show + Event Strategy
Trade Media Strategy
Digital Strategy
Creative Services Executed
Messaging
Visual Identity Systems
Iconography
Brand Style + Application Guide
Product Branding
Environmental Branding
Trade Show Booths
Sales Tools
Website Development
UX + UI Design
Trade Media Programs
B2B Lead Acquisition
Press Releases
White Papers + Advertorials
Video Production
Photography
Motion Graphics
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