Too close for comfort?

As plant-based alternatives surge in popularity marketers face a crucial dilemma: should these products mirror their animal-based counterparts or stand apart? This thought-provoking study dives into how product naming-like oat milk versus oat drink-influences consumer perception taste evaluation and purchase intent. With fresh experimental insights and a sharp focus on real-world branding this research reveals why the words we choose matter-yet why taste still reigns supreme. A must-read for marketers food innovators and anyone curious about the future of what we eat.