The 'Week Without Meat' is an annually recurring behavioural change campaign that aims to make the general population aware of the positive impact of eating less animal foods on the climate crisis. By challenging people to not eat meat for a week, and inspiring them instead with easy and delicious plantbased recipes, the campaign wants to make people experience how easy and delicious it actually is to eat plantbased more often. This behavioural change campaign first started in The Netherlands in 2018 and is rolled out by non-profit foundation Week Without Meat. The campaign has proven its success in the Netherlands with over 60% of the population that knows the campaign and about 1 in 5 adults that participate each year. As part of the LIKE-A-PRO project, the campaign is set to be introduced into 5 other European countries being Belgium (2023), Denmark (2024), Germany (2024), Austria (2025) and Spain (2025). The first Week Without Meat was introduced in Belgium between 23-29 October 2023. The communication mix consisted of, amongst others: 
- A strong PR (free publicity) strategy
- Out of home exposure (e.g. digital banners in public transport stations) 
- Social media campaigning
- A campaigning website
- A reverse graffiti campaign in order to spread awareness about the Week Without Meat close to supermarkets
- A collaboration with 24 high end restaurants
- Local ambassadors in each Belgian province
- A free vegan winter BBQ in one of the biggest Belgian cities
By using this mix of effective communication strategies, the campaign achieved great results: 27% of Belgian adults were aware of the campaign, 3% of the adult population participated (some 313,000 people) and 97% of participants plans to keep eating less or no meat in the future. This way, the first edition of this campaign has already managed to inspire long term sustainable behavioural change amongst the Belgian population and even more impactful results are expected during the following upcoming editions.

To increase the motivation of potential consumers, campaigns, consultations, or other actions that aim to promote insect-based alternative protein intake should:
•    Communicate that trying insect-based food is an exciting adventure (Dare to try!);
•    Prompt curiosity (Aren’t you curious?);
•    Present photos, videos, and comments of role models attractive to young men, encouraging them to try or include insect-based protein food in their diets. Ideally, the role models should be from the same country as the potential consumers;
•    Communicating the trustworthiness of novel technology used in alternative protein production;
•    Communicating healthiness and/or low health risks related to eating  food with insect-based proteins;
•    Prompt knowledge about how this type of food is produced and why it is healthy.

As male consumers and younger, educated people are more likely to try or include this type of food in their regular diet, the most successful campaigns/actions are those that target young men. 
For example, the campaign motto could be “He dares to try it. Do you care to dare? Learn more about new food with insect-based proteins.”
 

We conducted a systematic review of research, testing the role of psychological and social factors that explain why people buy, try, and are willing to eat alternative protein products made of/with insects. Knowing which factors consistently influence consumer choices may help to design effective promotion campaigns, education programs, and advertising strategies to encourage more people to embrace these alternative protein options. 
The top psychological and social factors consistently related to consumers’ choices of insect-based alternative proteins include: 
•    feeling adventurous, excitement and curiosity while trying insect-based food,
•    liking new foods,
•    communication with important others (e.g., such as athletes and successful young entrepreneurs) who themselves eat this type of food and are encouraged to try it,
•    trust in technology used in alternative protein production,
•    perceiving health benefits and/or low health risks related to trying insect-based proteins.
Consumers are more likely to be men and younger people.
The evidence suggests that promoting the consumption of insect-based alternative food is more effective when role models who approve of/encourage to try insect-based protein products are included. Another option is to highlight that alternative protein production cares to account for advanced technology that proposes a safe, healthy, and modern product. Promotion campaigns may also emphasize the excitement of trying novel foods and stress the approval of important others (e.g., models young men admire), increasing consumers’ motivation.

To truly motivate potential consumers towards adopting a plant-based (including pulses, seaweed, etc.) or algae-based alternative protein diet, campaigns, consultations, or other actions should incorporate the following strategies:  
•    Increasing knowledge on how to cook/prepare a meal with alternative proteins, 
•     Communicating the benefits of switching from traditional proteins to alternative proteins would be good for the environment, 
•    Communicating the health benefits of replacing traditional proteins with alternative proteins,
•    Communicating benefits for animal welfare.
Younger consumers and people with higher education tend to be more open to trying and incorporating this food into their daily diet. Campaigns/actions focusing on young people are more likely to succeed. 
For example, the campaign motto could be “Make choices that are good for you, animals, and the planet. Learn how to prepare your meal with plant-based alternative proteins.”

Are you looking to promote alternative protein products made with algae, seaweed, pulses, and other plants? Our systematic review of research on the role of psychosocial factors can help to design effective advertising campaigns, education programs, and promotions. By identifying the factors consistently linked to consumers' choices, you can better understand why people buy, try, and are willing to eat alternative protein products.
Across studies, the top psychosocial factors systematically related to consumers’ choices of plant-based alternative proteins include: 
•    knowing how to cook/prepare a meal with alternative proteins, 
•    familiarity (past experiences with this type of food), 
•    believing that a switch from traditional proteins to alternative proteins would be good for the environment, 
•    believing that it is a healthy choice to replace traditional proteins with alternative proteins,
•    animal welfare/empathy towards animals.,
•    younger age and higher education.
When promoting the consumption of plant-based alternative food, consider featuring young people cooking a meal or presenting a recipe incorporating an alternative protein product. Highlight the three major benefits: it's healthy (good) for you, good for the planet, and shows respect for animal welfare. This message is particularly effective for younger, better-educated men and women.

In 2023, Partners from The Protein Community gathered to deliberate on the challenges and opportunities surrounding novel food products and regulations. The significance of novel ingredients in propelling innovation and sustainability within the protein sector was underscored. However, the discussion highlighted the intricate nature of navigating complex regulations, ensuring food safety, gaining market acceptance, and effectively scaling products employing novel food ingredients and processes.

Key takeaways from the session included:

1. Participants voiced frustration over the extensive timelines associated with EFSA Novel Food Regulations. While certain regions like Singapore and the US exhibit relatively shorter approval periods, the EU's process can stretch from 30 to 60 months.

2: Safeguarding intellectual property (IP) before embarking on the regulatory process was emphasized. Failure to do so could potentially lead to public disclosure, jeopardizing businesses' proprietary information.

3: Suggestions were made to explore alternative routes, such as preparing a document demonstrating why an ingredient does not qualify as a novel food or seeking partnerships with other firms or academic institutions to streamline the process.

4: Enlisting the services of advisors to assist in navigating the complexities of assessing a product's eligibility as a novel food was strongly recommended.

5: The importance of considering market dynamics from the outset was highlighted. Understanding customer needs, crafting compelling commercial narratives, and focusing on becoming experts in specific categories were deemed crucial for success.

Consumers are evolving towards healthier and more sustainable eating habits and are looking for environmentally friendly food options. Therefore, alternative proteins, such as those derived from sources other than conventional animal sources, i.e. plant, microbial, oceanic, fungal and insect sources, are of great interest and have undeniably captured their attention.
The food industry has taken note of this growing trend and is moving to meet the demand through the development and production of alternative proteins. However, the development of alternative proteins poses challenges for food industry operators.

How are alternative proteins regulated in Europe?
Although not all alternative proteins are considered novel, those that do not have a history of consumption to a significant degree before 15 May 1997 will be treated as novel foods requiring pre-market authorisation under Regulation (EU) 2015/2283. Therefore, it is essential to conduct safety assessments of the protein to cover potential food safety risks, including toxicity, allergenicity, safety of its production method and dietary exposure arising from consumption.

Safety issues of alternative protein sources 
Each protein source has its own advantages and in some cases limitations in terms of nutritional and safety aspects, thus a case-by-case approach is required to provide with sufficient data to oversee that technological progress in this area is balanced with robust safety standards. Food safety must therefore be a primary requisite when companies develop alternative proteins and food products, whether novel or not. Quality and safety assessment, including toxicological, nutritional and allergenicity analyses, are integral parts of the LIKE A PRO in vitro tests to be carried out on the obtained alternative protein extracts and the final products formulated in the project. The expected outcomes will contribute to:
•    provide useful scientific data and information about change in nutritional value (essential