Planit Protein

We partnered with Planit Protein to redefine what plant-based protein can be—shifting the category from imitation to innovation, and from substitutes to desire.

Capabilities

Consumer Insights

Platform Development

Ideation

Concept Development

Challenge

The plant-based protein category had become dominated by imitation rather than aspiration. Consumers wanted better food—more flavor, authenticity, and creative control—not another meat alternative. Planit Protein hired DuPuis to uncover the unmet consumer need and reimagine the category around what people actually want from plant-based foods.

Action Taken

DuPuis led platform innovation and brand strategy, reframing fermentation as the future of plant-based protein. This insight shaped the Planit Protein ecosystem and positioned the Planit POD as a new kind of kitchen appliance—one that empowers chefs to develop flavor through koji culture and purpose-built Ground Protein. DuPuis led the positioning, naming, and branding of the Planit POD around a clear belief: plant protein shouldn't imitate meat—it should stand on its own.

Results

The work transformed Planit Protein into a category-defining platform rooted in fermentation and culinary authorship. The consumer-led strategy resonated with chefs and early partners, validating the approach. With DuPuis’ innovation and branding foundation in place, Planit Protein is positioned for a national launch in Q1 2026—introducing a new standard for plant-based protein built on flavor, creativity, and desire.