LIKE-A-PRO | Choice expansion behavioural pilot factsheet. Making alternative proteins easier to notice and try

The choice expansion pilot factsheet presents the LIKE-A-PRO choice expansion pilot carried out in three Coop supermarkets in Norway. The pilot tested whether making alternative protein products more visible and easier to try could increase uptake without restricting conventional choices. Veggie Burger and Veggie Falafel were promoted through prominent placement, discounts, signage and tastings. Sales increased strongly during the intervention, and tastings helped encourage trial. However, repeat purchase remained a key challenge. The results show that choice expansion can support short-term uptake when products are visible, affordable and appealing, while longer-term success depends on taste, price, trust, repeat demand and commercial viability.