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This essay uses material from two visual campaigns by two vegan food brands, Oumph! and Anamma. A visual analysis and a critical discourse analysis investigates what kind of marketing strategies is used and how discourse around climate, health and veganism affects their target groups and in return the outcome of their marketing campaigns. The findings of the analyses then take part in a broader discussion involving symbolic consumption, ontological design, cultural capital and representation. The investigation shows that Oumph! and Anamma have very different target groups, therefore they use different marketing strategies. Anamma uses a calm and informative appeal to the collective using the environment as a reason for a diet change while Oumph! uses a more aggressive appeal to the individual and their cravings. It is clear that people’s awareness of climate change has affected the discourse around veganism. A plant-based diet is proven to be healthier for both our bodies and our planet which brings more people a vegan or partly vegan lifestyle which creates new social gaps in this field.

Yes / Meat eaters and meat abstainers differ in their beliefs and moral emotions related to meat consumption alongside gender differences. Few studies have investigated beliefs and moral emotions in pescatarians and vegans. Little is known about differences in moral emotions and beliefs regarding dairy, eggs, and fish or about speciesist beliefs within and between specific dietary groups. To address this gap, we investigated moral emotions (consumption-related disgust and guilt), attitudes towards animals (Animal Attitudes Scale) and justifying beliefs related to meat (Carnism Inventory), dairy, egg, and fish consumption in omnivores (n = 167), pescatarians (n = 110), vegetarians (n = 116), and vegans (n = 149). Results showed that people who consumed animal-derived products reported lower disgust and guilt and held stronger justifying beliefs about consumption of these products, than those who did not consume animal products. All dietary groups significantly differed from each other in their attitudes about using animals for human benefit, with omnivores showing the least positive attitudes towards animals, followed by pescatarians and vegetarians, and with vegans showing the most positive attitudes towards animals. Women experienced greater moral emotions and held fewer justifying beliefs than men within groups where animal products were consumed and this was related to the animal-based products they consume (i.e., fish for pescatarians and eggs/dairy for vegetarians). These findings emphasise the importance of considering a wider range of animal products, and dietary groups in order to obtain a comprehensive understanding of the psychological underpinnings of animal product consumption. The results highlight differences between dietary groups in attitudes and moral concern towards animals, which may be important to consider when designing interventions to reduce animal product consumption.

Konsumtion av animaliska livsmedel är ett område som får allt mer fokus och utrymme i media och samhällsdebatt på grund av dess negativa miljöpåverkan. Med utgångspunkt i marknadsföringens potential att påverka konsumenters dagliga livsmedelsval är uppsatsens syfte att utforska attityder och associationer kring begrepp som vanligen används inom produktkommunikation för växtbaserade produkter. Målsättning är att förändra konsumtionsmönster och öka efterfrågan av växtbaserade produkter. En kvalitativ ansats i form av asynkrona online-fokusgrupper och teoretisk utgångspunkt i Theory of planned behavior visar generellt positiva attityder kring ökat intag av växtbaserad mat grundat i hälso- och miljöfördelar men även en rad upplevda subjektiva och strukturella hinder. Positiva associationer i relation till kost framkom för ordet växtbaserad och delvis negativa, icke-kostrelaterade associationer till ordet vegan. Studiens resultat indikerar att produktkommunikation som förknippas med hälsofördelar är att föredra men mer omfattande forskning kring hur terminologi påverkar beslut om köp och konsumtion rekommenderas. / The consumption of animal food is an area that is gaining more focus and scope in the media and social debate due to its negative environmental impact. Based on the potential of marketing to influence consumers' daily food choices, the thesis aims to explore attitudes and associations in relation to concepts customarily used in product communication for plant-based products. Objective is to change consumption patterns and increase demand for plant-based products. A qualitative approach of online asynchronous focus groups and theoretical starting point in Theory of planned behavior shows generally positive attitudes towards increasing intake of plant-based food based on health and environmental benefits but also a number of perceived subjective and structural barriers. Positive associations in relation to diet were found for the word plant-based and partly negative associations, un-related to diet, to the word vegan. The study's results indicate that product communication associated with health benefits is preferred but more extensive research on how terminology associations affect purchasing and consumption decisions is recommended.

The purpose of this paper is to study how vegetarian and vegan food brands use visualcommunication on their packages and website to present themselves to consumers. Theincreasing/growing interest in eating vegetarian and vegan food amongst the Swedishpopulation has led to a growing market in this area. The most significant reason to thisincreasing interest is the climate change. In 2019, the European Union presented a proposal toprohibit these replacement products to refer to familiar non-vegetarian/vegan food by name toavoid misleading marketing. This debated topic evoked the interest to investigate how socalled vego-brands adapt their visual communication in this societal context. To reach aconclusion on the issue three different brands are examined: Anamma, Quorn and Planti. Themethod used to analyze the material is a visual text analysis combined with concepts fromrhetorical analysis and semiotics. Social representation, Corporate Social Responsibility(CSR) and greenwashing make up the primary theoretical framework in this study. The analysis of this paper identified recurring patterns that can be discerned from the brandcommunication. They all express a vision to get more people to choose plant-based food bymaking it easy and tasty. All three brands use naming and other visual components on theirpackaging to make them familiar to customers so they understand what they are buying.Overall, the brands also use the current climate change issue to convince people to eat moreplant-based food. The conclusion of this study is that these three brands adapt their visualcommunication to the current societal context and reproduce public attitudes and values totheir advantage

Syftet var att undersöka uppfattningar om växtbaserad kost hos vuxna i Sverige. En växtbaserad kost främjar hälsa, miljö och djurens välfärd. Semistrukturerade intervjuer baserade på teorin om planerat beteende hölls med elva individer mellan åldrarna 18 och 57 som är bosatta i Sverige. Deltagarna hade olika kostvanor. De genomförda intervjuerna transkriberades och analyserades med innehållsanalys, för att sedan presenteras i två kategorier med fem underkategorier. Den första var en hållbar framtid med underkategorierna hälsorelaterade upplevelser samt miljö, klimat och djur. Den andra var samhällets roll med underkategorierna egna och andras åsikter, tillgänglighet, utbud och pengar samt omgivning och omvärld. Resultatet av studien visade att alla aspekter inom hållbarhet var viktigt för deltagarna. Uppfattningen var att växtbaserad kost är hälsosamt men kan också innebära näringsbrister. Deltagarna tyckte att intresse är en viktig faktor. Även samhällets inverkan diskuterades på olika vis, exempelvis åsikter, utbud och hur det skiljer sig mellan olika länder. / The aim of this study was to investigate adults' perceptions of a plant-based diet in Sweden. A plant-based diet promotes health, the environment and animal welfare. Semi-structured interviews based on the theory of planned behavior were held with eleven individuals between the ages of 18 and 57 who live in Sweden. The participants were following different diets. The interviews were transcribed and analyzed with content analysis, then they were presented in two categories with five subcategories. The first one was a sustainable future with the subcategories health-related experiences together with environment, climate and animals. The second one was the role of society with the subcategories own and others' opinions, accessibility, supply and money together with the surrounding and the world around. The result of the study showed that all aspects of sustainability were important to the participants. The perception was that a plant-based diet is healthy but can also lead to nutritional deficiencies. The participants thought that interest plays an important role. The impact of society was also discussed in different ways, such as opinions, supply and how it differs between countries.

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O interesse sobre o mercado de produtos vegetarianos e veganos tem crescido muito na última década, sendo que novos produtos alimentícios fortificados são continuamente introduzidos nesse segmento. Como grande parte do público vegano possui deficiências na ingestão de vitaminas D3 e B12, torna-se interessante o desenvolvimento de produtos com adição dessas vitaminas como fortificantes de alimentos. O objetivo principal desta Dissertação foi produzir e caracterizar um gel de pectina carregado de emulsão, incorporando vitaminas D3 e B12. As emulsões foram produzidas com óleo de linhaça como fase dispersa e inulina associada à goma arábica como estabilizantes. A emulsão foi produzida por método de alto cisalhamento, em tampão citrato (pH 4,0) (devido à melhor estabilidade da vitamina B12 em tal pH) e em baixa temperatura (30 °C) para minimizar a degradação de vitamina D3. As emulsões foram avaliadas utilizando difração a laser, se apresentando estáveis ao longo de 30 dias de estocagem e com diâmetro médio de 2,75 ± 0,25 µm. A vitamina D3 não sofreu degradação no período avaliado. Os géis foram produzidos com pectina de baixo grau de metoxilação amidada (pectina LMa) utilizando-se uma concentração de 4 % (g/g), a 60 °C, com 30 % (g/g) de sacarose, 0,1 % (g/g) de CaCl2.2H2O, em tampão citrato (pH 4,0). Substituiu-se 60 % (g/g) da água da matriz do gel pela emulsão e foram obtidos géis carregados firmes. Através de ensaios reológicos e de compressão uniaxial foi possível verificar que os géis carregados possuem uma rede estrutural mais forte do que o gel não-carregado, mostrando que as partículas são ativas. O gel carregado com 40 % de substituição da fase aquosa foi o gel mais forte, a ele adicionou-se as vitaminas. A vitamina B12 se mostrou estável, assim como os parâmetros colorimétricos dos géis carregados e dos géis nãocarregados após 30 dias. Assim, foi possível produzir géis de pectina carregados de emulsão, incorporando-se as vitaminas D3 e B12, que se mostraram estáveis ao longo do tempo de armazenamento. / Interest in the vegetarian and vegan product market has grown sharply over the past decade, with new fortified food products being continuously introduced into this market segment. As a large part of the vegan public has deficiencies in the intake of vitamins D3 and B12, it becomes interesting to develop products with addition of these vitamins as food fortifiers. The main objective of this research was to produce and characterize an emulsion-laden pectin gel incorporating vitamins D3 and B12. The emulsions were produced with flaxseed oil as dispersed phase and inulin associated with gum arabic as stabilizers. The emulsion was produced by the high shear method, in citrate buffer (pH 4.0) (due to the improved stability of vitamin B12 at such pH) and at low temperature (30 °C) to minimize vitamin D3 degradation. The emulsions were evaluated using laser diffraction, being stable over 30 days of storage and with an average diameter of 2.75 ± 0.25 µm. Vitamin D3 was not degraded in the evaluated period. The gels were produced with low amidated methoxylation pectin (LMa pectin) using a concentration of 4% (w/w) at 60°C with 30% (w/w) sucrose, 0.1% (w/w) of CaCl2.2H2O in citrate buffer (pH 4.0). The emulsion replaced a percentage of 60% (w/w) of the gel matrix aqueous phase and strong emulsion-filled gels were obtained. Through rheological and uniaxial compression tests, it was possible to verify that the emulsion-filled gels have a stronger structural lattice than the uncharged gel, showing that the particles are active. The gel filled with 40% aqueous phase replacement was the strongest gel therein, and the vitamins were added to it. Vitamin B12 was shown to be stable, as were the colorimetric parameters of filled and unfilled gels after 30 days. Therefore, it was possible to produce emulsion-filled pectin gels and to incorporate vitamins D3 and B12, which were shown to be stable over the storage time.

<p>Som ett led i att främja hälsa och en sund livsstil har Studenthälsan på Malmö Högskola tidigare erbjudit sina studenter föreläsningar i allmän näringslära, men vill nu prova en ny inriktning mot vegansk näringslära. Genom ett processinriktat projekt, beståendes av flera delprocesser, planerades en utbildningsserie innehållandes en föreläsning och två praktiska matlagningstillfällen. Dessa genomfördes varefter de utvärderades av de 20 deltagarna som deltog i utbildningen, detta med en semikvalitativ enkät efter föreläsningen och genom en halvstrukturerad intervju efter det ena matlagningstillfället. Responsen på utbildningsseriens utformning var positiv, förslag på flera delar av både föreläsningar och matlagningstillfällen önskades med teman som träningslära, billigt, nyttigt, veganskt och vegetariskt. Materialet kan användas i utbildningssyfte i liknande sammanhang.</p>

Som ett led i att främja hälsa och en sund livsstil har Studenthälsan på Malmö Högskola tidigare erbjudit sina studenter föreläsningar i allmän näringslära, men vill nu prova en ny inriktning mot vegansk näringslära. Genom ett processinriktat projekt, beståendes av flera delprocesser, planerades en utbildningsserie innehållandes en föreläsning och två praktiska matlagningstillfällen. Dessa genomfördes varefter de utvärderades av de 20 deltagarna som deltog i utbildningen, detta med en semikvalitativ enkät efter föreläsningen och genom en halvstrukturerad intervju efter det ena matlagningstillfället. Responsen på utbildningsseriens utformning var positiv, förslag på flera delar av både föreläsningar och matlagningstillfällen önskades med teman som träningslära, billigt, nyttigt, veganskt och vegetariskt. Materialet kan användas i utbildningssyfte i liknande sammanhang.