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Abstract

This dissertation analyses the packaging of three vegetarian and vegan meat-alternative burgers alongside a comparison to meat packaging. It is explored how meat-free products are represented by their packaging whilst considering which consumers this representation most appeals to. This study also considers to what extent the recent rise in sales of vegan products may be linked to meat-alternatives’ product packaging.
Critical Discourse Analysis methods are employed to evaluate how meaning is created through the product packaging’s use of colour, language, composition, and images, which is primarily supported by Kress and van Leeuwen’s research. Contextual factors such as the burgers’ placement within supermarkets and the brands’ aims are also evaluated to give further insight into the representation of the product as created by its product packaging.
It has been found that the meat-alternative product packaging highlights the meat-free products’ meat-like taste and texture through its similarity to meat packaging. This may appeal to omnivores and flexitarians as it creates a familiarity with buying and eating meat burgers. The meat-alternative and meat product packaging follow a similar composition whilst the meat-alternatives are portrayed as meat-like. However, this study argues that the meat-alternatives are identifiable as meat-free through the text used to describe them and the presence of the colour green. Although the products are vegetarian or vegan, they are not always described by these terms. It is speculated that products that appeal most to omnivores avoid the term ‘vegan’.
Overall, it is found that meat-alternatives primarily target flexitarians and omnivores through product packaging that represent these products as a viable alternative to meat. Recent research has begun to focus on the health benefits and risks of a vegan diet, however, there is little academic research on these products’ packaging. Therefore, this dissertation offers a valuable insight into the representation of meat-alternatives in the UK. This is especially significant due to the rapid expansion of this market.

Course: English Language and Literature - BA (Hons) - C1045

Date Deposited: 2020-09-23

URI/permalink: https://library.port.ac.uk/dissert/dis13547.html