{"id":91641,"date":"2026-02-24T11:19:15","date_gmt":"2026-02-24T10:19:15","guid":{"rendered":"https:\/\/www.horecatrends.com\/?p=91641"},"modified":"2026-02-24T11:19:15","modified_gmt":"2026-02-24T10:19:15","slug":"wissel-ns-wat-sets-the-dutch-protein-transition-in-motion-again","status":"publish","type":"post","link":"https:\/\/www.horecatrends.com\/en\/wissel-ns-wat-sets-the-dutch-protein-transition-in-motion-again\/","title":{"rendered":"Wissel \u2019ns Wat! sets the Dutch protein transition in motion again"},"content":{"rendered":"

On March 2, Wissel \u2019ns Wat! (or in English: Let\u2019s swap) will launch, a new nationwide behaviour-change campaign in the Netherlands that takes over from the \u2018National Week Without Meat\u2019<\/a> and will now remain active year-round. The campaign focuses on the so-called \u2018movable middle\u2019: the 53% of Dutch consumers who rarely choose plant-based alternatives but are open to change when it is practical, tasty, and accessible.<\/p>\n

Based on the change in this initiative: why not serve your guests’ favourite dish as a vegetarian option?<\/em><\/p>\n

2 minutes read<\/p>\n

<\/p>\n

The \u2018Wissel \u2019ns Wat!\u2019 campaign | Tasty plant-based, your way<\/strong><\/h3>\n

Rather than promoting drastic lifestyle changes, Wissel \u2019ns Wat!<\/a> encourages small, achievable steps, such as replacing a single ingredient or one dish with a plant-based alternative. The approach avoids a lecturing tone and instead uses smart nudges that align with daily routines, taste preferences, and social moments. The campaign\u2019s payoff reflects this philosophy: Tasty plant-based, your way.<\/p>\n

The campaign responds to a variety of everyday situations, such as family meals, familiar recipes, and curiosity about new flavours. For example, introducing a fixed weekly \u2018switch day\u2019 can help build new habits, or a familiar dish can easily be adapted using plant-based minced meat or soy yoghurt. By placing taste and convenience at the centre, plant-forward eating becomes a logical and accessible option.<\/p>\n

The key group, the \u2018movable middle\u2019 wants solutions, not debate<\/strong><\/h3>\n

Within this broader group, the \u2018highly movable middle\u2019 (approximately 17%) represents an especially promising target audience. This group tends to be younger, more urban, and more open to practical solutions that fit within their existing lifestyle. Small, manageable changes align well with their need for flexibility and convenience, particularly when supported by social norms and accessible product offerings.<\/p>\n

The campaign is based on four behavioural principles<\/strong><\/h3>\n

These principles are convenience, motivation, social norms, and reducing resistance. In practice, this translates into concrete tools such as inspiration, decision support, and fixed moments like \u2018Switch Wednesday\u2019. The focus is on positive taste experiences and enjoyment, allowing behavioural change to emerge naturally through habit rather than debate.<\/p>\n

Wissel \u2019ns Wat! is visible at key decision-making moments, such as during grocery shopping and meal planning. The campaign is supported by media partners, supermarkets, producers, NGOs, and knowledge institutions. Together, they aim to make plant-forward eating more visible and accessible, demonstrating that every small switch contributes to a larger transition. More details can be found on their website<\/a>.<\/p>\n

\"Wissel

Wissel \u2019ns Wat! sets the Dutch protein transition in motion again<\/p><\/div>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

On March 2, Wissel \u2019ns Wat! (or in English: Let\u2019s swap) will launch, a new nationwide behaviour-change campaign in the Netherlands that takes over from read more<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[109,110,114,124,80,81,85,89,123],"tags":[],"class_list":["post-91641","post","type-post","status-publish","format-standard","hentry","category-trends-2","category-eating","category-sustainability","category-p-en","category-sector-2","category-drinks-sector","category-fast-food-sector","category-restaurant-sector","category-promotion"],"acf":[],"yoast_head":"\nWissel \u2019ns Wat! sets the Dutch protein transition in motion again | horecatrends.com<\/title>\n<meta name=\"description\" content=\"The Dutch initiative, Wissel \u2019ns Wat! 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