This thesis explores how hybrid meat products can be introduced to the Dutch market in a way that supports a gradual shift towards more sustainable meat consumption. Hybrid meat—products that combine animal protein with plant-based ingredients—offers a promising middle ground for consumers who are not ready to fully transition to plant-based diets. Through a research-through-design approach, this project investigates consumer preferences, expert insights and market trends to develop a compelling product and brand strategy.

The result is Season & Smoke, a do-it-yourself (DIY) hybrid meat barbecue kit designed to appeal to Dutch consumers through taste, convenience, and brand experience. Using the Vision in Product Design (ViP) method, an emotional and behavioural direction was established that guided the development of both product and brand. The final concept emphasises flavour and excitement while subtly promoting conscious eating.

Consumer interviews confirmed strong interest in the product. Key strengths included perceived naturality, ease of use, and visual appeal. However, concerns were also raised about meat quality and the risk of limited repeat purchases. These insights informed a phased launch strategy and led to recommendations for improved messaging, product differentiation and more strategic retail placement.

While the project demonstrates the potential of hybrid meat products to bridge the gap between sustainability goals and mainstream consumer behaviour, it also highlights challenges around financial feasibility, shelf life, and the complexity of the protein transition. Ultimately, Season & Smoke serves as a proof of concept that hybrid meat can be introduced in a desirable, viable, and feasible way—contributing to a more sustainable food system.