To qualify as an included PRODUCT:
Must meet condition C
Must meet condition D
Must meet condition E
Priority given to products that also meet condition F & G
| Condition | Criteria | Description | Performance Threshold |
|---|---|---|---|
| C | Significant player | Product has achieved significant traction in the market as measured by at least one the following metrics: widespread distribution, high sales volume / growth, venture capital funding, or strong consumer interest & media attention | Up to NECTAR's discretion but may include evaluation of the following: >50 distribution points (channel agnostic), >$1M in ARR, Fundraised over $5M, >10K followers on social media (on a single platform) |
| D | Market-ready | Product is in-market or at validation stage of development | Must be in some distribution in retail, foodservice, or DTC |
| E | Animal analog | Product is designed to replace animal product | Animal-based product is used as a benchmark in product development |
| F | Original Flavor | Comparable to an original (unflavored) animal product | Product is sold 'naked' or breaded without a flavor extension |
| G | Distinct | Uses ingredients or technology that is distinct / unique compared to other products being tested in the category | Unique ingredient list or made with unique technology |
Products that met the above inclusion criteria were then run through a brand prioritization framework to determine their eligibility for one of the 5-10 testing slots per category. The goal was to select which products to include based on the desired makeup of brands in a given category.
| Brand Type | Description | Composition of Brands Test in a Given Category |
|---|---|---|
| Big players | Top 5 brands by estimated sales volume (money raised or press as proxy) | 50%, Min 20% from US, Min 20% from EU |
| Engaged | Brands eager to use NECTAR data as shown by willingness to pay, outreach, or submitted applications | >20%, Min 20% that have declared interest and met inclusion framework |
| Differentiated | Brands with novel processing, ingredients, or notably low price-point | 10-30% |
| Rising Star | Strong track record as shown by fast sales growth or previous sensory testing | 10-20% |