One of the consumer trends is 'convenience.' Consumers want to accomplish as much as possible in 24 hours and seek solutions to simplify their lives. In the market, you see many (non-sustainable) initiatives, and PLUS is growing in meal solutions, providing convenience in the form of easy meals, on-the-go eating, and drinking. This, however, clashes with an element from our business plan: Sustainable PLUS. Convenience often comes with (a lot of) packaging material that is discarded after short and single use. How can PLUS offer convenience to our customers without increasing the environmental impact? In fact, how can we reduce the environmental impact despite the growth in convenience?

PLUS aims to offer easy meals that fit into customers' busy lifestyles. But there is a problem. Many convenient solutions on the market use too much packaging material, which is harmful to the environment.

PLUS is rapidly growing in the fast-food market, but this conflicts with their plan to be sustainable (Sustainable PLUS). The issue is that convenient meals often result in a significant amount of waste, which is detrimental to nature.

The challenge now is how PLUS can provide convenience to customers without causing more harm to the environment. They not only want to reduce the negative impact but also explore ways to contribute positively to sustainability, even as they focus on providing more convenience to customers.

Market research on existing initiatives
Customer research on needs and possibilities