A consumer perspective is key in developing ecologically and nutritionally sustainable foods, since the products may succeed and contribute to dietart shifts and sustainability transformation only if they gain acceptance and are adopted by consumers. Such products, particularly plant-based alternatives to animal-based, are already available, and new innovations constantly enter the market. However, new products do not easily become part of everyday routines. Current understanding of the processes through which new, more sustainable food products may be established in diets is limited. This project seeks to understand the processes of social normalization in the context of plant-based foods and examine how foods become ‘normal’.