Plant-based beverage brand Plenish unveils new brand image


British plant-based drinks brand Plenish, part of the Britvic drinks group, has unveiled a new brand image for its plant-based milk, juices and shots.

The plant-based drinks category has grown rapidly, from catering to health and wellness enthusiasts to one in four UK people following a vegan diet, according to the Mintel Dairy & Non-Dairy Beverages, Milk & Cream 2021 report.

The popularity of plant-based drinks is even higher among 25-44 year olds, with almost 50% being interested in plant-based and dairy-free drinks, either as a milk substitute or as a flavor preference.

Redesign of the Plenish brand

The decision to redesign the Plenish brand follows consumer research and changing category trends.

The initiative aims to “evolve” its brand identity and packaging, with each product in the range displaying what the group calls “hero ingredients” more prominently than before.

The group hopes consumers will see the brand lean into a lifestyle-focused aesthetic while maintaining taste.

Kara Rosen, Founder of Plenish, said: “Having launched Plenish 10 years ago, it seems fitting to mark this momentous milestone with the latest expression of the Plenish brand.

“The business has grown beyond my wildest dreams, from cold-pressed juices in my kitchen all those years ago to a line of juices, milks and shots sold in thousands of stores across the country.”

Sustainable strategy

Plenish is the UK’s first carbon negative drinks brand to be certified by the UN Climate Neutral Now initiative, and part of the group’s aim is to inspire consumers to make positive changes for themselves. and for the world.

All bottles are recyclable and made with 100% recycled materials, and 35% of the plastic in Tetra packaging is now made from bio-based sources, in line with Plenish’s sustainability strategy.

The brand revamp will be supported by the launch of a new website and a 360° marketing campaign across BVOD, YouTube, PR, social media and in-store activation.

The updated brand will be available at Waitrose, Tesco, Sainsbury’s, Co-Op, Planet Organic, Whole Foods and Amazon.

© 2022 European supermarket magazine – your source for the latest A-Brands news. Article by Conor Farrelly. Click on subscribe register for ESM: European Supermarket Magazine.


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