top of page
Plant-based protein shake brand GROUNDED launches in Whole Foods Market

16/01/2023 – Plant-based / Protein / Shake / Grounded / Whole Foods / Veganuary

Plant-based protein shake brand GROUNDED launches in Whole Foods Market

GROUNDED – the clean plant-based protein shake brand – has secured a listing with Whole Foods Market, launching in to all UK locations from 5th January. The brand has also taken over the main front of store window in the Kensington branch. 

Whole Foods Market will carry both chocolate and mint-choc SKUs, and the shakes have been listed in all seven locations in the UK. 

The listing comes in time for Veganuary, and gives customers the option of a fully plant-based protein shake, with 20g of vegan protein per carton. 

GROUNDED will be sampling in-store on selected days across all locations for the whole month of January.

“It's been an absolute ambition for us to launch into Whole Foods Market since the early days of GROUNDED,” remarked the company’s founder, Gabriel Bean. “They pioneered the health food scene in the UK, and it's a dream to be a part of that story. Our values align so strongly, and our products were made for Whole Foods. It's a perfect match.”

‘The cleanest protein shake on the planet’

To mark the launch, GROUNDED has also taken over the front window of the Kensington branch, with two rotating ‘mega cartons’ on display, and the caption ‘NOTHING FAKE IN OUR SHAKE’ on the front of store window. On the inside of the store is a third rotating carton with the caption ‘THE CLEANEST PROTEIN SHAKE ON THE PLANET’, with a highlight of the packaging sustainability facts.

“We kept it clean and simple like the products. The cartons are visually striking, and the message is bold and clear, so we agreed that’s all that was needed,” said Tim Fowler, GROUNDED’s Creative Director. “It was like bringing our social media campaign to life.”


The GROUNDED carton creates 75 per cent less CO2 than glass, and 41 per cent less CO2 than plastic over its life cycle, whilst also being 100-per-cent recyclable and made with FSC paper.

The brand are planting a tree with every product purchased from Whole Foods for the month of January, including a contest to win merch and a year's supply of GROUNDED shakes. Participation requires entrants to purchase the shakes & scan the QR code on the inside window display of the Kensington branch, and to upload their receipt.

An ambitious year ahead

“We’re elated to now be on the shelves at Whole Foods; a retailer that’s been on our hit list for a while,” enthused Bryn Ferris, Co-Founder of GROUNDED. “The team have put a huge amount of effort into the launch, and seeing the window display with the shakes in there is pretty surreal.”

The launch marks the start of an ambitious expansion year for GROUNDED following the successful raise of their seed round back in October 2022. More launches are planned in the coming months as the firm strategically expands the brand in to retailers where target customers shop.

Latest issue – Vol 1/23
– Health & Nutrition focus
– Gulfood 2023 Special
– Next level legume – The rise of the chickpea
  • Twitter Social Icon
  • Facebook Social Icon

Interpack 2023



Milan, Italy

The Hotel & Hospitality Show 2023

Sandton Convention Centre, South Africa

bottom of page