15/03/2022 – Beverages / Packaging / Plenish / Plant-Based / Milk / Drinks / Brand / Refresh
Premium plant-based drinks player Plenish unveils brand refresh and new packaging
Plenish, one of the UK's fastest growing plant-based drinks brands, has unveiled a full brand refresh and launch of new premium packaging across its range of plant-based milks, juices, and shots, as a key part of its strategy to further accelerate growth in the segment.
In keeping with the firm’s “commitment to using only the finest, all-natural ingredients – never any oils, gums or flavourings” – to create its drinks, Plenish’s brand refresh is driven from in-depth research with consumers and evolving category trends. The plant-based drinks category has grown exponentially in appeal – from catering primarily to health and wellness enthusiasts, to one where now one-quarter of Britons follow a vegan diet1. Uptake is even higher in 25–44-year-olds where almost 50 per cent are now interested in plant-powered, dairy-free drinks either as a milk substitute, or a flavour preference.
Striking on-pack imagery, improved standout on shelf
Recognising the need to bring its great taste, natural and quality credentials to the forefront and drive wider appeal, Plenish has evolved its brand identity and packaging – each product in the range now showcases their hero ingredients through striking on-pack imagery, whilst introducing a warm colour brand world, encouraging discovery with an improved standout on shelf.
“Consumers will see the brand leans into a rich, indulgent, lifestyle-focused aesthetic – with the same great tasting products they expect from the brand,” the firm said in a statement.
“Nature is our number one supplier”
Kara Rosen, founder of Plenish said: “Having started Plenish 10 years ago this year, it seems fitting to mark that momentous milestone with the latest expression of the Plenish brand. The business has grown beyond my wildest dreams, from cold-pressing juices in my kitchen all those years ago to a range of juices, milks and shots sold in thousands of stores across the country. One thing has always united every product we’ve ever made – an obsession with using only the finest natural ingredients and nothing else. Nature is our number one supplier and with our new look we wanted to hero those amazing ingredients in all their natural glory. We’ve always believed that Less is Moreish, and now it’s there for all to see.”
The UK’s first carbon-negative drinks brand
As the UK’s first carbon-negative drinks brand to be certified by the UN Climate Neutral Now initiative, Plenish has stated its mission is “to inspire consumers to make a positive change for themselves as well as a healthier world”. All bottles remain recyclable and made with 100 per cent recycled materials, and 35 per cent of the plastic in Tetra is now made from bio-based sources, demonstrating the brand’s on-going commitment to sustainable practices.
Alongside the evolved packaging design, the refresh will be supported with the launch of a new website and a 360-marketing campaign across BVOD, YouTube, PR, social media and in-store activation. From 15th March, the new look branding for Plenish’s plant-based drinks will be available at Waitrose, Tesco, Sainsbury’s, Co-Op, Planet Organic, Whole Foods and Amazon. Plenish shots are also now available at Asda. The full range can be found on Ocado and online at: www.plenishdrinks.com
In 2021, Plenish was acquired by Britvic, joining the soft drink company's portfolio of market-leading brands, and strengthening the Group’s offering in the flourishing plant-based segment.
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