Plenish, the plant-based drinks brand acquired by Britvic last year, has unveiled new branding for its plant-based milk, juices and shots. This includes new premium packaging across these product ranges as part of a strategy to accelerate growth in the category.
The plant-based drinks category has seen rapid growth from catering to health and wellness enthusiasts, to one in four in the UK following a vegan diet. The popularity of plant-based drinks is even higher among 25 to 44 year olds, with close to 50% interested in plant-powered, dairy-free drinks either as a milk substitute or because of a flavour preference.
The decision to redesign the Plenish brand follows on research into consumers and evolving category trends. The brand redesign will be supported with the launch of a new website, a 360-marketing campaign and in-store activation.
Plenish said the move was a key part of its strategy to further accelerate growth in the plant-based drinks category which has become a highly competitive sector with companies like Plantopia, Mighty Milkology, Wunda, Moma and of course Oatly all battling for consumers’ attention.