Plenish, one of the UK's fastest growing plant-based drinks brands, today unveils 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 their strategy to further accelerate growth in the plant-based drinks category.
In keeping with their commitment to using only the finest, all-natural ingredients - never any oils, gums or flavourings - to create their 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 1 in 4 Britons follow a vegan diet1. Uptake is even higher in 25–44-year-olds where almost 50%1 are now interested in plant-powered, dairy-free drinks either as a milk substitute, or a flavour preference.
Recognising the need to bring their great taste, natural and quality credentials to the forefront and drive wider appeal, Plenish has evolved their 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.
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 & 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.”
As the UK’s first carbon negative drinks brand to be certified by the UN Climate Neutral Now initiative, Plenish’s 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% recycled materials, and 35% of the plastic in Tetra is now made from bio-based sources, demonstrating the brand’s ongoing 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 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 fast-growing plant-based segment.
Notes to editors
For further information, images and samples please contact Daisy Robinson at Bacchus Agency. daisy@bacchus.agency
Plenishdrinks.com
Facebook.com/PlenishDrinks
Instagram.com/PlenishDrinks
Twitter.com/PlenishDrinks
About Plenish
Plenish is a plant-based pioneer that has dedicated the last decade to the pursuit of perfect ingredients, untampered with. Since launching the UK’s first cold-pressed juice range back in 2012, they’ve expanded into plant-based milks and immunity-boosting juices shots that are now sold in thousands of stores across the country. All their products are made with only the finest organic ingredients and absolutely no additives – a pure and simple philosophy that has remained at the heart of the brand no matter how fast it’s grown. Plenish is also a B Corp Company and the only UK drinks brand to be certified carbon negative by the UN.
[1] Mintel, Dairy & non-Dairy drinks, Milk and Cream – UK 2021