The new look products are now being rolled out with stockists Waitrose and Ocado, after the rebrand was led by branding and design agencies Sonder & Tell and Belief Machines.
The rebrand aims to move beyond “clichéd plant-based visuals” by instead embracing real plant-based ingredients and taste.
Commenting on the rebrand, Plants co-founder Ella Mills said: “The possibility of plants gives us a clear platform to tell our story.
“The plant-based category is busy, saturated, and in decline, so we need to clearly communicate Plants’ USP to stand out and bring customers back to the fixture.”
Mills also praised the work of Sonder & Tell and Belief Machines in developing the new design.
“We’re all incredibly passionate about the brand,” she continued.
“Sonder & Tell and Belief Machines were brilliant at extracting all our insights, then creatively bringing them to life in ways we never could have imagined. From start to finish, the process was genuinely enjoyable, whereas branding projects can often feel overwhelming and stressful.”
Managing director at Plants, Kerry Atack, added: “The brand platform Sonder & Tell and Belief Machines built is our guiding light – simple, clear, and prescriptive, yet rich with creative potential.
“Bringing two specialist agencies together delivered more focus and quality than any full-service agency could. We’re thrilled with the results – we’re already getting a lot of positive feedback. We feel like you have really uncovered gold in our new positioning and we have the perfect platform to drive our growth.”
Plants – which has a portfolio that includes veggie bites, veggie burgers, pasta sauces, pesto, high protein dried pasta, fresh filled pasta and frozen meals – is owned by Ella and Matthew Mills, who held onto the brand when they sold Deliciously Ella to Hero Group to September 2024.
Then in December of last year, they acquired plant-based ready meal manufacturer Allplants out of administration with the goal of combining it with Plants to create a “a new, natural, plant-based powerhouse”.
