Owned by the Vegan Food Group since October 2023, the brand has started work on major upgrades to its Dartmouth bakery. This includes investments in new equipment, improved production processes and expanded freezer and chiller capacity, in order to enable the brand to consistently deliver the high-quality products that trade partners and consumers expect.
Clive’s is also launching its first-ever TV advertising campaign as part of a fully integrated campaign, has redeveloped its recipes to bring “unparalleled quality and taste” to its range and has updated its packaging to include a new ‘Plant Varieties’ feature that encourages people to eat 30 plant types per week.
The marketing campaign will leverage multiple touch points including print, out-of-home digital screens, digital platforms such as YouTube, in-store media and podcast integrations, and is expected to reach more than 15 million consumers.
The Clive’s range now includes the Creamy Mushroom Wholemeal Pie (£3.85, 235g), Cheesy Broccoli Shortcrust Quiche (£4.70, 380g), 6 Sausagey Rolls with Red Onion Chutney (£3.30, 160g), Tomato & Olive Shortcrust Tart (£3.60, 150g) and Ultimate Nut Roast (£5.95, 280g), while it also has a gluten-free range.
Select chilled options from the main range are stocked by Waitrose and Sainsbury’s, while Ocado stocks a gluten-free frozen range.
Commenting on the investments in the brand, head of marketing at Clive’s, Abigail Nelson-Ehoff, said: “Now packed with even more veg, bursting with flavour, and wrapped in crisp, golden pastry, our upgraded recipes deliver true plant-based satisfaction.
“A new exclusive mung bean glaze gives each product a flawless golden-brown finish, while bold new packaging ensures standout on shelf. With unbeatable flavour and a distinctive new look, Clive’s is set to drive rate of sale and unlock incremental category growth.”
On the rationale behind the strategic marketing campaign, Nelson-Ehoff added: “Our most ambitious campaign yet brings the joy of veg-based meals to life across every touchpoint.
“From TV and highly targeted digital advertising to point of purchase. It’s a bold step forward to build brand salience, inspire more shoppers to enjoy veg at the centre of their plate, and deliver stronger performance for our retail partners.”
