To coincide with Veganuary, Symington’s has launched its new Blooming Good Food Company brand.
It worked with Altrincham’s Brandon on the brand strategy, identity, naming, tone of voice and packaging design.
Aimed at “busy adults” who are trying to reduce their meat consumption, while also requiring convenience, the messaging focused on being “down to earth, positive and full of flavour.”
“Plant-based products have really come to the fore in the last year or so, particularly across the fresh and frozen aisles. However, our analysis showed that the category was starting to become cluttered with messages around disrupting meat culture or plant heroism,” explained Louise Kennedy, Strategy Director at Brandon.
“To cut through the noise there was a real opportunity for Symington’s to bring more plant to the ambient aisle, and for the brand to be more accessible and down to earth than a lot of existing brands in the category. And for the products themselves to not include ingredients you’ve never heard of! It was this that sparked the idea of ‘from seed to plate’ and that so much goodness can come from one tiny seed.”
Neil BurkeThompson, Brand Manager at Symington’s, added:
“It’s our belief that food should always be satisfying and delicious, so a choice to eat plant-based, whatever the reasons, should never mean a compromise on brilliant taste and flavour. The team at Brandon has done a blooming good job of partnering with us to bring this proposition to life on shelf and beyond, and we’re looking forward to seeing consumer reaction.”
