Plenish’s rebrand boosted perception of its taste appeal and the organic drinks brand became the fastest growing premium dairy alternative, growing 64.4% in a contracting market.
Plenish was one of the original functional health challenger brands in grocery, using natural ingredients to craft drinks spanning high-quality non-dairy milks, juices and juice shots. When the brand launched in 2012, the category drivers had been clear: functional and clinical cues to attract ultra-health-conscious consumers. By 2021 the market had evolved, and the plant-based pioneer was losing market share to competitors whose products appealed to a more taste-driven consumer.
Plenish commissioned Magpie Studio to use its new strategic position – Less is Moreish – as a foundation to evolve its visual and verbal identity and to redesign the packaging for its product ranges. An inviting, new brand world which draws reference from modern cookbooks and design-led interiors was created, boosting indulgence cues and shelf stand-out and enabling Plenish to strategically move with the market, pivoting to a new taste-driven consumer audience
Perception of Plenish products as ‘looking and sounding delicious’ increased 8% amongst ‘foodie’ buyers following the radical repositioning, with 12% more of that target segment seeing the brand as ‘worth paying more for’. Since its 2022 launch, the commercial appeal of the new identity and packaging has resulted in value sales growing 57% year-on-year, against a 50% target, and 57% more UK stores stocking Plenish products.
