Sainsburys Grows Plant Pioneers

Plant Pioneers, successful plant-based brand offering by British grocer Sainsbury’s, has received a major update courtesy of design agency Foster & Baylis.

Originally appointed to create the Plant Pioneers identity back in 2019 and subsequently asked to refresh it in 2022, Foster & Baylis have seen this trailblazing brand grow from 10 SKUs to around 100 SKUs since its inception. Originally launched as a meat-substitute offering it has expanded its portfolio to cover fresh, frozen and ambient ranges!

The current global crisis has resulted in the health & wellbeing industry skyrocketing – and Plant Pioneers wanted to capitalize on it. The team was asked by Plant Pioneer’s team to help them transition the range into an all-encompassing offer with products that fit everyone’s daily routine and a portfolio architecture that can easily accommodate future growth.

The team updated the target consumer mindset of Passionate Taste Seekers – those who don’t want to compromise on taste just because they’re choosing plant-based, are open to new, inspirational ideas and guidance on how to add more vegetables to their meals. They are also anti labelling; they want to be free to choose how they consume plant-based at any given moment.

Inspired by the creativity of nature designers enhanced the use of flavorful, mouth-watering photography to showcase a variety of delicious food dishes. Combined with an updated portfolio navigation system that captures the eye without sacrificing shelf impact or altering the highly recognizable brand assets.

Claire Hughes Director of Product and Innovation, from Sainsbury’s said: We saw the need for a brand reboot to help Plant Pioneers reach even more people and stand out as an authority in plant-based foods category. Our long-term agency partner Foster & Baylis took up this challenge with energy, creating a modern easy to shop, cohesive design full of appetite appeal that perfectly reflects our future vision for the brand.

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By Published On: February 7th, 2023Tags:

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.