Building a flexitarian brand in one of the fastest growing categories.
ABP Food Group works with a network of over 45,000 farmers and contributes an estimated €1.3bn each year into the rural economies in which it operates. ABP have been supplying retailers, wholesalers and food service providers for over 60 years.
We worked with ABP to develop the brand and packaging for a new line of plant-based foods, one of the fastest areas of growth (and change) in culinary trends.
We developed the name, identity and packaging on behalf of Aldi to boost their meat free offer. Targeting ‘flexitarian’ consumers, and to not be seen as a strictly vegan product, on launch the range tracked just one unit behind the leading brand.
We have also worked extensively with ABP on both licensed projects and tertiary brands for other major UK supermarkets.