With greater awareness of the environmental impact of our food choices and a growing number of consumers turning to plant-based diets either permanently or regularly, the food landscape is changing. Veganism is becoming an unstoppable worldwide trend with 20% of EU consumers now calling themselves flexitarians, meaning that they have a primarily vegetarian diet but occasionally eat fish or meat, and 1% identifying as completely vegan.
While the plant-based category is well-established, it sometimes lacks excitement, quality and flavour. Kraft Heinz has therefore chosen to create a new range of "uncompromisingly delicious, creamy, egg-free mayos packed with punchy plant based flavours" with range design by PB Creative. The new range delivers on great taste but is also aligned with consumers’ health, environmental and ethical beliefs.
Three new flavoursome recipes have been developed to make everyday plant-based meals taste significantly more exciting. Garlic Aioli is delicious for dipping with chips, smoky Chilli can add spice to bean burgers and the creamy Classic makes for a tastier lunchtime sandwich. The range contains no artificial flavours or colours.
PB has created a range design that plays to premium vegan category codes whilst evoking superior taste and flavour appeal with reassurance on naturality. Each colour coded variant delivers a vibrant flavour hit expressed via a sophisticated colour palette.The indulgent dark green background provides a rich canvas to hero the key flavour ingredients, while a crafted leaf illustration delivers natural ingredient cues.
“Our aim was to elevate and reinvigorate the vegan experience and remove the perceived blandness from the category”: says Lloyd Moffatt, Creative Director at PB Creative.
“We wanted to create a confident and assertive range aesthetic that communicated flavour at the very heart of the proposition while still reassuring consumers on the vegan nature of the product.”
Hannah Winterbourne, Kraft Heinz International Brand Manager added: “Consumers shouldn’t have to compromise on quality and taste when they’re making plant-based choices. Our new vegan mayo range will bring flavour excitement to our consumers’ plates as well as making them feel good about the choice they’ve made. PB has created a striking, premium range design that cuts through on shelf as well as delivering on taste appeal and championing our new flavours.”
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!