Healthy snacking pioneer Purely Plantain goes for brand refresh

Purely Plantain, a pioneer in guilt-free/permissible snacking scene, has unveiled a new brand identity and packaging.

The brand has also secured a significant investment from Scott Livingston, chief executive of mineral salts firm Westlab and venture capitalist.

Purely Plantain said the investment will help the brand to become a leading player within the sustainable snacking category.

Stefania Pellegrino, co-founder and chief executive of Purely Plantain, said: “Even though lockdown has been a positive/energizing experience for us in terms of online sales uplift (+29%), we also recognised that an unforgiving pandemic provided the perfect ‘breathing space’ to re-evaluate how our brand was faring and best how we could further stimulate success.

“Besides ensuring that our production/sourcing processes capabilities had the capacity to match our longer-term ambitions, we were determined to overhaul our historically ‘shy& recessive’ packaging with a new energised and upbeat identity.

The new branding celebrates the snack’s Ecuadorian ties, after research suggested the original packaging did not do enough justices to the brand’s roots or its vocal stewardship of versatile plantain.

The brand, which boasts a strident ‘no synthetic nasties OR palm oil,’ pledge, is set for a series of Summer/early Autumn distribution pushes with several wholesalers including Healthstore, CLF, Diverse, Springvale and Cress.

RSP £2.20/75g bag.