Britvic today unveiled a full brand refresh for Plenish, one of the UK's fastest growing plant-based drinks brands.
The company also launched a new premium packaging across the Plenish range of plant-based milks, juices, and shots, as a key part of their strategy to further accelerate growth in the plant-based drinks category.
Each product in the range now showcases their hero ingredients through striking on pack imagery, whilst introducing a warm colour brand world, encouraging discovery with an improved standout on shelf. Consumers will see the brand leans into a rich, indulgent, lifestyle-focused aesthetic – with the same great tasting products they expect from the brand.
“Having started Plenish 10 years ago this year, it seems fitting to mark that momentous milestone with the latest expression of the Plenish brand,” Kara Rosen, founder of Plenish said.
“The business has grown beyond my wildest dreams, from cold-pressing juices in my kitchen all those years ago to a range of juices, milks and shots sold in thousands of stores across the country. One thing has always united every product we’ve ever made – an obsession with using only the finest natural ingredients and nothing else. Nature is our number one supplier and with our new look we wanted to hero those amazing ingredients in all their natural glory. We’ve always believed that Less is Moreish, and now it’s there for all to see.”
Britvic acquired Plenish last year, strengthening the group’s offering in the fast-growing plant-based segment.
The plant-based drinks category has grown exponentially in appeal, from catering primarily to health and wellness enthusiasts, to one where now 1 in 4 Britons follow a vegan diet Uptake is even higher in 25–44-year-olds where almost 50 per cent are now interested in plant-powered, dairy-free drinks either as a milk substitute, or a flavour preference.
The refresh will be supported with the launch of a new website and a 360-marketing campaign across BVOD, YouTube, PR, social media and in store activation.
Plenish is the UK’s first carbon negative drinks brand to be certified by the UN Climate Neutral Now initiative. All bottles remain recyclable and made with 100% recycled materials, and 35% of the plastic in Tetra is now made from bio-based sources, demonstrating the brand’s ongoing commitment to sustainable practices.
