The exponential growth of Veganism caught many unaware, both inside and out of the food industry. Moving on from its near neighbour, Vegetarianism, Veganism is able to tap into health, ethical, and religious drives to leverage its appeal and volume growth.
Our interest in the health sphere has naturally led us to work with several vegan food brands. It is a category which shares some characteristics with others yet has a distinctive set of its own values and drivers. It’s a category where brands can easily make mistakes, so much of our work has been around creating value propositions that deliver tangible benefits for consumers without the trade-offs that so often hinder innovative propositions. Commercially, it’s a category which is now sharing more and more features with the mainstream, which means our work to help brands protect margin as they grow volumes is increasingly popular.