Vegan savoury pastry brand Clive’s Purely Plants has revamped its range as it prepares to launch its first TV ad.
It has reformulated its recipes to contain “even more veg” and added a mung bean glaze to its pastries for “a flawless golden-brown finish”. As a result, the products would “satisfy the high expectations of today’s shoppers”, it said.
Meanwhile, “vibrant” new packs call out the number of plant varieties in each product, helping consumers track their progress towards eating 30 plant types per week.
The changes have been made possible thanks to significant upgrades to Clive’s Dartmouth bakery.
The upgrades, including investments in new equipment, improved production processes and expanded freezer and chiller capacity, will enable the brand “to consistently deliver the high-quality products that trade partners and consumers expect”, it said.
Clive’s will launch its first TV advert this summer. The campaign will also include activity across print, OOH, social media and podcast integrations, projected to reach over 15 million consumers.
“With unbeatable flavour and a distinctive new look, Clive’s is set to drive rate of sale and unlock incremental category growth,” said Clive’s head of marketing Abigail Nelson-Ehoff.
“This step-change in investment marks the start of an exciting new chapter for a legacy brand that continues to redefine what plant-based eating can be,” she said.
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