Plant-based brand Moving Mountains has unveiled a “radical” rebrand designed in a bid to appeal to more flexitarian shoppers.
The rebrand, created in collaboration with agency Pearlfisher, has rolled out across the brand’s packs and marketing materials in retail and hospitality with a new logo designed to “change the face” of the brand.
Plant-based diets were “no longer a niche concept and as a result, the market is becoming diluted”, said Pearlfisher strategist Theresa Brondhold Sorensen.
This presented “an opportunity for Moving Mountains to open up a new space and lead the way in plant-based alternatives with its indulgent, inspirational and liberating offer”.
It was “hoped that the eye-catching new blue design will give the brand all-important standout in the freezer with flexitarian shoppers”, added Moving Mountains.
The rebrand will be backed by marketing and influencer campaigns across media and social channels.
Moving Mountains CEO Simeon Van der Molen said he was “hugely proud to unveil this new concept and design for the brand, one which we feel truly sets us apart in this extremely competitive market”.
“We were the first company to bring realistic plant-based meat to the UK and this rebrand shows we are still hungry for change and committed to pioneering innovative products that taste amazing.”
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