New brand identity and investment for Purely Plantain

UK better-for-you snacking brand, Purely Plantain, has launched a new brand identity and packaging to celebrate its Ecuadorian ties, as well as announcing a significant investment from Scott Livingston at Westlab Ltd.

The brand believes that the new investment from a proven, health conscious pioneer, will help Purely Plantain become a lead within the ‘deliciously distinct/sustainable’ snacking brands fraternity: through enhanced brand awareness, distribution wins, sustained online drives and new packaging formats (30g bags).

According to the brand, recent Lockdown upheavals have only accelerated the search for intriguing new snacks that celebrate nutritional worth, functional benefits and sustainable integrity. Today, a reported 66% of UK adults admit to snacking once a day and 37% of 25-34 year-olds insist that they snack instead of having a proper meal once daily (or more).

According to Purely Plantain co-founder and CEO Stefania Pellegrino: “Even though Lockdown has been a positive/energising 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. Research groups historically suggested that our original packaging didn’t sufficiently trumpet our proud Ecuadorian roots, our active support of clean deck World Cuisine or our vocal stewardship of versatile plantain, the unsung yet more nutritious cousin of the banana (rich in beneficial fibre, potassium magnesium and A/B6 vitamins).”

Purely Plantain maintains a ‘no synthetic nasties OR palm oil,’ pledge. The company has planned a series of Summer/early Autumn distribution pushes with wholesalers such as Healthstore; CLF; Diverse; Springvale Cress and with prestigious retailers including Amazon; Ocado; Harvey Nichols; Harrods; Daylesford; Selfridges; Sourced and Fortnums.

For more information, visit: welovepurely.com.

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