rebrand

Natural Innovations

CEO Matt Wood and commercial director Tom Edwards. © Natural Innovations
Ingredients

Plant-Led Ingredients Supplier Freshcut Foods Rebrands to Natural Innovations

Freshcut Foods, a UK-based company supplying plant-led ingredients to the food industry, has announced it is rebranding to Natural Innovations. The change is said to mark the next stage of the company’s growth journey, as it increasingly focuses on food innovation and helping business customers adjust to changing consumer preferences. Natural Innovations has been supplying ingredients to global foodservice brands, food manufacturers, and recipe box providers for over 20 years, and the company says it has established itself as a clear market leader in bespoke, chef-led ingredients. The new name is accompanied by refreshed branding and an updated website. “After more than two decades of successfully growing Freshcut Foods, this new approach is a natural evolution of our company, reflecting our ambition for growth, commitment …

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Verley founders Hélène Briand and Stéphane Mac Millan

Verley founders Hélène Briand and Stéphane Mac Millan, image supplied
Fermentation

Bon Vivant Rebrands to Verley, Unveils “World’s First” Functional Precision Fermentation Dairy Proteins

French precision fermentation company Bon Vivant has announced that it is rebranding to Verley and launching a new portfolio of functionalized dairy proteins said to be the first of their kind. The new name reflects the company’s international ambitions and strong connection to France, especially the Lyon region where many villages end in -ey. Verley aims to honor the dairy traditions and craftsmanship of these villages while pioneering a more sustainable way to produce dairy products. The name change is accompanied by a new brand identity, a new logo, and a fully redesigned website. The news comes as Verley launches a complete range of functionalized dairy proteins that is claimed to deliver superior nutrition and advanced functionality. FermWhey™ range Verley claims to be the first …

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Verdino announces rebranding strategy

© Verdino
Marketing & Media

Romanian Plant-Based Meat Company Verdino Announces New Rebranding Strategy

Verdino, a Romanian producer of pea protein-based meat alternatives, has announced a new rebranding strategy that aims to strengthen its market position. The updated brand identity has been developed based on quantitative research conducted by the company last year, which highlighted that consumers are interested in products made from vegetables and different types of plant protein. Respondents wanted options that were healthy and easy to integrate into their daily routines. Based on this research, Verdino has developed a new logo that looks like a broad smile, along with the slogan “Live. Life. Green”. The branding aims to create an emotional connection with consumers, while symbolizing the joy of eating well and benefiting the planet. Verdino is also working to update its recipes, making its portfolio …

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© Plant-Based Foods Europe
Company News

Plant-Based Industry Association ENSA Rebrands to Plant-Based Foods Europe

European plant-based foods association ENSA has announced that it is rebranding to Plant-Based Foods Europe to better reflect the evolution of the industry. The organisation was founded in 2003 as the European Natural Soyfood Association (ENSA), but became the European Plant-Based Foods Association in 2012 due to the expansion and diversification of the industry. However, the ENSA acronym was initially retained. Following the significant growth of the plant-based sector in recent years and the expansion of plant-based innovation across new categories, the organisation has decided to adopt a new identity. However, Plant-Based Foods Europe will continue its mission of advocating for innovative plant-based food solutions across the continent. “Exciting new era” Members of Plant-Based Foods Europe produce a range of products, with a focus on …

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Plantitude

© Plantitude
Company News

Plant-Based Distributor GreenPro International Rebrands to Plantitude

GreenPro International, a plant-based food and beverage distributor in the Benelux region, has announced that it is rebranding with a new name, Plantitude. Over the past year, Plantitude has embraced developments in the plant-based market through partnerships with retailers, food service providers, and food manufacturers. The distributor now offers customised solutions across all channels, including ingredients, meal components, and both branded and private-label products. “Our mission to accelerate the protein transition and make plant-based products accessible to everyone remains unchanged,” says CEO Dirk Holzapfel. “However, the market is constantly evolving, and so are we. There’s no doubt that the protein transition is crucial for a sustainable food system, and animal products should be replaced by plant-based alternatives whenever possible. “At the same time, consumers are …

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UniBio

© UniBio
Fermentation

Advanced Bioreactor Developer Unibio Unveils Refreshed Branding & Renewed Mission

Unibio, a Danish company developing advanced fermentation technology, has launched a refreshed visual identity as it focuses on full-scale commercialisation. The new branding reflects Unibio’s mission to lead a global shift toward affordable, planet-friendly, and efficient protein production, delivering enhanced food security without compromising the planet’s resources. It has been developed in collaboration with Aaron Leaman and his creative studio Brighter Future. Patented bioreactor Unibio is known for its patented Vertical Loop Bioreactor, which is said to be efficient, scalable, and uniquely suited to protein production. Drawing inspiration from natural ecosystems, the bioreactor uses advanced fermentation processes to produce sustainable and scalable alternatives to traditional protein sources. The technology is unaffected by changes in weather or climate and does not require arable land. It is …

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SWAP plant-based chicken fillet

© SWAP
Company News

Umiami Announces Strategic Rebrand to SWAP as It Pursues International Expansion

Umiami, a pioneering French producer of plant-based whole cuts, has announced that it is rebranding to SWAP as it targets international expansion. The new name has been described as a “key strategic move”, since it is easy for international audiences to understand. It is also intended as a call to action, encouraging consumers to swap meat for plant-based alternatives. The rebrand is accompanied by a new brand tagline — “SWAP. For the love of it”. The versatility of the name will allow SWAP to expand beyond plant-based chicken fillets, its current focus, into other types of meat and fish alternatives. The company says the rebrand reflects its ambition to compete with leading traditional meat brands. “SWAP perfectly represents our mission: to provide consumers with the …

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Flora Food Group

© Flora Food Group
Company News

Upfield Rebrands to Flora Food Group as Part of “Large-Scale Transformation”

Major plant-based food company Upfield Group B.V. has announced that it is changing its name to Flora Food Group B.V., in a move described as “a substantial step in the company’s evolution”. Flora Food Group says the new name reflects its mission to provide products that are more affordable and sustainable than their dairy equivalents. The company is working to capitalize on four megatrends — population growth, demand for dairy alternative solutions, animal welfare concerns, and environmental regulations. To address these trends, Flora Food Group aims to provide “delicious, natural, and nutritious” dairy alternatives across four categories — butter and spreads, creams, liquids, and cheese. The new name will come into effect immediately at the Dutch corporate level, and will be phased in across global …

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Cauldron Foods announces new plant-based products and rebrand

© Cauldron Foods
Marketing & Media

Cauldron Foods Announces Colourful Rebrand and New Plant-Based Products

UK meat-free brand Cauldron Foods (not to be confused with Australian fermentation company Cauldron) has announced a full rebrand with updated packaging, as well as a selection of new plant-based products. This includes two new vegetable-based centre-plate options — Spinach & Carrot Veggie Bakes and Pumpkin & Caramelised Onion Veggie Bakes — which will debut at Asda from April 4, followed by Tesco and Waitrose. Additionally, Cauldon is introducing a new Extra Firm Tofu block, launching at Asda from April 8 and then at Sainsbury’s. Updated packaging The colourful new packaging will roll out from March 25, including for classic Cauldron products such as the brand’s authentic tofu and falafel. (According to Cauldron, Circana data indicates that the falafel is the UK’s No. 1 plant-based …

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The Cultivated B Canada, a subsidiary of Germany’s The Cultivated B, has been renamed as n!Biomachines.

© n!Biomachines
Company News

The Cultivated B Canada Rebrands to n!Biomachines, Pioneering Fit-for-Purpose Bioreactors

The German biotech The Cultivated B. announces that its subsidiary The Cultivated B Canada has been rebranded to n!Biomachines to reflect its mission in bioreactor engineering for successful biomanufacturing. (The notation ‘n!’ represents ‘factorial’, hence the name can be read as ‘factorial biomachines.’) n!Biomachines, located in Burlington, Ontario, develops and manufactures fit-for-purpose, affordable, and automated bioreactors, to enable the commercial scalability of cellular agriculture-derived ingredients for for food, dietary supplements, cosmetics, and more. The Cultivated B. opened its bioreactor facility in 2022, as part of a strategic partnership with Ontario Genomics, a government-funded non-profit, to develop the economic potential of the cell ag industry.  Hamid Noori, CEO of n!Biomachines and The Cultivated B., comments: “The mathematical term, ‘n!’, or n factorial, acknowledges the core of our mission: scalability and …

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believer meats' cultivated chicken dish

© BELIEVER Meats
Company News

Future Meat Becomes Believer Meats as it Readies for US Market Launch

Future Meat has changed its name to Believer Meats effective immediately, as it prepares for its product launch. Believer states its “groundbreaking process and technology have paved the way to bring cultivated meat one step closer to commercial viability, pending US regulatory approval”.  Last August, the company opened what it claimed to be the world’s first industrial cell-cultured meat facility in Israel. The following December, the founders revealed a $320 million funding round that brought the company’s total value to $600 million, with the funding partly going towards the building of a US facility, which is expected to break ground before 2023.  Cargill exec hire In February of this year, Nicole Johnson-Hoffman, previously of Cargill, was hired as new CEO, “at this pivotal moment as …

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Moving Mountains gives away 1000 free burgers

© Moving Mountains
Marketing & Media

Moving Mountains Gives Away 1000 Free Burgers to Celebrate “Radical Rebrand”

UK alt-meat brand Moving Mountains has announced a “radical rebrand” with a new logo, packaging, and website. To celebrate the rebrand, the company will today be giving away 1000 free burgers at its food truck, based at Queen’s Walk Southbank in London. The burgers will be available between 11am and 8pm. Additionally, the rebrand will be marked by several marketing and influencer campaigns, along with an update to the signature flag displayed on Moving Mountains dishes at restaurants. This will be rolled out across the company’s 10,000 hospitality partners, which include Bills, Hard Rock Café, and Cote Brasserie. Retail products will also be rebranded, with the company hoping to “shake up its shelf presence” and stand out more in the freezer section with its new …

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TUNO Curry dish Loma Linda

© Loma Linda
Meat- and Fish Alternatives

Loma Linda Launches Fifth TUNO Flavour as Part of UK Rebrand

Atlantic Natural Foods, headquartered in Nashville and recently acquired by Above Food, announces a redesign and new flavour addition for TUNO, the UK’s leading plant-based seafood alternative, produced by subsidiary Loma Linda. As part of the rebrand, Mild Curry is added as a fifth flavour in addition to existing flavours TUNO Mayo, Spring Water, Lemon Pepper and Thai Sweet Chili. The company reports that the brand is the first alt seafood to carry The Vegan Society’s renowned Vegan Trademark.  Kelly Krause, Atlantic Natural Foods Chief Innovation Officer said: “We believe plant-based foods are integral to a sustainable future and should be accessible to all consumers. To achieve this, we strive to produce products that deliver on flavour, value, and convenience – ensuring you don’t have …

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Plenish range

©Plenish

Food & Beverage

Plenish Rebrands With New “Rich, Indulgent” Design On Tenth Birthday

UK-based plant-based beverage brand Plenish has rebranded its image with the goal of taking on the competition with a creative new design. The new look represents a “rich, indulgent lifestyle-focused aesthetic” that was “driven from in-depth research with consumers and evolving category trends,” the brand has stated. Kara Rosen, the founder of Plenish, said that after having founded the company ten years ago this year, “it seems fitting to mark that momentous milestone with the latest expression of the Plenish brand. Nature is our number one supplier and with our new look we wanted to hero those amazing ingredients in all their natural glory.” Founded in 2012 and acquired by soft drinks company Britvic early last year, the brand is not afraid to boast its …

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Hero Protein

Image courtesy of Hero Protein

Company News

Former McDonald’s CMO Appointed as CEO Of HERO Protein as it Rebrands in China

After closing an $850K pre-seed funding round, plant-based meat company HERO Protein announces in a press release that Vicky Lee, former CMO of McDonald’s Taiwan, has joined as CEO with the remit of accelerating the company’s growth. Lee is the latest addition to the growing Chinese brand, joining former senior R&D executives from some of the largest plant-based meat brands in the world, as it looks to open its seed fundraising round this month.

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©endori
Company News

German Pea Protein Producer Amidori to Relaunch as Endori

amidori, the German producer of plant-based meats from pea protein, has become “endori”. The background being that another European company had already applied for a similar-sounding trademark before amidori was founded in 2015, but mainly for meat products – and has now claimed its (older) trademark rights over similar-sounding brand names throughout Europe.

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Just Wholefoods

©Just Wholefoods
Company News

Just Wholefoods Gains New Listings Thanks to Holland & Barrett’s Innovation Pitch

Having recently rebranded and introduced new lines, Just Wholefoods made quite an impression on the judges at the recent Midcounties Co-operative ‘Food Glorious Food’ competition. Farmer and rural TV presenter Adam Henson and Celebrity Master Chef winner Phil Vickery were full of praise, not just for the new look but also the taste of the organic fruit jellies, organic falafels and chilli noncarne made with its organic Sunflower Mince. Thanks to its successful pitch, Just Wholefoods has secured a listing in 52 of Midcounties food stores in Gloucestershire.

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