Breaking out of the niche to speak to everyone.
The plant-based market is no longer a niche—it’s becoming mainstream, evolving alongside consumer eating habits. Food Evolution, a producer of plant-based products, understands this. To position itself in a broader and more international context, the brand knows it must move away from old definitions and connect with an audience that pays attention to labels but refuses to be defined by them.
With this vision in mind, Blossom conducted an in-depth analysis, merging food culture trends, consumption data from the food industry, and competitor strategies to uncover a positioning opportunity. And that’s where it helped Food Evolution to go: towards what data suggests could become the new normal.
The new positioning of Food Evolution is crystal clear: plant-based food isn’t just for vegans, health enthusiasts, or purists. It’s for everyone. This shift redefines the brand’s logic and guides people toward a new normal, where everyone—absolutely everyone—is free to eat what they want. A true evolution, captured in the lines of a manifesto.
Plant-based products have long borrowed the language of meat because they lacked their own. But Food Evolution chose to be different, and it needed something different: a system of evocative neologisms inspired by sound-inspired words to uniquely define its products; a distinctive visual and verbal identity that stands out on shelves; a signature color that grabs attention, labels that speak directly to consumers, and captivating AI-enhanced images—all without wasting a single leaf of lettuce; a communication strategy designed to make mouths water.