Remember when getting found online was relatively straightforward? Make sure your website mentioned "artisan bakery Brighton" a few times, get some other food websites to link to you, and watch your Google rankings climb. But with AI search becoming more popular than ever, the world of visibility and clicks is changing. More than half of all Google searches now end without a single click as people are getting their answers directly on the search results page or from AI tools like ChatGPT, which means that, for food and drink businesses, this changes everything about how customers find you online.
If you've heard terms like AEO, GEO, and LLMO floating around and felt completely lost, you're not alone. At Eat Marketing, we specialise in helping food businesses cut through the confusion and stay visible in this new AI-driven world - so let's break down what these terms actually mean and why they matter for your business.
The AI search revolution - what’s changed?Back in the day, Search Engine Optimisation, abbreviated as SEO, was a fairly straightforward exercise in getting your business noticed: add your keywords, get a few backlinks, and watch people discover your site. But with the rise of AI-powered search, not anymore.
This form of optimisation isn’t dead, however - it’s simply evolved, and forward-thinking businesses need to be evolving with it. Think of SEO as the foundation you should set as standard, with AI engine optimisation as the new layer of techniques we need to adopt to stay visible.
Search engines aren't just matching keywords anymore. Powered by intelligent AI models like Google's Gemini, they're understanding context, answering questions conversationally, and creating summaries that might never send people to your website at all. This is where the new acronyms - and their uses - come in.
Let's demystify the AI SEO jargon in plain English. It may seem complicated at first, but all that these new terms describe are different ways to make sure your food business gets found in this new AI-powered search landscape.
This is the one you probably know. Traditional SEO is about making sure your website shows up when people search on Google or Bing. It's all about using the right keywords (like "craft brewery Manchester" or "sustainable coffee roastery"), getting other websites to link to yours, and making sure Google can find and understand all your pages. It's important to remember that SEO is still an essential tool in helping your pages to rank, and shouldn't be removed or neglected – it's the foundation of your digital strategy, upon which all others (AEO, GEO, LLMO) should sit. In simple terms: Making your website discoverable when people search.
AEO is about making sure your content becomes the answer when someone asks a question. When someone asks ChatGPT or Perplexity, "What's the difference between sourdough and regular bread?" you want them to quote your bakery's explanation. In simple terms: Being the source that AI tools quote when answering food-related questions.
How to optimise for AEO: make your content the answer
Answer Engine Optimisation is about anticipating the questions your customers are asking and providing clear answers. The key is structuring your content around real questions (like "How do we make our sourdough?"), using natural, conversational language, and creating helpful FAQ sections that AI tools can easily reference.
AEO Scenario: The Craft Brewery
Someone asks ChatGPT, "What's the difference between hazy IPAs and traditional IPAs?" A brewery that's created clear, conversational content explaining their brewing process and beer styles gets quoted as the source. That's AEO in action.
GEO takes things one step further. Instead of just answering questions, AI will reference your business in its summaries and comparisons. When someone searches "best independent coffee shops in Leeds," you want to appear in Google's AI-generated overview alongside your competitors. In simple terms: Being featured and mentioned in AI-generated summaries.
How to optimise for GEO: get your business cited
Generative Engine Optimisation ensures your business gets mentioned when AI creates summaries or comparisons. Focus on making your content easy to scan with bullet points and short paragraphs, showcase trust signals like awards and customer reviews, and share unique, specific details about your business that AI can't find anywhere else.
GEO Scenario: The Artisan Bakery
Someone searches Google for "best sourdough bakeries Manchester." Google's AI Overview generates a summary comparing several bakeries, mentioning your 72-hour fermentation process and award-winning loaves. That's GEO working for you.
LLMO makes your website friendly for AI tools like ChatGPT and Google's Gemini so they can easily understand and remember your content. It's about structuring your information in a way that AI can naturally process. In simple terms: Speaking AI's language so your content gets remembered and recommended.
How to optimise for LLMO: speak the language of AI
Large Language Model Optimisation makes your website understandable to AI. Write naturally like you're talking to a friend (not stuffing in keywords), use structured data on your website to help AI understand your content, and make clear connections in your writing (like "Our head chef trained at The Fat Duck before joining us").
LLMO Scenario: The Farm Shop
Your website has structured data about your products, clear entity relationships ("Our organic eggs come from Jane's farm in the Cotswolds"), and an llms.txt file. AI tools can easily understand and reference your business. That's LLMO making you AI-friendly.
Here's why this matters for your brewery, bakery, restaurant, or food brand:
The shift to AI search means we need to rethink what success looks like:
It's not just about website traffic anymore, although that remains an important metric overall. The future of SEO is becoming more and more about presence where people actually look for answers, whether that's Google's search results page, ChatGPT, Perplexity, or any other AI-powered platform.
If you're still relying solely on traditional SEO, you're missing a massive opportunity. AI is quickly cementing itself as the future of search, and every day that your content isn't optimised for AI engines is a day your competitors could be getting cited instead of you. The good news? Most foodie businesses haven't caught up yet, so there's still time to get ahead.
At Eat Marketing, we're actively implementing AI SEO services and strategies that keep our clients visible in this new landscape. We've developed specialised packages that combine traditional SEO with AEO, GEO, and LLMO techniques to ensure your food brand thrives in this new era of digital transformation and gets referenced, cited, and remembered by AI.
Get in touch today to find out how our AI search optimisation services can transform your digital presence.
What's the difference between SEO and AEO?
SEO (Search Engine Optimisation) is about ranking your website in traditional Google searches. AEO (Answer Engine Optimisation) ensures your business is the source that AI platforms like ChatGPT quote when answering food and drink questions. Whilst SEO drives clicks to your website, AEO makes you the authority that AI references directly.
Do I still need traditional SEO if I'm optimising for AI?
Yes, absolutely; traditional SEO is still your foundation. AI optimisation strategies like AEO, GEO and LLMO work alongside SEO, not instead of it. Think of SEO as the groundwork and AI optimisation as the extra layer that future-proofs your visibility as search continues to evolve.
How will zero-click searches affect my restaurant or food business?
Searches that end in zero clicks mean potential customers get answers directly on the Google search results page, without ever visiting your website. Whilst this might reduce some website traffic, it's not all bad news. Being cited in AI summaries and Google's AI Overviews actually increases your brand visibility and authority. People see your name, learn about what makes you special, and are more likely to remember you when they're ready to book a table or place an order.
How long does it take to see results from AI optimisation?
AI optimisation can show results faster than traditional SEO. Once your content is properly structured with clear answers and natural language, you could start appearing in AI-generated responses within weeks. However, building consistent authority across multiple AI platforms takes time, and requires some amount of trial and error as these technologies continue to develop.
Can AI optimisation help people find my restaurant or food business locally?
Definitely. When people ask AI tools "Where's the best pizza near me?" or "What cafés in Coventry serve vegan options?", you want to be mentioned. AI optimisation helps ensure your business appears in these local recommendations, especially when combined with a strong Google Business Profile and positive reviews.
I'm not very technical – can I still optimise for AI search?
Yes! Whilst some AI optimisation involves technical elements like schema markup, much of it is about how you write your content. Focus on answering customer questions clearly, writing naturally about your food and processes, and sharing what makes your business unique. Alternatively, the technical bits can be handled by a marketing team like Eat Marketing or web developer as part of a wider project.
Our everyday lives are saturated with food marketing content as brands compete for visibility across an ever-increasing number of channels. One growing trend? 'Healthwashing', where brands use food marketing buzzwords like 'all-natural' or 'superfood' to secure purchases without delivering on promises. These misleading claims on food labels take advantage of common nutrition myths to make products seem healthier than they really are. Whilst not technically illegal, this tactic is quickly becoming old news amongst consumers.
Today's shoppers are savvy, however, and brands that value authenticity don't just perform better ethically; they build stronger customer loyalty and secure more sales. Those relying on hollow buzzwords risk significant damage to their reputation as customers see through the spin, but moving away from misleading claims doesn't mean sacrificing impact. By partnering with experts like Eat Marketing who understand both marketing psychology and food regulation, your business can transform empty claims into clear, authentic brand stories that deliver genuine commercial results.
Today's shoppers are doing their homework: reading ingredient lists, researching brands online, and actively seeking businesses that communicate honestly about what's in their products. Rather than viewing clear communication as a constraint, this presents a significant opportunity as forward-thinking food businesses are discovering that honesty actually strengthens their market position. When customers understand exactly what they're buying, they're more likely to develop lasting loyalty.
This is where specialist expertise becomes invaluable. Food marketing agencies like Eat Marketing help brands navigate the complex balance between regulatory compliance, consumer psychology, and compelling storytelling. We work with businesses to transform technical information and ethical practices into engaging brand narratives that resonate emotionally whilst remaining grounded in fact, creating marketing that builds genuine trust rather than exploiting consumer confusion around nutrition myths.
How are leading brands repositioning their messaging?Successful brands are ditching tired food marketing buzzwords in favour of story-led, benefit-based language, which we explore further in our previous blog about the transparency gap in food marketing. Rather than vague claims like 'natural goodness', innovative companies use specific statements such as 'made simply with five ingredients' or 'grown responsibly on family farms in Devon.' Consider M&S' Only… Ingredients range as a prime example. Through competitor analysis and strategic market research, we help clients understand the language landscape in their sector. This allows brands to develop a distinctive voice that cuts through the noise whilst staying true to their values.
The key learning here is that clarity doesn't equate to dullness. In fact, some of the most creative and engaging food marketing we've seen recently comes from brands that have committed to honest communication. By ditching misleading claims on food labels and replacing them with genuine stories about sourcing, production methods, or founder journeys, these businesses are building stronger emotional connections with their audience, based on trust rather than tricks.
Common nutrition myths, and what they teach us about communicationUnderstanding how certain claims mislead consumers is essential for any brand looking to communicate more responsibly. Let's examine some of the most common myths on nutrition and the lessons they offer about clearer marketing:
How can food marketing agencies help brands clarify their message?Translating complex nutritional information and production processes into compelling, accessible marketing isn't straightforward. This is precisely where partnering with a specialist food marketing agency creates genuine value for brands looking to move beyond reliance on food marketing buzzwords. At Eat Marketing, we support food and drink businesses through several key areas:
For food businesses ready to move away from misleading claims on food labels and develop more transparent marketing, here are some actionable strategies to implement:
These practices don't require sacrificing impact or creativity, simply redirecting your marketing energy towards messages that create lasting value for both your brand and your customers.
Turning myth-busting into marketing strategyIn today's food industry, clarity truly does sell. Consumers are increasingly sophisticated, sceptical of overblown claims, and hungry for brands they can genuinely trust. The businesses that thrive in this environment won't be those shouting the loudest about superficial benefits, but rather those speaking honestly about what makes their products genuinely valuable.
At Eat Marketing, we specialise in helping food and drink brands make this transition with confidence. Whether you're launching a new product, repositioning an existing brand, or simply want to ensure your marketing communications reflect your values of honesty and quality, we can help you develop a strategy that cuts through the noise and connects with consumers through genuine storytelling.
Ready to transform your brand messaging? Get in touch with our team for a comprehensive brand review. We'll help you identify where your communication could be clearer, more compelling, and more aligned with what today's consumers actually value, moving you beyond the buzzwords and into marketing that truly works.
If you’re a parent looking to stock up on snacks for their kids, you’re probably familiar with food marketed specifically for children such as low calorie fruit snacks, nuts and grazing pouches, crisps that have been baked instead of deep-fried - the list goes on. The packaging usually boasts of nutritional and general health benefits, so they have to be good for your children… right? Wrong. What if we told you that the advertising on these products is nothing more than clever marketing, and that, oftentimes, supposedly ‘child friendly’ food is actually less healthy than its regularly-marketed counterparts?
Dr Megan Rossi, also known online as ‘The Gut Health Doctor’, recently shared a comparison of two packets of crisps on display in a café to Instagram Stories, with shocking results. By looking at the ingredients side by side, Rossi found that the brand traditionally marketed towards children is actually unhealthier and contains more ultra-processed ingredients than the crisps advertised towards a generally older demographic, despite the packaging including nutritional buzzwords like ‘free from artificial colours and flavours’. It is, in actuality, full of ultra-processed additives like maize dextrin and emulsifiers, whilst the alternative product contained just potatoes, sunflower oil, and salt.
With customer awareness growing surrounding dishonest ingredient marketing and ‘hidden’ ultra-processed additives, it’s more important than ever that food and drinks businesses embrace honest, ethical packaging and advertising practices. Consumers crave authenticity and reward transparent brands with hard-earned spending power; businesses that are upfront in their labels and that avoid tricksy, ambiguous marketing language meant to deceive unsuspecting readers will win trust, loyalty, and differentiation from competitors.
It might seem fairly self-explanatory at first, but truly transparent packaging and advertising has more nuance than many brands think. In a climate where entire teams are hired to invent eye-catching marketing spins and more and more businesses try to cut corners and save money by using lower-quality ingredients or including less product (see: shrinkflation), honest packaging cuts through the noise to deliver simple, factual information without frills or embellishments. It involves:
Healthwashing is a rampant and unethical practice wherein products are marketed using certain, sneaky terminology that uneducated consumers might not realise is actually an empty promise, such as ‘source of fibre’ or ‘reduced fat’. There do exist regulations in the UK that forbid packaging from making outlandish, false, or medical claims - you can’t advertise your breakfast cereal as being able to cure a disease, for example - but accepted health claims can be embellished and exaggerated to make products appear more nutritious than they actually are to the average shopper. ‘Organic’, for instance, is a claim that brands can make if at least 95% of the farm-grown ingredients are organic or if you sell directly to customers in-store; there’s no legal expectation that your product is 100% organic, even if your marketing suggests it is.
Authenticity and honesty are values which underpin the work that our creative team does here at Eat Marketing, and designing attractive, transparent packaging for our clients is a marketing practice we’re proud of. Our work with family-run startup DevOATed, for example, highlights our ability to create honest packaging that looks good, sells well, and showcases their myriad qualities without adding any sneaky, healthwashing buzzwords.
Now that we understand what advertising shouldn’t look like, let’s explore some examples of ‘good’ packaging. There’s no hard and fast rule for honest and transparent marketing, but general best practices include:
A useful exercise that can make transparent packaging methods seem clearer is a comparison between a brand that does it well and a brand that does it… not so well.
Supermarket giants M&S have recently launched their Only… Ingredients range, featuring household staple products with incredibly plain packaging that lists their full ingredients, which must be 6 or less as per M&S’ own messaging, in bold text on the front of the box or wrapper. None of their Only… Ingredients products make any too-good-to-be-true health claims or try to distract with clever catchlines or busy design; they simply communicate, in plain terms, the contents of the box, allowing the consumer to make up their own mind. Compare this to another popular retailer, Kellogg’s, whose cereals are some of the best-selling in the UK - what do you notice about their packaging? Despite containing a massive 16 ingredients, including added flavours and ultra-processed glucose syrup, the packaging clearly markets itself as a child-friendly breakfast cereal using bright colours, a fun animal mascot, and health claims such as ‘source of fibre’ and ‘supporting your family’s health’ to entice parents. In setting these two packaging examples side by side, we can clearly see the blatantly misleading nature of healthwashed advertising, and the real need for transparent packaging amongst food retailers.
Whilst it’s easy to talk the talk, we know that executing transparent packaging which maintains style and cohesion whilst remaining within budget is a little trickier. However, hacks to help clean up your packaging and marketing strategies don’t need to be overly involved or expensive, including:
Clear and honest packaging isn’t just a nice extra - it’s the basis of your reputation and brand perception amongst increasingly savvy shoppers. Now you know all about the do’s and don’t’s of authentic advertisement, choose success with transparent packaging.
Are you thinking - “Switching to transparent packaging sounds great, but I need an agency who can help!” Then look no further than Eat Marketing. We offer a comprehensive and strategic approach tailor-made to suit the needs of your individual brand, including an initial discovery to fully understand your business, an audit of your existing packaging claims and ingredients, consultations with nutrition experts and consumer panels to test public perception, and creative, story-led redesigns and rebrands.
Ready to clean up your act for good? Get in touch with Eat Marketing today.
The food industry has experienced a seismic shift towards vegan and plant-based eating in recent years, creating opportunities for meat-free brands to break into a global market valued just this year in the hundreds of millions.
According to a 2024 customer insight survey conducted by Vita Mojo, UK demand for plant-based food at quick-service restaurants rose by 56%, and Smart Protein’s latest study finds that 51% of Europeans are eating less meat – with 27% identifying as ‘flexitarian’, highlighting an emerging consumer base in shoppers who aren’t strictly vegan yet still interested in substituting out animal products. More people than ever before are purchasing meat-free, plant-based alternatives, and the competition to capture the attention of consumers is steep – so, with a rapid rise in brands entering the market, how can you ensure your vegan food packaging catches eyes on the shop shelves?
If you want your vegan food packaging design to be the first thing shoppers see, you need to break free from the sea of greens and browns that have dominated vegan branding for years. While those colours signal health and sustainability, they can make your product fade into the background. By experimenting with innovative use of colour and visual design, you can send the right message to the right audience in an instant.
For example, research by ProVeg International shows that red can signal “tastier” plant-based meat to meat-eaters, orange can encourage repeat purchases, and blue is often associated with brand trust and premium quality.
Your visual identity is only half the story – your brand voice is what makes people look up, pay attention, and remember you. Today’s customers gravitate toward brands that feel human, authentic, and confident, with a message that they can connect to.
We embodied this ethos in our work with Naughty Vegan, a plant-based startup looking to position themselves as a devilishly delicious alternative to meat and dairy products. We helped to create a cheeky, irreverent personality through bright yellow packaging, playful illustrations, and tongue-in-cheek product names like “No Piggy in the Middle Rolls.” This approach invites flexitarians and curious newcomers to try vegan products without feeling intimidated or like they’re “making a statement” – it’s just fun, tasty food with an attitude that customers across all camps can connect with.
Shoppers are becoming more conscious of what’s actually in their food, beyond labels like “vegan” or “plant-based” – trend forecasters have consistently noted the consumer shift towards health-oriented whole foods, meaning your customers are looking at your packaging and increasingly asking: Is it nutritious? Is it minimally processed? Is it sustainable?
There’s a growing demand for less processed, whole-food ingredients and transparent sourcing, especially amongst consumers of vegan and plant-based foods concerned with the “ultra-processed” composition of substitute meat products. When we worked with vegan milkshake startup DevOATed, we positioned their chemical-free, oat-based products around natural, wholesome goodness, and backed it up with packaging that felt honest, stripped-back, and fresh. The result? A brand customers could trust from the first glance.
Don’t forget your packaging materials themselves. Eco-friendly, recyclable, compostable, and even vegan-certified inks and glues are becoming selling points in their own right, so make sure you’re telling that story clearly on-pack – it reinforces your values and builds credibility.
The plant-based foods market isn’t just vegans. Flexitarians – those reducing but not cutting out animal products – and health-conscious consumers are a quickly-growing audience. To reach them, focus on taste, convenience, and inclusivity in your messaging.
Many brands are using the term plant-based instead of vegan to feel more approachable and encourage trial. Framing your product as something anyone can enjoy makes it easier to sit alongside meat-based options and attract curious shoppers. Remember: your goal is to make your product the easy, delicious choice, not just the ethical one.
The presence of technology is more pronounced than ever in our modern world, and in many cases a customer’s first interaction with your brand may be on their phone, not in-store. That means your messaging needs to be consistent across all touchpoints, and your website, social media, and e-commerce listings need to work just as hard as your packaging.
Make sure your digital touchpoints mirror your on-shelf style: clear messaging, consistent visuals, and strong product photography that shows off your food at its best. Use social media to bring your brand personality to life and create shareable moments, from influencer partnerships to clever, campaignable hashtags.
If your online brand presence looks as good as your vegan food packaging design, you’ll build trust and keep customers engaged long after the first purchase.
Vegan food packaging design in 2025 is about standing out, connecting emotionally, and building trust with a diverse audience. By combining creative colour choices, a distinctive personality, whole-food credibility, flexitarian-friendly messaging, and consistent digital style, you’ll be well-placed to capture attention and win loyalty in this fast-growing market.
Understanding how to market your vegan products can be difficult as it's still quite a new concept to many brands. We’re here to help with our top 5 ways on how to do vegan marketing properly.
When Greggs announced that they’d be launching a new vegan sausage roll in 2019 they did so using a comical, over dramatised video that broke down the ‘features’ of the infamous vegan sausage roll. From its ‘vegan core’ to its ‘optimal flake resolution’ their video acknowledged all parts of the baked vegan good, paired with the hashtag #vegansausageroll.
The announcement of their vegan sausage roll was perfectly timed, as it coincided with Veganuary, where people commit to not eating any animal products for the whole month of January.
Their vegan marketing strategy didn’t stop there, anticipating some backlash from the public, Greggs amped up their social media strategy. This saw the official Greggs Twitter account sarcastically replying to those who were outraged by the vegan announcement, including a funny response to Piers Morgan, who was less than impressed by the new launch. Piers preceded the release of the vegan sausage rolls tweeting to his huge number of followers: “Nobody is waiting for a vegan bloody sausage, you PC-ravaged clowns”. Digital Brand Manager of Greggs Neil Knowles, replied from their Newcastle headquarters, within a few minutes saying “Oh hello Piers, we’ve been expecting you.”
Their witty and lighthearted responses to those that were less than impressed by the meat free alternative was a great way to engage their audience, keeping people talking about the product and increasing anticipation for its release. It was a clear success, with vegans and non-vegans raving about the vegan sausage roll on the first day of trying it, and many branches across the country even selling out on the first day. The vegan sausage roll now has a permanent place on the Greggs menu, 3 years later and it doesn’t seem to be going anywhere anytime soon.
In January 2020, the food giant, Heinz, launched a vegan marketing campaign that saw them relabel all of their beans tins. They changed their memorable slogan from ‘Beanz Meanz Heinz’ to the catchy ‘Beanz Meanz Vegan’. The campaign along with its simple headline went down a treat with fans of the brand, whether they were vegan or not.
Heinz’s clever campaign, not only acknowledged the growing vegan population, it also educated consumers and playfully reminded everyone that their product is free of animal products, including the no-added sugar variety that formerly contained honey. Their catchy strapline managed to put this to the forefront of their consumers minds. In a more general sense the campaign successfully showcased vegan food that wouldn’t break the bank. A lot of people’s perception of vegan products is that they have to be expensive and ultra fancy. Heinz beans are cheap and cheerful, keeping it real and catering to vegans at a time when their numbers are growing.
For those who were trialling veganism during Veganuary, Heinz is a simple and familiar solution for any new vegans who may be struggling for meal ideas and they’re a brand the nation knows and trusts. The labels were only limited edition, but a great way to spark conversation and encourage vegan marketing for their brand.
It's true when they say people eat with their eyes. Award-winning fish and chips shop, Simpsons Fish and Chips, went beyond the traditional fish and chips experience with a variety of new vegan options added to their menu. From tofish, fralapenos and even vegan patties they covered it all to celebrate World Vegan Month.
They used veganism as an opportunity to try new flavours and capture a larger audience, making it possible for vegans to enjoy food from a fish and chips shop with a difference. With the support of social media they showcased their new vegan dishes that came packaged in their fish and chip boxes to really add to the authentic experience. A great way to get people excited to try your vegan food and products is by showing it off as the norm, ensuring everyone feels included in the typical experience within your business.
The reason why a lot of people may have initial reservations about trying vegan products is because they look different to what they’re used to. Making sure you include tasty images that are just as mouth-wateringly delicious looking and, tasting of course, as your non-vegan products is essential when creating your vegan marketing strategy.
A vegan brand we’ve loved working with is Cookoo. Their brand ambassador, Christian Day, an ex-rugby player and Masterchef contestant, was passionate about promoting vegan food on social media. He published and engaged with his 17.3k following on social media, to showcase Cookoo’s vegan range to a new digital-focused audience.
Using social media food influencers is a great way to directly target consumers and reach new customers too. It sparks immediate interest when someone with a large following shares a food recommendation and naturally through word of mouth and sharing this on social media more people will want to try your products. It also makes your brand more personable, as you’re not behind the pushing of your own product, a real person is doing this for you instead which is a nice change and fulfils consumers with trust. Their sweet and savoury vegan products were shown off by the influencer and worked really well with onboarding new customers.
We also had fun working with Naughty Vegan, a vegan brand with a difference. They have a cheeky and distinct brand personality which really bodes well when trying to stand out in the vegan market. When creating their brand identity we knew it had to be bold, full of character and differentiate Naughty Vegan from any other competition.
It was important that their brand attracted customers and stood out on the shop shelves. The best way to do this was to be bold and fun with their packaging, using bright yellow and playing on the naughty vs nice narrative with their images. With vegan pasties adorned with halos and their sausage rolls wearing devil horns. The creative copy lines like ‘no piggy in the middle rolls’ for their sausage rolls also add to their branding and set them apart from the ordinary plant-based company’s.
Making sure your brand doesn’t get lost in the crowd is essential when vegan marketing. As the years have gone on there are more brands hopping on board the vegan train, meaning there's more competition. Don’t be afraid to stand out, be bold, clever and creative to ensure your brand has a distinct personality of its own.
Since their brand launched, Naughty Vegan have been acknowledged in The Grocer New Product Awards which honours for the greatest innovation and creativity in the food and drink industry.
As veganism grows in popularity within the UK, brands need to make sure that they’re marketing their vegan products and brands in the right way. By following these 5 ways on what you should do to market vegan properly, it will help your brand’s vegan marketing strategy grow from strength to strength.
If you’re looking to launch a new vegan product, and would like a hand in organising your marketing strategy get in touch with our creative team!
Image sources:
1) https://www.marketingweek.com/masters-brand-of-the-year-2019-shorltlist-greggs/
3) https://simpsonsfishandchips.com/5-vegan-dishes-enjoy-simpsons/
To help, we’ve put together a list of packaging design trends to give your food business some inspiration to ensure your packaging is visually appealing to modern consumers.
One trend that shows no sign of slowing down is eco-friendly packaging. With more and more people becoming conscious about the impact they make on the environment, there is an increasing demand for product packaging that is easily disposed of without causing any kind of detriment to the planet.
This trend can be widely seen in the rise of reusable cups, bottles and supermarket bags for life. McDonalds have also vowed to use completely renewable, recycled packaging by 2025. So, creating packaging that is reusable, recyclable or even compostable is likely to make it appealing to consumers.
Personalisation
With shopping online soaring following high street closures as a result of the Covid-19 pandemic, the experience felt more disconnected and impersonal than ever before. This has caused brands to step up their game and go that extra mile to ensure their customers feel as though they have a unique unboxing experience.
This year, tactics such as including customers’ names in your packaging design and selecting imagery or messaging targeted to a specific customer’s interests, are powerful ways to create a connection and build customer loyalty from a distance.
In a crowded market, one way to stand out is opting for either a minimal or maximal style of packaging design. Whether using intense shades and busy patterns or going in a clean and simplistic direction, choosing to go extreme in your choices can develop a strong identity for your food brand.
Before making a decision, it’s important to determine which style suits your brand, your product and your business.
To find out more about the standout brand and packaging design that we created for Border Honey, read our case study.
Again, due to the lack of social interaction between your food business and its customers, clear labelling and honest packaging is another way to gain consumer trust through your packaging design.
From October 2021, new legislation also comes into effect in England, Wales and Northern Ireland that mandates full ingredient and allergen labelling on foods which are pre-packed for direct sale. This is part of ‘Natasha’s Law’ which was created after the tragic death of Natasha Ednan-Laperouse, following an allergic reaction to a baguette which was not clearly labelled.
We've worked with Naughty Vegan to help reflect the brand's bold personality in their product packaging. Read our case study to learn more.
Both anxiety and depression have risen significantly in the wake of the pandemic. This is why some food businesses are using their packaging copy and design to reassure consumers and create more relevant brand messaging. This could be done by simply using less dark colours in your design and swapping them for brighter or calmer shades.
What changes could you make to your packaging to provide consumers with peace of mind, while telling your brand story?
With time outside being limited as a result of the pandemic, people appear to be more appreciative of nature and the outdoors than ever before.
A way to utilise this and make consumers feel as though they are close to nature is to incorporate earthy and organic colours into your packaging design. What’s more, as people continue to become more environmentally conscious, this trend is likely to stick around, hence making these tones part of your brand’s identity won’t do your business any harm in the long-run.
Taking inspiration from popular design is not guaranteed to drive business to your food brand, however, trends do indicate consumer patterns so it is highly useful to be aware of them.
If you’re curious about refreshing your packaging design, why not drop us a message?
Our Sales and Marketing Manager Maria recently spoke to Florigo, an established name in the fish and chip industry known for their frying ranges, on her top three reasons why branded packaging is so much better than off the shelf standard options.
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1. It promotes your brand
Great packaging is essentially another marketing tool for your fish and chips business to take advantage of. Whether it’s branded sauce pots, greaseproof paper, takeaway boxes or paper bags, designing unique food packaging will mean your business is being promoted as soon as customers leave your shop.
This is a great way to expand and elevate your brand identity beyond the standard, non-branded packaging. Custom packaging is an important element of maintaining your brand’s consistency and experience, and it can also help you develop a better brand presence by acting as an extension of your digital platforms. This can not only help you enhance engagement with your target audience, but it can also help you demonstrate your brand's credibility and retain a great reputation all the way through the customer's experience, making your fish and chips more unique to you.
With an increasing demand for eco-friendly, recyclable products, we’ve also helped many clients brand reusable merchandise such as coffee cups, water bottles and jute bags.
2. It helps grow customer loyalty
Taking the time to establish a unique design for your packaging or merchandise will help your brand make a lasting impression on customers. Encouraging familiarity with your fish and chip shop through branded food packaging will help grow your brand recognition, a factor that’s been seen to increase revenue by 23%.
More recently, there has been an increase in concern about our impact on the environment. As a result, many businesses are attempting to do their part to help combat the problem, which in this case can be accomplished through sustainable packaging. There are various ways your branding can be environmentally friendly, from cardboard serving boxes and vegware containers to recyclable cutlery and greaseproof paper.
Businesses have a window of opportunity to establish brand transparency through environmentally-friendly packaging, as conscious customers look for methods to lessen their carbon footprint. As a result, this will grow customer loyalty if they believe you are doing right by the environment since 81% of consumers are more inclined to buy from brands that practice sustainability.
You’ll also be able to provide a consistent experience for your customers that will eventually lead to a loyal following for your business.
3. You’ll stay ahead of the competition
Creating a bespoke design that’s unique to your shop and stands out from the crowd, will put you at an advantage over your competitors. Branded food packaging or merchandise acts as a mobile advertisement, promoting your business to potential new customers who may not have heard of your brand before. Investing in unique packaging may be the deciding factor that encourages a customer to choose your fish and chip shop over another they do not recognise.
Although eye-catching packaging is important, there is much more to packaging than just the appearance. It echoes your brand story, engages customers to your social media, emphasises your sustainable message, and drives traffic to your website, all of which will create a lasting impression on your customers.
As Maria also mentions in the video, it’s important you find a reputable supplier and printer to make your chosen designs look great.
For more information on how Eat Marketing could help your fish and chip business with branded food packaging get in touch, or explore how we’ve worked with our clients to define their brand.
With the UK’s submitted Withdrawal Agreement from the EU now passed through parliament, what effect will Brexit have on product labelling for those in the food industry?
We’re currently in a transition ‘implementation period’, where business operations will typically continue as usual, however it’s still an important time for food manufacturers to be preparing product labels and produce ready for market once the UK has officially left the EU by 2021.
When will I need to make Brexit product label changes?
According to Government and EU guidance, food products placed on the market before 1 January 2021 can continue to be sold, distributed or transferred in the EU without making any labelling changes.
Label changes for distributing your product in the EU
Following Brexit, product labelling (particularly for food that will continue to be distributed in the European Union) will need an EU Distribution address listed on the product, label or packaging.
Unlike before, UK food manufacturers won't be able to use 'Made in EU' or EU flags without prior permission. New or updated labels will be required to list the United Kingdom as the country of origin, both for products sold in the UK and the EU.
You’ll also not be able to use the EU organics logo from 2021 unless the UK and EU agree to recognise each other’s standards - so this means if no standards deal is made with the EU, you won’t be able to export organic food from the UK to the EU.
Other important product labelling changes
For Products of Animal Origin which are sourced in the UK, these will no longer be able to use the 'EC' reference code within the Product of Animal Origin oval, instead they’ll require a 'UK' 'GB' or 'United Kingdom' reference code.
For more specific details, the Government’s website has the full list of requirements for labelling the source of origin for each food product.
The CE quality mark will also be phased out of use for products on the UK market, being replaced by the new UKCA mark.
How can I prepare for the changes?
Although the changes don’t come into play until January 2021, there are still ways you can be preparing today.
If you need to update existing labels or food packaging, cover-up opaque labels are a great option. They feature an additional layer in the material to stop print underneath showing through so you can cover outdated information or product origins.
You can also consider enlisting the help of a design company to help take the pressure off preparing products inline with new Government regulations. They can work with you to ensure all logos are clearly presented and product information included.
If you need help with Brexit product labelling changes or new packaging designs, just get in touch with our team at Eat Marketing, or why not explore how we worked with Nookie on their product packaging design.
From David Attenborough’s passionate documentaries to plastic pollution campaign groups and powerful social media hashtags, the pressure on food and drink brands to offer eco-friendly packaging is rising.
Reacting to this pressure, many big brands in the food industry have made statements about how they plan to cut down their plastic use and reduce their impact on the planet.
Sainsbury’s have said they’re committed to reducing their branded food packaging by 50% by 2025, whilst Heineken has announced it’s refreshing its brand packaging with a more eco-friendly focus, replacing its single use plastic rings and shrink wrap with a recyclable cardboard instead.
But what does this all mean for the future design of food packaging?
Cut waste, not creativity
For food brands trying to transition to eco-friendly packaging, it can be a confusing process. However going ‘green’ doesn’t have to mean being bland with your design.
We’ve spotted a few brands who are leading the way with sustainable yet creative packaging…
Loving Earth
Chocolate and superfood bar brand Loving Earth have managed to combine the nation’s love of chocolate with sustainable packaging. The majority of their product packaging is compostable and can be disposed of the same way you wood with food waste.
Made with a compostable film from renewable plant resources, their chocolate boxes and boxed cereals are made of 100% recycled wood fibres. They also use non-toxic vegetable-based printing ink on some of their chocolate boxes, to prevent toxic chemicals and dyes seeping into water supplies.
We were drawn to the two-tone colours used on their chocolate bar packaging along with the bold type, as it helps the products stand out against competition. Loving Earth prove you can be bold in both design and brand ethos.
LICKALIX
Leading the way in eco-friendly packaging design for the frozen lollies industry is LICKALIX. Their 100% compostable packaging is made from wood pulp and displays the world’s first ‘Plastic Free Trust Mark’.
Their fun, colourful and standout packaging design immediately catches the eye and helps define their brand identity. We particularly like their playful logo design.
LovetheWild
After a year of development and testing, LovetheWild released a compostable tray for their line of ready-to-cook sustainable seafood meals. Made from plant-based plastic, the company have stated they’re cutting waste by reducing portion size and the overall packaging size.
We love how the brand have created colour identities for each of their products that are bright, eye-catching and include a balance of photography and product illustrations.
Want to find out more about the rise of eco-friendly foods, interested in discovering how to define your packaging design or feeling inspired to create your own eco-friendly packaging? Get in touch with us at Eat Marketing today and we’ll cook up some creative ideas for your food brand.
Products need great packaging. Consumers are motivated by clear, attractive designs that catch their eye and motivate them to make impulsive choices. With food packaging design, the proof really is in the packaging. What consumers see and subsequently feel, can make a huge difference when it comes to purchasing decisions. Creating food packaging with impact will lead to powerful associations between the audience you’re trying to capture and your food business. You can immediately show them through packaging design how delicious your food product will look and taste.
At Eat Marketing, we understand that food product packaging is such a crucial design discipline, and we spend a lot of time on this element when it comes to branding for the food companies we work with. Strategically, your branding is so important when it comes to marketing your products, and initially, clarity is key; what your food product is for and what you, as a brand, want to convey through your food packaging design.
Whether you already have food packaging design in place, need a re-brand or are just starting out, you can see, there’s a lot to consider if you want to create impact – and sales! Take a look at a few of our do’s and don’ts to help you along the way…
Your food packaging design should show the product contained within – clearly and effectively. If a consumer looks at your packaging and cannot identify what you’re selling, they are likely to walk on by. And that goes for an honest depiction of what you’re selling too… for example, beautiful food photography is important but it must be true to how the food inside the packaging looks. So, always be straightforward about what your product is with clear, clean design, font and wording and beautifully taken, yet honest, photography or illustrations.
A great example of simple and honest food packaging is Border Honey, a local premium honey brand, whose packaging expresses the luxury, yet, humble nature of their honey brand. If you were to take a glimpse at their product you’d know exactly what it is that they’re selling and the quality you can expect from the packaging alone. With a stripped back look to appeal to the target audience, golden tones and bold font, their packaging design speaks to honey lovers far and wide. Now that’s what we call powerful food packaging design.
Made Coffee is another brand that appreciates that less is more. Their packaging is the definition of clean and simple, there’s no second guessing what their product is and there’s no over-exaggerated images or illustrations so you know exactly what to expect.
Beware of design and text overload… When there’s too much going on, whether it’s in the design or the copy, consumers won’t know where to look and they’ll simply switch off. This can apply to the fonts used too; don’t use different types of fonts as simplicity is key.
The next time you’re in a supermarket, take the shelf impact test… if your food product is competing against other similar products (and even if it’s not on a ‘shelf’ think of this in terms of competitive businesses selling similar food products to you) you want your product to attract attention. This can lead you to thinking about what you can do in terms of creating a strong, distinctive food packaging design that stands out from the food crowd. Yet, stick to the ‘keep it simple’ rule as these types of designs are more likely to catch the eye when people look.
Naughty Vegan, a devilishly delicious vegan brand, knows all about standing out on a shelf. Their innovative, award-winning packaging, markets their vegan products in a creative and revolutionary way compared to their competition. With the products on their packaging donning halos, devil horns and angel wings, they’ve played on their name and gone all out to ensure they stand out, which they certainly do!
Coca-Cola, a household name, is a great example of how important it is to develop a brand identity with effective food packaging design. Over 100 years, the Coca-Cola packaging has never swayed too far from their original packaging, simply updating it throughout the years, but never changing what fundamentally makes it recognisable.
Once again, we’re emphasising the importance of showing environmental awareness through packaging design. With food, packaging is immediately disposable and the more environmentally friendly it is, the better. By this we mean, really consider how much ‘packaging’ you need for your products and don’t go for designs that use unnecessary, wasteful packaging.
When it comes to food packaging design, the materials you use matter as much as the design you create. Of course, you need to consider what materials will keep your food fresh, whether you’re packaging hot or cold food and what will keep it contained without leaks or damage, but looking at biodegradable (yet sustainable) food packaging design is important too. In fact, 7 in 10 (that’s a high 72%) of consumers choose to buy products based on their initial attraction to packaging design according to a study conducted by the Paper and Packaging Board.
Delve a little deeper into the reasons why and you’ll discover it’s not just the design that counts, it’s the material too with 67% of consumers influenced by packaging materials. Going further, 71% of consumers are more likely to choose paper and cardboard packaging than other materials such as plastic. Consumers are becoming increasingly environmentally conscious, and as a food company, considering your food packaging design in these terms, as well as how it looks, could have a positive impact on your sales.
Take natural chocolate bar producers, Nookie, whose eco-packaging matches their overall natural brand. This helps them stand out against the crowd and attract consumers who favour sustainable packaging.
Oatly, the plant-based drink brand, are all for sustainable packaging. Their eco-friendly mindset doesn’t just stop with their packaging it encompasses their whole brand as they showcase themselves as a brand built on the idea of change and sustainability.
Consider how ‘easy’ your packaging is. There can be a temptation to try and create fancy packaging in the hope of standing out from the crowd, but it’s so important to have practical, easy to use and easy to open packaging that works for your product.
As you can see, good food packaging design is more than a pretty design. If you want to know more and take a fresh new look at your food packaging design or are just starting out, we can help.
