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/
Gluten free… dairy free… wheat free… nut free… these are phrases we are hearing more and more, and food businesses are starting to take note that catering for people with special dietary requirements is good for their profits - and their reputation.
Dishes that cater for people with special dietary requirements are widely available now, what a difference to ten years ago when it was virtually unheard of to warn about nuts in dishes, or to offer gluten/wheat free alternatives. Advancements in nutrition and an awareness of foods that can affect us has seen the number of people with food allergies rise quite quickly here in the UK with over one million adults indicating allergies or intolerances to certain foods. Yet, so many fast food businesses are still losing out on profits - an estimated £1m a year - from the gluten free market alone, even though adopting a ‘special dietary requirements’ area for your fast food business is easier than you think. People with special dietary requirements are fed up with having to hunt around for food they can eat, they want to feel catered for – and included. Being aware of allergies and intolerances, catering for them, and putting the right procedures in place, will enhance your reputation as a forward thinking food business that cares about the different dietary requirements of its customers.
Sounds interesting, but not sure where and how to start? Talk to us. Here at Eat Marketing, we can help you put together a range of allergy friendly options for your menu, as well as discuss which allergens you could concentrate on that would fit in with your business and the foods that you offer. The long-term benefits will ensure that any initial investment you make is worthwhile and the changes do not have to be vast. Just three or four items on your menu can make all the difference, and allergy checklist sheets, a little staff training and letting people know about these exciting new additions complete the process. You may even want to go further and create a whole new gluten free menu, vegetarian specials or nut free specials, etc.
If you would like to know more about catering for different dietary requirements, contact us today for a no obligation chat, you’ll be surprised at just how easy it is to do – and what a difference it can make. We look forward to hearing from you.
