Plant-Based disruptors makeover to highlight taste, innovation and quality.
Moving Mountains Foods, the ground-breaking British company leading the innovation in plant-based meat alternatives, today unveils a radical rebrand designed to shake up its shelf presence and to clearly communicate the brand’s ethos of taking consumers on an adventure into flavour. The ground-breaking makeover, the first since the company’s 2016 launch, will change the face of its plant-based products across thousands of retailers and hospitality partners sporting a new logo, packaging and website.
With the UK leading the way in plant-based innovation, a category that grew 16.3% last year, and with a bigger desire than ever to appeal to an all-important flexitarian audience, Moving Mountains® has undertaken the rebrand with leading global design agency, Pearlfisher. Central to the work is the idea that people can indulge in a more sustainable future without compromising on taste, with the brand aiming to support people on a plant-based journey of discovery with delicious products, bold flavours, and exciting meal ideas.
To mark the rebrand Moving Mountains® is running several marketing and influencer campaigns across media and social channels, and the redesign will also be rolled out across the brand’s 10,000 hospitality partners via the brand’s signature flag which sits atop its serves in restaurants which include Bills, Hard Rock Café and Cote Brasserie. It is also hoped that the eye-catching new blue design will give the brand all-important stand out in the freezer with flexitarian shoppers.
Founder and CEO of Moving Mountains®, Simeon Van De Molen says: “We are hugely proud to unveil this new concept and design for the brand, one which we feel truly sets up apart in this extremely competitive market. We were the first company to bring realistic plant-based meat to the UK and this rebrand shows we are still hungry for change and committed to pioneering innovative products that taste amazing.”
Pearlfisher Strategist, Theresa Brondholt Sorensen, says: “Our challenge was to clearly communicate Moving Mountains® ambition and to, quite literally, move people’s perceptions of plant-based meat in terms of taste and quality. Plant-based lifestyles are no longer a niche concept and as a result, the market is becoming diluted. This presented an opportunity for Moving Mountains® to open up a new space and lead the way in plant-based alternatives with its indulgent, inspirational and liberating offer. Ultimately, showcasing the brand’s dedication to creating new, more flavourful frontiers and proving that Moving Mountains® is just as worthy of a place at the table as any ‘real’ meat.”
Moving Mountains® is on a mission to move three ‘mountains’ around taste, the environment, and our health. Firstly, it is leading a plant-based revolution through great taste innovation to ensure the market offers truly delicious plant-based meat alternatives. Secondly, Moving Mountains® wants to improve food sustainability and food waste through the products it offers and the way it makes them. And thirdly, the brand has a passion to enhance human health and increase animal welfare through its range of plant-based products which are better for everyone.
Moving Mountains® produces a diverse range of products designed to be a perfect swap for flexitarians who want to try something new, committed carnivores who won’t believe the products are plant-based and for vegans who want to enjoy the same meals as meat-eating friends and family. With products focused on taste and quality, Moving Mountains® certainly have the credentials to prove it, with the brand having won more Great Taste Awards than all other plant-based meat companies combined, including the coveted 3* award for its popular Sausage Burger.
The brand also doesn’t sacrifice on quality or sustainability. Moving Mountains®’ products require less land, and less water, and produces fewer greenhouse emissions than animal meat, and the company sources its ingredients carefully and sustainability for the best health of the planet. The packaging is also 100% recyclable, and because the range is frozen, Moving Mountains® can contribute to reducing the UK’s estimated 10 million tonnes of food waste, with the extended products’ shelf life.