The Own Brand Opportunity

Retailers have been fairly aggressive in developing their plant-based own brands, whether they are literally new or whether they are extensions of something more familiar (for example, Kroger’s is an extension of Simple Truth).

One of the clear standouts in the U.K. has been what Marks & Spencer has created in Plant Kitchen (launched 2019), a deep portfolio that covers a wide array of non-dairy and plant-based frozen and fresh foods.

Beyond stellar design, they have created television advertising that is smart (focusing on great taste), out-of-store media, a dedicated web portal, a magazine and incredible food photography at every turn.

Marks & Spencer

Conad:

Conad also has a strong entry into plant-based food with their Verso Natura Veg line, launched in 2016 and part of a larger Bio and Eco umbrella. What is impressive is how they have targeted critical core categories like non-dairy milks, grains, and symbolic soulful Italian specialties like gelato.

Kroger:

Kroger has built one of the largest and most successful own brands in the world with Simple Truth, and the plant-based segment branched from the larger umbrella launched in late 2019. It has been amazing to see how they are attacking dairy free frozen novelties and frozen desserts and doing it with such taste appeal.