GOOD PLANeT Foods rebranded its entire line of plant-based cheeses ahead of a large growth projection in 2022, with recent distribution gains in retailers like Giant Martin, Giant Eagle, and Hy-Vee, and increased distribution nationally in Sprouts.
The company changed the communications hierarchy on the package to ensure that it was clear and easy to read. It also paired flavor description with imagery of the application to create appetite appeal. An important visual aspect of the new packaging shows how the product can melt, which can be uncommon for vegan cheeses. GOOD PLANeT selected Belmark’s recyclable flexible pouches for this product.
“With so many new entrants to the plant-based segment, we needed to make sure we approached our new packaging design that it needed to stand out but was also very easy to recognize and shop for,” says Virginia Wong, Director of Brand and Content at GOOD PLANeT Foods. “We updated our font to be bolder and easier to read, reorganized and reprioritized our communication, and we shot brand new food photography that truly showed off the superior melt that our products deliver.”
Along with the rebrand, GOOD PLANeT debuted its newest plant-based snackable cheese wedges, which are packaged in a carton from Amcor that uses 90% post-consumer material and is recyclable. The company says it’s in the process of testing recyclable and compostable packaging for its shreds and slices.
“We have been challenged in finding a better option,” says Wong. “The cheese category has been limited with materials over the year but is committed to finding better options that are more environmentally friendly. All our products have sustainability in mind, and we are pushing to do more toward this goal.”
