Wanting to capitalise on rising plant-based eating trends, M&S developed a vegan range of 60 plant-based foods.
Veganuary food ideas, from mains to dessert
Plant based and totally delicious, discover our bestselling Plant Kitchen range in store. See our Veganuary ideas, from essential alternatives to new recipe ideas.
Coley Porter Bell’s design for Plant Kitchen takes inspiration from street food and celebrates the natural goodness of plants. The category defining blue palette is ownable, yet distinct from other M&S ranges, and the brand’s name, identity and pack design communicate the deliciousness of the products.
As a result, the range has successfully attracted flexitarians looking to lower their meat intake, bringing new and younger customers to M&S since its launch in January 2019. 1.5 million unique customers came instore to purchase Plant Kitchen, nearly one third of which were new to M&S Food, and the range has achieved greater customer penetration than any other longer running supermarket vegan range on the market.
Winners 2020/ | DBA: Design Effectiveness Awards
