Our two clients, a popular alternative dairy company and a food delivery service within the UK market,required our expertise with a food and packaging innovation promotion for Power Plant Day. Power Plant Day was established by our‘dairy alternative’client to celebrate vegan consumables whilst also encouraging consumers to make more conscious, animal-free choices.The key objectives were to create a product that was a‘world’s first’, both unique and spark media interest for both brands whilst also raising awareness for Power Plant Day. Another essential factor was the product was to be accessible to the everyday person, inclusive to a wide audience and even meat-eater consumers whilst having the brand’s own product as a core ingredient.The aim was not for financial benefit but to create hype around the brands and the key lifestyle messaging. Sustainable eating is a trending topic and we needed to highlight that these dynamic brands priority this as part of their identity.Ultimately we needed to achieve a balance between accessibility and innovation in order to create a product that will inspire consumers from eating animal-derived proteins to choosing a more plant-based consumer lifestyle.
We had to strategically balance between accessibility and innovation.This was achieved by researching popular and familiar food brands, types and outlets in the United Kingdom. From this, we investigated how easy it was to change and alter the foods into a new,nutritional and innovative product.It was decided, based on UK consumer demand,that we would redesign a traditional fried chicken and chips takeaway meal. We could easily mimic the texture of meat whilst offering a nutritional alternative that tastes great,if not better than the animal-based product. Fungi acted as the base, an accessible and sustainable ingredient with a texture that could easily mimic meat.The core ingredients of the brand are a variety of grains and nuts, which compliment the mushroom flavor well,allowing the product to showcase its versatility. Translating the ethos of the product and Power Plant Day not only to the food but also to the packaging was key in terms of innovation;a sustainable product meant that sustainable packaging was vital.The final run of ingredients lent themselves well to becoming a biscuit, tasty and perfect in forming a sturdy structure similar to the classic fried chicken takeaway bucket packaging. The edible branding was achieved with rice paper and edible ink derived from natural plant pigments and held in place with an agar-based adhesive.This resulted in a completely edible and biodegradable product, excusing the recyclable paper sleeve that held and protected the food during transit.
Our Final Product, the Plant-Based Bucket was a three-piece set,fried mushroom nuggets,sweet potato fries,and a vegan garlic mayo dip.Individually packaged in delicious and nutritional edible (or biodegradable) buckets with a lid.Ingredients of the packaging included rye flour,cashew, spelled flour,hazelnut,oats,coconut,sesame seeds, nigella seeds,pumpkin seeds,fennel,flax seeds,and olive oil but could also consider using F&B byproducts to reduce waste within industry.The bucket meals were sold online through a popular global delivery service from various locations within the United Kingdom. Each had 50 serves that sold out within minutes. As part of the project and to be transparent with the creation of the idea, we created a 1-minute video,which was released before the launch day to create a media buzz. From this video,multiple vegan and plant-based websites endorsed the product and Power Plant Day and we were delighted to be featured in various publications including London’s own Metro newspaper.