Wanting to capitalise on rising plant-based eating trends, M&S developed a vegan range of 60 plant-based foods.
Plant Kitchen | M&S
Shop the latest trends in Plant Kitchen at M&S. Order online for home delivery or free collection from your nearest store.
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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