The evolution is supported by a £1 million ad campaign to drive awareness of the brand and highlight the growth potential of the meat-free category

  • Kerry Foods’ 100% meat-free brand rebrands to reflect consumer needs within the plant-based category
  • The rebrand aims to dial up its great-tasting credentials 

Today, Naked Glory, Kerry Foods’ 100% meat-free brand, is announcing a brand-new name: Taste & Glory, to better reflect the brand’s dedication to flavour and its exceptional taste credentials. Since the brand’s launch into the meat-free category in 2019, it has reached an RSV of over £9.5million with six different product formats including sausages, quarter pounders and ready-to-eat Tenderstrips.

The meat-free category shows no sign of slowing, now worth £561 million[2], and as it continues to grow, so too do consumer’s expectation of products. Since 2019 there have been a whopping 383 new launches in this space, but shoppers are looking for products that genuinely taste good and satisfy their needs. Taste is consistently cited as the number one reason for purchasing[3] so Taste & Glory is dialling up its taste credentials to help retailers continue to grow the category, attracting both existing and new shoppers. 63% of the brand’s current shoppers buy across the portfolio, and over 80% of the brand’s sales are incremental to the whole category[4], highlighting its ability to drive sales. Now, having won two Great Taste Awards, the new name is a clear signal of the brand’s intention to champion great-tasting food in the meat-free sector and propel the category forward.

“We are thrilled to announce this evolution to become Taste & Glory; the name truly reflects what we stand for as a brand,” said Alison Lees, Marketing Manager at Taste & Glory. “In an increasingly busy meat-free category, superior taste is what is going to continue to drive growth, and with so many products on offer we know it can be hard for retailers to know which will be a hit with shoppers. Too often meat-free products miss the mark but we’re so confident our products deliver on taste and texture that we’re putting taste at the front and centre of our brand. Whether you’re vegan, vegetarian or flexitarian you can guarantee the Taste & Glory range has delicious meat-free options for everyone.”

Taste & Glory launched with a bang in 2019 and is the largest dedicated meat-free brand launched in the last two years[5]. Having established a strong customer base, the name change reflects the fact that the brand really does deliver on taste and texture. Whilst the name may be different, Taste & Glory’s excellent quality remains the same, with ingredients and recipes staying as tasty as ever. The brand’s signature purple and teal packaging, which draws shoppers in and stands out on shelf, also remains consistent to ensure continuity with consumers.

The new Taste & Glory branding will be rolling into stores from 20th June, with on-pack stickers teasing that a brand-new look is happening in advance. To raise awareness of the new branding, and drive footfall into stores, Taste & Glory will be launching a £1million above the line campaign – its biggest to date. The spend will see the brand on TV for the first time and will also incorporate digital, social and video-on-demand.

[2] IRI 52 we 18.04.21

[3] Kantar Usage – Total Meal Occasions – 52w/e 27th Dec 20

[4] Kantar 52 w/e Feb 2021

5] Kantar March 2021

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