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Vegetarian Brand Purpose Healthy Eating

Allplants feeds off health concerns in a pushback against processed food


By John Glenday, Reporter

January 19, 2023 | 2 min read

Allplants has planted the seed of a ready-meal revolution for its latest marketing push, which compares the nutritional benefits of processed food with its healthier alternative.


Allplants feed off health concerns in a pushback against processed food / Allplants

The campaign has been pinned on a survey, which found that 70% of Britons are concerned about what may be lurking in their microwaveable plastic trays. Allplants is aiming to reach the 87% who believe ready meals should be healthier with a prepackaged solution.

Founder Jonathan Petrides said: “Allplants has always been about championing plants, ever since we started in our North London kitchen in 2017 – and that’s never going to change. We’ve always thought it was mad that so many companies are putting chemicals into our bodies and no one is saying anything about it. Allplants is now taking the brave step to be loud about the change we expect to see from the food industry, and we’re ready to lead this change.”

Seeking to show that a healthy diet doesn’t necessarily equate to more time spent in the kitchen, the brand has taken inspiration from nature to formulate alternative all-natural recipes.

The OOH campaign pits imagery of supermarket ready meals, such as Tikka Masala, against its new menu of prepackaged meals.

Vegetarian Brand Purpose Healthy Eating

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