Bute Island Foods’ plant-based ‘cheese’ brand Sheese has unveiled updated packaging as part of the company’s biggest ever marketing investment.
The new look, conceived by The Space Creative, is described as bold and playful and aims to reflect the versatility of each product as well as appeal to a broader range of consumers.
“We wanted to encourage a wider range of dairy-free seekers to discover Sheese and use it to create delicious dairy-free cheese dishes,” explains Nigel White, marketing director for the brand. “And that meant giving it greater shelf standout, bringing the design right up to date to make it more widely appealing, and communicating its deliciousness on pack with the use of hand drawn style illustrations inspired by delicatessens.
“More and more consumers are choosing to make the switch to dairy-free cheese and we hope this redesign will help us to become the leading vegan and plant-based brand in the UK market.
Health food stores are the backbone of the brand, and where we started, so it is an important channel for us to offer choice to dairy avoiders
“Currently there is little premium element to the UK dairy free cheese fixture, presenting a huge opportunity for retailers as well as brands. The Sheese 100% dairy-free premium range is ideally placed in this respect to offer consumers what they are looking for from dairy-frees. Health food stores are the backbone of the brand, and where we started, so it is an important channel for us to offer choice to dairy avoiders.”
Vegan Society-approved, Sheese is available in Blocks, Creamy, Grated and Slice formats, with varieties including Cheddar Style with Caramelised Onion, Red Leicester Style, Wensleydale Style with Cranberries, French Style Blue, Chive Spread, Garlic & Herb Spread, Grated Mozzarella Style, Grated Hard Italian Style and Mature Cheddar Style Slices.
Made with coconut oil, the ‘cheese’ is dairy-, GMO- and gluten-free and contains 30% less fat than traditional cheese. It has no artificial preservatives, sweeteners, flavours or colours.
The new-look product range is benefiting from marketing support and NPD, including press and digital media advertising, brand sponsorships, PR and product placement.