Creating a Flavor-Forward Brand

Challenge

Following the rebranding of the parent company, F&S Fresh Foods, we sought to build momentum around new textures and blend solutions by elevating Garden Pure as a flagship brand.

Our work – fueled by research – identified veggie-based meals and sides as an emerging occasion opportunity. This enables F&S Fresh Foods to enter new branded territories and better serve merchants and consumers. And most importantly, it meets a key consumer need – her desire for healthy, ready-to-eat choices that are delicious and adventurous.

Expect more from your garden variety. Enjoy food with a sense of adventure.

Process

Finch Brands conducted qualitative and quantitative research to understand the consumer, establish core brand messages, and structure the innovation pipeline.

The research helped us profile the consumer target (see below) and develop, prioritize, and deliver a collection of ready-to-eat vegetable meals and sides that provide taste, nutrition, and convenience to Garden Pure consumers. The brand we developed stands for health and freshness, but with a sense of culinary adventure – appealing to merchants and consumers alike.

Using Brand-Led Innovation To Squash the Perception of Plant-Based Meals

Make fresh food fascinating

Everyone knows they need to eat more fresh foods, but many plans to do better fall flat. What makes it to their plates is boring, but it doesn’t have to be. People have an appetite for learning new meal hacks and recipes. Time to make fresh food fascinating.

Brand Audience - The Millennial Mom

Millennial Moms are frequent purchasers of whole and pre-prepared produce, valuing both convenience and quality. They actively search for brands they can trust, prioritizing those that signal freshness and reliability. They are always on the lookout for new and innovative products, seeking options that allow them to be creative in the kitchen while combating meal preparation fatigue. Millennial Moms appreciate offerings that simplify their busy lives without compromising on taste or nutrition.

Brand Messaging

Nature’s finest culinary creations with esteemed superfood status. If that doesn’t sound like the same old veggie lineup to you—that’s because it’s not. There’s no need to give fruits and veggies the same old soggy side dish status. Potatoes aren’t just for mashups, and green beans aren’t confined to casseroles. Why satisfy your five-a-day the bland and boring way? When we created Garden Pure, we were serious about achieving it.