Plants, the plant-based brand by Ella Mills and the team behind Deliciously Ella, has announced a rebrand developed by the agencies Sonder & Tell and Belief Machines.
The new branding is said to emphasise real plant-based ingredients, abundance, ease, and taste. It aims to honour the products’ previous branding while broadening their appeal and communicating a new “flavour first” identity.
The updated packaging features oversized ingredients and meals, along with bold colour blocking to ensure visibility and differentiation on shelves. A cohesive visual system has been created to provide consistency and quick consumer recall.
To design the new branding, Belief Machines analysed key supermarket trends and the evolving plant-based category. The resulting rebrand aims to celebrate the natural ingredients in the Plants product range, while appealing to consumers who love to cook nutritious meals but may be short on time.
Plants was founded in 2022 and initially launched exclusively at Waitrose. It started out as a sister brand to the plant-based food and wellness platform Deliciously Ella; however, the latter was acquired by Swiss consumer food manufacturer Hero Group last year, and the two businesses are now separate. Founder Ella Mills and her husband Matthew Mills have continued to run Deliciously Ella following the acquisition.
Earlier this year, Ella Mills personally acquired the Allplants brand and its associated assets after the plant-based ready-meal company entered administration in late 2024. The acquisition will see Allplants integrated into Plants, in a move Mills said was part of her broader vision to shift the plant-based sector towards healthier, less processed options.
“The possibility of plants gives us a clear platform to tell our story,” she says. “The plant-based category is busy, saturated, and in decline, so we need to clearly communicate Plants’ USP to stand out and bring customers back to the fixture.”
Plants products with the updated branding are now available across the UK at Waitrose and Ocado. The range includes veggie bites, veggie burgers, pasta sauces, pesto, high protein dried pasta, fresh filled pasta, and frozen meals.
