As the plant-based sector matures after years of rapid growth, York based Vegan Food Group (VFG) has enlisted Leeds strategic marketing consultancy Big Black Door to unlock the next chapter for two of Britain’s most recognised plant-based brands: VFC and Meatless Farm.
The “high-intensity strategy sprint” will see Big Black Door spearhead a comprehensive strategic review, diving deep into the commercial, consumer, customer and the competitive landscape before facilitating strategy workshops with VFG’s marketing team.
The partnership comes at a pivotal moment for the plant-based category, as consumer preferences shift and retail landscapes evolve at a breakneck speed.
“We’ve made huge strides in shaping our brand strategies and sharpening our approach beyond gut feel alone, and Big Black Door are a fantastic addition to that journey,” said Abigail Nelson-Ehoff, head of marketing at Vegan Food Group. “Their external perspective, commercial rigour, and category expertise bring a valuable lens as we refine our thinking and focus on what will drive the greatest impact.”
Gareth Turner, founder and director of Big Black Door, added: “This is precisely the type of challenge that energises our team: ambitious brands at a crossroads, ready and willing to make the tough calls that separate market leaders from the pack. VFG has built something special with these brands and assembled a superb team that’s hungry to push boundaries. We’re excited to help them to plot the course for the next chapter.”
READ MORE: Player strikes and legal threats as gloves come off in Morecambe FC takeover saga
The partners claim that the strategic framework emerging from the collaboration will contribute significantly to VFG’s roadmap for navigating the evolving plant-based market while capitalising on emerging opportunities across retail.
As well as the VFC and Meatless Farm brands, Vegan Food Group is home to leading plant-based brands Clive’s Purely Plants and the soon-to-launch Just Egg, which is committed to making plant-based eating accessible, delicious, and sustainable for consumers across the UK and beyond.
Big Black Door is a strategic marketing consultancy for ambitious food and beverage brands who want to navigate complex market challenges and unlock their full growth potential.
