Page 37 - Cubo - Winning In Plant-Based

Graze does this very well. They’ve built a very solid,
consistent brand around not just convenience,

but also health and naturalness – all backed-up

by their products and their packaging

They have the consumer bought into the brand

at an over-arching level. They then hit the trigger

points for purchase very hard – e.g. the ‘protein’,
‘superfood’ ‘power’ messages, all jump out of the

packaging

It’s coherent, clear, simple and convenient, all

to build trust and authenticity whilst seriously

promoting against trigger points that they know
consumers are looking for

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