Plants founded by Deliciously Ella’s owners Ella and Matthew Mills, has unveiled a brand revamp as it aims to reignite the appeal of plant-based meals.

Developed by creative agencies Sonder & Tell and Belief Machines, the new look sees the plant-based brand ditching “clichéd plant-based visuals”, to instead embrace its ingredients, convenience and taste.

The rebranded products are now available in both Ocado and Waitrose. Plants is using a ‘Possibility of Plants’ creative platform to tell its brand story and focus on a new “flavour first” identity and “effortless” suitability for home cooks.

The packaging redesign depicts “playful” oversized ingredients, meals with ingredients front and centre, and bold colour blocking, as it aims to boost visibility and differentiation on crowded supermarket shelves.

“The possibility of plants gives us a clear platform to tell our story,” said co-founder Ella Mills.

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“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 managing director Kerry Atack added: “The brand platform Sonder & Tell and Belief Machines built is our guiding light – simple, clear, and prescriptive, yet rich with creative potential.”

The brand’s new look comes after Deliciously Ella co-founders Ella and Matthew Mills stepped in to rescue Allplants out of administration in February, acquiring and adding the plant-based brand to their Plants business.

It did not plan to launch products under the Allplants name, but instead to add new recipes to the Plants brand.

The acquisition came just months after Deliciously Ella itself was snapped up by Swiss consumer food manufacturer Hero Group, as it looks to drive a new stage of growth.

Speaking to Grocery Gazette about the acquisition, Matthew Mills warned mimic meat brands faced “substantial decline”, but said there are still growth opportunities in the natural plant-based industry.