Irish plant-based ready meal brand fiid has unveiled a full rebrand across Ireland and the UK, alongside a reformulation of its product range aimed at strengthening its health credentials.

The updated look, described by the brand as brighter and bolder, will roll out this week across its packaging and wider brand identity.

At the same time, fiid has revamped its recipes to cut fat, salt and sugar, while increasing the amount of lentils and beans used across the range.

fiid’s range includes Smoky Black Bean Chilli, Sundried Tomato Lentil Ragu, Golden Curry House Special, and Lentil & Sweet Potato Curry. The products are sold through Booths, independent retailers, wholesalers, Amazon, and direct-to-consumer via the brand’s website, with an RRP of £2.95.

The brand has built its proposition around ambient, plant-based ready meals that can be prepared in 90 seconds. Its products are positioned as 100 per cent natural, high in protein and fibre, and made with vegetables and globally inspired flavours.

The relaunch lands at a time when demand for healthier convenience food continues to grow, with consumers paying closer attention to nutrition, ingredients and portion choices.

Brands operating in the space are also watching changing attitudes around weight management and wellness, as treatments such as weight loss drugs become more widely discussed and adopted.

fiid said the latest changes are designed to make the range more appealing to a broader audience, while keeping the convenience-led proposition that helped it build an early following.

The relaunch also marks a leadership change for the business, with Julia Kessler joining as CEO. Kessler brings experience from the wider food and beverage sector and will lead the next phase of growth for the brand.

Commenting on the relaunch, Kessler said: “This is more than a new look, it’s a statement of intent. Too many people struggle to find something that’s quick, easy, delicious and nutritious all at once. fiid was built to solve that problem, and this relaunch is how we bring that solution to far more people.”

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