Plant-based drinks brand Rude Health has launched a new £1 million campaign which marks the largest and first integrated marketing play since its acquisition by Oddlygood Group in 2024.

The campaign aims to target 75 per cent of British shoppers who are focused on ultra-processed foods and will run for 18 months.

Rude Health has seen success within the category, with a year-on-year value growth of 21 per cent, according to research by Circana.

Head of marketing UK and International, Rude Health, Katie Simpson, said: “As the category matures, there’s a real opportunity to bring in a new generation of shoppers whilst also reactivating lapsed shoppers by bringing joy back to healthy eating.

“Importantly, Rude Health has the credentials to deliver this authentically with its combination of brand personality and continued focus on great taste and natural ingredients.”

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This move is part of a business strategy to appeal to a wider and new generation of consumers and drive overall category growth.

Rude Health’s campaign is set to roll out across digital, retail media, OOH, influencer partnerships and PR, which is made to maximise overall reach.

This marketing initiative will run throughout 2026 and into 2027, which supports the brand’s ambition to further solidify its position as a leading choice in the healthy food and drink category.

The campaign is part of the plant-based drink’s brand mission to spread the message that health and healthy eating are meant to be enjoyed among consumers.

Rude Health has worked towards establishing its position within the UK plant-based drinks category, with a 1.1 per cent increase in retail sales value despite external volume pressures.