Verdino, a Romanian producer of pea protein-based meat alternatives, has announced a new rebranding strategy that aims to strengthen its market position.
The updated brand identity has been developed based on quantitative research conducted by the company last year, which highlighted that consumers are interested in products made from vegetables and different types of plant protein. Respondents wanted options that were healthy and easy to integrate into their daily routines.
Based on this research, Verdino has developed a new logo that looks like a broad smile, along with the slogan “Live. Life. Green”. The branding aims to create an emotional connection with consumers, while symbolizing the joy of eating well and benefiting the planet.
Verdino is also working to update its recipes, making its portfolio more attractive and modern. Additionally, the brand is emphasizing the nutritional benefits of its products, such as high protein content and added vitamins and minerals.
Romanians embrace plant-based food
Research conducted last year found that 39% of Romanians now consume plant-based products, up from 30% in 2023. Less than a third (31%) eat meat daily.
Many consumers choose plant-based foods during fasting periods, a trend recognized by Verdino. The brand uses the hashtags #DePost (For Fasting) and #BunTotAnul (Good All Year Round) to promote its products.
“After a complex process of understanding consumer habits, launching a new brand image for Verdino marks a significant milestone in our journey!” said Celina Condorovici, Marketing Director at Verdino Green Foods. “Verdino is more than just plant-based products – it’s an authentic taste experience. By updating the Verdino portfolio and introducing new packaging designs, we aspire to be more than just a plant-based food brand – we want to be the inspiration behind every plate, the first choice for those seeking a balanced, sustainable, and flavorful diet.”
