- Investment across all business areas to drive growth.
- Expanded product portfolio: new recipes and packaging refresh.
- First ever TV presence central to integrated marketing campaign.
- Enhanced production facilities to support expected increase in sales volumes.
Plant-based pioneer Clive’s Purely Plants – renowned for its pies, quiches, and tarts – is making significant business investment to further build brand awareness, expand its quality-led product portfolio and upgrade production facilities at its Dartmouth-based bakery.
Innovating in the plant-based food sector since 1985, the business has made the strategic commitment to invest in its future and help trade partners build sales opportunities as consumer appetite for veg-centric meals continues to accelerate.
More recipe options and new standout packaging
As part of an exciting new chapter, Clive’s Purely Plants has redeveloped its recipes to bring unparalleled quality and taste to its range, satisfying the high expectations of today’s shoppers.
The brand’s refreshed packaging amplifies its appeal with vibrant colours, playful imagery, and a new “Plant Varieties” feature, which helps consumers track their progress towards eating 30 plant types per week, encouraging a healthy gut and diverse microbiome.
Abigail Nelson-Ehoff, Head of Marketing at Clive’s Purely Plants, says: “Now packed with even more veg, bursting with flavour, and wrapped in crisp, golden pastry, our upgraded recipes deliver true plant-based satisfaction. A new exclusive mung bean glaze gives each product a flawless golden-brown finish, while bold new packaging ensures standout on shelf. With unbeatable flavour and a distinctive new look, Clive’s is set to drive rate of sale and unlock incremental category growth.”
Integrated marketing burst with first ever TV advert.
To drive awareness of the brand, this summer will see the first-ever Clive’s Purely Plants television advert brought to air as part of a fully integrated campaign. The activity also leverages multiple touch points including print, OOH digital screens, digital platforms such as YouTube, in-store media, and podcast integrations. The campaign will reach over 15 million consumers and bring the brand to a wider audience than ever before.
“Our most ambitious campaign yet brings the joy of veg-based meals to life across every touchpoint,” continues Abigail Nelson-Ehoff. “From TV and highly targeted digital advertising to point of purchase. It’s a bold step forward to build brand salience, inspire more shoppers to enjoy veg at the centre of their plate, and deliver stronger performance for our retail partners.”
Production capacity increased to guarantee supply.
To support this new growth-driven chapter and meet growing demand, Clive’s has also embarked upon significant upgrades to its Dartmouth bakery. Investments in new equipment, improved production processes and expanded freezer and chiller capacity, will enable the brand to consistently deliver the high-quality products that trade partners and consumers expect. These enhancements also ensure scalability as the popularity of plant-based eating continues to grow.
A diverse range tailored for retailers.
Clive’s retail offerings have been meticulously designed to cater to a variety of consumer preferences:
- Creamy Mushroom Wholemeal Pie (£3.85, 235g) – Packed with five types of mushrooms in golden wholemeal pastry.
- Cheesy Broccoli Shortcrust Quiche (£4.70, 380g) – A creamy, cheesy delight perfect for sharing.
- 6 Sausagey Rolls with Red Onion Chutney (£3.30, 160g) – Bite-sized snacks encased in flaky pastry.
- Tomato & Olive Shortcrust Tart (£3.60, 150g) – Showcasing Mediterranean-inspired flavours.
- Ultimate Nut Roast (£5.95, 280g) – A hearty, festive favourite.
For gluten-free consumers, Ocado exclusively stocks a dedicated range including:
- Creamy Mushroom Gluten Free Pie (£3.80, 235g)
- Saag Aloo Gluten Free Pie (£3.80, 235g)
- Tomato & Olive Gluten Free Tart (£3.60, 150g)
- Ultimate Nut Roast (£5.80, 280g)
Clive’s Purely Plants products are available at Waitrose, Sainsbury’s, and Ocado, with chilled options available at the former two and a gluten-free frozen range via the latter.
Abigail Nelson-Ehoff concludes: “Our mission is to help people enjoy more veg, more often – with flavour-forward recipes that satisfy and bring real joy to the plate. Together with our trade partners, Clive’s Purely Plants is meeting the growing appetite for wholesome, plant-based food. This step-change in investment marks the start of an exciting new chapter for a legacy brand that continues to redefine what plant-based eating can be.”
For more information about Clive’s Purely Plants, please visit: https://www.clivespurelyplants.co.uk/
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