Australia’s First Vegan Food-Waste Subscription Box Sells Out in First Month

From vegconomist.com

VLOO, Australia’s first vegan food-waste subscription service, sold out within its first month of operation, with the entire launch driven by word of mouth. The service, which rescues surplus plant-based food nearing or past its best-before dates, has seen strong initial demand, signalling the potential for vegan brands to find mainstream success.

The Melbourne-based design studio MEK worked with VLOO to establish a bold brand identity that deviates from traditional vegan aesthetics. Rather than focusing solely on ethical messaging, MEK positioned the brand around accessible, exciting plant-based alternatives, appealing to a broader audience.

A category disruptor”

“The vegan and sustainability spaces are oversaturated with the same language and aesthetics, so VLOO had the unique opportunity to position itself as a category disruptor. We intentionally crafted a vegan brand that wasn’t about veganism, but about exciting alternatives anyone can enjoy,” stated Mirella Arapian, founder and Executive Creative Director of MEK.

© MEK

Turning surplus into opportunity

VLOO curates vegan products from surplus stock, reducing food waste while offering affordable, plant-based alternatives to consumers. This approach addresses the estimated 7.6 million tonnes of food waste produced annually in Australia, providing an environmentally conscious option for those looking to reduce their carbon footprint without compromising on food quality or taste.

The success of VLOO’s initial launch has revealed several key insights, challenging common assumptions in the industry. First, the brand’s success demonstrates that vegan products don’t need to adhere to typical vegan imagery or messaging. Second, it shows that food nearing its best-before date can be commercially viable. Finally, the launch confirmed that vegan food can occupy a desirable market position, relying on aspirational rather than purely ethical marketing.

VLOO co-founder Rachael Savona explained, “Working with MEK was always something we wanted to do, and the experience exceeded all of our expectations. The team was so invested in our brand and its ethos that it was perfectly translated into an outcome that reflects our vision and uniquely positions us in the market. The value we received far exceeded the investment—our brand was created with soul, purpose, and real design DNA.”

https://vegconomist.com/food-and-beverage/australias-first-vegan-food-waste-subscription-box-sells-out-first-month/