Lazy Vegan Rebrands to LAZY, Aiming to Reach a Wider Audience

From vegconomist.com

Dutch plant-based meal brand Lazy Vegan has announced that it is rebranding to LAZY, dropping the word “vegan” with the aim of appealing to a wider audience.

LAZY says it is currently reaching many people who already eat plant-based meals on a regular basis, but wants to appeal to consumers who do not identify as vegan or vegetarian. The company’s products will remain plant-based following the change, but its packaging and brand communications will feature the LAZY logo instead of the Lazy Vegan branding.

According to LAZY, the word “vegan” evokes mixed reactions in consumers; some associate it with healthy and sustainable food, while others see it as complex and not for them. Research has reportedly shown that identical products score higher in taste perception and purchase intention when they are not labelled as vegan.

“We’re removing the word ‘vegan’ from our brand name and packaging,” said Bas Dijkstra, co-founder of LAZY. “We’re doing it subtly, and we expect existing customers will hardly notice, while many new people will feel more addressed and take the step towards a plant-based option.”

                                                                                                                                                 © LAZY

“Our meals are much more than just vegan”

In January, LAZY will launch a marketing campaign across the Netherlands via video-on-demand, digital channels, and social media. It will feature the brand’s mascot, Vinnie, eating LAZY meals so that he has more time for his hobbies. The company hopes that the campaign will help it reach a broader range of consumers.

The new LAZY packaging is already available in the frozen aisle at supermarkets in the Netherlands (Albert Heijn, Jumbo, Plus, Dirk, Picnic, and Flink), Germany (Knuspr, Globus, Rewe, and Edeka), and the UK. The meals and the familiar packaging colours remain the same, but the logo has been refreshed to reflect the brand’s next phase.

LAZY’s meals include Korean Noodles, Italian Risotto, Tikka Masala, Thai Green Curry, and more.

                                                                                                                                                        © LAZY

“In the Netherlands, more and more people are eating less meat,” said Dijkstra. “But the word ‘vegan’ doesn’t resonate with many of them — in fact, it can sometimes be off-putting. Our meals are much more than just vegan: they’re healthy, packed with natural ingredients, and above all, incredibly tasty. In short, there are plenty of reasons for a broader audience to try our meals.”

https://vegconomist.com/marketing-and-media/lazy-vegan-rebrands-lazy-aiming-appeal-wider-audience/