Purely Plantain ups ante on sustainable snacking with financial boost

By Gill Hyslop

- Last updated on GMT

Purely Plantain has been given a brand refresh to reflect its Ecuadorian heritage. Pic: Purely Plantain
Purely Plantain has been given a brand refresh to reflect its Ecuadorian heritage. Pic: Purely Plantain

Related tags Purely Plantain Westlab plantain Non gmo Palm oil vegan

Purely Plantain is coming out of #lockdown with a cash injection from Scott Livingston at Westlab that will further elevate its position within the sustainable snacking fraternity.

The better-for-you UK snack producer has refreshed its brand identity to celebrate its Ecuadorian ties and will be releasing a 30g packaging format amid new distribution wins.

According to brand, it has experienced significant success over past two years, increasing its turnover to £1.2m in 2020 from £86k in 2019. EBITDA grew to £126k from £13k in the same period.

This is expected to grow even further with new listings with Daylesford, Planet Organic & Harrods, on top of establish distribution in Selfridges, Harrods, F&M Plus, along with delis, farm shops and garden centres around the UK. The producer has also secured experts to Germany and Switzerland is the past three months.

Energised and upbeat identity

Ecommerce growth on Amazon and Ocado during lockdown also spiked.

“Even though lockdown has been a positive/energising experience for us in terms of online sales uplift (+29%), we also recognised that an unforgiving pandemic provided the perfect ‘breathing space’ to re-evaluate how our brand was faring and best how we could further stimulate success,”​ said Stefania Pellegrino, Purely Plantain’s cofounder and CEO.

“Besides ensuring that our production/sourcing processes capabilities had the capacity to match our longer-term ambitions, we were determined to overhaul our historically ‘shy & recessive’ packaging with a new energised and upbeat identity.”

Purely Plantain’s chips contain 30% less fat than potato crisps, are high in fibre and potassium, and contain no additives or preservatives. They are also gluten-free, non GMO and suitable for kosher and vegan lifestyles.

Aligned with the brand’s sustainability ethos, the chips do not contain palm oil and are made in Portoviejo, Ecuador, from locally sourced plantains to support local communities and provide income for small farmers.

“Research groups historically suggested that our original packaging didn’t sufficiently trumpet our proud Ecuadorian roots, our active support of clean deck World Cuisine or our vocal stewardship of versatile plantain, the unsung yet more nutritious cousin of the banana (rich in beneficial fibre, potassium magnesium and A/B6 vitamins),” ​added Pellegrino.

The new 30g bags will be rolled out in October to primarily accommodate foodservice and hospitality venues. Purely Plantain chips – available in Sea Salt, Nice & Spicy and Wild Garlic – have a RRP of £2.20 for a 75g bag.

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