Consumer interest in health and balanced diets prompts pea protein maker to rebrand
Verdino, the Romanian leader in pea protein-based products, has unveiled a new rebranding plan to improve its market position and redefine customer expectations and values.
The new brand identity has been defined based on insights revealed from the qualitative research the company conducted in 2024, which provided perceptions of consumer habits towards plant-based products. Its results highlighted consumers’ increased interest in health and balanced diets that include products with vegetables or based on different types of plant proteins, which are easy to integrate into the daily routine and have a positive impact on well-being.
The company said the new logo, a broad smile, symbolises not only the joy of eating well, but the satisfaction of making good choices for you and the planet.
This is complemented by the clear and memorable slogan, Live. Life. Green, a message that creates an emotional connection with consumers, but above all perfectly reflects the brand’s values – commitment to a balanced, sustainable, nature-connected lifestyle: Verdino makes you smile and feel good when you eat!, You feel good when you like the taste and the ingredients, You feel good when you think about animals, the environment, the future, yourself!
At the same time, by updating the portfolio, both in terms of recipes and packaging design – now more attractive and modern – Verdino conveys more clearly the benefits of its products: high protein content, added vitamins and minerals.
Celina Condorovici, marketing director, Verdino Green Foods, noted that after a complex process of understanding consumer habits, launching a new brand image for Verdino marks a significant milestone in its journey.
“Verdino is more than just a plant-based products – it’s an authentic taste experience, as our consumers have confirmed in our study,” Condorovici added.
The Verdino rebranding introduces a new portfolio strategy, moving beyond simply imitating traditional animal protein-based products.
“Verdino aims to develop its own recognisable products that integrate into consumers’ dietary habits,” Celina Condorovici, explained. “Our focus is on creating foods based on a mix of plant proteins, enriched with vitamins and minerals, which have gained increasing popularity in recent years and can become a natural part of daily diets.”
Proteins, vitamin B12, iron, and zinc are essential nutrients often lacking in predominantly vegetarian diets. The new Verdino products are designed to provide a balanced intake, contributing to a complete and nutritious diet while maintaining the well-loved taste appreciated by our consumers.
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 flavourful diet,” said Celina Condorovici.
In Romania, plant-based products have traditionally been associated with and consumed mainly during fasting periods. Verdino recognises this trend and responds to consumers’ needs with a diverse portfolio of plant-based protein products that can be incorporated into any culinary context.
Under the hashtags #DePost (For Fasting) and #BunTotAnul (Good All Year Round), Verdino promotes the integration of plant-based products into daily nutrition, offering delicious and nutritionally balanced alternatives regardless of the season.
