Wholly Veggie co-founders John Bonnell and David Gaucher spoke about how a comprehensive brand brief enabled them to better understand their products’ value to retailers and consumers and the impact of a striking design revamp. They also discussed their adherence to business fundamentals, a challenging environment for private capital and how the most commonly consumed ingredients factor into their innovation strategy.
The goal was to grab attention in a crowded plant-based food space, while aiming to put Wholly Veggie in league with powerhouse competitors like Totino’s, TGIF and other staples in the frozen aisle of the grocery store.