Lightlife Reinvents Plant-Based Protein Line
Sweeping changes to product portfolio include full redesign and reformulation
Lightlife® announced changes to its product portfolio to deliver clean ingredient labels. Driven by growing consumer demand for products with ingredients they understand, Lightlife aims to make it easier for consumers to make healthier food choices by offering plant-based meat products made only with simple, recognizable ingredients, like pea protein, brown rice, dried red bell pepper, and beet and cherry powders.
To define its new brand and business strategy, Lightlife conducted a comprehensive research study, connecting with more than 11,500 consumers to better understand their values and expectations from plant-based protein. The study uncovered five unique demand spaces that define specific consumer needs for plant-based protein in different occasions. Within these demand spaces, consumers’ needs aren’t always satisfied by existing brands and product offerings. In fact, consumers’ needs went unmet 98% of the time when looking for plant-based protein with simple, recognizable ingredients.
In line with the new research, Lightlife also unveiled a full brand redesign. The logo is balanced and approachable, with a spark of inspiration, according to the company. In addition, the packaging stands out with bright colors, appetizing food visuals, and bite-sized nutritional information. Shoppers will find the reformulated Lightlife Plant-Based Burger, Ground, Italian Sausage, Bratwurst Sausage, Breakfast Links and Breakfast Patties in grocer’s meat section. This is the first step in Lightlife’s year-long journey to reformulate and revamp the brand’s full product portfolio.
Lightlife’s newly-reformulated products are rolling onto shelves this week at more than 12,000 retail stores across the US and in coming weeks in Canada. Included in the first wave of renovation is the Lightlife Plant-Based Burger, the hero of the brand’s pea protein-based product line. With 20g of protein and only 5g of saturated fat, the burger was reformulated to remove modified corn starch, yeast extract and ascorbic acid and only include ingredients you know, like pea protein, coconut oil, garlic powder and beet powder.