Chicago-based Upton’s Naturals, an independently owned ethical vegan food company, is introducing new packaging for its lineup of meat alternatives and prepared meals. The updated designs feature ready-to-eat, plated dishes on the front of each package. From jackfruit tacos and banana blossom fish and chips to bacon mac and cheese and Thai spaghetti, the photography either shows an example of what could be created with the meat alternative or what will be enjoyed once the meal is prepared.
Featuring a Victorian, turn-of-the-century style inspired by the brand’s mustached mascot, Upton, the colorful graphic elements are designed to stand out on shelf and keep shoppers’ attention.
“With so many plant-based food options on the market today, we wanted to make it easier for consumers to quickly identify that not only are our ingredients vegan-friendly, but our brand is, itself, a vegan brand,” said Upton’s Naturals’ founder Dan Staackmann. “At the same time, we recognize that our consumer base has expanded far beyond veteran vegans, and after receiving many inquiries about how to use our products, we knew it was time to add food photography to our package and expand on our cooking instructions.”
Vertically oriented to take up minimal space, Upton’s Naturals’ new packaging will start appearing on shelves this spring and continue to roll out through fall 2020.