From bland to bold. Redefining plant-based standards with Tesco’s Root & Soul.

People want to eat more greens without compromising on indulgence but often find themselves staring at a sea of limited, uninspiring, overprocessed options when walking down supermarkets’ aisles.

To leave behind consumers’ concerns around artificial meat-mimics ingredients and overcome the bland and boring veggie-stereotype, we celebrate the expertise and the flair that transform fresh, simple produce into flavoursome dishes, and created a brand identity for this new Tesco range that will trailblaze natural plant-based eating for good.