‘Like nobody else’: Why product is the key differentiator for one brand in a crowded category
Britvic owned plant-based drinks brand Plenish operates in crowded markets, such as juice shots and milk alternatives. It is banking on its differentiated product to stand out.
Product differentiation is the key to growth for Plenish as it looks to stand out in crowded markets.
The Britvic-owned brand produces plant-based milks, juices and juice shots, and prides itself on the quality of its ingredients and minimal processing.
The brand faces lots of competition, particularly in plant-based milks, with many brands including Alpro, Oatly and Innocent making a name for themselves in what is now becoming a more mature market. Juice shots is a newer and faster growing space, with many brands trying to get a slice of the market.
For Plenish, standing out among the crowd will ultimately be about its product differentiation, and the ability to communicate that to consumers, according to Alex Petrogiannis, marketing and ecommerce director at Britvic.
