Zest makes vegan pasta and pesto sauces in the UK.
A stand out brand – with the strap line ‘Good Food, Good Times, Good Vibes’ – they aim to stand out by emphasising:
Simplicity – products and communication style
Taste & Quality – despite their focus on simple ingredients, they don’t compromise on flavour
Versatility – encouraging creativity and showcasing versatility and adaptability in various dishes
Inclusivity – offering dairy, soy, and gluten-free options, ensuring that everyone can enjoy their products.
Zest ain’t no start-up – you would be forgiven for thinking this is an independent, clean label cooking sauce start-up. In fact, the company was founded in the 80’s and is now owned by the multinational AB Foods.
🔍 LET’S GIVE SOME CONTEXT
Zest might appear to be – one of the many start-up sauce brands that have set up in response to the recent rise in demand for clean-label, simple, yet delicious sauces. However, Zest is an old-timer..
It appears that AB Foods – want to maintain an independent, small business image. Aside from the address on the back of pack, there is no mention of the ownership on any of their owned channels.
Product Range: Red pesto, Basil pesto, Coriander and basil pesto, Sundried tomato paste, Tomato mushroom smoked garlic pasta sauce, Tomato basil and oregano pasta sauce, Tomato and fiery chilli pasta sauce, Tomato mushroom and green pepper pasta sauce, Tomato and mascarpone pasta sauce, Spinach mushroom and ricotta pasta sauce
Target Audience: Health conscious people who value simplicity, inclusivity and a plant based lifestyle
Brand Positioning: Laidback, friendly style with a touch of playfulness
🧡 THIS GETS US EXCITED
Taste-Centric Approach: In a market flooded with messages about clean, simple ingredients and eco-friendliness, Zest stands out by prominently highlighting the delicious taste of their products. This emphasis on flavour is consistent in their slogan, visuals, and copy, ensuring that taste is never overlooked in their marketing.
Fresh and Friendly Personality: Zest’s charm lies in its simplicity. Their products are delightfully straightforward, and this simplicity extends to their communication style. Their tone of voice exudes friendliness, and their social media channels not only promote their products but also inspire fans to experiment with their sauces through easy recipes and creative suggestions.
The Untold Story: While Zest has been crafting pestos and sauces with simple ingredients for over three decades, they don’t actively showcase this wealth of experience. This underutilised opportunity could set them apart as pioneers in clean-label sauces. Few brands can leverage such a long-standing heritage, and by telling their story, they can create a stronger emotional connection with customers.
🤔POTENTIAL BRAND CHALLENGES
Missed Heritage: By downplaying their extensive history, Zest risks missing out on the chance to position themselves as trailblazers in simple, clean-label sauces. Without a compelling brand narrative or background story, they risk coming across as either inexperienced or insincere, potentially losing ground in a competitive market.
Lack of Transparency About Ownership: Zest’s hidden ties to AB Foods, though perhaps intended to project a small-business image, could be seen as lacking authenticity. In a time when consumers appreciate open ownership and values, this approach might harm their reputation and trustworthiness. Zest’s approach may be counter-productive, potentially affecting their reputation and trustworthiness.
Overemphasis on Vegan Labelling: Zest’s emphasis on “Vegan” as the leading label might narrow their appeal. A more nuanced approach could be more effective, especially for naturally vegan products. Additionally, being in the “Free From” section may restrict their reach compared to mainstream offerings.
Retail Stores – Morrisons and independent health food shops nationwide
Retail Online – Amazon and Ocado
Direct to Consumer – products can be purchased on the Zest webshop
⏭ WHAT’S NEXT?
Retail Expansion: Zest’s focus should be on building distribution. Capitalise on the demand for healthy, yet convenient cooking sauces to build the brand and ensure wider availability and accessibility to potential customers.
Leverage Heritage: Zest should consider embracing its 30+ years of experience to build a compelling brand narrative. By sharing stories of their journey and commitment to quality, Zest can establish a deeper connection with consumers and set themselves apart from competitors. This in turn could help them secure more distribution with retailers.
Diversify Product Range: Zest could expand to create more variations of pasta sauces, exploring new flavours, or introducing complementary products. By diversifying their range, Zest can capture a larger market share and appeal to a wider audience.