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Dairy giant Norseland has rebranded its Mexicana Vegan cheese following the success of its dairy-free Applewood option.

Applewood Vegan launched in Asda stores last October. It then went on to sell out in 40 percent of stockists on the day of its release. Accordingly, it has also been a critical success picking up a slew of prizes.

Norseland followed the launch of Applewood Vegan with its Mexicana vegan cheese option. It has now rebranded its Mexicana option. It says its new packaging ‘better reflects its consumers’ zest for life and thirst for new experiences’.

Mexicana vegan

Lisa Harrison is senior brand manager from Norseland. In a statement sent to PBN, she said: “We are thrilled with the redesign of the Mexicana packaging. We have worked with Madeyoulook for several years. They really understand the Mexicana brand and work closely with us to ensure we achieve our objectives.

“We tested each element of the design and copy with an independent research agency. So we know that what we are communicating will be understood by our consumers in store. Plus that we attract new consumers into the brand, whilst retaining our current loyal consumers.

“Plus, it is always important that the product stands out on the supermarket shelf and connects with its consumers visually.”

Mexicana

Brenda Moss is managing director from Madeyoulook. She added: “Our challenge was to create an evolutionary design that retained the core values of the existing brand and build in the emotional benefits of chilli spice and peppers. 

“Previously the Mexicana brand was perceived as endurance and was based around how much heat you can handle…Dare you try it?

“The new design is more upbeat and in line with the new positioning, whilst still retaining its loyal consumers of ABC1 male and female audience 25-35 that crave new tastes.”

Maria Chiorando

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.