Verdino unveils fresh brand identity to strengthen market presence

Verdino, a leading Romanian producer of pea protein-based products, has announced a comprehensive rebranding initiative aimed at reinforcing its market position and aligning with evolving consumer preferences. The refreshed brand identity is based on qualitative research conducted in 2024, which highlighted growing consumer interest in health-conscious diets that integrate plant-based proteins and vegetables into daily routines.

At the heart of the rebranding is the introduction of Verdino Smile – a new logo featuring a broad smile, symbolizing the joy of eating well and making positive choices for both personal health and the environment. This is accompanied by the slogan 'Live. Life. Green.', which reinforces the company’s commitment to a balanced, sustainable lifestyle.

The rebranding extends beyond visual identity, with updates to both product formulations and packaging design. Verdino’s renewed portfolio emphasizes high-protein content and the inclusion of essential vitamins and minerals, ensuring that its offerings support a complete and nutritious diet.

A Strategic Shift in Product Development

“After an in-depth analysis of consumer habits, launching a new brand image for Verdino marks a major milestone in our journey. Verdino is more than just plant-based products – it’s an authentic taste experience, as confirmed by consumer feedback in our study,” said Celina Condorovici, Marketing Director at Verdino Green Foods.

The rebranding reflects a shift in strategy, moving beyond the traditional approach of imitating animal-based products. Verdino now focuses on developing distinctive plant-based options that integrate seamlessly into consumers’ diets. The company is prioritizing a mix of plant proteins enriched with essential nutrients such as vitamin B12, iron, and zinc – key components often lacking in vegetarian diets.

“Our goal is to create products that naturally become part of everyday meals while maintaining the well-loved taste our consumers appreciate,” added Condorovici. “With updated recipes and modernized packaging, Verdino aspires to be more than just a plant-based food brand – we aim to inspire consumers in their pursuit of a balanced, sustainable, and flavorful diet.”

In Romania, plant-based foods have traditionally been associated with fasting periods, leading to seasonal consumption trends. Verdino is actively challenging this perception with the introduction of the hashtags #DePost (For Fasting) and #BunTotAnul (Good All Year Round), promoting plant-based eating as a sustainable year-round choice rather than a temporary dietary shift.