Irish plant-based business fiid partners with retailer SuperValu on national Veganuary campaign


Irish plant-based food company fiid has launched an innovative national trade-marketing campaign to celebrate Veganaury in partnership with national retailer Supervalu. The campaign aims to shine a light on the brand’s quick and easy plant-based meals which are perfect for people taking part in Veganaury, or just looking to add more veggies to their diet.

New campaign

The campaign includes window decals, floor stickers and POS collateral aimed at creating brand awareness and driving retail sales. Having experienced a strong financial year in 2020, fiid is eager to leverage their success and make an even bigger impact in 2021. The campaign runs across 25 SuperValu stores in Ireland and will end on Feb 10th. fiid is listed in 150 SuperValu stores nationwide.

“We knew that we wanted to have a big impact this January and so we’re delighted to have the backing of SuperValu on this campaign across some of their key sites in Ireland. While January has increasingly become synonymous with Veganuary, we decided to take a different approach and make vegetables the humble hero. We’re a plant-based brand with good, natural honest food at our core so for this campaign, it’s vegetables taking centre stage,” says fiid’s founder and CEO Shane Ryan.

Founded by Ryan in 2018, fiid is a young business with big goals. fiid combines vegetables, legumes and spices, to create truly delicious, plant-based meals. Ready in just two minutes, the premise of the range is to offer real convenience without any compromise on taste or quality. The range is natural with no additives or preservatives, and each bowl is high in protein and fibre and is made using 50% vegetables, making up 3 of your 5 a day.