Vegan bakery specialist Clive’s Purely Plants has unveiled £650k of investments to help increase production capacity and drive brand awareness.
Founded in 1985, the Dartmouth-based firm has grown to produce a range of plant-based pies, quiches, tarts, nut roasts, and savoury pastries, supplied to retailers including Waitrose, Sainsbury’s, and Ocado along with independent businesses and wholesalers. Ocado exclusively stocks its dedicated gluten-free range as well.
In October 2023, Clive’s was acquired by VFC Foods Ltd, which has since become The Vegan Food Group (VFG).
To support its “new growth-driven chapter” and meet increasing demand, the company has embarked on a series of upgrades at its 15,000 sq ft bakery in Nelson Road Industrial Estate. These include installing a new Dexmore pie line, formers, depositors, and cooking vessels, while adding an 871 sq ft external freezer and a 239 sq ft engineers workshop to the site.
“Over the past year, we’ve focused on three main areas: people, processes, and systems to build a strong foundation for the future,” VFG head of operations Jamie Seal told British Baker.
“We’ve introduced reliable and traceable systems that allow us to measure our improvements, ensuring we’re always moving forward. The team has worked tirelessly to bring these upgrades to life, from installing cutting-edge equipment like our new Dexmore pie line to expanding our freezer and chiller capacity by 75%.”
NPD trials have allowed Clive’s to redevelop its recipes with even more vegetables and utilise a new mung bean glaze to give each product a “flawless golden-brown finish”. It has also eliminated some waste through revised processes.
In addition, the brand has refreshed its packaging with vibrant colours, playful imagery, and a new ‘Plant Varieties’ feature that assists consumers in tracking their progress towards eating 30 plant types per week, encouraging a healthy gut and diverse microbiome.
Clive’s launched its first ever TV ad last month as part of a fully integrated campaign. Expected to reach over 15 million consumers, the campaign leverages multiple touch points including print, OOH digital screens, digital platforms such as YouTube, in-store media, static posters, and podcast integrations. “It’s a bold step forward to build brand salience, inspire more shoppers to enjoy veg at the centre of their plate, and deliver stronger performance for our retail partners,” asserted Abigail Nelson-Ehoff, head of marketing at Clive’s.
Seal noted how the company was not stopping there. “With nearly half a million pounds of investment planned for the Devon bakery over the next 12 months, we’re targeting new products, extra capacity, and brand-new categories,” he said, revealing plans to extend the site by a further 642 sq ft next year.
“It’s been a true labour of love, and we’re excited to see how these changes will help us continue to deliver the quality and innovation that Clive’s is known for. The future is bright, and we’re ready to take Clive’s to the next level.”
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