Valess has been a unique product ever since its introduction in 2005. Even today it still is! Valess is a meat free dairy product.
FrieslandCampina’s Valess doesn’t focus on vegetarians primarily, but on everyone that prefers not eating meat now and then. Valess is healthy, offers variation and is above all very tasty. At the introduction in 2005 the brand had to distinguish itself from existing vegetarian products. Therefore, VBAT choose to apply an outstanding purple color for the packaging. After being awarded twice for ‘best product of the year’ by consumers, we can state that Valess has proven to be very successful.
The focus for restyling was to raise the appetite appeal and to underline the difference between the various flavors.
The characteristic purple color was preserved, but more space was provided for the product visual. The combination of the white and purple color distinguishes Valess from other brands in the same segment, increasing visual impact on the shelf.
An entirely new product is Valess Ready 2 Wok. Three ready-made cooking packs for cooking a tasty and vegetarian wok meal.
After the success in the Netherlands, Valess has also been introduced in Switzerland, Belgium and Germany.