Deeply® aims to shake up gut health category with new daily prebiotic food.
Family (& friends) are the branding partners and co-investors behind a category-defining new product launch under the Deeply Foods® brand. Working together with a team of industry experts in the natural food sector, Deeply® has created a first to market prebiotic fibre gut health food which launches this September.
Deeply Foods is built around a mission to get us more focused on the importance of gut health in our daily lives, and to cut through the noise of other, less science based gut health products currently on the market. Research shows that, at any one time, 1 in 3 people in the UK have some form of digestive discomfort – often diagnosed as a lack of prebiotic plant fibre in our diets.
Prebiotics are the unsung hero of our gut health and are naturally found in high-fibre plant based foods. These little powerhouses effectively feed our good gut bacteria, helping build a strong gut microbiome, which in turn, helps support all round wellbeing, including cognition, mood, heart and skin health. By consuming prebiotics, we’re essentially giving our good bacteria amazing treatment – encouraging their growth. The more good bacteria we have, the better we feel and heal.
Just one daily 65ml measure of Deeply® gives you 7.5g of your daily recommended 30g fibre and is highly nutrient-dense. The brand seeks to encourage us to ‘welcome a positive new habit’ into our lives.
Deeply is a blend of natural plant fibres, fruit and vegetable extracts formulated by expert nutritionists to maximise fibre content and taste appeal, coming in 2 varieties- Spinach & Kiwi with seaweed, and Carrot & Ginger with turmeric.
Test sample consumers agree that Deeply helps to reduce bloating, improve digestion, and ease constipation. With Deeply, you can start to feel positive results from just 3 weeks of daily usage.
Building a new brand from the product up.
Co-founders Clara Latham (previously of Bounce/Seedlip) and Mark Tanous (previously of Bounce) led the business vision and product development, while nutrition experts Nick Morgan and Orla Stone acted as consultants on the ingredients and product science.
“Despite being fundamental to all-round mental and physical health, gut health is largely misunderstood, with most products focused on adding probiotics (live bacteria) into your diet, not feeding with prebiotics – this is where Deeply is different.” comments Latham.
‘A good day in the gut starts with Deeply’
Family (and friends) partnered with long-term friend and collaborator David Rea to identify consumer motivations and insights, then define the Deeply consumer brand strategy and name.
“The name ‘Deeply’ emerged as the most fitting moniker, emphasising the products deeply nourishing formulation, through deeply researched ingredients – and the deeply committed team bringing the vision to life” Says Rea.
“We researched a variety of propositions with target consumers – ranging from ‘more energetic’ to ‘lifestyle-orientated’ brand solutions – what emerged was a brand positioned to be positive, easy, yet highly efficacious”. Says DJ Johnston, strategy lead at F&f.
The range is sold as 455ml ‘weeklies’ and 65ml ‘dailies’, for a measure on the go. All ingredients are responsibly and sustainably sourced, with no plastic packaging involved in the brand. The distinctive 100% aluminium bottles can be infinitely recycled and consumers can dispose along with their normal home collections, exhibiting Deeply’s passion to make true sustainability universally accessible.
“We’ve worked hard alongside our manufacturers to ensure that plastic will never meet a drop of Deeply”, Says Mark Tanous, Co-founder.
The vertical logo represents the ‘top-to-bottom’ nature of the brand with the ‘nourish bowl’ graphic used as a visual metaphor for the deep rooted, plant-based nutrition.
“Using our ShelfHappy® approach, the bold, fresh colours and metallic feel to the bottle finish aims to covey ‘prebiotic positivity’ whilst maximising memorability and impact”. Says Alex Durbridge, Creative Director for F&f.
On pack and across brand communications, bold icons are used to educate and inform consumers, with regard to Deeply’s benefits.
Beyond the pack, F&f worked together with newly appointed in-house designer Tim Davis to develop a captivating look and feel fitting with the optimistic personality. Social media activation centres around building awareness and a ‘tribe’ of like-minded individuals who recognise the importance of gut health and wellness.
Deeply® is available DTC via the website and will be stocked in select retailers and health stores within the coming months, including Whole Foods, Planet Organic and Revital.
Source: Family (& friends)
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