Integrated Melbourne agency Spinach has created and launched the brand for Nutri V, a new food manufacturing start-up.
Working with Australia’s national science agency, the CSIRO, Nutri V has developed a processing system to turn surplus Australian-grown vegetables into powders that can be used as a food manufacturing ingredient and supplement.
Nutri V CEO Raquel Said said: “Around 20 per cent of all vegetables grown in Australia are wasted. Only seven per cent of Australian adults and five per cent of children eat the recommended five serves of vegetables a day. So, we created a way to reduce vegetable food waste and increase consumption. Then we asked Spinach to create a brand, identity, hierarchy and launch program. What they’ve done for us has been amazing.”
Nutri V is essentially a supplier of vegetable powders that can be incorporated into other food products. Spinach worked closely with the Nutri V team to create a flexible hierarchy with an umbrella brand that functions at a consumer-facing level.
The first extension of the brand is Nutri V Goodies, a snack food range created through an exclusive partnership with Coles.
The Nutri V Goodies range includes Crunchy Cauliflower Puffs, Crunchy Pumpkin Puffs and Crunchy Broccoli Puffs.
Spinach also designed, developed and built both the Nutri V and Nutri V Goodies website and packaging. To support the launch, Spinach has produced a consumer-facing campaign currently running across YouTube and social media.
Spinach chief creative officer Frank Morabito said: “Nutri V turns vegetables into super powders and Spinach makes brands stronger. We were made for each other. We’re excited to be working with a brand whose mission is to reduce food waste and help Australians eat more veggies.
“The strength of the Nutri V brand is that it can extend to possible future uses. Nutri V Goodies is a perfect demonstration of that and there is more to come for this sustainable innovation. Spinach-enhanced Summer Ale perhaps?”