Finding something quick to eat that actually tastes good — and is good for you — is harder than it should be. Food was built to fix that. Now, fiid, the Irish plant-based brand is making that fix even better and more visible than ever.
This week, fiid unveils a complete rebrand — a vibrant, bold new visual identity rolling out across Ireland and the UK — alongside improved recipes across its full range. The recipes have been refined to reduce fat, salt and sugar, and pack in more lentils and beans, making the food not just quicker and more convenient, but genuinely better to eat.
The full range [Smoky Black Bean Chilli; Sundried Tomato Lentil Ragu; Golden Curry House Special; Lentil & Sweet Potato Curry] is available via; Booths, independent stores, wholesalers, and Amazon, as well as direct to consumer from the fiid website. RRP: £2.95
It’s a milestone for a brand that has built a loyal following on a simple premise: 100% natural, high-protein, high-fibre ambient ready meals, packed with vegetables and ready in 90 seconds, across a range of world-inspired flavours. The time has never been better for fiid! As consumers actively seek out healthy eating options, and with new weight loss drugs becoming mainstream, this is the moment for significant growth at fiid.
The relaunch also marks a new chapter in fiid’s leadership. Julia Kessler joins as CEO, bringing significant food and beverage experience to the role, with a clear brief: take fiid to more people, without losing what makes it worth eating.
Commenting on the relaunch, Julia Kessler said: “This is more than a new look — it’s a statement of intent. Too many people struggle to find something that’s quick, easy, delicious and nutritious all at once. fiid was built to solve that problem, and this relaunch is how we bring that solution to far more people.”
