Leading plant-based brand, Rude Health, is launching its largest ever integrated marketing campaign, backed by a £1m investment. The 18-month marketing play is the brand’s first since its acquisition by Oddlygood Group in 2024. It will focus on targeting 75% of Brits who say they are concerned about ultra-processed foods.
The brand has outpaced the category, seeing YOY value growth of 21%, demonstrating the success of its consistent focus on taste and real ingredients. Recent insight revealed over half (53%) of consumers who have stopped drinking plant-based drinks would be likely to go back, indicating opportunities not just with new shoppers but also with lapsed drinkers.
The campaign marks a significant moment for Rude Health as it looks to sharpen its founding vision for a new generation of consumers. With a deep history of championing simplicity, great taste and high-quality kitchen cupboard ingredients, Rude Health will double down on its mission to remind people that health and healthy eating are things to be enjoyed and shared. A timely message in a health and wellness category increasingly dominated by stacking, tracking and optimising.
Katie Simpson, head of marketing UK and International, Rude Health, said: “As the category matures, there’s a real opportunity to bring in a new generation of shoppers, whilst also reactivating lapsed shoppers, by bringing joy back to healthy eating. Importantly, Rude Health has the credentials to deliver this authentically with its combination of brand personality and continued focus on great taste and natural ingredients.”
Now firmly established as a top-five player in the UK plant-based drinks category, Rude Health has undertaken a key role in driving category penetration and encouraging more shoppers to bring real pleasure back to healthy food and drink. The branded category continues to see growth with 1.1% (£361m) in retail sales value, despite wider pressures on volume.
The £1m campaign will roll out across digital, retail media, OOH, influencers and PR, designed to maximise reach and cultural relevance while reinforcing the brand’s distinctive tone and personality.
The campaign will run throughout 2026 and into 2027, supporting Rude Health’s ambition to further strengthen its position as a leading force in the better-for-you food and drink space while continuing to drive penetration across the category.
