fiid rebrands and reformulates its plant-based ready meals

Irish plant-based ready meal brand fiid unveiled a complete rebrand alongside reformulated recipes across its full range. The refresh tightens the brand's core positioning, focused on quick, naturally made, plant-forward food that lives on the shelf rather than in the freezer.

What's changed

Recipes across the line have been refined to reduce fat, salt and sugar while increasing the proportion of lentils and beans. The reformulation keeps the brand's headline product spec intact: 100% natural, high-protein, high-fibre, packed with vegetables, ambient-stable, and ready in 90 seconds.

The full range:

• Smoky Black Bean Chilli
• Sundried Tomato Lentil Ragu
• Golden Curry House Special
• Lentil & Sweet Potato Curry

The visual rebrand sharpens the world-inspired flavour positioning the brand is built around.

The brand

fiid was founded by Shane Ryan in Ireland out of what he describes as frustration with the trade-off between speed and quality at mealtimes. Before fiid, Shane found that quick food rarely meant good food, and good food rarely meant quick.

The thesis: ambient, plant-based ready meals built from real ingredients, designed to live in a cupboard rather than a freezer, and aimed at the midweek eater who would otherwise default to a takeaway or a sad desk lunch.

A decade in, fiid has built a loyal following across Ireland and the UK on that proposition. The reformulation is less a pivot than a tightening — keeping the format and price points that have worked while raising the nutritional and sensory bar.

The new look and recipes are rolling out across all retail and DTC channels now. More on the brand at eatfiid.com/.