Plant-based food brands make meals and staples without animal products, aimed at vegans, flexitarians, and wellness-minded shoppers. This group includes Daily Harvest, Sakara Life, Eat Just, Deliciously Ella, Allplants, Pulmuone, Paulig, and PlantX. Offers range from frozen smoothies and prepared meals to tofu, egg alternatives, and pantry staples. Studying their ads shows how the category moves beyond ethics toward taste, convenience, and lifestyle, and how different brands handle price, trust, and the curiosity of people just trying plant-based eating.
Allplants was co-founded in 2016 by brothers Jonathan and Alex Petrides in London. The brand delivered chef-prepared plant-based frozen ready meals on DTC subscription with a mission-led sustainability story. Despite strong early growth and significant VC funding, Allplants entered administration in late 2024 and was acquired in February 2025 by Ella Mills (Deliciously Ella founder), who plans a new brand direction.
Daily Harvest was founded in 2015 by Rachel Drori to deliver frozen, ready-to-blend plant-based meals and smoothies. The brand raised $250M and attracted celebrity investors including Serena Williams and Gwyneth Paltrow. In 2022, a food safety recall involving their French Lentil + Leek Crumbles caused significant brand damage and became a widely discussed DTC crisis case study. Also searched as Daily.
Deliciously Ella began as Ella Mills's personal wellness blog in 2012 after she changed her diet to manage a chronic illness. By 2015 she had partnered with husband Matthew Mills to build a food business, launching retail products in 2016. The brand was acquired by Swiss food group Hero Group in September 2024 at a reported £35m valuation. Also searched as Deliciously.
Eat Just is a food technology company founded in 2011 by Josh Tetrick. Creator of Just Egg (plant-based liquid egg) and GOOD Meat (cultivated meat), it operates DTC via ju.st alongside Whole Foods, Kroger, and Amazon. Also searched as Eat.
Paulig is one of Finland's most iconic consumer brands, founded in Helsinki in 1876 by Gustav Paulig as a coffee importing business. Today the group encompasses coffee roasting, plant-based food brands (Santa Maria, Risenta), and a growing DTC subscription coffee platform, all under a strong Nordic sustainability agenda.
PlantX is a Vancouver-based DTC marketplace founded in 2019 by Sean Dollinger, combining live plant sales with a curated range of plant-based food, supplements, and vegan lifestyle products. The brand targets the plant-positive consumer—someone who cares about both indoor plants and plant-based living—with a subscription model and wide product catalog.
Pulmuone is a South Korean food company known for tofu, noodles, and plant-based food products. It sells through grocery retail and ecommerce channels in Korea and internationally, and advertises across Meta placements.
Sakara Life was founded in 2012 by Danielle DuBoise and Whitney Tingle in New York City. The brand created the ultra-premium meal delivery category, serving organic, plant-based meals at price points that can exceed $1,500 per month. Celebrity associations (Gwyneth Paltrow, Karlie Kloss) and editorial placements in Vogue and Goop cemented Sakara's status as the luxury brand of functional nutrition. Also searched as Sakara.
Wholey is a food and beverage brand selling grocery or specialty food products, advertising across Meta placements to reach consumer shoppers.
Taste and ease now lead over ideology. Many brands show food that looks appetizing first and mention plant-based second, speaking to flexitarians who want good meals rather than a lecture. Hooks often tackle a common doubt: it can taste good, it can be filling, and it can be easy. Positioning varies a lot. Daily Harvest and Allplants sell convenience through prepared or ready-to-blend meals. Sakara Life leans premium wellness for shoppers paying for a curated program. Eat Just speaks to the curious with egg and meat alternatives. Deliciously Ella builds on a founder-led wellness story, while Pulmuone and Paulig serve everyday pantry habits. Expect cooking and unboxing video, creator meal diaries, and recipe content. Offers center on first-box discounts, subscriptions, and variety bundles for delivery brands.
Identify the shopper first. A committed vegan, a flexitarian trying alternatives, and a wellness buyer seeking a lifestyle program need different messages. Notice whether a brand says plant-based loudly or keeps it in the background. Study how each brand handles the taste and fullness objection. Close food shots, real reactions, and recipe ideas are the usual answers. Watch the health language carefully. Words like clean, nourishing, and wellness appear often, and brands that stay specific tend to read as more credible than those that promise broad benefits. Finally, compare delivery-led brands against pantry brands. Subscription and trial offers dominate the first group, while the second relies on familiarity and shelf presence. Looking at long-running creative shows which meals, flavors, and hooks hold attention over time.
Examples include Daily Harvest, Sakara Life, Eat Just, Deliciously Ella, Allplants, Pulmuone, Paulig, and PlantX. They cover frozen meals, meal programs, egg alternatives, tofu, and pantry staples. Search each brand in AdLibrary and sort by run date to see which versions keep running.
Many lead with taste and convenience instead of ethics. Eat Just and Allplants show appetizing, easy meals aimed at flexitarians, treating plant-based as a bonus rather than the whole identity. Open these brands in AdLibrary to compare hooks, formats, and offers side by side.
Brands like Daily Harvest and Sakara Life use food-forward video, unboxing, and routine content, then push first-order offers and subscription plans. Wellness and ease are the dominant themes. Saving their live Meta and TikTok ads in AdLibrary makes the patterns easy to compare.
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