Brand Tone

Bold, Playful, and Confident

Brand Values

• •Flavor & Quality Supremacy
• •Inclusivity & Accessibility
• •Sustainability & Responsibility
• •Nostalgia & Comfort, Reimagined

Best Practices

• •Embrace the Edge: Don't shy away from the brand's slightly sassy, confident tone. Use words like "ridiculously good," "damn tasty," and the signature "GrownAs*" pun. This distinctive voice is a key differentiator.
• •Lead with Flavor, Follow with Features: Always start by highlighting the delicious, creamy, and cheesy experience. Once the appetite is whetted, then list the functional benefits (vegan, nut-free, high protein, etc.). Consumers are buying a feeling first, then justifying it with facts.
• •Tell the Founder's Story: Regularly weave the origin story into copy. It grounds the brand in authenticity, family values, and a relatable problem, building a stronger emotional connection with customers.
• •Keep it Simple and Confident: Use short, declarative sentences. Make bold claims. The copy should reflect a brand that is 100% confident in its product's superiority, leaving no room for doubt.
• •Speak to Everyone: While the product is vegan, the copy should feel inclusive. Use language like "for everyone at the table," "loved by vegans and non-vegans alike," and "feed your inner child, or your actual child" to broaden the appeal beyond a niche audience.

Social Perception

The public perceives GrownAs* Foods as a premium, high-quality, trustworthy, and authentic player in the vegan comfort food space, often hailed as the best vegan mac and cheese. While taste preference and premium pricing are minor criticisms, its strong brand personality and retail success enhance its credibility.

Copy Examples

• •Tired of vegan mac that tastes like... well, plants? We get it. That's why we made a mac & cheese so creamy, so cheesy, and so ridiculously good, you'll swear it's the real deal. This is the comfort food you grew up with, just with a GrownAs* glow-up. #GrownAsFoods #NotYourAverageVegan #MacAndCheese
• •The best vegan mac & cheese on the planet. Period. Don't believe us? We dare you to try it. (Warning: may cause you to break up with all other mac & cheeses.)
• •Meet the mac that checks all the boxes. Vegan? Yep. Nut-free? You bet. Soy-free? Of course. Packed with 25g of protein? Absolutely. We cut the crap so you can get straight to the comfort. Just simple, delicious, plant-based goodness that's ready in 10 minutes.
• •Real talk: who at your dinner table is the toughest food critic? Whether it's a picky kid or a skeptical non-vegan partner, we made GrownAs* Foods to win them all over. Drop a comment and tell us who you're sharing your next box with!
• •You know that feeling of pure, unadulterated joy from a perfect bowl of mac & cheese? We bottled it. And just for being part of the GrownAs* family, here’s 15% off your next order. Because being a grown-up doesn't mean you have to give up the good stuff.