Brand Tone

Modern, encouraging, trustworthy, friendly, and accessible, blending nurturing care with energetic health-consciousness.

Brand Values

• •Convenience
• •Health and Nutrition
• •Innovation
• •Quality and Trust
• •Active Lifestyle

Best Practices

• •Always balance the "New" (modern, scientific, convenient) with the "Granny" (caring, trustworthy, simple, wholesome). Use modern language but ground it in a feeling of reliability.
• •Focus on "Benefit over Feature": Instead of just saying "freeze-dried," say "All the nutrients, none of the hassle." Instead of "10g of protein," say "The fuel to conquer your day."
• •Speak Like a "Cool" Grandma: The voice isn't old-fashioned; it's wise but modern. Use a supportive and encouraging tone. On social media, engage with comments as a knowledgeable and friendly guide.
• •Keep it Simple and Clear: The products are designed for convenience, and the language should reflect that. Avoid complex jargon. Sentences should be direct, and the core benefits (protein, no sugar, ready-to-eat) should be easy to spot.
• •Be Visually and Verbally Consistent: Ensure the active, clean, and modern lifestyle depicted in visuals is matched by energetic, positive, and empowering words. The copy should always reinforce the image of a brand that supports and enables a healthy, active life.

Social Perception

An innovative and promising startup, perceived as credible due to its association with Żabka Group. Products are seen as tasty, convenient, and effective healthy snacks/meal replacements, positioning the brand as a modern solution for healthy and convenient eating.

Copy Examples

• •Your 3 PM slump has a new enemy. Power through your afternoon with 10g of protein and zero added sugar. NewGranny is the coffee break that works as hard as you do. Ready when you are. #FoodWithBenefits #NewGranny #ProteinCoffee
• •Grandma's wisdom, bottled for your modern life. We took the goodness of a home-prepared meal and made it smart. High protein, no sugar, and ready to drink whenever you need it. Find your favorite flavor and fuel your day the NewGranny way. Winner of the Żabka Foodtech Lab! Shop Now
• •Nutrition that keeps up with you. Deliciously simple, seriously effective. Welcome to the new tradition of healthy eating. Welcome to NewGranny.
• •Feeling the drain? Need a smart boost? That's the NewGranny effect. High protein, no-nonsense fuel for people on the move. The snack that's also a secret weapon. #ProteinShake #HealthyHacks #NewGranny
• •We believe good food should be simple. Inspired by grandma's pantry—full of trusted, nourishing ingredients—we've created a drink for your busy life. Sterilized for freshness and packed with protein, it's care you can carry.