New look, new products: Vegamo refreshes its brand and expands its range

The plant-based market in Italy continues to show its strength, supported by an increasingly diverse offer designed to meet the needs of ever more aware and demanding consumers. The figures confirm a healthy sector, driven above all by meat alternatives: the chilled meat alternatives segment in Italy has reached a value of €224 million, recording growth of +10% in value compared to the previous year (source: Nielsen, FY data September 2025).

Product innovation: the strategy behind the new launches

In this highly dynamic context, Vegamo continues its evolution by expanding its autumn range with two key products: No-Fish Sticks and Spinach & Cheese Fillets.

This choice stems from a detailed analysis of consumer needs, as explained by Marco Catinari, Plant-Based Category Manager at Atlante:

“In a market that is evolving so rapidly, the ability to innovate is essential. With these new launches we are tapping into a strategic trend such as fish alternatives, offering tangible and more sustainable options, while also working on vegetarian comfort food, where taste remains the priority as our core target is still omnivores.”

The No-Fish Sticks are Vegamo’s concrete response to the growing demand for fish alternatives – a global market already worth around €530 million. Made with plant proteins, they faithfully replicate the experience of classic breaded sticks: golden and crunchy on the outside, soft on the inside, they offer a solution for those seeking new culinary experiences without impacting marine wildlife.

Alongside this vegan option, the Spinach & Cheese Fillets complete the range by focusing on simplicity. This vegetarian product is designed for omnivorous or flexitarian consumers who want to diversify their diet with a convenient, flavourful main course that satisfies from the very first bite.

A new look for Vegamo

The brand’s evolution is not limited to its recipes, but also involves its image. Vegamo has recently unveiled a complete restyling of its visual identity, from the website and social media channels to the product packaging. Anna Matilde Sala, Graphic Designer at Atlante who led the project, describes Vegamo’s new look as follows:

“We gave Vegamo a clearer, more contemporary voice: a strong identity with a logo centre stage, brighter colours and packaging that really showcases the product. We rethought copy, photography and the information hierarchy to make the brand easier to read on shelf. The aim was to communicate in a simple, accessible way, both to loyal consumers and to those approaching the plant-based world for the first time. The website and social channels then followed suit to ensure consistency with the new image.”

Aura Franzoni, Vegamo Brand Manager, highlights the brand’s commitment to keeping pace with trends and evolving consumption patterns across the entire range:

“Vegamo was created to be a complete range, able to evolve alongside consumers’ habits. Our goal is to offer an assortment that truly is ‘for everyone’: from committed vegans to flexitarians, right through to those who are simply looking for a tasty, quick alternative. For us, keeping up with the times means anticipating new consumer needs – such as the search for fish alternatives – while always staying true to the promise of accessibility and broad appeal that defines the brand both on our website and on shelf.”

The result of the restyling is a cleaner, more direct communication style, designed to stand out in an increasingly competitive chiller and to instantly convey the values of wholesomeness and accessibility that define Vegamo.