Irish plant-based trailblazer unveils overhaul and CEO

Irish plant-based brand fiid has announced a comprehensive relaunch, debuting a vibrant brand identity and a top-to-bottom business overhaul designed to capture a rapidly evolving health-conscious market.

The move marks a pivot for the ambient ready-meal specialist as it seeks to scale its natural-first philosophy across the UK and Ireland. Central to this new chapter is the appointment of industry veteran Julia Kessler as CEO, who joins with a specific mandate: to drive mass-market expansion while maintaining the brand’s culinary integrity.

The timing of the overhaul is no coincidence. As mainstream interest in weight-loss medications (GLP-1s) grows alongside a general shift toward functional nutrition, fiid is positioning itself as the “clean” solution for time-poor consumers.

The brand’s core proposition — 100% natural, high-protein, and high-fibre meals ready in 90 seconds — directly addresses the increasing difficulty of finding convenient food that is genuinely nutritious.

“Too many people struggle to find something that’s quick, easy, delicious and nutritious all at once,” said new CEO Julia Kessler. “fiid was built to solve that problem, and this relaunch is how we bring that solution to far more people.”

The relaunch includes a significant nutritional optimisation of the full product range, which includes: Smoky Black Bean Chilli; Sundried Tomato Lentil Ragu; Golden Curry House Special; and Lentil & Sweet Potato Curry.

The updated recipes have been refined to reduce fat, salt, and sugar while increasing the density of lentils and beans. This better-for-you profile ensures the products meet the strict standards of the modern “mindful” shopper without sacrificing the bold, world-inspired flavours the brand is known for.

For Kessler, the bold new visual identity is a “statement of intent.” By modernising its look and improving its formulas, fiid is moving beyond its niche plant-based roots to compete as a premium, health-forward staple in the ambient aisle.

The revamped range is currently rolling out across Booths, independent retailers, wholesalers, and Amazon, as well as through fiid’s direct-to-consumer platform, with an RRP of £2.95.

With a seasoned leader at the helm and a product line-up optimised for current health trends, fiid’s overhaul signals its transition from a cult Irish favourite to a major contender in the global functional food space.