Flawsome!: From wonky to wonderful

Flawsome, a juice brand, redesigned its packaging and changed its name from Get Wonky in the UK to better promote its products made from flawed fruits and vegetables that would otherwise be wasted.

Executive summary

In a world where sustainable food and drink are high on consumers' agendas, where Unilever estimates 33% of consumers prefer sustainable brands and in a juice market worth £2.1bn' overall, with the 'wonky' segment estimated to grow at between 2.5%2 and 4.9%,3 'Get Wonky', a brand that saves imperfect fruit and veg destined for the trash and transforms it into delicious cold-pressed juice, should have been a run-away success. But it wasn't.

Co-founder, Karina Sudenyte, says: "In a market where so many competitors were also claiming their products were wonky on their packaging, we...

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