DR.VEGAN Removes “Vegan” From Its Name, Keeps 100% Vegan Formulations

UK supplements company DR.VEGAN has rebranded as DRV+, removing the word “vegan” from its branding after customer research found that only 13% of its buyers identify as vegan. The new identity, which emphasizes quality, transparency, and evidence-based formulations, still maintains its 100% vegan ingredients and UK manufacturing. A survey of 829 customers revealed that most were drawn to the brand for ingredient quality and transparency, with vegan credentials being a lower priority in purchase decisions.

The new name, DRV+, stands for “Designed. Researched. Verified.” and reflects the company's commitment to rigorous formulation standards. Testing with UK consumers aged 35 to 64 showed that the redesigned packaging increased preference by 107% overall and by 154% among women. CEO and co-founder Gordon Lott emphasized the company's belief in honest, rigorously formulated, and fairly priced supplements, which has led to the rebranding to better communicate their values while retaining customer trust.