Dutch plant-based meal brand Lazy Vegan has rebranded to LAZY in an effort to appeal to a wider audience. The company aims to reach consumers who do not identify as vegan or vegetarian, as research has shown that the word “vegan” can evoke mixed reactions. The products will continue to be plant-based, but the packaging and brand communications will now feature the LAZY logo.

LAZY plans to launch a marketing campaign in January across the Netherlands to promote the brand's meals, which include dishes like Korean Noodles, Italian Risotto, and Tikka Masala. The new packaging is already available in supermarkets in the Netherlands, Germany, and the UK. LAZY's co-founder believes there are plenty of reasons for a broader audience to try the meals, emphasizing that they are healthy, packed with natural ingredients, and incredibly tasty.