Plenty

CLIENT

plenty

PROJECT COMPLETED

2025

FORMAT

salad snack kits

SCOPE

END-TO-END

PROJECT OVERVIEW

From Lettuce to Launch: Creating Premium, Value-Added Fresh Food Innovation

Plenty, a leading vertical farming company specializing in pesticide-free leafy greens, wanted to expand their product line to enter the value-added category with new, culinary-forward salad kit and/or fresh produce snacking boxes, featuring Plenty’s signature greens.

Elevating Lettuce: From Culinary Innovation to Commercialization

Project Goals

Leverage KitchenTown's culinary expertise to create premium, value-added, commercialization-ready products within the salad kit and/or fresh snack pack categories using lettuce as the hero ingredient.

Deliver one product with 2 SKUs ready for commercialization, including identification of a co-manufacturing partner, delivered at acceptable cost.

THE CHALLENGE

Overcoming included perishability and short shelf life, intense competition in the fresh foods segment, ingredient availability and sourcing, and co-packer capability and availability.

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HOW WE DID IT

STRATEGY

01

DISCOVER

Market research & landscape report to gather inspiration and insights to inform ideation for differentiated new product concepts

02

DESIGN

Concept ideation which prioritized culinary innovation and resulted in 3-5 concept “buckets” plus an initial brainstorm of SKUs that showcase Plenty’s greens and speak to known consumer demands
Culinary recipe development for the two concepts that were selected to move forward from consumer concept testing
Product development turning culinary prototypes into commercial-ready products
Contract manufacturing + preliminary feasibility research to guide ideation and concepting, understand preliminary fea

03

COMMERCIALIZE + VALIDATE

Contract manufacturing exploration to deliver a shortlist, partner in selection, & onboard primary partner target from a list of suitable co-packers
Consumer concept testing with 400 consumers to test new product concepts and understand purchase intent and concept appeal
Buyer feedback on prototypes from key retail partners to assess new product appeal

outcomes

Results

supply line

recommended co-manufacturer

Helped Plenty find and onboard a partner capable of taking fresh product from Plenty, integrating additional fresh ingredients, and packaging it in the specified size and material at a cost acceptable to the client.

commercial-ready

2 culinary prototypes

Developed prototypes complete with recipes and specifications, nutritional fact panels, ingredient supplier information, and preliminary pricing

Reviews

Retail buyer feedback

Utilizing recipes and instructions by KT, Plenty sales team recreated snack packs. Feedback was unanimous, buyers loved the concepts and felt there was market opportunity.

client stories to savor

Brands We've Helped Grow

Dana Worth, SVP Commercial Plenty

“Working with KitchenTown was a great experience. The process was collaborative and iterative all the way through.
They presented multiple concepts and guided us through the decision-making process without ever making us feel rushed. The final concepts perfectly captured our goals.
From day one, their team became true partners in bringing our vision to life. Working with Traci is a true pleasure. She is a master at her craft and a joy to work with.”

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