Good Hemp

Reformulating the UK's leading hemp protein range, redesigning the packaging, and laying the groundwork for a retail and DTC rollout — backed by deep market research.

About the Brand

Hemp pioneers. For over 20 years.

Good Hemp is one of the UK's original and most respected hemp food brands. Founded by Henry and Glyn on their farm in Devon over 20 years ago, the brand has spent two decades proving that hemp is one of the most nutritionally complete and environmentally responsible crops on the planet and building a range of products that make that case to consumers in the most delicious way possible.

Operating from Collabear Farm in North Devon, Good Hemp produces a full range of hemp-derived food and drink products: hemp protein powders, dairy-free seed milks, hemp seed oils, and pantry staples. Their hemp protein range spans 46%, 75%, and 85% protein concentrations making it one of the most comprehensive and high-quality hemp protein lines available in the UK.

Hemp is not just a product for Good Hemp it is a mission. Hemp plants absorb four times more CO₂ than the same area of trees, require no pesticides, replenish soil nutrients, and produce zero waste from stalk to seed. Good Hemp's vision is a world where all food and drink is sustainable, and every product they make is a step towards it.

The Challenge

A great product that needed to work harder.

Good Hemp's hemp protein range had the nutritional credentials, the heritage, and the brand equity to compete at the highest level of the plant-based protein market. But the product needed to evolve. The flavoured hemp protein category is increasingly competitive, and consumers particularly those coming from whey or pea protein have high expectations around taste, texture, and mixability.

The existing formulations, while nutritionally excellent, needed refinement to meet the standards of a modern, flavour-forward consumer. At the same time, the packaging needed to communicate the brand's premium positioning and sustainability credentials more effectively on shelf both in physical retail and in the increasingly competitive DTC space.

To do this properly required more than intuition. It required a rigorous understanding of the market who the target consumer is, what they are currently buying, what they are dissatisfied with, and where the white space lies. That intelligence needed to inform every decision, from reformulation to packaging design to channel strategy.

Our Approach

Research. Reformulate. Redesign. Roll out.

Creative Soil's engagement with Good Hemp was built around a clear sequence: understand the market deeply, use that intelligence to improve the product, and then design the packaging and channel strategy to bring the reformulated range to market with maximum impact.

Liza's deep market research formed the foundation of everything that followed. A comprehensive analysis of the flavoured hemp protein category covering consumer behaviour, competitor positioning, pricing architecture, channel dynamics, and emerging trends gave the team a precise picture of where Good Hemp needed to go and how to get there.

That intelligence directly informed the product reformulation. Working closely with the Good Hemp team, Creative Soil helped refine the flavoured hemp protein formulations to meet the taste and texture expectations of today's plant-based protein consumer without compromising the clean, natural ingredient profile that defines the brand.

The packaging redesign followed bringing the visual identity in line with the reformulated product's premium positioning, communicating the brand's sustainability story more effectively, and creating a shelf presence that competes confidently in both retail and DTC environments.

Services List:

Deep Market Research

A comprehensive analysis of the flavoured hemp protein category covering consumer behaviour, competitor landscape, pricing, channel dynamics, and white space providing the strategic intelligence to inform every subsequent decision.

Product Reformulation

Working with the Good Hemp team to refine the flavoured hemp protein range improving taste, texture, and mixability while preserving the clean, natural ingredient profile that defines the brand.

Packaging Design

A full packaging redesign for the reformulated range communicating premium quality, sustainability credentials, and nutritional authority with a visual identity built for both retail shelf and DTC channels.

Retail & DTC Rollout (Coming Next)

A structured go-to-market strategy for the reformulated range across physical retail and direct-to-consumer channels ready to execute.

What We've Done

The product is ready. The packaging is ready. The market intelligence is in hand.

The reformulated Good Hemp flavoured protein range is the result of genuine product development work informed by rigorous market research, refined through close collaboration with the brand team, and packaged to compete at the premium end of the plant-based protein market.

Liza's market research gave the project a level of strategic clarity that is rare in product development engagements. Every reformulation decision, every packaging choice, and every channel recommendation is grounded in a real understanding of what the consumer wants and where the market is heading.

The range is now ready for its next chapter.

Results

The market research led by Liza gave the entire project its strategic foundation a rigorous analysis of the flavoured hemp protein category that informed every decision that followed. That intelligence drove the creation and reformulation of Good Hemp's leading hemp protein range. Over several months of iterative development, Creative Soil worked directly on the flavour formulas, taking the new blends from a below-average palate score to an excellent 9 out of 10. The farm team at Collabear were able to adapt and produce the new formulas, refining taste, texture, and mixability to meet the expectations of today's plant-based protein consumer without compromising the clean, natural ingredient profile the brand has built over 20 years. The packaging was redesigned in step premium, sustainability-forward, and built to compete confidently on both retail shelves and DTC platforms.

The range is now ready. The retail and DTC rollout is the next chapter, and the groundwork has been done properly. Good Hemp is entering it with reformulated products that are genuinely competitive, packaging that earns its place on shelf, and the strategic clarity to make the launch count.