Need started as a side hustle that turned into a full blown food start-up, sold at Selfridges, Harrods, Planet Organic and Whole Foods amongst many others. Alongside the taste and quality of the product, the branding was mentioned by multiple buyers as an integral part in deciding to stock the line.

Keeping the branding non-traditional was essential to distinguish it from non-vegan brands and staying away from wholesome rural imagery associated with the dairy industry.