Goodlife's new repositioning and brand design has challenged the vegetarian frozen food’s category convention of light 'healthy' looking packs, opting instead for brand semiotics to evoke real, hearty foodiness and resonate with a new, much-wider audience. This category changing reframing of the 25 year old brand has delivered fantastic results with total sales up 66% in nine months. Waitrose were so excited by the new brand story, they put Goodlife into all their stores and took all six lines compared to just three lines in 2014. In independents, sales have increased 54% year on year despite Goodlife having an 82% to 144% price premium over their aggressively promoted competitors. During product testing research, the packaging scored a massive 8.3 out of 10 in top box appeal - norms are in the 6 to 6.5 range. The unconventional vertical pack format stands out on shelf and Waitrose have now required it of other brands in the freezer.