Light & Free

Light & Free isn't just another weight-loss yoghurt brand. Yes, it's good for you — but there's more to it than just helping people drop a few pounds. It's about empowering us all to live life more free.

The brand had an attitude but was struggling to articulate it. I helped them flip negativity into positivity, replacing a 'get rid of it' industry mentality with a message people could get behind. After all, why talk about what's not in the pot, when you can talk about what is?

This shift from 0% to 100% fed into every element of the brand. It turned the plain-good into the feel-good, bringing colour to supermarket shelves and packing in our positive ethos whether supporting Pride or the Paralympics.

Agency / forpeople  
Year / 2018 
Team / @pazmartinez

The best things in life are free.

Free from the artificial, Free from stereotypes, Free to eat naturally, deliciously, whole-heartedly.

So, go on, free your taste buds in a pot of Greek Style Light & Free, bursting with refreshing pomegranate and sweet, scrumptious raspberries.

0% fat. 
0% added sugar. 
0% artificial sweeteners.

The Future is Free.

Light & Free Greek Style Back of Pack

Splendid to the very last scraped spoonful of super-smooth, silky, scrumptious, sumptuous Light & Free Greek Style yogurt.

A note inside every pot of Light & Free

T-oat-ally smooth and creamy

Our oat yoghurt — yes, you heard that right — offers a totally smooth, deliciously creamy and vegan-friendly alternative to yoghurt with a light hint of vanilla.

Kickstart your day with Light & Free plant-based, the uplifting taste experience that is 100% dairy-free with 0% fat and 0% added sugar.

Oat Plant-based Light & Free Back of Pack

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