I actually really like the packaging. I think there is a...

I actually really like the packaging. I think there is a simplicity about it that is very appealing, particularly to the vegan market.
In my opinion the use of such a plain font as the centrepiece of the product, with the use of lowercase writing, is a bit bold and will stand out for good reasons. The colourful, but no frills kind of packaging, for me anyway, emphasises an organic product.

This kind of minimalism creates a focus on the product.
I don’t know if you know many vegans but I think they will be appealed by such packaging that deviates from the tacky consumerism that is evident in branding/packaging decisions.
Also there is a neutrality to the branding that should connect with the broader market.