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Iceland is set to expand its No Bull range of meat alternatives and install dedicated meat-free freezers in more than 900 stores following the success of its No Bull burger.
Frozen supermarket chain Iceland has revealed it will be launching 13 new own brand vegan products, including a spicy vegan chorizo. The new products will be stocked in its new dedicated vegan freezer and will be available from September 3rd.
£2-£3.50, catering to millennial consumers, of whom a quarter had recently adopted vegetarian, vegan or flexitarian lifestyles, said Pulsar.
Additions to Iceland’s plant-based range include:
- No Bull Jalapeño Burgers
- No Chick Crispy Fillets
- No Chick Chunks
- No Bull Meatballs
- No Bull Mince
- No Bull Sausages
- No Chick & No Porkies Paella
- No Bull Chilli and Rice
- Asian Burgers
- Tofu Vegetable Burgers
- Green Vegetable Balls
The new products will be priced at £2-3.50 making them a great affordable option for those looking for quick and simple meal ideas.
Photograph: Iceland / Weber Shandwick Media
“When we started spotting consumers using our No Bull burger to create their own recipes on social media, we knew we had to create a full vegan range,” said Iceland’s head chef Neil Nugent.
“The range incorporates ingredients entirely new to us, including tofu and wheat-based proteins, and demonstrates how tasty and diverse vegan food can be. We wanted consumers to be able to create their own dishes at home and experiment with new flavours, but also provide the convenience of ready meals.”
It comes as Iceland hailed the surprise success of its No Bull burger, which had become the retailer’s best selling product of the summer following its April debut. No Bull was building a cult following as UK consumers clamoured to try the burger, inspired by next-generation US alternatives such as the Beyond and Impossible Burgers.
