Kerry Foods has released its first plant-based range in Tesco and Morrisons stores.
A new range of plant-based meat alternatives has landed in Tesco and Morrisons stores as Kerry Foods launches its first vegan range in a bid to tap into the rapidly growing demand for meat replacements.
Keen to target flexitarians who are looking to swap meat for comparable plant-based alternatives, Kerry Foods feels its new range provides a high-quality option to a “severely under-delivering” market.
Consisting of four products, the range is comprised of No-Meat Balls, Chilled Sausages, Mince and Quarter Pounders (priced at £2.75/pack) made from sustainably sourced soya protein, wheat starch, chicory root fibre, natural smoke extract for a barbecue flavour and a blend of oils to give them a “juicy, succulent texture” with a “meaty chew”.
Speaking to The Grocer about his aims for the range, Kerry’s chief innovation officer, David Hamilton, said: “Our aim from the start of this project a few years ago was working out how to deliver proper [meat-free] meat, because a lot of the products on the market were pretty poor.”
“The best-tasting meat in the world is cooked on a barbecue, so we wanted to bring that cooked smoke into the product, to take you back to what wonderful meat smells and tastes like.”
Brand manager at Kerry, Alison Lees, added that the range, which is targeted primarily at flexitarians, has been designed to be “accessible for the mainstream.”
“The market is severely under-delivering for the meat-reducing consumer who does not actually want to give up meat but still wants all of that great taste and texture,” said Lees.
“It is being flooded with new entrants but we feel it has reached a tipping point. There is a consumer need for a brand that is a little bit cheeky, bold, contemporary and upbeat with a broad range of products that taste amazing.”