Premier Foods, the company behind household name brands such as Mr Kipling and Bisto gravy, has announced the launch of its first plant-based 'beef' flavoured vegan stock cubes as part of its Oxo brand.
The company has not yet released details of stockist or given a launch date but has revealed that the beef-flavoured stock cubes will “start appearing on supermarket shelves soon.”
In order to create a product that adds a complex, meaty taste to meals, Premier Foods has used extra yeast and an ‘altered mix of herbs and spices.’
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The vegan stock cubes will be packed in Oxo’s traditional red packaging but will be clearly labelled ‘meat-free’ to make it easier for shoppers to identify.
According to The Guardian, they will retail at at £1.59 for a pack of 12, the same prices as other non-vegan products in the Oxo range.
The move towards plant-based alternatives comes after new market research from Mintel found that almost a quarter of food products launched in the UK in 2019 was vegan.
Keen to tap into this lucrative market, Premier Foods chief executive, Alex Whitehouse, told The Guardian: “The whole plant-based eating thing is clearly very important. There was a clear role for a vegan but beef-flavoured cube.”
