Expansion of Plant-Based Offerings: UK Corporation Diversifies into Meat Substitutes and Whole Food Products
UK Plant-Based Market Thrives as Brits Embrace Meat Reduction
In the ever-evolving landscape of food consumption, the United Kingdom is making significant strides towards a more plant-based diet. Last year, sales of meat analogues in UK supermarkets saw a 10% decline, while traditional plant proteins like tofu and beans experienced an increase. This shift in consumer behaviour is a testament to the growing interest in plant-based diets, as half of UK consumers are keen to further change their diets by eating less meat and dairy and more plants.
The UK remains the second-largest market for plant-based food in Europe, with 9% of Brits identifying as vegan, vegetarian, or pescatarian, and another 31% identifying as flexitarians. This shift in dietary preferences has not gone unnoticed by businesses, with several companies introducing innovative plant-based products to cater to this growing market.
One such company is the British vegan startup "This." Last week, "This" added a new product to its line, a plant-based pastrami called "This Isn't Beef Pastrami." This new offering joins the company's existing portfolio, which includes products like Super Veg Protein Bites.
"This Isn't Beef Pastrami" is made from wheat and pea protein and is priced at £2.95 per 70g pack, containing three portions. The product boasts a smoky, rich flavour and a tender texture, making it a compelling alternative to traditional beef pastrami. Each 100g of "This Isn't Beef Pastrami" contains nearly 32g of protein, 3g of fibre, and 10g of fat (9g of which is saturated).
In addition to "This Isn't Beef Pastrami," the company has also introduced a new product under its Super Superfood line, called Super Veg Protein Bites. These bites are made from a base of peas and pea protein, spinach, potatoes, carrots, rapeseed oil, and a seasoning mix dominated by lemon oil and basil. Each 100g of Super Veg Protein Bites contains 14g of protein and 3g of fibre, with a minuscule amount of saturated fat. Super Veg Protein Bites are priced at £3.50 per 240g pack and can be found in Tesco's freezers.
Another UK company, Oh So Wholesome, launched Veg'chop, a range of cubes made from red lentils, quinoa, yellow split peas, mushrooms, seeds, and more plants, the same week "This" launched its Super Superfood range. Each 100g of Super Veg Protein Bites contains 14g of protein and 3g of fibre, with less than 1g of saturated fat.
The new product "Super Superfood Breaded Pieces" by "This" features 49% rehydrated shiitake mushrooms, 12% fava bean protein, seeds, seasonings, and a multigrain breaded coating. "Super Superfood Breaded Pieces" are available in the chilled section at Sainsbury's for £3 per 180g pack. Each 100g of "Super Superfood Breaded Pieces" contains 14g of protein, 4g of fibre, and less than 1g of saturated fat, with an added omega-3 boost.
"Super Superfood Breaded Pieces" can be added to curries, stir-fries, and salads, while Super Veg Protein Bites are aimed towards time-strapped work-from-home professionals and health-conscious families. The company that introduced the new product line "Super Superfood," consisting of plant protein cubes, last week is not publicly known based on available information.
However, one thing is clear: the UK's plant market is thriving, with companies like "This" leading the charge in innovation and consumer satisfaction. As more consumers embrace a plant-based diet, we can expect to see even more exciting product launches in the future.
