Premier Foods brand Plantastic is set to roll out a new range of 100% plant-based protein pots as it moves into the quick meal solution category for the first time.
Available at leading retailer Tesco from mid-November, the pots are launching in three flavours including Satay Noodles with sweet red pepper, “Bolognese” Pasta in tomato sauce and Cajun Rice with tomato & pepper.
Also non-high in fat, salt or sugar (HFSS compliant), the new products look to provide a healthier alternative to shoppers.
This move comes as the plant-based food category is currently valued at £1.79 billion and is estimated to reach £2bn by 2024, according to Kantar data.
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“At Plantastic our brand mission is to popularise plant-based food by making every experience taste and feel fantastic for everyone,” Premier Foods brand director for plant-based, Hong Sim said.
“Our great taste and health credentials will bring in those who have not previously shopped in the quick meals category, with 86% of customers surveyed saying they would want to see the Plantastic Protein boost range in Tesco.”
He added: “The range is also available at an accessible price point (MSSP) of £1.29, to encourage new shoppers and drive frequency of purchase.”
This comes as a range of FMCG giants have recently branched out into the plant-based sector including Nestle biscuit brand KitKat, cheese brand Cathedral City and confectionary brand Terry’s Chocolate Orange, with brand new vegan products.
