Plant-based food brand Allplants has launched its latest ready meal campaign, taking up its ‘beef’ with the ‘ultra-processed’ food industry.
The meal company is looking to show shoppers that ready meals can be healthy and full of flavour, with each of its meals balanced by a nutritionist and containing at least two of the recommended five a day.
This comes as a survey commissioned by Allplants found that 70% of Brits worry about hidden nasties in their food and 87% think ready meals should be healthier.
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Over half of adults also think the government should introduce legislation for ready meals to only contain wholefoods.
As a result, the company is calling out players in what it describes as the ‘ultra-processed food market’.
“Allplants has always been about championing plants, ever since we started in our North London kitchen in 2017 – and that’s never going to change,” Allplants founder, Jonathan Petrides said.
“We’ve always thought it was mad that so many companies are putting chemicals into our bodies, and no one is saying anything about it. Allplants is now taking the brave step to be loud about the change we expect to see from the food industry, and we’re ready to lead this change.”
This news comes as Allplants rolled out in supermarkets for the first time in November, having launched in Ocado and Planet Organic.
The selection that hit stores and the online-only grocer included Protein Powder Buddha Bowl, Mac and Greens, Sticky Teriyaki Udon Noodles and Truffle Mushroom Orzo, all with an RRP from £5.50.
