The brand, which hit Spain in 2016 and was available in Germany before that, consists of 12 products in the UK market, grouped around four sectors:
- Familiar Swaps – a range of meat-free burgers, available in frozen and chilled;
- Veggie Creations – a range of vegetables, combined with grains, pulses or cheese, such as Quinoa & Lentil Bakes and Sunny Tomato & Cheese Bakes;
- Just Ingredients – a range of meat-free ingredients made from plant-based protein and common ingredients, mimicking meat equivalents such as mince and chicken, suitable for making vegetarian dishes;
- Snack On – an authentic Mezze selection of falafels with a twist, including beetroot falafel, spinach falafel and spicy falafel.
All the products within the range boast a host of other nutritional credentials. They are made with no artificial flavours or preservatives, they are a source of fibre and a source of protein, aiding muscle growth and maintenance. In addition, none are high in salt, sugar, fat or saturated fat, meaning they have no red labels under the colour-coded nutrition labelling system.
“We find that people want to enjoy a healthier diet and try to eat less meat, but they are sometimes disappointed with the taste,” said Paula Jordan, managing director of Nestlé’s UK food division.
“We believe that vegetarian cooking is more than just cooking vegetables; it’s about new tastes, flavours and an exciting experience, as well as leading a healthy and sustainable lifestyle.”
The range was designed with the aim of “banishing bland” vegetarian food, said Jordan.
On 30 December, Sainsbury’s announced the launch of a volley of meat-free own-label ‘by Sainsbury’s’ products. They included Sweet & Smokey BBQ Pulled Jackfruit, Caramelised Onion and Cumberland Shroomdogs and cauliflower-based steaks and burgers.
Earlier this month Waitrose announced it would launch a range of 50 vegetarian and vegan products in its stores from June and Vivera announced the launch of a 100% plant-based ‘steak’ in Tesco outlets. Asda launched plant-based meat-free options in January.