The meat-free line aims to offer a range of products providing a number of plant-based offerings, designed to match real meat on taste, texture and quality. This would include burger, sausages, ‘No Meat Balls’ and mince, Kerry Foods said. The range also offers an array of meat-free alternatives that can easily be swapped in place of the real thing.
The range is made from rehydrated soya in order to gain a meat-like texture. It is registered with The Vegan Society and Kerry Foods has created a new purpose-built and fully segregated production site for the Naked Glory range to maintain the highest standards of protection and quality.
The move comes as the firm seeks to tempt meat eaters into a healthier lifestyle and cut down on their consumption of animal products.
The meat-free market is booming
The meat-free market is currently booming in the UK, with sales of meat alternatives having grown 19% year on year, Kerry Foods claimed. It said a total of 92% of these plant-based meals were eaten by non-vegans, highlighting impressive growth outside of the usual consumer base.
“We are really excited to be bringing Naked Glory to market and adding some much-needed sizzle to the Meat-Free category,” said David Hamilton, chief innovation officer, Kerry Group.
“The target from the start was always: ‘looks like meat, tastes like meat, in fact it needed to be the meatiest thing since meat!’ Harnessing our global capability and knowledge, our meat mixologists linked Food Craft and Science to create meaty ooziness, full on taste and a true meaty texture in all our products.
“We’ve taken our time as product delivery was paramount and are confident the brand will be a hit with everyone – regardless of their dietary preferences.
Quarter pounders, sausages, mince
“With a range of quarter pounders, sausages, mince and more, we have a full spectrum of meat-free alternatives that can be enjoyed by those looking to reduce their meat consumption but still want delicious taste at mealtimes.”
Hamilton described the meat-free space as “exciting and dynamic”, promising further products of this nature in the future.
The firm will also be supporting the Naked Glory launch with a £2.5m investment in digital, social, out of home and shopper marketing that will be activating this month and run throughout 2020.