Plant-based Squeaky Bean range expands in Tesco

By Rod Addy contact

- Last updated on GMT

The Squeaky Bean Falafel is being stocked in the vegan and vegetarian fixtures of 380 Tesco stores
The Squeaky Bean Falafel is being stocked in the vegan and vegetarian fixtures of 380 Tesco stores

Related tags: Npd, vegan

Winterbotham Darby is expanding its existing chilled plant-based food brand Squeaky Bean in large Tesco stores, with the addition of new Falafel and Hot & Spicy Chicken Style Pieces on 23 November.

The launch has been timed to occur within World Vegan Month, which runs throughout this November. The two new chilled food lines would be followed by four existing lines introduced into Tesco for the first time. These would be:

  • Squeaky Bean Italian Deli Ham Style Sandwich Slices (£2.00, 90g)
  • Squeaky Bean NYC Deli Pastrami Style Sandwich Slices (£2.00, 90g)
  • Squeaky Bean Roast Chicken Flavour Sandwich Slices (£2.00, 90g)
  • Squeaky Bean Kebab Style Sandwich Slices (£2.00, 90g)

Distribution of the Squeaky Bean range has increased fivefold since December 2019, supported by a £6m investment in the 2,000m² Bicester factory dedicated to producing it, which was finalised in September 2020, according to the brand. 

Sriracha flavour

Squeaky Bean Hot & Spicy Chicken Style Pieces, which will be sold in 160g packs for £3, are seasoned with a Sriracha flavour coating, for those wanting to incoporate plant-based food into their diet without compromising on flavour. The pieces can be consumed as a snack straight from the pack, fried, or cooked in the microwave for just 30 seconds. Made with pea protein for a realistic texture, they are high in protein and low in saturated fat. 

Squeaky Bean’s Falafels, which will be sold in 200g packs for £2, have been created to be popped into pittas or creatively crumbled over a salad and can be eaten either hot or cold. 

A Squeaky Bean survey of 500 consumers indicates 95% of those identifying as vegans and vegetarians eat falafel regularly, while one in four meat-eating respondents said they ate falafel twice a month or more often.

Respondents to Squeaky Bean’s survey of 500 consumers, which was conducted via Vypr, also showed that falafel is a popular choice among individuals interested in healthy eating.

Vegan and vegetarian fixtures

The Squeaky Bean Falafel is being stocked in the vegan and vegetarian fixtures of 380 Tesco stores.  

“For too long, there has been a perception that by choosing plant-based products, people have to sacrifice taste,"​ said Sarah Augustine, Squeaky Bean’s co-creator. "Our flavour-packed Falafel and Hot & Spicy Chicken Style Pieces prove that this isn’t the case. Both can be eaten straight from the pack as a snack, or cooked and enjoyed as part of a meal, meaning time is no barrier to plant-based eating. 

“Our bumper launch into Tesco shows that appetite for vegan options shows no signs of abating – and with more choice than ever available for plant-based food, we believe demand is only set to grow.”

Younger consumers

Squeaky Bean said the supply and demand of plant-based products had increased during 2020. Demand from younger consumers was driving growth and the brand attracted more than twice the proportion of 18-24 year-olds versus the average in the plant-based ready-to-eat category, it claimed.

Winterbotham Darby launched the self-styled 'dirty' Squeaky Bean brand initially in Asda stores on 28 January 2019 in the form of three lines: ​Satay Kiev, Nuggets and Fishless Fingers.

“We wanted to recreate those childhood favourites and give people the choice to eat something more indulgent, foods that you can wrap, bap or just attack,​ said Augustine at the time. “We’ve created an exciting brand to sit away from the rest by giving consumers something that’s messy but not necessarily basic.”

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