Squeaky Bean vegan range hits Sainsbury’s, Waitrose

By Jerome Smail contact

- Last updated on GMT

Squeaky Bean Kickin’ Katsu Curry
Squeaky Bean Kickin’ Katsu Curry

Related tags: Npd, vegan

Squeaky Bean has released a new range of vegan products at Sainsbury’s and Waitrose to capitalise on the Veganuary market.

Already on the shelves of Sainsbury’s are Kickin’ Katsu Curry and Sticky Chinese Style ‘Ribs’ (both 300g and launched on 2 January). Garlic & Herb Chicken Style Pieces (160g) went on sale at Waitrose on 30 December, with Crispy Duck Style Pieces with Hoisin Sauce & Pancakes (260g) due to follow on 11 January.

The Kickin’ Katsu Curry contains chicken-style pieces, while the Sticky Chinese Style ‘Ribs’ feature a new beef-style product. Both products are ready to cook.

Meat-free demand

“Demand for easy-to-prepare plant-based products is surging on top of an already growing appetite for meat-free food,”​ said Rosie Bambaji, buyer, fresh plant-based at Sainsbury’s.

“By offering a vast range of plant-based products we want to ensure that everyone can enjoy tasty and convenient plant-based meals.”

The Garlic & Herb Chicken Style Pieces are ready to eat but can also be microwaved for 30 seconds or lightly fried. Each pack contains 22g of protein per 100g, and 1g of saturated fat per 100g.

The Crispy Duck Style Pieces with Hoisin Sauce and Pancakes are ready to cook via frying and microwaving.

“It’s important that we provide our customers with a wide range of plant-based products that satisfy their adventurous tastes,”​ said Charlotte McCarthy, partner & buyer, chilled vegetarian and vegan at Waitrose. 

“Squeaky Bean’s Hoisin Sauce & Pancakes and Garlic & Herb Chicken Style Pieces don’t compromise on taste and are easy to prepare – we can’t wait for our shoppers to try them,” ​she added.

Sainsbury’s is offering the Kickin’ Katsu Curry and Sticky Chinese Style ‘Ribs’ to shoppers for £2.75 until 19 January, reduced from an RRP of £3.25.

Plant-based promotion

Crispy Duck Style Pieces with Hoisin Sauce & Pancakes will be available in Waitrose for £3 until 26 January, reduced from an RRP of £4, while Garlic & Herb Chicken Style Pieces will sell for £2.25, discounted from an RRP of £3, up to the same date.

Sarah Augustine, Squeaky Bean’s co-creator, said: “Our flavour-packed products fill the gap between scratch cooking and ready-to-eat food, while offering a plant-based alternative that’s packed with flavour.

“Our delicious new recipes have been inspired by the food we crave, with katsu curry, crispy duck pancakes and hoisin ribs being some of our takeaway classics. With delivery services such as Uber Eats and Just Eat experiencing increased demand, we wanted to bring these much-loved flavours to home kitchens – and make them just as easy to enjoy.”

Related topics: NPD, Veganism

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