Meat-free brand, VeggieDay, wins national listing for Falafel in Co-operative stores

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New listing

New listing

Meat-free brand, VeggieDay, has secured a national listing for its new Mediterranean Falafel product – the first frozen falafel range stocked by The Co-operative.

According to VeggieDay, Falafel has seen a marked increase in popularity over the last five years, as retailers and foodservice operators capitalise on the popularity of street food, which is estimated to be consumed by 25bn people worldwide, each day.

Available in selected stores nationwide from March 2013, VeggieDay’s Mediterranean Falafel is based on the traditional chickpea recipe. The range is made using 100% natural ingredients, providing a dish that is high in protein and fibre, but low in fat and salt.

Tony Reeves, country manager for the UK and Ireland, said: “We are delighted with the success the Chicken Style burger has shown to date and are confident that our ‘Mediterranean’ style falafel will be equally as popular.

“We’ve invested heavily in product development to ensure our meat alternative range offers an experience that looks, feels and tastes just like meat, in order to appeal to those who are not traditionally meat-free consumers – and three times as many surveyed preferred VeggieDay to the brand leader. 

“However, we also want to appeal to the 1.8m vegetarians living in the UK, offering them tasty meal options and bringing real innovation into the sector.”

Chris Otto, category buyer at The Co-operative Food, said: “We are confident our shoppers will find that the VeggieDay Mediterranean Falafel is another great addition to the frozen meat-free range.”