Vegan frozen ready meal start-up Lazy Vegan secured multiple listings, launching at Whole Foods Market, As Nature Intended, Planet Organic and online supermarket Ocado. The current expansion comes after a successful start at Sainsbury’s, where the brand made its debut in Veganuary 2019. In the same year it rolled out to other European countries like The Netherlands and Denmark.
Lazy Vegan’s meals are free from animal products, soy and gluten, and are designed to make it as easy as possible for everyone to eat less meat and more vegetables. The meals take 8 minutes to prepare and each portion contains over 200 grams of vegetables. Their innovative ‘chicken style pieces’ based on pea-protein are great in taste and texture and provide each meal with at least 26 grams of protein. The chicken style pieces are also sold separately to add to your own recipes.
Consumer reviews have been off the charts, with the Mexican ready meal even scoring a 4.7 out of 5-star consumer review rating. With plant-based foods and pea-protein on the rise in the UK in particular, the brand expects great results from this expansion.
The brand’s three flavours – Mexican, Provençale and Tikka Masala – and the Chicken style pieces can already be found in the freezer at Sainsbury’s, Whole Foods Market, Planet Organic and As Nature Intended. At the end of March, the product will launch at Ocado.
Recommended retail price for the meals is £3,49 (350g) and £5,25 (280g) for the chicken style pieces.