Meat-free brand, VeggieDay, is launching a national marketing campaign to capitalise on the UK’s £1bn meat-free market.
VeggieDay claims to offer an experience as close to meat as possible – while providing the health benefits of a meat-free option – with a unique taste and texture, the company says.
Already well received by the food retail and foodservice sectors on the continent, VeggieDay is now available in selected Co-operative food stores nationwide, and will soon be stocked nationwide by another leading UK retailer, the company reports.
VeggieDay offers a frozen meat-free range that includes chicken and beef style burgers, chicken style pieces, beef style mince and Mediterranean Falafel.
Tony Reeves, country manager for the UK and Ireland, said: “Our strategy is not to just to offer a new brand to the market, but also to help drive market growth by appealing to consumers who are not traditional meat-free customers; offering a genuine alternative that looks, feels and tastes like meat.
“Through extensive work with some of the industry’s leading experts, we have created a product that has been rated superior to world’s leading brand. Our ‘meat free, not taste free’ mantra remains very much at the core of our business.
“But more importantly, we believe our products will challenge the negative perceptions that many UK consumers have of meat free foods and will help to further accelerate the growth of the category.
“Our R&D team have worked with Europe’s top ‘flavour houses’ and the best natural ingredients to develop our range and are constantly driving innovation in product development including the sourcing of new vegetable protein alternatives.
“We have a clear mission to establish our business as a strong ‘number two’ in the market generating annual sales in excess of £30m.
Chris Otto, category buyer at The Co-operative Food, said: “The VeggieDay products are great tasting, good quality products, and we are confident that our shoppers will like them.”