Gold&Green launches Pulled Oats, plant-based protein in UK

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A new 100% plant-based protein, Pulled Oats from Gold&Green, is now available in the UK for consumers to enjoy at home thanks to an exciting new retail partnership. The innovative Finnish oat-based protein has already successfully launched in retail in Finland and the Netherlands, and now the aim is to accelerate growth with the launch into Planet Organic stores across London.

Containing as much protein as beef, Pulled Oats taps into the growing trend for plant-based eating and will appeal to vegans, vegetarians, pescatarians, flexitarians and pretty much anyone who is trying to eat less meat or who is simply looking for delicious tasting and versatile protein alternatives. According to The Grocer’s Guide to Free-From and Plant Based Supplement (April 2020) three quarters of UK consumers have now tried a plant-based meat alternative and a third of consumers say they have considered adopting an entirely plant-based diet over the last year. 

Pulled Oats is the perfect protein, made with just five simple plant-based ingredients: oats, yellow peas, faba beans, gently pressed rapeseed oil and salt. Pulled Oats is the perfect option not only because of its nutritional value and amino acid composition, but also because it is delicious and easy to use. Thanks to the mechanical process of pulling the oat-fibres with legume proteins, Pulled Oats has got a unique, fibrous texture which absorbs flavours well and can be spiced to perfection. It is super versatile, easy to prepare and can be used in both warm and cold dishes. On top of all that it is good for the planet too. It contains no animal-based or genetically modified ingredients or additives.

The patented innovation stems from treating ingredients with the utmost respect and maintaining the goodness of the food by doing as little as possible to it. The simple ingredients are sheared, heated, and baked together, resulting in a tasty high-quality protein. 

Sanna Antola, exploration manager, Gold&Green, says: “We are on a mission to provide people with healthy and sustainable food without compromising taste. Our launch in Planet Organic is the next exciting step in our journey and our retail expansion into new markets around the world. This is the start of something very exciting here in the UK and we are looking forward to realising our growth potential through some great retail partnerships.

“Since launching in 2015 our products have made a lot of people happy in homes throughout Finland and the Netherlands, they love that Pulled Oats® is such as versatile protein that can be used in normal cooking without having to learn new dishes. Pulled Oats® has also made its way permanently onto menus in hundreds of professional kitchens here in the UK as well as right across Europe and the US. We hope UK consumers will love our product, too. Pulled Oats® does not try to mimic anything, it is a real plant-based alternative that stands on its own. Oats is a true superfood with many proven health effects and minimal environmental impact.”  

Product information

The two chilled skus listed in all Planet Organic stores from June are Pulled Oats® Natural Mince and Pulled Oats® Tomato Mince. Both products are 100% plant-based, rich in protein (approximately 30g per 100g) and iron and do not contain soy or additives. 175g packs. Promotional price £3.99 during June.