Linda McCartney Foods is claiming a first with the launch of Fish Free King Prawns.
According to the company, the products will allow consumers to create a wide range of vegetarian dishes, without compromising taste or quality.
The spring NPD also sees the arrival of a Fish Free King Prawn & Vegetable Stir Fry; while a Vegetarian BBQ Selection Pack also joins the meat free line up and is designed to provide veggies with a greater choice for the BBQ season.
It includes Vegetarian Sausages, Vegetarian Burgers and BBQ Chicken Style Fillets.
The company is also introducing an Asparagus & Leek Tart and Tuscan Topped ‘Chicken’ Style Fillets.
According to IRI data, Linda McCartney Foods currently holds a 12% share of the frozen meat-free foods market and is the fastest growing brand in the category, with sales up 18.5% year-on-year.
Roberta Herd, brand manager at brand owner, Hain Daniels, said: “Linda McCartney Foods is dedicated to continuously creating new dishes that are both innovative, tasty and meat free. The new products follow on from the success of the Mini Snack Vegetarian Sausages, Cranberry & Camembert Burgers, Rosemary & Red Onion Sausages and Vegetarian Roast, which launched as a part of our NPD in winter 2011.
“These new products will bring exciting innovation and more flavour to the meat free sector and we aim for the products to continue to build on Linda McCartney Foods.”