n a first for the UK, vegan food brand Squeaky Bean is launching a ready-to-eat Potato and Onion Tortilla – made entirely from plants. Set to launch in 90 Sainsbury’s stores nationwide on Wednesday 24 June, the product will fill a gap in the vegan market with a high quality, easy to prepare plant-based replacement for the classic egg-based dish.
The Squeaky Bean Potato and Onion Tortillas can be enjoyed as a satisfying and convenient snack, or as part of a meal. Packed with flavour, the Spanish inspired Tortillas contain succulent chunks of potato and onion in a fluffy, golden chickpea base. Their versatility makes them perfect for picnics, tapas-style dinners, served with fries and a tasty side salad, or as a summertime snack.
Each Tortilla weighs 250g and can be eaten straight from the pack or heated. Ready after just two minutes in the microwave, or heated in a frying pan, Squeaky Bean is once again your sidekick in the kitchen. With its new Tortilla recipe, it offers those following plant-based or flexitarian diets a convenient and filling meal without the complexity often associated with vegan food. This simplicity makes Squeaky Bean a leader in plant-based foods, with the brand attracting more than twice the proportion of 18 to 24 year-olds on average in the plant-based ready-to-eat category.
Sarah Augustine, Squeaky Bean’s co-creator, says: “We know some consumers struggle to find ready-to-eat and easy-to-create vegan food options, which can often mean those new to eating a plant-based diet, or who want to reduce their intake of animal products, perceive it as challenging. We also see a huge gap for egg replacement products, an area for which many of our consumers are craving tasty solutions. Squeaky Bean is meeting those needs with our new Potato and Onion Tortilla – in addition to our existing range of vegan food – which is super quick to prepare and packed with flavour.”
Squeaky Bean’s parent company, Winterbotham Darby, has experienced a 69% increase in egg tortilla sales over the past three months. Through the Squeaky Bean brand, it is now able to offer a plant-based recipe to meet the needs of consumers, with a quarter (25%) of millennials stating that the Covid-19 pandemic has made a vegan diet more appealing [Mintel, 2020].
Following the recent launches of vegan products such as Chicken-Style Pieces, ready-to-eat Sandwich Slices and their first to market Pancakes, Squeaky Bean’s innovative culinary creations are helping to expand the vegan food market, which is experiencing a year-on-year value growth of 22% for meat-free ready to eat lines [Kantar WPO 52 w/e April 2020].
Each Squeaky Bean Potato and Onion Tortilla has a Recommended Retail Price (RRP) of just £2.00, with savvy Sainsbury’s shoppers being able to save 25p on this price between 8-28 July 2020.
Consumers can also purchase Squeaky Bean’s range of tasty vegan products at Tesco, Waitrose, Asda, Co-op and Ocado.