31 Jul The Plant that keeps Growing
The rise and rise of plant-based products
What do a Formula 1 world champion, a best actor Oscar winner and a former Wimbledon champion all have in common? Answer – they are all vegan.
Lewis Hamilton, Joaquin Phoenix and Venus Williams are just handful of A-listers who enjoy a plant-based diet – and it’s a rapidly growing list. Benedict Cumberbatch, Miley Cyrus, Liam Hemsworth and even former US President Bill Clinton are all flying the flag for a diet that is healthy, cruelty free and kinder to the planet.
And with the population focused on fitness (step forward Boris and his 5lb challenge) consumers are demanding a greater, more diverse choice of convenient, plant-based products – and there’s a host of smart innovative brands who are meeting that demand.
Yorkshire-based sausage company Heck is currently running a TV campaign (shot in lockdown) encouraging us to make this summer ‘happy as HECK!’ and as the fastest-growing UK-produced vegan brand offering ‘veg with edge’ sausages and looking to triple plant-based sales this year – they have a lot to be happy about.
Much-loved frozen food specialists, Birds Eye, who recently released vegan sausage rolls as part of its plant-based Green Cuisine range has expanded the offer with three brilliant new meat-free meal mixes: Bolognese, Mexican-style ‘Fajita’ and Chilli Mix. Quick, convenient and rich in protein – a shining example of brands meeting the needs of today’s modern-day consumer with simple and inexpensive plant-based food options.
And it doesn’t stop there! Cauldron extended their vegetarian ready to eat offer with the launch last year of their Arrabbiata Calzone and the tasty Tex Mex Chilli Pie and Linda McCartney’s is giving KFC a run for its money with its vegetarian chicken bucket that premiered at the beginning of the year as part of Veganuary. And talking of KFC, they now offer a vegan ‘chicken’ burger – such is the demand for plant-based alternatives.
When Gregg’s launched their vegan sausage roll in 2019 – no one could have predicted the meat-free madness that ensued. A perfect storm of media frenzy and social engagement saw customer numbers soar with a 58% growth in profit and an unprecedented new year’s gift for employees who shared a £7million bonus!
And with the dairy industry being challenged in a sea of plant based milks, consumers can now enjoy a delicious taste and the performance of butter whilst doing their little bit to help the planet. Flora is launching (September) a vegan butter block that has been described as having half the climate impact as dairy butter and with 100% biodegradable wrapping, which is free from plastic.
A vegan revolution or evolution? Either way, plant-based products are a force to be reckoned with and the demand continues to grow and grow.
The future is most definitely green.
Photo by cottonbro from Pexels