Paxo launches new meatless items to meet growing demand from vegan consumers – Grocery Gazette
Paxo has launched new plant-based meatless items designed to meet vegan consumer demand for nutritious versions of popular meals.
Available in all major grocery stores from November, Paxo’s new meatless selection includes burger mix and meatball mix – with sausage mix coming soon.
The meatless market is now valued at £871m, up 53.9% from 2018, showing huge potential for innovation in the category.
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Paxo Meatless Mixes are available in the grocery channel with an RRP of £2.25.
According to FMCG brand owner Premier Foods, around half of all home-cooked meals are expected to be made from scratch more often now than in 2019.
The launch is part of Premier Foods’ ESG strategy – The Enriching Life Plan – which includes a target to grow sales of plant-based products to £250m a year, as part of the wider ambition of the company to help consumers adopt healthier and more sustainable lifestyles. .
“The heart of Paxo remains the roast, but we are expanding our range – using our expertise in dry mixes – to offer retailers a selection of products that cover many growing meal occasions,” said Helen Touchais, Director of brand at Premier Foods.
She added: “As a highly recognized and trusted brand that is an expert in store cabinetry mixes, Paxo is very well positioned to deliver in this space as it offers the familiarity and credibility shoppers are looking for, driving interest in products and sales.
“In addition to being great value for money compared to chilled or frozen alternatives, Paxo meatless mixes have many factors that appeal to customers, including the convenience of having ingredients that are easy to store in the cupboard. and the ability to get involved in the cooking process.”