Paxo has launched new plant-based Meat-Free items designed to match demand from vegan consumers for nutritious versions of popular meals.
Available in all major grocery retailers from November, Paxo’s new meat-free selection includes a Burger Mix and Meatball Mix – with Sausage Mix coming soon.
The meat-free market is now valued at £871m, which is up 53.9% compared to 2018 – showing huge potential for innovation in the category.
Paxo Meat Free Mixes are available across the grocery channel with an RRP of £2.25.
According to the owner of the FMCG brand, Premier Foods, around half of all home cooked meals expected to be prepared from scratch more often now than in 2019.
The launch forms part of Premier Foods’ ESG strategy – The Enriching Life Plan – which includes a target to grow sales of plant-based products to £250M per year, as part of the company’s wider ambition to help consumers lead healthier and more sustainable lifestyles.
“Paxo’s heartland remains the roast, but we are expanding our range – using our expertise in dry mixes – to offer retailers a selection of products that span many growing meal occasions,” brand director at Premier Foods, Helen Touchais said.
She added: “As a highly recognised and trusted brand that is an expert in store cupboard mixes, Paxo is very well placed to deliver in this space as it offers the familiarity and credibility that shoppers seek, driving interest in the products and sales.
“As well as being great value for money compared to chilled or frozen alternatives, Paxo Meat Free Mixes have many factors that appeal to customers, including the convenience of having easy to store ingredients in the cupboard and the ability to get involved with the cooking process.”