Cambridgeshire-based startup savoury yoghurt brand The Veggie Plot has secured its first supermarket listing in Ocado.
The brand, launched last year by entrepreneur Anna Spencer, mixes Greek-style yoghurt made from British milk with purée mixes across five separate variants, made from produce such as beetroot, cucumber & dill, avocado, Mediterranean roast veg, and red pepper.
The cucumber & dill, and red pepper variants went on sale in Ocado earlier this month (rsp: £1.79/150g).
The range was Vegetarian Society approved, contained no added sugar and zero fat, and could be eaten direct from the pot or as a dip, or used as a cooking ingredient, said The Veggie Plot’s Spencer.
“Savoury yoghurts are a huge market in the US, and have been used in ethnic cooking since time immemorial,” Spencer said. But it was an underdeveloped category in the UK, she added, which had previously been limited to a few small-scale producers.
Waitrose had previously attempted to launch an own-label vegetable-based yoghurt, but it was delisted earlier this year.
“This would be the first mass market product of its kind the UK,” she said, while adding the brand was also looking to develop a vegan alternative alongside seasonal variants.
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