Frozen food company Dalepak Foods has revamped its vegetarian range in a bid to revitalise its share of this static market. It is also launching Veg Sausages to add to a range that includes Cauliflower Cheese Grills, Vegetable Grills and Crunchy Vegetable Fingers. The packaging has been designed to make Dalepak's Taste the Difference' slogan more prominent. It also features brighter green colours and there is more emphasis on better photographs of the product on pack. The range has recently been approved by the Vegetarian Society and its logo now also appears on the packaging. The market for frozen vegetarian products is flat, rising just 0.6% in the last year to £79m [AC Nielsen Homescan 52 weeks to 25 December 1999]. Sluggish market growth is attributed to the rise in organic products and renewed confidence in meat. Dalepak's strongest presence is in the £25.6m vegetable based grills/burgers category where it has a 32.4% share ­ although this is a 5.9% drop year on year [AC Nielsen], and it is up against other high profile brands such as Quorn and Linda McCartney. To promote the new look, Dalepak is planning a series of advertisements in food magazines and women's monthlies and a direct mail campaign in the spring, as well as promotional activity around National Vegetarian Week. {{P&P }}

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