Holland’s Cheese and Onion Pie

Launched: May 2009
Holland's Pies became an unlikely entrant into the meat-free sector last year, with the launch of the first vegetarian pie in its 157-year history.

The cheese and onion pie was launched to coincide with National Vegetarian Week and is the first Holland's Pie to be awarded Vegetarian Society approval. The cheese is sourced in Lancashire and produced from the milk of cows grazed exclusively on Bowland fells or Fylde pastures. It is sold in stores and fish & chip shops across the north west (rsp: 78p).

Holland's MD Neil Court-Johnston says: "We've been reviewing the quality of all of our products and listening to our customers. We've revisited all the things people have traditionally loved about our pies."

Linda McCartney ready meals
Launched: February 2009
Linda McCartney Foods had its second relaunch in as many years in 2009, with new products added to the range as well as the new strapline 'Good food to come home to'. The relaunch included a new selection of exotic dishes, including Thai Green Curry, Moroccan Tagine and Balti Curry (rsp: £1.59 to £2.49).

All three dishes contain soya chunks and are inspired by Linda McCartney's

World of Vegetarian Cooking recipe book, using flavours and spices from around the world. According to marketing manager James Gentle, the products have sold extremely well, with sales of the new lines contributing to the brand's 44% year-on-year growth. The meals were followed by a more traditional range, launched in October.

VegiDeli Gourmet Meat-Free Quarterpound Burgers
Launched: May 2009
"So realistic, it's spooky!" That's how The Redwood Wholefood Company marketed the Vegideli gourmet meat-free quarter pounder it launched during National Vegetarian Week last year.

The burger, which is already one of Redwood's top five selling products, is naturally flavoured with fresh onion and seasonings and is made from ethical and sustainable ingredients. It is priced at £2.49 for two, is available from health food shops and has been approved by the Vegetarian Society. It is also free from wheat, gluten, eggs and dairy.

"It's taken us years to develop and has an amazing authentic taste and texture," says Redwood director Keith Stott.

Cranks prepared meals
Launched: October 2009
Cranks launched a range of three prepared meals into Waitrose in October. The products, which include Red Pepper & Sweet Potato Thai Curry, Mediterranean Vegetable Stew and Chickpea and Three Bean Cassoulet, are packaged in clear pots.

Cranks says the products were developed in response to consumer demand for lighter meals that are healthy, tasty, and quick and easy to prepare. They are designed to be used as either a meal centre or an accompaniment to meat dishes and are priced at £2.99. Marketing director Ben Johnson says the range is achieving a good rate of sale in Waitrose.

"We expect to build baseline sales as promotions are used to lower the entry barrier," he adds.

Focus On Meat-Free