Source: Livekindly Collective

Iceland has been pushing meat-free innovation for a number of years and doubled its range last April with listings from plant-based brands Fry’s, Oumph and LikeMeat

Iceland is set to try extending January’s boost to plant-based sales into February, having filed a trademark application for ‘Flexitebruary’.

The application lists hundreds of meat and plant-based food products to which Iceland could apply Flexitebruary branding, from gammon joints to vegan burgers, as well as both vegan and meat-based frozen ready meals.

Veganuary proved more popular than ever this year according to organisers of the annual event, attracting 629,000 sign-ups in 228 countries, up from 580,000 sign-ups last year.

A survey by Veganuary of 2021 participants found 40% of those who were not vegan when they signed up intended to stay vegan afterwards. Of the rest, two-thirds said they would continue to reduce their consumption of animal products by at least 50%.

“We think Iceland’s idea for a flexitarian-themed February is brilliant,” said Toni Vernelli, international head of communications and marketing at Veganuary, which ultimately aims to create a ‘vegan world’. 

“A month focused on supporting these people straight after they finish their month with us would be really helpful,” Vernelli added.

“We know that for many people, diet change can be challenging. Old habits are hard to break and new ones take time to form. Many Veganuary participants use it as a chance to try out new foods and learn new cooking habits.

“Some embrace veganism with gusto and vow never to go back, but others take some new habits away and work towards a diet that is more plant-focused.

“All of these changes have a positive impact for animals and the planet and that is our bottom line.”

Iceland has been pushing plant-based innovation for a number of years, having launched its No Bull Burger in 2018, the first of what developed into a range of products under its No Meat brand. Last year, Iceland sold the No Meat brand to vegan food company The Livekindly Collective, and as part of the deal the two have worked together to expand the supermarket’s plant-based range.

It resulted in Iceland’s meat-free range doubling last April with a slew of new listings from Livekindly brands Fry’s, Oumph and LikeMeat.

Iceland did not provide a comment on its Flexitebruary trademark application.

Retailers have reported soaring plant-based food sales this Veganuary. Aldi recently said its plant-based sales in January 2022 were 500% up on the same month last year, following a 50% expansion of its range.

Overall retail volume sales of meat-free products were up 15% year on year in January, according to Kantar.