Cauldron Moroccan Falafel

Source: Cauldron

The falafels had been made vegan by switiching honey for agave

Cauldron has reformulated its Moroccan Falafels to make them vegan.

The supplier – which is owned by Quorn – has replaced honey with agave in its recipe, in a move it said could lure shoppers to the brand during the upcoming ‘Veganuary’.

The ingredient swap was “cost neutral” and wholesale prices would not change, it added. The reformulated Moroccan Falafels will roll out from 1 January at Asda, Morrisons, Sainsbury’s, Waitrose and Ocado (rsp: £2.25/180g). 

January will also mark the start of a £3m, year-long campaign from the brand, called ‘Love Food, Eat Better’. It would centre on “how convenient Cauldron makes it to enjoy plant-based greatness”, said Cauldon, and “inspire consumers to try something different by showcasing its range with online recipes”. 

Cauldron brand manager Andrea Harburn said Veganuary was “the perfect time for retailers to drive penetration of the Cauldron brand and, in turn, the meat-free category”. Some 350,000 shoppers are expected to ditch animal products for the month in 2020.

Shoppers were “embracing a more positive attitude towards plant-based food”, she said, adding the campaign would show people that plant-based diets were “really easy, wholesome, exciting and nutritious”.

It comes as Cauldron’s supermarket sales have dipped over the past year, falling £1.9m (4.1%) to £27.5m, on volumes down 3.3% [Nielsen 52 w/e 7 September 2019].