Heinz is growing its plant-based offer with a new brand called Plant Proteinz.
The fmcg giant is ploughing £2.5m into the brand, which will debut with a trio of canned soups.
Mediterranean Tomato & Bean, Coconut Curry & Jackfruit and Moroccan Chickpea & Bell Pepper flavours will roll into the mults next month (rsp: £1.50/400g).
Each can of soup is said to provide at least 14g of plant protein and contain no artificial colours or preservatives.
Kraft Heinz innovation brand manager Emily Wright said she was “proud to bring to market a modern, vibrant, plant-based brand that consumers can trust”.
The launch would help make “plant-based eating accessible for all consumers as the trend for alternative plant-based consumption continues to grow”, Wright added.
It comes as Heinz is making a concerted effort to expand its plant-based offering across the rest of its product portfolio.
As reported by The Grocer in July, Heinz also looks set to launch a plant-based barbecue range.
In January, it launched a slew of new vegan products dubbed ‘Plant Pantry’.