Paxo Meat Free Mixes image

Source: Premier Foods

Burger Mix, Meatball Mix and Sausage Mix will roll into retailers (rsp: £2.25/120g)

Paxo is entering into the meat alternatives market with two new Meat Free Mixes.

Burger Mix and Meatball Mix will roll into retailers this month, with a third SKU – Sausage Mix – to follow in the coming weeks (rsp: £2.25/120g).

The vegan mixes offered consumers an “ideal solution” as they could be used to make tasty dishes in just 20 minutes, said Paxo.

Premier Foods brand director Helen Touchais said the NPD would “broaden the appeal of meat-free meals” and “attract new customers to the category”.

“Paxo’s heartland remains the roast, but we are expanding our range – using our expertise in dry mixes – to offer retailers a selection of products that span many growing meal occasions.”

The brand was “very well placed to deliver in this space” as it offered “the familiarity and credibility that shoppers seek, driving interest in the products and sales”, said Touchais.

Additionally, the mixes offered “great value for money compared to chilled or frozen alternatives”, she added.

It comes after Premier Foods reported a “strong start” to the year as its stable of noodles, sauces and stock cubes helped budget-conscious shoppers in search of cheap meals.

Group sales in the 13 weeks to 2 July rose 6% year on year, with branded sales 4.2% higher, as Premier continued to make market share gains in store and online.