Quorn has made its first move into the ambient aisle with a range of grain-based snack pots and shelf-stable meat alternatives.
It represents the meat-free stalwart’s first move beyond the chillers and freezers into the food cupboard aisle. Its eight-strong ambient lineup is set to roll out in Tesco and Asda from June.
The ambient range falls into three lines: Wonder Grains snack pots in Thai Style, Mexican Three Bean and Mediterranean variants (rsp £2.19/200g); bowl meals in Chilli Bean, Biriyani and Spiced Chickpea & Lentil variants (rsp: £2.49/300g); and meat alternative strips in Spicy Tikka and Smoky Fajita flavours (rsp: £2.99/180g).
Each product has a shelf life of around 12 months, and features freeze-dried pieces of Quorn’s vegetarian alternatives to chicken or mince.
“To meet highest-ever levels of demand, meat-free options need to be more readily available,” said marketing director Alex Glen.
“Today’s meat-free category is largely centred around planned shopping and evening meals at home, but today’s time-poor consumers want easy food solutions, whatever the occasion. As more meals are eaten on the go, our new food cupboard range will enable consumers to introduce meat-free to an even broader range of key meal occasions.”
The new range will be backed by a national TV ad push, focusing on the Thai Style Wonder Grains SKU, complemented by digital, social and sampling support as well as in-store marketing.
“With chilled meat free the number one growth category in retail [IRI value sales, 52 w/e January 2019], and frozen meat free at number three, we’re enabling retailers to introduce new and innovative meat free options to their food cupboard offering,” added Glen.