Quorn is aiming to tap into festive meat-free demand with the launch of two new vegetarian roast lines.
The supplier will launch a frozen ham roast and frozen vegetarian beef roast made from its mycoprotein exclusively into Tesco this month (rsp: £3/400g).
The launches follow a bumper Christmas period in frozen meat-free last year, with 3.4 million shoppers attracted to the category [Kantar 4 w/e 27 December 2020] on the back of a raft of seasonal NPD.
“Christmas 2021 will provide Tesco retailers with a big opportunity to build on the success of last year,” said Quorn Foods UK marketing director Gill Riley.
“Shoppers want to enjoy traditional and comforting meals with family and friends and meat is often the centrepiece at these occasions. Our new delicious Quorn Ham and Beef Roasts give consumers a protein option that is convenient, versatile, tasty and better for the planet,” she added.
“We’re confident these two products will excite existing meat-free shoppers and also attract new shoppers into the category.”
The NPD is the latest in a glut of new products from Quorn this year. It launched a vegan ‘fakeaway’ range of ‘chicken shop classics’ in October, which followed the introduction of a vegan ‘Brilliant Bangers’ sausage line in September and a first move into kids’ food in March via its Roarsomes vegan nuggets range.
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