The makers of Soulful Food Company chilled ready meals have created Vibrant Vegan – a plant-based subscription service for frozen ready meals, with a focus on sustainability and charitable giving.
The direct-to-consumer business launched today (27 November) with the aim of tapping the fast-growing veganism trend. Demand for plant-based food had “shot through the roof” according to Iain Burke-Hamilton, founder of Soulful Food. “There’s a massive gap in the market for really good-quality vegan food. Some of the supermarkets haven’t been fleet-footed enough to react to demand.”
Two years in the planning, the Greenwich-based Vibrant Vegan delivers a minimum of six frozen meals at a time for £36. Users across the UK can shop from an à la carte menu of 18 healthy choices or opt for a selection box suited to a particular diet – with choices including Low Cal and Protein Power. All recipes cook from frozen in six to nine minutes.
All packaging is compostable, recycled, upcycled or 100% recyclable. The brand’s freezer bags, for example, are insulated with used denim clothing, while customers can return packaging via a pre-paid postal service.
Aimed at “young professionals and millennials”, Vibrant Vegan’s prices “should be achievable for most people” Burke-Hamilton told The Grocer. “I want this to be an accessible product.”
The minimum six-meal order “allows to build in a charity element” he said. For every meal sold, the price of one is donated to War Child UK. Initially our donations will focus on where the need is greatest in Yemen, and we will work tirelessly with the charity to provide these vulnerable kids with nourishing meals.”
Vibrant Vegan had “been set up with sustainability and charity very much at its core” said Burke-Hamilton, who set up Soulful in 2003. The brand is currently listed by Ocado, Aldi, Budgens and Whole Foods Market. Its portfolio of healthy and largely free-from chilled ready meals has enjoyed a 38% value boost over the past year to £517.4k [Nielsen 52 w/e 8 September 2018].