The Vegetarian Butcher frozen range

Source: Unilever

The frozen range rolled into Sainsbury’s freezers on 27 March

The Vegetarian Butcher has launched frozen versions of its bestselling chilled products.

Its Patty on the Back quarter pounders, Happy Go Clucky chicken-style burgers, Unbelievaballs ‘meatballs’ and Little Peckers chicken-style nuggets rolled into Sainsbury’s freezers on 27 March, with a wider retail rollout planned (rsp: £2.75-£3.49/180g-300g).

The range, which offered “something for every type of meaty craving”, would “entice new and existing plant-based shoppers into the category”, said the brand.

It said its latest research on consumer behaviour had revealed that shoppers in the plant-based market were “adventurous and searching for new ways to reinvent their mealtimes with meat alternatives”.

These shoppers were looking for “larger and more value for money plant-based frozen ranges”, it added.

Georgina Bradford, UKI nutrition marketing director for The Vegetarian Butcher, said the range delivered “a convenient plant-based option for flexitarians and vegans, as well as giving meat lovers the chance to cut down on meat without compromising on taste”.

It comes on the back of a strong year of sales for the Unilever-owned brand, which more than doubled in size to £6.9m in the 52 weeks to 11 September 2021 [NielsenIQ].