The Vegetarian Butcher has added a new Mexican-inspired flavour of its plant-based chicken.
Billed as the “perfect addition to some of the UK’s favourite dishes, such as fajitas”, Mexi-Hen Fiesta comprises marinaded plant-based chicken pieces.
The chilled NPD has rolled into Sainsbury’s (rsp: £2.99/160g).
It would “cater to the nation’s love for chicken-based meals” and help retailers meet the “increased consumer demand for plant-based experimentation within different cuisines”, said the brand.
The launch comes after the brand recently 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 in March.
At the time of the launch, the brand said the range – which offered “something for every type of meaty craving” – would “entice new and existing plant-based shoppers into the category”.
Indeed, the Unilever-owned brand more than doubled in size to £6.9m over the 52 weeks to 11 September 2021 [NielsenIQ].
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