Vegan brand Bosh is launching a range of chilled ready meals into Morrisons.
Six dishes, including the likes of Crackin’ Jalfrezi Curry and Mighty Mac ‘n’ Greens, will roll into stores this month (rsp: £4/400g).
Its founders, Henry Firth and Ian Theasby, collaborated with ready meals supplier Oscar Mayer on the range.
The “zero-prep” meals would make it “easier than ever to eat greener”, said Bosh.
Shoppers were “increasingly turning to vegan options in their everyday shopping, and demand for good, delicious plant-based options is on the rise”, said Oscar Mayer head of brands Donna Worsley.
A “post-pandemic public interest in wellness and a collective environmental awakening” meant consumers were adopting “more mindful behaviours”, she added.
Bosh isn’t the only brand hoping to win ready meal shoppers over with plant-based options.
Pot Noodle, for instance, added a trio of new vegan flavours via its “Asian-inspired” Fusions range.
Princes, too, unveiled a quarter of canned plant-based ready meals in August.
The number of plant-based ready meals on the market has grown significantly over past years, rising 92% to 267 SKUs according to a March 2021 survey by the Eating Better coalition of 2,743 ready meals sold across the UK’s top 10 supermarkets.
Price points for plant-based ready meals now routinely came in below those of their meat equivalents, according to the report.
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