Competition is heating up in the plant-based category, with Grubby and Plants both launching their own frozen ready meal ranges, after having bought up constituent parts of Allplants’ IP earlier this year.
Allplants had amassed a loyal following when it dramatically collapsed in November last year, having burned through £67m in investment.
Meal kit supplier Grubby has now revived nine of Allplants’ old dishes under its own brand, having bought the recipes from the frozen ready meal maker’s administrators Interpath in March.
Meanwhile, Plants has unveiled a 10-strong range of frozen meals featuring new-look ‘All Plants’ branding, having bought Allplants’ trademark, customer database, website and social media accounts in February.
Grubby’s fresh take
Grubby’s DTC dishes, which follow the original Allplants recipes, are made from “the same great-quality ingredients to stay as true as possible to the range”.
Targeting “busy, health-conscious urban professionals”, they deliver an average of 23g of protein per serving, along with 13 ‘plant points’, and 10g of fibre. Each meal is packaged in a recyclable card tray, sporting Grubby’s “vibrant, modern” branding.
Currently, the meals are available exclusively online, with prices starting from £4.84 per serving for 15-16 meals (25% off for new subscribers).
Available for delivery from 22 August, the reimagined Allplants meals are: Miso Tamari Buddha; Harissa Cauli Grain Bowl; Tempeh Rainbow Buddha Bowl; Chickpea Apricot Tagine; Tofu Saag Paneer Curry; Tex Mex Protein Bowl; Cashew Mac and Greens; Spicy Szechuan Noodles; and Creamy Nduja Rigatoni.
Grubby intends to expand the range to 15 frozen meals by the end of the year, with plans for a retail launch “underway”.
“We promised to bring the much-loved Allplants products back to life for customers and, after months of hard work, we are delighted to deliver on our commitment,” said Grubby founder Martin Holden-White.
“The incredible work Jonathan Petrides and his team did in developing these dishes was a true asset of the brand and we’re delighted that they will live on, with a refreshed Grubby spin as part of our exciting expansion into ready meals.”
New-look branding
Grubby’s relaunch comes just days after Plants founder Ella Mills and managing director Kerry Atack used Instagram Reels to share that the company would be launching its own range of frozen meals under new-look ‘All Plants’ branding at the end of August.
“You’ll be able to get them from some of your favourite retailers, as well as coming straight to your door, and we have been cooking, tasting, testing, experimenting with all sorts of amazing flavours to get a range that really is so delicious,” said Mills.
“But we’ve also been working on our branding as well, and how we bring Plants and Allplants together,” she added.
Shoppers could sign up on the Allplants website to receive an “exclusive discount code” when the meals were launched later this month, added Atack.
View this post on Instagram
A 10-strong range of vegan meals is currently listed on the All Plants website. Dishes will be available to order from 26 August, priced between £4.50 and £6 per serving.
The range includes the likes of Cauliflower & Lentil Dahl, Cannellini Bean Mac & Greens and Aubergine Parmigiana.
A plant-based ‘powerhouse’
When approached by The Grocer, Atack explained that her team’s “extensive experience in developing and launching natural, plant-based products” at Deliciously Ella had ”led us to the decision we would be better off reimagining any future Allplants recipes”, rather than using the old ones.
“In early 2025, we worked with the administrators of the Allplants business to assess all of the various assets for sale,” Atack told The Grocer.
“We clearly identified the Allplants brand and associated IP as the strongest fit for our business.
“The subsequent acquisition of the Allplants brand enabled us to bring it together with our existing brand, Plants, to create an all-natural plant-based powerhouse.”
While Plants was “relatively new to market”, Allplants had “built huge brand awareness through significant media spend”, said Atack.
“Our ambition under All Plants, our newly merged brand name, is to lead the turnaround of the plant-based category,” Atack added.
“The category has seen significant decline over the last few years as shoppers turn away from ultra processed foods… The future is natural plant-based, and All Plants endeavours to lead the way.”
In addition to being sold DTC, All Plants’ new range of frozen ready meals will be listed in Ocado and Waitrose. Furthermore, existing products in the Plants range will transition to All Plants branding in the next two to three months.
No comments yet