Linda McCartney’s has announced a wide range of NPD ahead of Veganuary.
The plant-based brand will add four products to its permanent range in three of the mults from the end of December.
Beginning with the launch of Linda McCartney’s frozen Tomato & Basil Meatballs (rsp: £2/292g) and Southern-Style Chicken Fillet Burger (rsp: £2/270g) into Sainsbury’s and Ocado from 30 December, it will then release a chilled Pulled Pork Bao Bun meal kit (rsp: £5/270g) and Chicken Bucket (rsp: £5/390g) into Tesco and Ocado from 20 January.
All the NPD is Vegan Society-approved, with the meatballs SKU made of pea protein and the other three products consisting of soya and wheat protein.
The brand stated it is seeking to capitalise not only on Veganuary but also on at-home, casual eating occasions.
“We’re continuously focussed on innovation and meeting the demands of the meat-free consumer and are proud to bring more choice with the launch of these four new products. We’re confident they’ll be popular throughout Veganuary and beyond,” said Linda McCartney’s MD Nadine Maggi.
It is the latest in a string of new launches in 2019 by the Hain Daniels-owned firm, with the most recent having been a vegan Turkey & Cranberry Plait which it unveiled alongside its relaunched Christmas range back in October.
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