Tulip is to launch its first plant-based brand as part of its long-term strategic partnership with the Co-op.
The Green Butcher range will initially consist of a ‘vegan slices with pepper’ SKU went on sale exclusively in the Co-op’s cooked meat fixtures earlier this month (rsp: £1.75).
Made of soy and pea protein, the slices are said to be high in protein, low in saturated fats and made with real peppers.
Tulip said it was “developing further innovations” for its new range, which are set to roll out in the next 12 months.
“We knew that if we were going to create a vegan product, we wanted to offer a healthier option for consumers and with our slices containing real vegetables, we have a big point of differentiation from other products in the sector,” said Tulip’s NPD and innovation controller, Sam Reader.
“We’ve worked hard to develop this product in collaboration with Co-op and the slices demonstrate our capabilities as a modern food manufacturer to meet the evolving needs of the market.”
The Green Butcher is the latest development in Tulip’s partnership with the Co-op, which initially saw the pork giant take over the supermarket’s own-label pork supply contract.
The NPD announcement also comes just over a month after Tulip was bought from Danish Crown by Moy Park owner Pilgrim’s Pride in a £290m deal. The acquisition was completed by the JBS-owned firm today (15 October).
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