Quorn has expanded its chilled deli range with four new products in a bid to inspire more consumers to move away from meat.
The range comprises Yorkshire Ham, Roast Beef, Finely Sliced Ham and Roast Chicken-style Slices (rsp: £3). The products will be available from September across Tesco, Asda, Sainsbury’s, Waitrose and the Co-op.
Gill Riley, marketing director at Quorn Foods UK, said the range made “for an easy swap” in sandwiches for those looking to reduce their meat intake, while “not losing out on the taste and texture they know and love from meat deli”.
The brand claimed its new products had been through extensive research, including testing the ham and beef alternatives against their meat equivalents, where they matched on a number of metrics including flavour.
“We’re consistently investing in research and technology to make sure our products have the closest texture to meat and, most importantly, deliver succulent taste,” added Riley. “We want shoppers making a first entry to the category to feel like they aren’t compromising on their favourites.
“We’re confident the new deli range will be a valuable penetration driver in the category and encourage retailers to stock the full Quorn Deli range to make the most of incremental sales opportunties.”
The new range will come in a new pack design with a resealable tray to maintain freshness for longer.
The launch will also be supported with a new multi-channel communications campaign with creative execution across BVOD, digital, social, PR and product sampling.
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