Kerry Group’s meat-free brand Taste & Glory has launched a vegan Deli Slices range targeted at a perceived gap in the market for plant-based options at lunchtime occasions.
Consisting of three SKUs – smoked No-Ham, No-Chicken and No-Beef – the thick-cut slices are set to go on sale in Waitrose stores from Wednesday (8 September). Further listings with Morrisons and Asda over the next month have also been confirmed (rsp: £2.25/90g).
Made from soya and wheat protein, the brand said the range would offer the sensory experience and “natural chew” of meat, which would plug a gap for “truly delicious” meat-free options. It pointed to 2021 market research by MMR that found consumers believed plant-based lunch options under-delivered on both taste and texture.
Taste & Glory added that its new range presented an opportunity for retailers given plant-based lunches were a “huge untapped occasion”. The brand highlighted Kantar research that found a third of lunchtime occasions were sandwiches, while 31% of meat-free occasions fell outside evening meals [52 w/e 21 February 2021].
“Lunchtime is such an important part of the day, when we often need something quick but tasty, but when it comes to meat-free options, there’s not much to get excited about,” said Taste & Glory brand manager Beth George.
“We’re here to give shoppers something delicious to look forward to and to make plant-based sandwiches, wraps and salads something to shout about. We’re thrilled to launch our new meat-free Deli Slices range to give retailers opportunities for under-served occasions in the meat-free category.”
The new products would be sold on totally recyclable bamboo trays, Taste & Glory said, which would provide a “premium feel” while also appealing to sustainably minded shoppers.
They are also set to be supported by what the fmcg giant described as a “substantial” shopper and PR campaign until October, with a further marketing push earmarked for Veganuary 2022.
It comes as Taste & Glory, which was rebranded from its original Naked Glory moniker in June, recorded sales of £9.2m over the past year [IRI 52 w/e 11 July 2021].