Upfield has further bolstered its plant-based offering with the addition of two vegan variants to its Elmlea cream brand.
Made from broad beans, the single (rsp: £1/270ml) and double (rsp: £1.10/270ml) Elmlea Plant cream alternatives are also lactose and gluten-free and will be hitting shelves in both Sainsbury’s and Asda from today (2 December).
The new products are said to whip and cook like regular cream, with Upfield hoping to capitalise on a perceived Christmas rush for the ingredient.
Figues from December 2018 showed a 40% month-on-month increase in volume sales [Nielsen 52 weeks w/e 05 January].
“We know taste and affordability are two of the biggest barriers to people eating more plant-based foods, which is why Elmlea Plant is a complete game-changer in the hugely underserved dairy cream alternative sector,” said David Salkeld, CEO of Upfield UK & Ireland.
“With Christmas just around the corner, now is the perfect time for retailers to stock up.”
The new creams mark the latest plant-based development from Upfield. This year the spreads giant has made all of its Flora products vegan through the removal of buttermilk from recipes as part of a brand revamp.