Healthy eating brand Whitworths is to make its debut in ready meals with a plant-based range called Protein by Nature.
The six ambient SKUs (rsp: £2.30/250g) offer a variety of international flavours, and provide 20g of protein per pack (8g per 100g) through ingredients such as pinto beans, quinoa, wild rice and wheatberries.
Low in sugar and satfat, Mediterranean Tabbouleh, Brazilian Smoky Beans, Moroccan Tagine, Indian Lentil Dhal, Mexican Spicy Grains and Vietnamese Grains can be prepared in two minutes.
Protein by Nature marks Whitworths’ first time using beans, pulses and grains – the brand having made its mark with dried fruit and nuts.
The new meals, which join the brand’s portfolio of snacking and home-baking options, contained “nutrient powerhouses” and would tap “huge consumer trends around protein and meat reduction” said Whitworths marketing director Phil Gowland.
“We needed to overcome three clear barriers: offer products that are genuinely good for you, rather than a product masquerading as healthy; keep it simple and convenient; and never compromise on taste.”
A launch date and listings for Protein by Nature are yet to be confirmed, but the range is likely to find itself alongside the likes of Mars Foods’ Tasty Bites, the ambient ready meals brand that made its official UK debut last month with six meat-free Indian variants.
Whitworths’ NPD comes a week after the brand unveiled Gloriously Grown, a range of all-natural fruit and nut snacks that are available in Sainsbury’s as part of the retailer’s Future Brands initiative.
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