Plant-based alt meat brand Moving Mountains has taken its first move into vegan chicken alternatives with the launch of two new products to capitalise on Veganuary.
The British business – which revamped its branding during the summer in a bid to appeal to more flexitarian shoppers – will launch frozen No Chicken Nuggets and No Chicken Burgers in Ocado and Sainsbury’s from late December.
Priced at £3 for a pack of 10 chicken shop-style nuggets and two burgers respectively, the NPD is made from a combination of pea and soya protein. The brand said the nuggets were “tender, crunchy, and deliciously dippable”, while the burger was southern-style spiced.
The launch will coincide with a campaign by Moving Mountains – in association with charity the British Hen Welfare Trust – to “help give chickens Veganuary off”. The trust rehomes commercial hens, with the campaign seeing Moving Mountains donating £1 per chicken saved through the purchase of its new products throughout January.
“We know poultry is one the most popular meats consumed in the UK, and we’re hugely proud of our new plant-based products which are not only better for the environment (and for millions of chickens) but also taste delicious and will leave diners wanting more,” said Moving Mountains founder and CEO Simeon Van De Molen.
“Our nuggets and chicken burger have been in development for many months, to perfect the crispiest coating and most succulent centre, guaranteed to satisfy both committed carnivores and seasoned flexitarians. We hope customers will enjoy them throughout Veganuary, and beyond.”
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