Squeaky Bean has kicked off Veganuary with two “first-to-market” launches: ready-to-eat tofu slices and a fermented rye burger.
The former has launched into Sainsbury’s chillers in two variants: Red Pepper & Tomato and Spinach & Basil Tofu (rsp: £2.50/80g).
Super Grain & Vegetable Burger (rsp: £3.50/2x100g), meanwhile, combines red pepper, carrot, and paprika with fermented rye grains “to deliver a uniquely meaty texture”. It has rolled into Waitrose chillers.
Both innovations responded to growing consumer demand for “healthier, cleaner-label plant-based foods”, according to Squeaky Bean.
The biggest barrier to the tofu category was that many consumers didn’t know how to cook with it, claimed the Compleat Food Group-owned brand.
Therefore, the ready-to-eat slices – intended for inclusion in wraps and salads – offered “a convenient, flavour-packed solution, bringing the benefits of tofu to a wider audience”, it said.
“At Squeaky Bean, we’re passionate about driving innovation in the plant-based category, which is why we put great emphasis on launching market firsts,” said Yvonne Adam, chief marketing officer at The Compleat Food Group.
“Both products deliver on our commitment to exceptional taste, texture, and convenience while helping to drive growth within the chilled meat-free category.”
It comes after Squeaky Bean made its first foray into frozen ingredients with the launch of Seasoned Chicken Style Pieces and Steak Style Strips last January.
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