Free-from ingredients manufacturer P-Build is set to go head to head with Quorn when it launches its first branded product. The UK-based start-up’s vegan-friendly pea-based mince will roll out this summer in frozen aisles. It has also set its sights on the ambient market, with a dehydrated mince variant billed as “ideal for casseroles and stews”.
The Grocer understands the company is currently in talks with major retailers to bring its mince to market. “We will also launch a chunk suitable as a meat replacement for home cooked meals, while burgers and meat-free balls could be available as soon as late summer,” said P-Build co-founder Mark Ellis, adding the products would target consumers seeking healthier options and looking to reduce meat intake.
P-Build formed in 2016 and manufactures in Denmark using only organic ingredients in its products, which are all high protein and gluten-free. Its products are set to go on sale in eco-friendly packaging, as part of an environmental commitment that also sees it claim sustainable sourcing.
“Currently, we have a range of products are sold through ingredients companies that are manufacturers’ aids to eliminate soy, rusk and gluten enabling clean label declarations,” added Ellis.”It was always our intention to have a retail offer but we waited until we had mastered the technology to produce products that offered an advantage over potential competitors in a consumer-friendly format with a competitive price point.”
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