This launches Super Superfood whole ingredient range in meat mimic departure

This has launched a high-protein, plant-based Super Superfood range.

The plant-based brand’s first departure from meat mimic products has 30% more protein than tofu and contains two SKUs: Super Block and Marinated Pieces.

The range was “a whole new plant-based protein and texture using nothing but natural ingredients,” said CEO Mark Cuddigan. It will hit shelves under the brand’s new This Is branding, as opposed to its standard This Isn’t.

The This is Super Superfood Super Block (rsp: £3.95/250g) is a high-protein, plant-based block made from fava bean protein, seeds, shiitake mushrooms and spinach.

It contains 18g of protein per 100g and the brand said the mushrooms gave it a firm texture when bitten into, as well as a natural umami flavour.

The block also counts as one of the 5 a day, is high in fibre and offers a source of iron and omega-3.

“Our innovative superfood technology harnesses the natural synergy of beans, seeds, and mushrooms to create an entirely new plant-based texture,” said Luke Byrne, innovation director. “At its core, we use fava bean protein as the primary source of protein, blending it with shiitake mushrooms, celebrated for their rich umami depth and unique texture.

“To further enhance the sensory experience, we incorporate selected seeds that add layers of complexity and mouthfeel.”

The This Is Super Superfoods Marinated pieces (rsp: £3.95/180g) are made from the same block, infused with a lemon and herb marinade for extra flavour.

Both products launch into Tesco and Ocado on 28 April, followed by Waitrose on 30 April and Sainsbury’s in May, with the block also available in Asda in May.

“This isn’t going anywhere though, we’re just growing,” said Cuddigan. “We still make the best plant-based meat alternatives, but now we’re giving consumers more options.

“The future for the plant-based category is about creating something for everyone, whether you’re a meat-lover, flexitarian, or fully plant-based. So whether you want meat-like texture or whole food protein, we’ve got you covered.”