Premier Foods is introducing a range of meat-free pots to expand its Batchelors portfolio, catering for increasing demand for plant-based options, with a third of Brits currently identifying as a flexitarian1. Batchelors meat-free pots will be available in three deliciously differentiated flavours from 24th November: Smoky Facon Mac ‘n’ Cheeze, Chick’n Curry and Rice, and Sweet Chilli Chick’n Noodles.

The rapid growth of Brits following a plant-based diet is set to result in £1.1 billion in sales of meat-free products by 20242. Despite a limited product category within instant meals, a growth of 39% over a 51-week period3 is shown by brands offering plant-based foods. Furthermore, major retailers have a dedicated section to mirror shoppers’ demand towards flexitarian meals.

Naomi Shooman, brand director for quick meals, snacks and soup at Premier Foods, comments: “At a time when plant-based options are currently under-represented in ambient aisles – when compared to chilled and frozen – the new Batchelors range is designed to help fill this white space and help grow the meat-free opportunity for retailers.

“Plant-based innovation is key to unlocking sales and attracting new shoppers to the quick meals category, through our Meat-Free Pots we are recreating familiar flavours that people love, but with tasty alternatives to meat. The range is low in fat, containing no artificial preservatives and provide a source of protein. Quick and easy to prepare in just five minutes, the pots themselves are fully recyclable. The products, made to a vegan recipe, are ideal for busy shoppers looking for quick and easy meat-free options, without compromising on great taste.”

Batchelors Meat-Free Pots will roll out from 24th November in 65g packs, with an MRSP of £1.25. The launch will be supported by in-store and online shopper activity and an influencer campaign to encourage consumers to engage with the brand and try the products for themselves.

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