Cauldron™, the UK’s No. 1 plant based brand in chilled meat free*1, is launching into a new category with the introduction of new dairy free cubes.

Available in Waitrose from April and Sainsbury’s from May, the Cauldron Mediterranean Herbs Greek Style Cubes (250G RRP: £2.50) are being launched hot on the heels of its successful Veganuary sponsorship and will benefit from a £3m annual brand investment which was announced last year.

“After another huge Veganuary, with more than 580,000 people taking the pledge, there has never been a better time for retailers to look at boosting their plant based sales throughout the year, across all categories, and innovative NPD is a key driver. Cauldron’s Greek Style Cubes have been infused with the delicious flavours of basil and oregano and have the added benefits of being better for you and better for our planet,” says Tom Lindley, Head of Cauldron.

This new product launch is the first of its kind for the brand and will be tapping into the fast growing Free From category, which is worth an estimated £934m*2 with the dairy/lactose free segment making up more than half of these sales. 

Consumers are increasingly turning to plant-based dairy free alternatives and are often being driven by health reasons. Cauldron’s new Greek Style Cubes are higher in protein and calcium than the current market-leading dairy free cheese, which is a key consideration for these shoppers.

Sustainability is also a top purchase driver within this category. Cauldron Greek Style Cubes are made from sustainably sourced soya beans, certified organic and come in 100% recyclable packaging.

“Cauldron is passionate about showing shoppers how delicious and versatile plant based products can be, encouraging them to embrace more sustainable food choices for their own health and the health of the planet. Our new Greek Style Cubes are perfect for crumbling on top of salads and pasta and we expect them to be really popular through the spring and summer months as people turn to lighter and healthier savoury dishes.

We are confident that the introduction of this tasty new product will help retailers to drive sales within the category, by offering dairy free shoppers an innovative and exciting plant based product from an established and trusted brand,” adds Tom.

Retailers looking for more information on stocking Cauldron NPD, should contact customer.services@cauldronfoods.co.uk.

Sources:

*1: IRI 52 w/e 12.09.2020

*2: Mintel Free From Report

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