The new products will hit the shelves early January 2021
Naked Glory, a proud part of Kerry Foods, is excited to announced it is expanding its range with two new mouth-watering plant-based products: No-Beef Strips and Chick’n Burgers. The new products will be launching early January 2021 – just in time for Veganuary – to allow retailers to tap into the growing number of consumers looking to reduce their meat intake. Both Chick’n Burgers and No-Beef Strips will be available in Sainsbury’s stores, as well as online, with No-Beef Strips also available in Morrison’s stores.
The launches are further evidence of Naked Glory’s ambition to provide a delicious meat-free alternative for every meat occasion. Naked Glory’s No-Beef Strips are ready-to-eat, supremely succulent, authentic tasting beefy strips that can be enjoyed in a range of meals including sandwiches or salads or warmed up and consumed in meals such as fajitas, stir fries and curries. Naked Glory’s Chick’n Burgers are juicy, tender and seasoned to perfection, ideal for consumers looking for a quick and easy lighter meal. Both launches are high in fibre and protein and are registered by the Vegan society.
The meat-free category is booming – worth £534m, up 32.7% compared to last year. Lockdown has further driven this growth, with the initial lockdown period seeing more people opt for plant-based options than during Veganuary 2020. In fact, nearly half of UK consumers (45%) are choosing meat alternatives more often than they were 12 months ago, with 35% eating plant-based meat alternatives every day and a further 38% eating them several times a week. Naked Glory is confident its new launches will allow retailers to tap into this growing number of meat-moderators and help them to drive sales.
Since launch, Naked Glory has proven hugely popular with consumers, attracting 681k buyers and recruiting more new shoppers into the category than any other new meat-free brand. In just over a year, Naked Glory has hit an RSV of over £7.4m demonstrating its popularity with consumers and making it the biggest dedicated meat-free brand that has launched in the last 12 months. Naked Glory has also expanded its range across fresh and frozen to include numerous meat-free options including Sausages, Quarter Pounders and chicken-style Tenderstrips.
The launch of Naked Glory No-Beef Strips and Naked Glory Chick’n Burgers will be supported with shopper marketing, as well as influencer and social media activations to help drive consumers in-store.
Alison Lees, Marketing Manager at Naked Glory says: “It’s been a really strong year for Naked Glory. When we launched, we wanted shake-up the category with a range of delicious plant-based alternatives that mimic the taste and texture of meat and we’ve been blown away by the response. The launch of No-Beef Strips is a new venture within beefy plant-based options, so we are excited to give consumers more options at mealtimes. On top of this, our Quarter Pounders have proven hugely popular since launch so we’re confident our Chick’n Burgers will also be much-loved by consumers, giving them new options when it comes to evenings in with a burger.”
David Hamilton, Chief Innovation Officer at Kerry says: “At Naked Glory, it’s not just enough for us to create a range of meat-free options, the most important thing is that they taste good too! For too long, meat alternatives haven’t been given the attention they deserve and those looking to moderate their meat consumption have been faced with flavourless food. We’ve taken on the challenge to create the meatiest thing since meat and have taken the time to make sure our No-Beef Strips and Chick’n Burgers taste exactly like their meat counterparts and are bursting with flavour.”
Toni Vernelli, International Head of Communications & Marketing at Veganuary says: “It’s great to see another plant-based protein launch just in time for Veganuary, to inspire even more people to give up meat this January and beyond. In 2020, 400,000 people took our pledge to try a vegan diet and we’re hoping for even more sign-ups this year.”
 Europe Plant-based Consumer Segmentation Study, Kerry Taste & Nutrition, 2020