New Covent Garden Food Co. is undertaking a major brand development with the launch of Sprout, its first range of chilled vegetarian ready meals.
The range comprises three single portion 400g variants: Red Pepper & Spinach Open Ravioli; Root Vegetable & Bean Cassoulet with Cheesy Cobblers; Three Bean Tostada.
Andrew Ovens, New Covent Garden Food Co. Group Marketing Manager, says Sprout introduces a major point of difference to the vegetarian ready meals category.
“Unlike most existing products, Sprout celebrates vegetarian cuisine rather than mimicking carnivore foods. The range fills a gap in the market as mainstream vegetable meals are perceived not to meet the specific dietary requirements of many vegetarians,” he says.
“The launch comes at a time when many people with an interest in food are incorporating meat-free meals into their diet, without necessarily moving towards vegetarianism.”
The Sprout range has already achieved a listing in Waitrose and has an rrp of £2.99.
The launch follows extensive market research by New Covent Garden in which consumers highlighted a lack of innovation and not enough promotional support for vegetarian or meat-free ready meals.
“Our response is a unique range that leads on quality and taste, brings genuine innovation to the category and will create a destination shop via focused promotional activity,” adds Andrew Ovens.
New Covent Garden Food Co