Paxo is expanding its offering with its new range of tasty meat-free meal makers to help consumers create nutritious, meat-free versions of popular meals. Available in grocery stores from this month, Paxo Meat Free Mixes include Burger Mix and Meatball Mix (with Sausage Mix coming soon).
The meat-free market is now valued at £871m[1], which is up 53.9% compared to 2018[2] – showing huge potential for innovation in the category. With around half of all home cooked meals expected to be prepared from scratch more often now than in 2019[3], retailers need to stock products that consumers can use to create delicious meat-free meals at home. Paxo Meat Free Mixes are the ideal solution as they can be used to make tasty dishes in just 20 minutes and each mix is high in plant-based protein and vegan friendly.
Helen Touchais, brand director at Premier Foods says: “Paxo’s heartland remains the roast, but we are expanding our range – using our expertise in dry mixes – to offer retailers a selection of products that span many growing meal occasions. As a highly recognised and trusted brand that is an expert in store cupboard mixes, Paxo is very well placed to deliver in this space as it offers the familiarity and credibility that shoppers seek, driving interest in the products and sales. Paxo broadens the appeal of meat-free meals and will attract new customers to the category.
“As well as being great value for money compared to chilled or frozen alternatives, Paxo Meat Free Mixes have many factors that appeal to customers, including nutrition, the convenience of having easy to store ingredients in the cupboard and the ability to get involved with the cooking process.”
Paxo Meat Free Mixes are available across the grocery channel – including Asda and Sainsbury’s – from this month with an RRP of £2.25. The latest launches form part of Premier Foods’ ESG strategy: The Enriching Life Plan, which includes a target to grow sales of plant-based products to £250M per year, as part of the company’s wider ambition to help consumers lead healthier and more sustainable lifestyles.
[1] Kantar Data to 4thSeptember 2022
[2] Kantar Data to 4thSeptember 2022
[3] Mintel UK Attitudes Towards Cooking In The Home Market Report 2022
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