• The 100% meat-free brand has announced the launch of three new SKUs to help retailers cater to the under-served lunchtime occasion
  • The Deli Slices are available in three flavours: No-Ham, No-Chicken and No-Beef and will be rolling out nationwide this month 

Taste & Glory has today announced the launch of Deli Slices, its newest plant-based venture in the meat-free category. The Deli Slices range is available in three mouth-watering flavours to tempt shoppers that are looking for help to reduce their meat consumption. Launching in Waitrose on 8th September, Morrisons on 13th September and Asda 4th October with wider rollout later this year, the new products will help retailers diversify their chilled lunchtime fixtures in-store.

Available in smoked No-Ham, succulent No-Chicken and delicious No-Beef thick cut deli slices, Taste & Glory’s newest innovations have been crafted to mimic their meat-counterparts and allow retailers to tap into the lunchtime occasion, historically under-represented in the meat-free category. At present, plant-based lunchtime options under-deliver on both taste and texture according to consumer sentiment.[1] Taste & Glory’s new Deli Slices recreate the sensory experience of meat, with a textured protein replicating its natural chew. The slices’ familiar and well-loved flavours mean consumers get all the taste but with none of the meat, bringing excitement and flavour back to lunchtimes.

The meat-free category has grown by 12.5% since the beginning of 2021[2] and is now worth £572 million[3]. However, within this, plant-based lunchtime occasions represent a huge untapped occasion for retailers. A third of lunchtime occasions are sandwiches[4] but the market is currently lacking in truly delicious plant-based options. With 31% of meat-free moments being outside of evening meals,[5] there’s a huge opportunity for brands and retailers to cater to these occasions and fuel further growth within the category. The three new Deli Slices by Taste & Glory will help retailers grow their meat-free offerings with a brand already known and loved by shoppers.

Since its launch in 2019, Taste & Glory has established its strong taste credentials, making the range a hit with consumers, helping the brand to reach an RSV of £9.2m[6]. Additionally, Taste & Glory has recruited 843,000 shoppers to the category[7], demonstrating the brand’s power to drive sales in a crowded space. The new Deli Slices range will allow retailers to entice even more shoppers into the category with the proven taste credentials to ensure shoppers keep coming back for more and deliver repeat sales. All three new launches will be served on a 100% recyclable bamboo tray for a premium feel, while allowing retailers to tap into the sustainably conscious consumer.

“Lunchtime is such an important part of the day, when we often need something quick but tasty, but when it comes to meat-free options, there’s not much to get excited about. We’re here to give shoppers something delicious to look forward to and to make plant-based sandwiches, wraps and salads something to shout about!” says Beth George, Brand Manager for Taste & Glory. “Taste & Glory delivers on taste and texture, so we’re thrilled to launch our new meat-free Deli Slices range to give retailers opportunities for under-served occasions in the meat-free category. Consumers are crying out for delicious, meat-free lunchtime options and we’re here to shake up sandwiches like never before.”

The brand-new SKUs will be supported by a substantial shopper and PR campaign, designed to cement the new Deli Slices in the minds of both consumers and retailers. A dedicated shopper campaign is due to go live this month and October with additional marketing support during Veganuary.

[1] MMR Consumer Research, 2021

[2] IRI Data ending 18th April 2021 (excludes Discounters)

[3]  IRI 52ks to 13.06.21

[4] Kantar 52 w/e 21.02.21

[5] Kantar 52 w/e 21.02.21

[6] IRI data, 11.07.21.

[7] IRI 52 we 24.01.21

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