Meat giant Kerry Group has launched a new plant-based range dubbed Naked Glory.
The new line, which is already available at Tesco, features vegan Quarter Pounders, Mince, Chilled Sausages, and ‘No-Meat Balls’.
Priced at £2.75 per pack, the meatless products will also debut in UK retailer Morrisons from October 2.
According to the Grocer, Kerry chief innovation officer David Hamilton said: “Our aim from the start of this project a few years ago was working out how to deliver proper [meat-free] meat, because a lot of the products on the market were pretty poor.
“The best-tasting meat in the world is cooked on a barbecue, so we wanted to bring that cooked smoke into the product, to take you back to what wonderful meat smells and tastes like.”
‘Accessible for the mainstream’
Brand Manager Alison Lees said the new range was targeted towards flexitarians, and would, therefore, be ‘accessible for the mainstream’.
“The market is severely under-delivering for the meat-reducing consumer who does not actually want to give up meat but still wants all of that great taste and texture,” Lees added.
“It is being flooded with new entrants but we feel it has reached a tipping point. There is a consumer need for a brand that is a little bit cheeky, bold, contemporary and upbeat with a broad range of products that taste amazing.”