Quorn is rolling out a Vegetarian Chicken & Leek Family Pie, a first for the frozen meat-free category.
Available from 26 March in Sainsbury’s, the pie (RRP £4 – 680g) serves four portions and has been developed as an “affordable family mealtime solution”.
Gill Riley, Marketing Director at Quorn Foods UK, commented: “There’s an increased demand for meat-free family-focused options, and this was a gap in the market when it came to frozen meat-free pies that feed the whole family. There are no other products like this in the frozen aisle, giving retailers the perfect opportunity to drive incremental sales amongst meat reducers.”
The new launch comes as Quorn is seeing its highest level of frozen market share since 2020, at 37%, and achieving growth ahead of the market in both frozen and chilled meat-free.
Riley added: “We remain the beacon brand within meat-free, which is vitally important as the nation navigates turbulent economic times. More meat-free occasions are being enjoyed in the home and shoppers are looking for products that look, taste and feel like their traditional meat favourites, but still provide value for money.
“Our new Vegetarian Chicken & Leek Family Pie opens up the ideal family mealtime for relaxed evenings in after everyone’s had a busy day, or cosy weekends spent all together at home. This new product is the perfect centrepiece for an indulgent and hearty meal, to get more families eating meat-free together more often.
“We’re confident it will be a frequency driver for the category, generating appeal and excitement amongst existing shoppers by filling a gap in the frozen market.”
