Kerry Foods is launching a new range of meat-free products, which it says are designed to entice traditional meat-eaters.
The new ‘Naked Glory’ product range is part of the company’s commitment to cater to the needs of consumers looking to moderate their meat consumption.
Kerry Foods stated that it has put its extensive knowledge of the meat industry into creating meat-free alternatives that “don’t compromise on high quality, meaty taste and succulent texture”.
Made up of quarter pounders, sausages, ‘no meat balls’ and mince, the range offers meat-free alternatives that can easily be swapped into everyday family meals in place of meat. The products are made from rehydrated soya.
The meat-free market is currently booming in the UK, with sales of meat alternatives having grown 19% last year (IRI). Kerry Foods highlighted Kantar research from last year that showed 92% of these plant-based meals are eaten by non-vegans – a trend that it wanted to tap into with the Naked Glory range.
The company claims its own research found that current products in the meat-free category are not delivering on the taste and texture desired by consumers. As a result, the Naked Glory brand has worked to deliver on these key areas throughout the range, using a team of ‘meat mixologists’ to effectively mimic the taste and texture of meat.
David Hamilton, Chief Innovation Officer at Kerry Group said: “We are really excited to be bringing Naked Glory to market and adding some much-needed sizzle to the Meat-Free category. The target from the start was always: ‘looks like meat, tastes like meat, in fact it needed to be the meatiest thing since meat!’ Harnessing our global capability and knowledge, our meat mixologists linked Food Craft and Science to create meaty ooziness, full on taste and a true meaty texture in all our products.
“We’ve taken our time as product delivery was paramount and are confident the brand will be a hit with everyone – regardless of their dietary preferences. With a range of quarter pounders, sausages, mince and more, we have a full spectrum of Meat-Free alternatives that can be enjoyed by those looking to reduce their meat consumption but still want delicious taste at mealtimes.”
Kerry Foods will be supporting the Naked Glory launch with a £2.5m investment in digital, social, out of home and shopper marketing that will be activating this month and run throughout 2020.
The Naked Glory No Meat Balls (£2.75), Naked Glory Sausages, 6 pack (£2.75), Naked Glory Quarter Pounders 2 pack (£2.75) and Naked Glory Mince (£2.75) will start rolling out to retailers this month.
