Kerry Foods has expanded the Naked Glory meat-free range with a chicken substitute available in both chilled and frozen formats.
Intended to appeal to both non meat eaters and meat reducers, Tenderstrips come in roast, tikka and smoky BBQ flavours. The chilled lines are available in 240g packs (rrp £2.75) and the frozen variants come in 280g bags (rrp £3.49). The full range will be rolled out to the Co-op from March 27.
Following a successful launch of meat-free Quarter Pounders, Mince and Sausages last year, Kerry claims that the arrival of Tenderstrips brings an opportunity for consumers to ‘Cheat on Meat’.
With half of UK consumers purchasing plant-based food in the past year [Harris Interactive shopper survey for The Grocer, 2019] and sales of meat alternatives continuing to grow in the UK – rising by 18% to £474.5m [Kantar 52 w/e 14 July 2019 – value sales] the new lines will continue to drive interest in the category.
As with the original Naked Glory line-up, Tenderstrips have been created by an experienced team of ‘meat mixologists’ at Kerry Foods to bring together meaty tastes and textures.
Alison Lees, marketing manager for Naked Glory, said: “The demand for tasty and exciting meat-free food is greater than ever before. It’s a compelling space for retailers to play in and a category that we expect to see continue enticing meat-eaters, vegetarians and vegans alike over the coming months and beyond.
“With more and more of the nation’s carnivores moderating their meat consumption, we want to make sure we’re giving shoppers plenty of meat-free options to sink their teeth into! That’s where our new mouth-watering meat-free Tenderstrips come in. Marinated and flame grilled, just like their chicken counterparts, our Tenderstrips are packed with bold and punchy flavours that will make mealtimes something to really look forward to. High quality, great taste and unbeatable texture – they’re the perfect addition to our line-up of pork and beef alternatives. For us, it’s all about bringing greater choice to the meat-free category, so that shoppers can enjoy even more meat-free meals.”
The expansion will be supported by a digital advertising and social media campaign, as well as shopper marketing over the coming months.