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Oxo to launch vegan beef-flavored stock cubes – The Guardian, Theguardian.com

Oxo to launch vegan beef-flavored stock cubes – The Guardian, Theguardian.com


Meat-free version of venerable brand comes amid boom in sales of plant-based food

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************************** (******************************** (************************************************************** () ******************************** (**************************************** (**********************************************************Stock picture! An Oxo beef cube in its venerable foil. The new vegan beef cube will look much the same, Premier Foods says. Photograph: Roger Tooth / The Guardian (******************************************

Beef stock cubes have become the unlikely target of a vegan makeover with Oxo scheduled to launch a meat-free version of the famous meat extract amid a boom in sales of plant-based foods.

Premier Foods, which is also behind brands Such as Mr Kipling and Bisto gravy, said the beef-flavored stock cubes would start appearing on supermarket shelves soon.

The UK is gripped by plant-based food fever. This year more than (***************************************************************************************, (people have) pledged to stick to a plant-based diet during what is billed as Veganuary (**********************************. The lifestyle overhaul has been made easier by high-profile new vegan products such as (Greggs) vegan sausage roll and its meat-free (steak bake) .

This scale of the business opportunity is not lost on food manufacturers and retailers with one in five of all new foods launched last year labeled vegan. Market research firm Mintel predicts sales of meat-free foods will soon pass the £ 1bn-a-year barrier.

ThePremier Foodsexecutive, Alex Whitehouse, said: “The whole plant-based eating thing is clearly very important. There was a clear role for a vegan but beef-flavored cube. ”

The meat extract was, according to Oxo, invented by the (German chemist Baron Justus von Liebig) **************************** (in) ********************************************************************. It started being sold as cubes in (********************************************************************, with soldiers serving on the western front receiving Oxo in their ration kits. In recent years the store cupboard staple has been given a new lease of life with flavors such as “red wine” and “garden vegetables” (which is also suitable for vegans).

The alchemy involved in a vegan recipe that tastes like beef stock includes extra yeast and an altered mix of herbs and spices, the company said. The distinctive red Oxo packaging will stay the same but the packs will be labeled “meat-free”. They will be the same price at £ 1. (for a pack of) **************************************************************************************************************. ********

Sign up to the daily Business Today by email or follow Guardian Business on Twitter at @BusinessDesk (************************************** A consumer poll published by Mintel this week found the number of people who had eaten meat-free foods had increased from (% in) ************************************************************** (to) *****************************************************************************************% in (******************************************************************. Meanwhile, sales of meat-free foods had surged (% from £) m in to an estimated £ (m in) . Such is the popularity of meat-free food that sales are expected to top £ 1.1bn by (**************************************************************. ********

The growth is actually being fueled by meat-eaters – who still make up 94% of the population – who are cutting back on meat or becoming flexitarians (where a predominantly plant-based food is supplemented with meat and fish). Those following a strict vegan diet are still thought to equate to around 1% of the UK population.

Kate Vlietstra, Mintel global food and drink analyst, said: “The rising popularity of flexitarian diets has helped to drive demand for meat-free products. Many consumers perceive that plant-based foods are a healthier option, and this notion is the key driver behind the reduction in meat consumption in recent years. ”

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