Vivera, which offers a range of items in UK supermarkets including plant-based steak and bacon, is revamping and expanding its range.
It will re-launch 15 products in new packaging, including two brand new additions; Plant Chicken Tenders and Plant Chicken Goujons BBQ.
Vegan in the meat aisle
Vivera says it wants to 'help conscious consumers make eating less meat easier' - by making its products amongst the very first plant-based meat alternatives available to buy from the meat aisle in Tesco.
Derek Sarno, Tesco's head of plant-based innovation, believes putting vegan meat in the traditional meat aisle will increase uptake. "As a vegan myself, I am a firm believer that placing options in front of where meat-eaters shop will open the door to trying," he told Plant Based News.
"Most meat-eaters wouldn't go to a plant-based aisle so we'll bring it to them. Nothing can be chosen if it's not offered and in front of customers."
'Ready for change'
"We're excited to be kickstarting our Goodness Revolution in the UK – inviting meat reducers to join us in our mission to make the world a better place, bite by bite," Willem van Weede, CEO of Vivera Foodgroup, said in a statement sent to PBN.
"Making it tastier and easier for conscious consumers to reduce their meat intake is our number one motivation.
"A global shift is happening, evidenced by our move to the meat aisle in selected stores. Brits are ready for change. The time is now."
Vivera's range is available from £2.50 in Sainsbury's, Asda, Tesco, Waitrose, Morrisons, Holland & Barrett, and Ocado.