Wednesday, June 3, 2020

Naked Glory launches meat-free and ready-to-eat Deli Readybites

Naked Glory, part of Kerry Foods, today announces the launch of its brand-new Deli Readybites – the first ready-to-eat range for the brand. The new flame-grilled range will make it even easier and more convenient for shoppers to “cheat on meat” and will be launching in Asda with three lip-smackingly succulent and tremendously tasty flavours: Tikka, Roast and Smoky BBQ – perfect for a whole range of lunch-time meals, such as salads, wraps and sarnies.

The meat-free market is continuing to boom in the UK – set to be worth over £1.1bn by 2024 – highlighting the opportunity for retailers to provide meat-free products that cater to a variety of occasions, including lunchtime eating, in a range of different formats and servings. Convenience is also proving key for consumers, with more than a quarter of them favouring ready-to-eat food to help make mealtimes as easy as possible.The new range, which does not require any cooking and is ready to eat straight from the pack, will therefore help retailers tap into this consumer demand for quick and convenient lunches and snacks.

Naked Glory understands it is not just those following vegan and vegetarian diets that want to enjoy great-tasting meat-free products, with 150 million plant-based meals being consumed by non-vegans in 2019. The meat-free ‘cooked meats’ category, including pieces and chunks, is worth over £30m in the UK and is growing by a staggering 27% year on year. The new range will therefore be featured in the cooked meats aisle alongside its meat counterparts, to tempt the increasing number of meat-eaters now moderating their meat consumption.

This is the first ready-to-eat range created by Naked Glory, which first launched in September last year to shake up the meat-free category and provide consumers with a range of meat-free alternatives that don’t compromise on high quality, meaty taste and succulent texture. Over the past six months, Naked Glory has taken meat-free protein to a whole new level: marinating, seasoning, smoking, sizzling and flame-grilling to create a mouth-watering range of plant-based products, with the new Deli Readybites building upon this expertise to inject some excitement into meat-free lunchtimes.

Alison Lees, Marketing Manager, Naked Glory, said“We know that lunchtime can be poorly catered for in terms of reliable meat-free options, and there’s only so many times the classic cheese sandwich can be on the menu before it starts to get boring! Providing variety and convenience is key for retailers, so we’re really excited to see our brand-new Deli Readybites hitting shelves up and down the country this month, helping to liven up the nation’s lunchtime. They don’t require any cooking at all, so are perfect for dishing up quick and convenient lunches and snacks – whether that’s on their own, tossed through a salad or used to recreate a classic coronation ‘chicken’ for jackets and sarnies. The only thing that might take some time is deciding which one of our three mouth-watering flavours to try first!”

As with Naked Glory’s other tasty meat-free products, the Deli Readybites range is registered by The Vegan Society. The launch will be supported by a shopper marketing activation as well as digital and social media.

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