Pilgrim swaps beef for peas

Vegan burger joins Rollover range

Pilgrim Food Masters has launched a new meat-free Rollover burger.
Pilgrim Food Masters has launched a new meat-free Rollover burger.

PILGRIM Food Masters has swapped out meat for pea protein with the launch of Rollover Meat-Free Burgers.

Available in both the convenience retail and foodservice channels, the meat-free burgers come in packs of 60, and packs of 30 for the buns in a pre-cooked, frozen format.

The launch is being supported by new POS materials, as well as digital screen content, social media assets and price promotion.

Made using pea protein, the new plant-based burgers come in 100% recyclable packs, which Pilgrim said will allow retailers to cater to ethical consumers using a brand they are already familiar with.

Pilgrim reckons the launch gives retailers the opportunity to diversify their hot food offer while tapping into growing demand for meat-free options. The firm highlighted Mintel research which has predicted the category will be worth £1.1 billion by 2024.

Pilgrim Foods said the research suggested there was a gap in the market for high-protein, meat-free options. The new meat-free burger has 14.5g of protein per 100g.

Elodie Bretz, head of marketing at Rollover, said: “The meat-free category is continuing to gain traction, and as a leader in the hot food-to-go category, we knew we had to offer consumers a plant-based alternative to our best-loved burgers.

“With taste being the number one driver for consumers when choosing meat-free alternatives, it was vital that we created a burger that was true to the Rollover brand and tasted great.”