Planting some pastry options

Rising costs won’t put off meat-free shoppers

Consumers look for free-from options even in the face of rising grocery prices.

MOTIVATIONS to stick to plant-based diets will stay strong with consumers despite rising costs, says a boss at The Compleat Food Group.

People who aim to cut back on their meat consumption or make choices that are better for their health as well as the health of the planet will still continue to do so during the financial crisis, and retailers should continue to cater to them.

That is according to Jason Manley, brand director at The Compleat Food Group, who believes keeping products such as Wall’s Vegan Jumbo Roll and Pork Farms Porkless Pie in stock during this time will still be key drivers across the chilled savoury pastry category.

Manley said: “Whether these customers are vegan, vegetarian or just meat reducers, they are all motivated by the same things – health, welfare or the environment.

“But, ahead of all of these, they want great-tasting food first and nowhere is this more true than in convenience and impulse (C&I).

“That’s why our leading brands, Wall’s Pastry and Pork Farms, have a key role to play in the plant-based space.

“As the UK’s favourite brands within sausage rolls and pork pies – in the C&I channel, Wall’s is the number one brand in chilled savoury pastry – we need to ensure we offer choices for those on plant-based diets to enjoy the same great taste with the reassurance and familiarity that comes with the brand.”