Alpha Foods has announced a new partnership with Just Egg as part of a wider brand portfolio renovation in the company’s next evolution phase.

The two plant-based companies will collaborate this autumn as part of Alpha’s renovation plans, with a shared aim to offer consumers plant-based favourites and work toward a healthier, safer and more sustainable breakfast landscape, Alpha revealed in a statement this week.

Alongside its recent partnership with The Every Co, and introduction of HME technology for processing its plant-based Chik’n Strips, the Just Egg partnership forms part of renovation plans aiming to improve Alpha’s product offerings, and the plant-based sector more broadly.

The meat alternatives producer said the renovation is driven by consumer and retailer insights that reveal the plant-based category is “yearning for an industry refresh”, seeking convenient and accessible products that offer uncompromising nutrition.

As part of Alpha’s evolution, it is renovating its core product portfolio with formulation updates, including its All-Day Burritos, which will now incorporate the new HME protein and increased nutritional value. Two of its most popular products, Original Chik’n Nuggets and Crispy Chik’n Patties, will also be updated with a formulation refresh that “enhances juiciness and flavour”, Alpha confirmed.

Cole Orobetz, CEO of Alpha said: “These partnerships with Just Egg and Every Co, combined with our use of our new HME protein and enhanced formulations, will enable us to continue bringing innovative, craveable, and delicious products to our consumers, thus solidifying Alpha’s position as a leader that continues to create the most craveable, convenient and accessible options in the plant-based market”.

Orobetz said the partnerships are key to the company’s growth and contribute to raising awareness about the continuous innovation needed within the plant-based industry.

He condluded: “We remain committed to empowering consumers to transition into plant-based eating through Alpha’s crave-worthy offerings, while showcasing the positive impacts on their health, animal welfare, and the environment, all without feeling restricted by food labels”.

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