The Compleat Food Group’s meat alternatives brand, Squeaky Bean, has launched two products in the UK that it claims are ‘market-firsts’: ready-to-eat Tofu Slices, and a fermented rye Super Grain & Vegetable Burger.
Launching for Veganuary, the new products respond to recent consumer demand for healthier and cleaner label plant-based foods.
Squeaky Bean’s ready-to-eat Tofu Slices are available in two flavours, Red Pepper & Tomato and Spinach & Basil. The Compleat Food Group’s own research found that 30% of consumers who do not buy tofu said this is due to not knowing how to cook it.
Aiming to address this, the new slices offer a convenient, versatile and pre-flavoured format of tofu. Squeaky Bean hopes this will bring the benefits of tofu to a wider audience in a market dominated by tofu blocks.
Also launching this month is the Super Grain & Vegetable Burger, the brand’s first burger product. It is also claimed to be the category’s first burger made from fermented rye grains.
The burger’s recipe includes red pepper, carrot and paprika alongside the fermented rye to deliver a meaty texture, without relying on emulsifiers and stabilisers. It can be pan-fried in just six minutes, responding to demand for convenient options that are clean label, high-
protein and fibre-rich without compromising on quality or taste.
Yvonne Adam, chief marketing officer at the Compleat Food Group, said: “Our first-ever Tofu Slices are set to shake up the market and draw in new shoppers, tapping into the tofu and tempeh sub-category which has grown by 10% this year. The Super Grain & Vegetable Burger is another exciting milestone for us as our first burger and the market’s first to use fermented rye grains.”
She added: “Both products deliver on our commitment to exceptional taste, texture and convenience while helping to drive growth within the chilled meat-free category”.
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