V2Food has acquired fellow Australian plant-based food company Soulara, a provider of plant-powered ready meals.

In a statement announcing the acquisition, V2Food said the deal is expected to propel its business into new avenues of growth. It will expand V2Food’s product portfolio and broaden its distribution reach beyond supermarkets and foodservice, delivering directly to consumers’ homes via its proprietary e-commerce channel.

Soulara’s fresh plant-based products will support V2Food’s mission to “revolutionise” plant-based eating by meeting the evolving preferences of Australian consumers.

The acquisition will complement V2Food’s plant-based meat offerings, which include burgers, sausages and alternatives to crumbled chicken and mince, with Soulara’s vegetable-led products.

Tim York, CEO of V2Food, said: “We know consumers want to eat more plant-based products in their diets but some of the barriers to making this change are concerns around taste and how to cook them. By adding Soulara to our portfolio we can further demonstrate how easy and delicious meat reduction can be.”

V2Food has also expanded its portfolio to include Macros: a fitness-focused, ready-made healthy meals brand delivered directly to consumers. Both Soulara and Macros will be integrated into V2Food under a new entity called Flexitarian Meal Solutions.

In addition to its direct-to-consumer presence online, the products can be purchased in-store at retailers such as selected Coles, IGA and Woolworths.

Sean Bone, general manager of commercial at Soulara, commented: “We know consumers have diverse needs when it comes to adopting a plant-based diet. As Australia’s favourite plant-based ready-made meal service, Soulara has carved a niche for itself with its focus on delivering meals designed by our team of chefs and dieticians to ensure best in class taste, nutrition and value.”

He added: “V2Food’s expertise in plant protein is the ideal complement to Soulara’s vegetable-forward approach, as we strive together to provide a well-rounded menu for consumers seeking a plant-based lifestyle”.

Enjoyed this article? You might like our Veganuary Sessions podcast episode on plant-based ready meals and recipe kits, exploring how the industry can make plant-based easier for consumers.

#plantbasednutrition #v2food #Australia #directtoconsumer #readymeals #Soulara