Pork product manufacturer Tulip Ltd has partnered with UK retailer the Co-op to introduce a new plant-based brand.
The Green Butcher has launched to market with vegan slices with peppers, which were developed with the Co-op to meet the needs of the increasing number of consumers looking to switch to vegetarian and vegan diets.
High in protein and containing real peppers, the soy and pea protein slices are now available in Co-op stores with a recommended retail price of £1.75.
Tulip is also developing further innovations to launch as part of The Green Butcher brand in the next year.
“We’ve worked hard to develop this product in collaboration with Co-op and the slices demonstrate our capabilities as a modern food manufacturer to meet the evolving needs of the market,” said Sam Reader, NPD and innovation controller at Tulip.
“We knew that if we were going to create a vegan product, we wanted to offer a healthier option for consumers and with our slices containing real vegetables, we have a big point of differentiation from other products in the sector.”
Mark Cloudy, Co-op cooked meats buyer, added: “We’re always looking at ways we can evolve our product portfolio in order to appeal to the next generation of shoppers and cater for the growing demand for meat-free options.
“The slices will fill a gap in our cooked meats fixture and give our customers more choice in-store. We’re looking forward to exploring more options as part of The Green Butcher collection.”
The launch comes as JBS-controlled Pilgrim’s Pride announced it has completed its £290 million acquisition of Tulip Ltd from Danish Crown.
© FoodBev Media Ltd 2019