Whitworths has entered the ready meal category with the launch of a range of ambient pouches, Protein By Nature.
Suitable for vegans, each 250g pack contains 20g of plant protein from pulses and grains such as pinto beans, quinoa, lentils and wheatberries.
The range is available in four variants: Brazilian smoky beans, Moroccan grains, Indian lentil dhal and Mexican spicy grains.
The pouches can be prepared in two minutes in the microwave or on the hob, and consumed as a main for one or side for two.
Whitworths says that the range is low in sugar and saturated fat, offers all nine essential amino acids and is free from additives and flavourings.
“With huge consumer trends around natural protein and meat reduction we have seen a real opportunity to better utilise beans, pulses and grains to meet consumers’ needs,” said Whitworths commercial director, Phil Gowland.
“The Protein By Nature product is a nutrient powerhouse, being 100% natural, high in protein and fibre, low in salt and sugar and rich in vitamins and minerals.
“It was clear from speaking to consumers that we needed to overcome three clear barriers: offer genuine ‘good for you’ products rather than a product masquerading as healthy, don’t compromise on taste – the biggest barrier to healthy eating, and keep it simple and convenient.
“Delivering products that do this is exactly what the Whitworths brand has been doing in snacking for the past few years; our wide recognition and unrivalled brand trust made this move an obvious one for us.”
With an RRP of £2.00 per pouch, the range is available in select Morrisons stores and three of the variants will be rolling out to select Tesco stores from 9 November.
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