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Britains Leading Meat Producers Creates Plant-Based Meat Alternative

One of Britain’s leading food-producing companies Tulip Ltd has created a plant-based meat slice

The Green Butcher is a brand developed by Tulip Ltd. and is their first-ever vegan product.

The ‘vegan slices with peppers’ are launching exclusively in Co-op this month and were created in partnership with Co-op to meet the needs of the increasing number of consumers looking to switch to a vegetarian and vegan diet.

High in protein and low in saturated fats, the slices contain real peppers and are created using soy and pea protein, so these slices will also appeal to shoppers who are looking to eat more healthily.

Developed to cater to the tastes of the UK market, the slices will sit in the cooked meat aisle in Co-op stores. Tulip is also developing further innovations to launch as part of The Green Butcher brand in the next 12 months.

NPD & Innovation Controller at Tulip Ltd, Sam Reader commented: ‘We’ve worked hard to develop this product in collaboration with Co-op and the slices demonstrate our capabilities as modern food manufacture to meet the evolving needs of the market. 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.”

Zoë Bruce, Customer Director – Co-op, Tulip, said: “We have a strong strategic relationship with Co-op, working closely to share knowledge and encourage innovation to help both parties grow. The Green Butcher product will be a great addition to Co-op’s successful sandwich slice range. This is an exciting new journey that demonstrates our ability to meet changing consumer needs and we’re looking forward to developing the range further.”

Mark Cloudy, Co-op Cooked Meats Buyer, said: “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 ‘Vegan Slices’ will be available from early October in Co-op stores, retailing at RRP £1.75.

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