By Lucinda Thomson, Own Brand Strategy Manager,
When we first introduced our GRO brand last year, Kantar recognised us as the fastest growing retailer for vegan products. As the festive season is firmly behind us, it’s the perfect time for us to make a few changes and continue to lead the way in the convenience market.
The vegan market has grown by a staggering 70% in the last year. Much of this growth was driven by new shoppers who are keen to make changes to their diet and lifestyle. So, whether you’re already vegan or vegetarian, or maybe you’ve made a resolution to try and reduce the amount of meat you eat, our GRO brand is the perfect solution to help you make delicious plant based meal choices that are packed full of flavour.
Veganuary is the perfect time to give GRO a go. We’ve refreshed and improved flavours across a range of products, and we’ve also added an additional 14 new items. With over 50 items available across chilled, frozen, food to go and now even instore bakery with new Dark Choc Chunk Cookies, there’s bound to be something available to tickle your tastebuds.
- Chick’n Kievs – combining a tasty plant protein with a roast garlic filling and coated in crunchy breadcrumbs, these kievs offer a vegan twist on a classic dish
- Arrabbiata Ravioli – pasta is the ultimate comfort food and these gluten free pasta parcels are no exception. Filled with peppers, tomato and chilli, the heat is perfectly balanced by the creamy vegan cheese
- 2 Roots Rostis – vibrant root vegetable rostis topped with a creamy butternut puree, dried cranberries and pumpkin seeds, these are the perfect side dish
- Spiced squash and cauliflower pie – a rich, creamy coconut-based curry sauce filled with butternut squash, cauliflower, chickpeas and spinach. The crisp vegan shortcrust pastry is topped with a paprika and onion seed crumble topping to finish off this ultimate dish
I hope you’re feeling inspired to try out what GRO has to offer. Our Delicious Food Team and Food Policy Team have also pulled together some recipes and information for you to make it easier for you to make a change.
The new items will be landing in stores today, Wednesday 6 January, and will be supported by a customer marketing campaign. You’ll start to see content across our digital channels, including our exclusive online partnership with Delish and Good Housekeeping, as well as instore POS, PR and a feature within our Food magazine.
We’ve been working incredibly hard to bring these new flavours and products to our shelves, so I’d love to know what you think. Let me know in the comments below or on Yammer what’s your favourite or if there’s anything else you’d expect to see added to the GRO brand in the future.
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