Ben's Plant Powered taps health and plant-based trends
By Katy Askew
- Last updated on
Mars Food is launching Ben’s Plant Powered, which will be available in three SKUs: Chilli Non-Carne, Spicy Lentil Stew and Sweet Potato & Chickpea Tikka Masala.
The plant-based versions of some of the UK’s most popular meals will be microwaveable in just 90 seconds. Each recipe is a good source of fibre and protein and is free from artificial colours and flavours, the company said.
Mars Food said that the product launch meets two important trends in the ‘foods of the world’ category: health and plant-based. According to a YouGov poll, 34% of Brits are interested in trying plant-based diets and, since the start of the COVID-19 pandemic, one-quarter have reduced the amount of animal products they consume.
“We’re seeing a permanent shift in eating habits in the UK with shoppers increasingly looking for ‘health’. While this is a broad definition, plant-based diets are a critical part of this for many and here to stay,” according to Ben’s Original Marketing Manager Gareth Williams.
“For many shoppers this isn’t about eliminating meat completely but eating less of it. However, consumers also don’t always feel they have the time or confidence to make the move to plant-based meals. Ben’s Plant Powered is here to make it easier for them.
“When consumers decide to eat without the meat, they still want their favourite meals rather than to cook something new. Our Ben’s Plant Powered meals have been co-created with consumers to help make it easy to prepare delicious meat-free versions of best-loved recipes. Ben’s Plant Powered pair perfectly with our microwaveable rice ranges because we know that when people eat plant-based, rice dishes over-index as their meal of choice."
Ben’s Plant Powered will be available from June for an RRP of £2.49.
The company is also rolling out two new products under its Ben’s Original rice brand: Korean BBQ and Katsu Curry. Describing the flavours as ‘on trend’ Mars Food said they will bring younger consumers to the category.
“As brand leader, Ben’s Original has a role to play in bringing excitement, innovation and new shoppers to the rice category. That’s why we are also launching our two on-trend flavours of Limited Edition microwaveable rice – Korean BBQ and Katsu Curry,” Williams commented.
The Limited Edition flavoured rice SKUs will be available from June for an RRP of £1.67.