Patak’s Plant-Based Range Includes Sauces and Meal Kits
Michael Hemsworth — October 28, 2021 — Marketing
The Patak’s plant-based range has been announced by the UK brand to provide consumers with a way to prepare a number of Indian-style meals in a plant-based way. The products come in the form of cooking sauces as well as meal kits, which are all easy to prepare and use to make them perfect for midweek meals. The vegan-friendly products come in the form of Lentil Tikka Masala, Lentil Korma and Lentil Jalfrezi for the sauces, and Mild & Aromatic Biryani, Korma Spiced Daal and Hot & Spicy Biryani for the meal kits.
Patak’s Senior Brand Manager Charlotte Peterson commented on the new Patak’s plant-based range saying, "Patak’s plant-based range has been created with the growing trend toward meat-reduction in mind and presents a real opportunity for consumers who are meat lovers, meat reducers and vegetarians alike, to amplify veg in a delicious and indulgent way. Consumer insight shows that a key barrier to meat reducing is that many of the more hesitant consumers still associate plant-based food with being bland and tasteless and this is where we can help! Indian food is known for its flavour and is synonymous with meat-free dishes, putting Patak’s in a perfect position to change long-standing consumer perceptions with the plant-based launch.”
Patak’s Senior Brand Manager Charlotte Peterson commented on the new Patak’s plant-based range saying, "Patak’s plant-based range has been created with the growing trend toward meat-reduction in mind and presents a real opportunity for consumers who are meat lovers, meat reducers and vegetarians alike, to amplify veg in a delicious and indulgent way. Consumer insight shows that a key barrier to meat reducing is that many of the more hesitant consumers still associate plant-based food with being bland and tasteless and this is where we can help! Indian food is known for its flavour and is synonymous with meat-free dishes, putting Patak’s in a perfect position to change long-standing consumer perceptions with the plant-based launch.”
Trend Themes
1. Plant-based Indian-style Food - The growing trend toward meat-reduction presents an opportunity to innovate and provide consumers with delicious and indulgent veg options.
2. Meal Kits for Midweek Meals - Convenience is key, and meal kits that are easy to prepare offer an opportunity to disrupt the meal kit industry.
3. Flavorful Vegan Sauces - By offering vegan-friendly cooking sauces that are full of flavor, there is an opportunity to tap into the expanding plant-based consumer market.
Industry Implications
1. Food and Beverage Industry - The food and beverage industry can capitalize on the trend toward plant-based eating and develop new products to cater to the growing market.
2. Meal Kit Delivery Services - Meal kit delivery services can cater to consumers looking for convenient and easy-to-prepare meals by focusing on plant-based options and expanding their product line.
3. Sauce and Condiment Industry - There is an opportunity for the sauce and condiment industry to create flavorful and innovative vegan-friendly products that appeal to the plant-based consumer market.
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