Aussie company Fenn Foods, makers of plant-based meat brand vEEF, has this week doubled its product range, with the launch of six new products into the chiller section of select Woolworths stores across Australia.
The new range includes pulled meat-style plant-based products in pork-style, beef-style and lamb-style flavours under the vEEF Artisan banner. The company says its Artisan range is the first mushroom-based meat alternatives to be produced in Australia and caters to consumers seeking wholefood-based products. The company also launched the vEEF Signature range, which includes ready-made classics like a Butter Chicken-style, a BBQ glazed “Meatloaf” and plant-based “Meatballs” in a Tomato Sauce.
Co-founder and CEO Alejandro Cancino said the plant-based category was “almost unheard of” when the company first launched in 2018, however vEEF managed to secure a spot on Woolworths shelves within a year. Now Fenn Foods has 11 SKUs stocked in retailers around Australia, as well as in overseas markets including Singapore and Kuwait.
Cancino explained that with six in 10 Australians wanting to try plant-based meats, according to Colmar Brunton research, the Fenn Foods team plans to continue their pace with developing new products
“We focus on innovation here and what we have put into the market so far is just the tip of the iceberg,” said Cancino. “We have a passionate and talented R&D team who have several projects on the go right now with many more planned for the future.”
The Sunshine Coast-based company has continued to expand this year despite ongoing disruptions from the pandemic, with vEEF recently announcing a partnership with meal-kit company HelloFresh and earlier this year unveiling the world’s first carbon neutral plant-based meat.
READ MORE: Alt-meat maker Fenn Foods doubles range, eyes more [Inside FMCG]