Chilled vegetarian food producer Cauldron Foods has launched a series of new foods onto the UK market.
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The Organic Spicy Bean Burgers and Organic Mushroom Burgers are, according to the West Country-based company, “an unusual alternative to meat based burgers, delivering a good level of protein and with the added attraction of their organic provenance.”
Cauldron is launching a conventional Mushroom Burger alongside its organic product, to offer consumers a choice. Senior national accounts manager Steve Baker explained: “There is room for two types of mushroom burgers because they appeal to different consumer groups. The organic version is aimed at committed vegetarians and organic food purchasers while the conventional version will attract the large percentage of the population that are meat-avoiders and reducers.
“Meat-free convenience food is no longer a niche market,” he continued. “As a dedicated vegetarian company for over thirty years, we are in an ideal position to understand that the new wave of meat-avoiders are keener to seek out interesting vegetable based meals and snacks than meat substitutes.”
Meat-reducers and vegetarians are sectors which now account for nearly 50% of the UK’s population, said the company.
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