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October 15, 2019

Pilgrim’s Pride-owned UK meat group Tulip enters vegan arena

Tulip, the UK-based meat product manufacturer, has revealed that it has a launched a plant-based brand.

By Leonie Barrie

Tulip, the UK-based meat product manufacturer, has a launched a plant-based meat-alternative brand.

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The company has launched the brand The Green Butcher, under which Vegan Slices will be sold exclusively at The Co-op’s stores in the UK this month.

Tulip, owned by Danish Crown until August when it was acquired by Pilgrim’s Pride, the US poultry supplier majority-owned by Brazilian meat giant JBS, said it developed the Vegan Slices with Peppers in partnership with The Co-op to “meet the needs of the increasing number of consumers looking to switch to a vegetarian and vegan diet”.

The slices are made from soy and pea protein. Tulip said it will be developing further products to launch as part of The Green Butcher brand in the next 12 months.

Sam Reader, NPD and innovation controller at Tulip, said: “We’ve worked hard to develop this product in collaboration with Co-op and the slices demonstrate our capabilities as a modern food manufacture to meet the evolving needs of the market.

“We knew that if we were going to create a vegan product, we wanted to offer a healthier option for consumers and with our slices containing real vegetables, we have a big point of differentiation from other products in the sector.”

Mark Cloudy, The Co-op’s cooked meats buyer, said: “We’re always looking at ways we can evolve our product portfolio in order to appeal to the next generation of shoppers and cater for the growing demand for meat-free options. The slices will fill a gap in our cooked meats fixture and give our customers more choice in-store. We’re looking forward to exploring more options as part of The Green Butcher collection.”

The Green Butcher’s Vegan Slices have a recommended retail price of GBP1.75.

Pilgrim’s acquisition of Tulip was finalised today. The US group paid US$290m for the business, a company generating annual sales of almost GBP1bn through products such as bacon, sausages and gammon.

just-food analysis: Pilgrim’s Pride latest UK purchase presents challenges

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Free Whitepaper
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What is the impact of historically high inflation on the UK consumer landscape?

The average UK consumer is experiencing a severe cost-of living crisis as inflation surges to a forty-year high and the price of goods continues to rise. This shock is the result of the sharply increasing costs of commodities, energy, and the ongoing conflict in Ukraine, and is threatening FMCG manufacturers, retailers, and foodservice operators’ ability to survive and grow. Inflation will have a profound effect on many consumer-facing industries in 2022 and beyond. Consult GlobalData’s new whitepaper, Inflation in the UK: The Impact of Historically High Inflation on the UK Consumer Landscape, to better understand shifts in consumer behavior and their impact on spending patterns, as well as the implications for UK businesses. This whitepaper covers:  
  • Why has global inflation returned with a vengeance?
  • What is the current inflation situation in the UK?
  • What impact is inflation having on UK retail sales?
  • What tactics are businesses relying on to tackle the effects of high inflation?
  • How are consumers changing their behaviors to cope with the higher cost of living?
  • Which industry sectors are most vulnerable to reduced consumer demand?
  • How is the government responding to high inflation?
  • How long will high inflation last in the UK?
  • How can your company survive and thrive in a high inflation environment?
Enter your details here to receive your free whitepaper and ready your business for these increasingly uncertain times.
by GD50 Custom
Enter your details here to receive your free Whitepaper.

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