The Craft Meat Company has reportedly unveiled a 100 percent meat-free mince made from tomatoes, mushrooms, almonds, soy protein, and coconut oil. As per trusted sources, the New Zealand-based firm has launched the plant-based mince in a bid to meet demand from people wanting to reduce their meat consumption.
Grant Howie, Co-Owner of the Craft Meat Company, was quoted saying that the company decided to launch the plant-based mince after acquiring its parent company, Fisher Meat – a conventional butcher, and after receiving feedback from his daughter.
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Reportedly, Howie’s youngest daughter turned to veganism two years ago and asked him to make something she can eat. He said he realized there was a growing trend where people preferred to eat less meat or consume no meat at all.
Howie further elaborated that according to a research, over 30% of Kiwis claimed they were actively looking to reduce their animal protein consumption by choosing to have a meat-free day at least once a week. Although vegans and vegetarians would be the primary consumers of meat-free mince, it is the new flexitarian consumer segment that the company is mainly targeting, Howie added.
According to sources familiar with the development, the company’s no-meat mince is first of the alternative range, with plans to follow it up with other products such as burgers, sausages, and ready-made meals next year.
A report by Livekindly stated that New-Zealand’s neighbor Australia is the world’s third-largest vegan market and that trend is currently being reflected in New Zealand as well. For instance, Air New Zealand had created a stir for serving meat-free ‘Impossible Burgers’ on select international flights. The burger looked and tasted like beef but was made entirely from plant-based ingredients.
Reportedly, indigenous New Zealanders are also cutting-down on traditional meat-based diets, which have been popular on the island for years. Moreover, pizza giant Domino’s has recently introduced vegan cheese options to its pies and has added a vegan cheese garlic bread to the menu, cite sources.