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Private Label

Continente Launches 'Powered by Plants' Meat-Free Range

Portuguese supermarket chain Continente has launched 'Powered by Plants', a new range of private label vegetarian products.

The product range consist of meat-free burgers, nuggets and meatballs made exclusively from vegetable protein.

The products, made with wheat and pea or soy protein, replicate the sensory characteristics of meat by combining natural aromas, herbs and spices, without using flavour enhancers, the retailer said.

Product Range

The range features four varieties – beef-flavoured burgers and meatballs and chicken-flavoured burgers and nuggets.

The Powered by Plants product range was developed in partnership with a national supplier and approved by over 250 consumers in blind tastings, the retailer noted.

They are identified with the Continente FoodLab seal, a pioneering concept in Portugal, which invites customers to try differentiating and exclusive products.

The Powered by Plants range is available in the frozen food section of Continente supermarkets and hypermarkets, for a suggested retail price of between €2.69 and €5.49.

Announcing the launch, Ana Alves, Commercial Director of Private Brands at Sonae MC, pointed out that the new products are “innovative” and “distruptive” because they “replicate the appearance and sensory features of meat”.

"We want to make life easier for all of our vegetarian customers, but also for all those looking for a flexible diet, between animal protein and vegetable protein, with all the convenience and flavour, ensuring the necessary proteins for a balanced diet," she added.

An increasing number of Portuguese are consuming vegetarian products, whether for health, environmental or ethical reasons.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine

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