Linda McCartney’s Relaunches Freezer Staple Vegemince

Linda McCartney’s, the vegetarian brand founded by meat-free pioneer Linda McCartney, has announced the reintroduction of Linda McCartney’s Vegemince.

Catering to the customer appetite for meat-free options, the product taps into the frozen ingredients segment, the largest within the frozen category to offer consumers a simple to use, staple product.

Easily incorporated into a variety of everyday recipes, the NPD is perfect for at home cooks and provides a convenient meat alternative with great taste and texture, aligning with the UK’s no.1 meal occasion of spaghetti bolognaise. Suitable for those following a vegan diet, the new Linda McCartney’s Vegemince is also low in saturated fat, while being high in protein, according to the company.

“We’re excited to once again be expanding our offering to consumers, this time providing a product that’s ideal for at home cooks looking to get creative with their ingredients in the kitchen. Tapping into the UK’s top evening meal – and with the vibrant and bold design of the newly updated packaging – we believe that Linda McCartney’s is well placed to capitalize on the opportunity for greater choice within the category and we hope this becomes a firm consumer favorite,” Nadine Maggi, managing director at Linda McCartney Foods commented.

Linda McCartney’s Vegemince will be available in 500g packs from the frozen aisle in Morrison’s from late September, Sainsbury’s from early October & Tesco’s from late October 2020, with an RRP of GBP3.00.

Linda McCartney’s has also unveiled its updated packaging. This is the first packaging reiteration since 2016 and has been developed hand-in-hand with research on customer purchasing behavior, along with creative input from the McCartney family. This new evolution, which will be seen on shelves from October, maintains the familiarity of the brand and will also be easier for customers to locate when shopping.

Acknowledging the difficulties of standing out in the hard-to-see freezer section – and with consumers making decisions in just seconds between over 44,000 products – this new design features vibrant colors and bolder fonts to highlight the product descriptions and make it easier for consumers to find their favorite Linda McCartney’s product, a company statement reads. “The new evolution of Linda McCartney’s packaging really encapsulates the direction of the brand and addresses issues for consumers in-store. With the McCartney family’s input, the new vibrant and bold design is clearer and rings true to the brand’s ethos that continues to resonate with our consumers,” Maggi said. Four different formats will be available; landscape and portrait boxes, freezer bags and watch-strap style sleeves over recyclable foil trays. Available on shelf from October in all major supermarkets.

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