Findus goes green
The famous brand dedicated to frozen foods has just launched a complete range of vegetable protein-based products, under the Green Cuisine banner. An initiative that Findus justifies by the increasing development of flexitarism. In France the pourcentage of French people claiming to be flexitarian has jumped by 10 points in less than 5 years, from 25% in 2015 to 35% at the end of last year. The vegan market is definitively booming in France, with a sales revenue of 400 M€ and an annual growth of 11% .In frozen foods, despite several initiatives by brand manufacturers and private labels, much remains to be done on this segment, which suffers from a cruel lack of visibility on the shelves.
While Findus has been slow to position itself in this segment, the brand is now catching up the wave with a very ambitious launch and no less than 12 products launched at the same time and divided according to four major consumer needs.
A first range includes meat substitutes, vegetable dumplings and, from September, vegetable nuggets. With many debates around soya protein, Findus has preferred pea protein for its recipes.
A second group focuses on vegetables. You can find cubs with sweet potato or beetroot base, spinach sticks but also falafels and vegetable dumplings.
The third range consists of two easy-to-cook Veggie bowls: a tagine style and a risotto style.
Finally, a fourth range is dedicated to side dishes combining the benefits of cereals and legumes: a mixture based on quinoa, the other based on bulgur.
All products are cooked without palm oil and show a green Nutri-Score mark (A or B).
