NPD: Summer plant-based product launches

Arla Foods unveils Lurpak Plant-Based spread

Dairy co-operative Arla Foods is ready to launch the first-ever plant-based Lurpak product into retail stores in the UK and Denmark.

Lurpak Plant Based has been designed to meet changing consumer demands and new consumption habits as more people take an interest in dairy alternatives and dairy-free diets.

Investing in new products is a “key part”​ of Arla’s growth strategy and the launch of Lurpak Plant Based is one of the main drivers for strengthening its brands across key markets.

The product possesses a simple ingredients list and has the same functionality as Lurpak Spreadable, making it suitable for spreading, cooking and baking.

“As a farmer owned cooperative, dairy is and always will be, at the heart of Arla,” ​said Peter Giørtz-Carlsen, executive vice president and COO of Arla Foods.

“But in order to strengthen the position of our brands and attract new consumers, we have to innovate. We believe there is room for both dairy and non-dairy in a healthy, sustainable diet and our new innovation in plant based allows us to offer our shoppers that choice within our brand portfolio.​

“The launch of Lurpak Plant Based gives us the opportunity to bring the quality and taste of Lurpak to consumers. This ultimately ensures we continue driving growth across our portfolio and creating value that goes back to our farmer owners.”​

Lurpak Plant Based launches in the UK on 21 August and in Denmark from 26 August.

Premier Foods rolls out plant-based Ambrosia custard

Ambrosia is launching a new plant based custard as Premier Foods seeks to unlock wider appeal across the category.

Available for more than 50 years, Ambrosia custard has become a well-known brand within the dessert market.

According to Premier Foods, Ambrosia Plant Based Custard delivers that same “delicious creamy texture and recognisable flavour” ​that is synonymous with the brand, offering people with dairy intolerances or following a plant-based diet the opportunity to enjoy custard as it should be.

To help make the product a success in stores, shelf edge signage such as aisle fins on fixtures and branded shelf barkers will help to attract shoppers to the new product. Meanwhile, Ambrosia Plant Based Custard is non-HFSS, so retailers can stock it anywhere in store for maximum visibility.

The new custard is launching in Morrisons before a wider roll out to other retailers.

“We know that people’s diets are changing and it is our job to offer alternatives to suit all tastes and requirements,”​ said Daniel Jalalpour, marketing director for desserts at Premier Foods.

“Expanding our Ambrosia range with this new plant based custard will enable households to still enjoy the nation’s favourite ambient custard whether they are looking to cut down on dairy or follow a plant based diet.​

“Three years in the making, the custard has been specially formulated to ensure our recipe doesn’t compromise on the taste or textures consumers know and love from Ambrosia already. We hope to broaden the appeal of this well-loved dessert to new shoppers and help future proof the category with a product that hits the mark.”​

The Happy Pear to launch range in Britain

Irish vegan food manufacturer The Happy Pear is preparing to launch its product range in England, Scotland and Wales.

Over the past 20 years, twins David and Stephen Flynn have built a significant online following through their podcast, cookbooks and range of 60 vegan food products.

Until now, The Happy Pear’s range of dips, soups, ready meals, granolas and drinks have only been available in Ireland and Northern Ireland, but following a round of crowdfunding the business is ready to launch throughout the rest of the UK.

The first products to launch will be from the ambient range and include a choice of three granolas and a selection of Vita Vibe vitamin drinks. The range of granola includes Steve’s Dreamy granola (coconut and raspberry pieces with toasted oats and almonds); Cool Jim’s Granola (toasted oats, cashew nuts, goji berries and seeds); and Dave’s Cocoa Granola (with puffed rice, cocoa and toasted oats).

Meanwhile, The Happy Pear Vita Vibe drinks will be available in Blood Orange, Mandarin & Ginger flavour; Raspberry, Pink Grapefruit & Apple; and Apple, Elderflower & Lime. All of the Vita Vibe drinks are fortified with vitamins and antioxidants, such as vitamin B, C, zinc and white tea extract.

Chilled products will launch at a later date and will include vegan pesto, hummus, dips and snacks. Stockists in the UK are yet to be confirmed but talks are ongoing.

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