Australian plant-based meat brand vEEF has launched a range of four carbon-neutral products, all priced equivalently to or lower than their animal-based counterparts.
The products are Plant Based Beef Mince, Plant Based Classic Sausages, Plant Based Smokey Sausages, and Plant Based Chorizo Sausages. They are said to be chef-crafted and nutrient-rich, with 50% less plastic packaging than previous vEEF products.
The launch comes after a recent survey found that 21% of Australians now identify as ‘meat reducers’, making this the most popular dietary choice of 2024. Furthermore, 79% said they go meat-free at least once a week, and a report published earlier this year found that Australian plant-based meat sales increased by 47% between 2020 and 2023.
“This price parity is a game-changer, allowing consumers to choose a healthier, more sustainable option without paying a premium,” said Alejandro Cancino, CEO of vEEF owner The Aussie Plant Based Co. “It addresses the top motivations for reducing meat consumption: health benefits, environmental concerns, and budget constraints. By offering vEEF at a fair price, we’re empowering more people to make choices that align with their values and dietary preferences. It’s about making plant-based eating an accessible option for everyone, not just a select few.”
“Superior choices”
The vEEF brand was previously operated by Fenn Foods, which became Australia’s first certified carbon-neutral plant-based food company in April of last year. In October 2023, vEEF merged with All G Foods’ LOVE BUDS brand to form a new company called The Aussie Plant Based Co.
“Our R&D breakthroughs have created products that transcend the ‘alternative’ label,” said Mariana Karam, NPD Manager at The Aussie Plant Based Co. “These aren’t just meat substitutes — they’re superior choices designed to be the first pick on every Australian’s plate. We’re setting a new standard that’s better for health, the environment, and taste buds alike.”
The new product range is now available at Woolworths stores across Australia.
