Following a successful trial in London, a new ready meal delivery service called Planty has launched and is ready to serve its DTC plant-based meals to the rest of the UK. Plant-based foods sales are surging, further accelerated by this latest pandemic as consumers make the link between animal agriculture and zoonotic diseases.
How Meal Kit Companies Target Flexitarians to Promote Plant-Based & Drive Profits
Consumers are increasingly turning towards convenience, as lives get busier and working hours lengthen. This behaviour change is important for customer-focused food companies to consider, as it will affect how consumers approach mealtimes and thus, what they buy and eat. At the same time, the plant-based sector is seeing no sign of slowing down, with 40% of consumers now buying plant-based foods. To appeal to as many consumers as possible, many meal kit brands have turned to the plant-based market, combining convenience with new ranges of plant-based recipe boxes. The past few years have also seen a huge increase in smaller recipe kit and meal box brands dedicated entirely to plant-based or vegetarian ingredients. Although these levels of growth have proved to be unsustainable, the …
