The Mighty Mushroom Co introduces new meat-free range 

Meat-free range smells, sizzles and even tastes like meat when cooked, despite being completely plant-based and made with up to 85% mushrooms 

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Brand Central

1 June 2021 | 0

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The Mighty Mushroom Co – Ireland’s latest innovative plant-based brand – has announced its first meat-free range including Mince, Burgers and Cumberland Style Sausages in Eurospar across Ireland (from RRP €3.50).

Making its mark as the first new mushroom-based brand in the market, the range is designed to cater to flexitarians, vegans and meat-eaters alike, providing a solution to shoppers in search for sustainable alternatives.

The plant-based sector is one of the fastest-growing areas of the food industry currently. The sales of meat-free products have grown by an astonishing 40% in the past five years, equating to an estimated £816m in 2019 alone*.  Tapping into this trend, the new Mighty Mushroom range is shaking up the meat-free market, packed full of tasty umami flavour and made with up to 85% mushrooms, which are grown on sustainable Irish farms.

ooking, witnessing a large surge in sales over the pandemMushrooms have proven to be a hero, versatile ingredient used in home-cic due to their health credentials.

Kantar data has recently seen total volume sales of mushrooms in the UK rising by 19.5% in comparison to the previous year, outperforming other vegetables in the category**.  A source of fibre and high in key vitamins and minerals, shoppers can expect a flavour explosion in every bite and each serving contains less than 150 calories per portion.

The Mighty Mushroom Co Meat-Free Mince is the hero of the range. It contains 85% juicy mushrooms and is flavoured with absolutely no colours, flavourings or preservatives.

“Mushrooms are one of the leading plant-based ingredients, due to their fantastic meaty texture once cooked,” says Noel Hegarty, a spokesperson at The Mighty Mushroom Co.

“Consumers are no longer satisfied with bland meat-free options and demand products that are leading in innovation and provide the best possible taste,” he adds. “The Mighty Mushroom range is positioned as the perfect plant-based options for those looking to reduce their meat consumption, whether to make meals more adventurous, add to classic family dishes or simply eat on their own.”

The journey from field to fork starts here, with the 40-year-old family-owned business, who are expert mushroom growers and use local mushrooms grown on their farms to develop this new recipe, so the range has a meat-like taste, texture and even sizzles in the pan when cooking.

What’s more, the full range contains no soya, is gluten-free, using only natural, wholefood ingredients, with absolutely no artificial colours, flavourings or preservatives.

The Meat-Free Mince can be purchased for RRP €3.99 and the Burgers and Cumberland Sausages have an RRP starting from €3.50.

The Mighty Mushroom Co range is now available in Eurospar across Ireland.

*(Source: The Grocer: Future is plant-based November 2020 https://bit.ly/3xBZlKd)

**(Source: Kantar data: 21 March 2021)

 

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