Meat-alternative ‘the meatiest thing since meat’

By Alice Leader contact

- Last updated on GMT

Non-meat treat: Naked Glory bids to entice carnivores to ‘cheat on meat’
Non-meat treat: Naked Glory bids to entice carnivores to ‘cheat on meat’

Related tags: Plant-based, Food

New meat-free range called Naked Glory has been launched with the aim of encouraging carnivores to ‘cheat on meat’.

Research from Kerry Foods, which owns Naked Glory, found current products in the meat-free category are not delivering on the taste and texture desired by consumers.

Kerry Foods, which makes Richmond Sausages, Fridge Raiders and Strings & Things, has created meat-free alternatives that claim to maintain high quality and aim to mimic the taste and texture of meat.

Much-needed sizzle

Kerry Foods chief innovation officer David Hamilton says: “We are really excited to be bringing Naked Glory to market and adding some much-needed sizzle to the meat-free category.

“The target from the start was always: ‘looks like meat, tastes like meat, in fact it needed to be the meatiest thing since meat’.

“Harnessing our global capability and knowledge, our meat mixologists linked food craft and science to create meaty ooziness, full-on taste and a true meaty texture in all our products.”

The meat-free market is thriving in the UK, 4.4bn meat-free dinners were consumed in 2018, according to research group Kantar​, which is said to be an increase of 150m meals on the year before.

And a huge 92% of these plant-based meals were consumed by non-vegans – a trend recognised by Kerry Foods.

Hamilton said with a range of quarter-pounders, sausages, mince and more, it offers a full spectrum of meat-free alternatives that can be enjoyed by those looking to reduce their meat consumption but still wanting great-tasting meals.

Core aim 

The Naked Glory range is made from rehydrated soya, in order to gain a meat-like texture that has been registered with The Vegan Society.

He said: “Our core aim is to ensure that we’re offering our customers and consumers alike ‘the meatiest thing since meat’ and that the new range hits the spot with food lovers up and down the country – whether they’re vegetarian, vegan or meat eaters.”

Kerry Foods will support the Naked Glory launch with a £2.5m marketing drive that will start this month and run throughout 2020.

Related topics: Food trends

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