Next Gen Foods Launches TiNDLE in Morrisons and Mighty Plants, Expands Product Portfolio with Mwah!
Next Gen Foods, the company behind TiNDLE and Mwah!, has launched its plant-based chicken product in over 350 Morrisons stores and online through Mighty Plants. The launch comes as the company expands its product portfolio with the acquisition of Mwah!, a startup focused on dairy-inspired foods.
Next Gen Foods has announced the expansion of its plant-based chicken product, TiNDLE, in the UK market with a launch in over 350 Morrisons stores and online through direct-to-consumer platform Mighty Plants. The move follows the success of the product in Germany, where it was recently launched in 2,200 EDEKA stores and has since expanded to nearly 4,000 locations. The product was tested in Morrisons stores during Veganuary and generated widespread consumer demand and affinity for its new plant-based chicken products.
TiNDLE was developed with chefs to ensure the same taste, texture, and experience of animal-based chicken. The product range available at Morrisons includes TiNDLE Burgers and TiNDLE Nuggets, both featuring Lipi™, the company's proprietary emulsion of plant-based ingredients that mimic the aroma, cookability, and savory qualities of chicken fat. The products are made from GMO-free ingredients, delivering a good source of protein and fiber with 17g of protein and 8g of fiber in every 100g of TiNDLE alone.
According to research commissioned by TiNDLE and conducted by Censuswide, 68% of people in the UK believe plant-based meals will become more widely accepted in the next five years. This marks an increase in consumer demand for plant-based alternatives to traditional meat products, as consumers become more conscious of the environmental impact of animal agriculture and the health benefits of plant-based diets. The research also found that nearly half of people in the UK cook at home every day, and 38% want to incorporate more plant-based foods into their weekly menus.
Next Gen Foods is not just focused on plant-based meat, but also diversifying its product pipeline and brand approach. Last month, the company announced its first acquisition of Mwah!, a London-based startup that specialises in plant-based dairy-inspired products. The acquisition reflects Next Gen Foods' commitment to ongoing food innovation, as it diversifies its product offerings to meet the growing demand for plant-based alternatives to traditional dairy products.
Mwah! currently offers Madagascan Vanilla Gelato, partnering with several London eateries, including Floozie Cookies and WAVE (We Are Vegan Everything), to bring their creamy plant-based gelato to UK restaurants. The company has now introduced "the Mwahbecue Special," a cinnamon-spiced brioche topped with their Madagascan Vanilla Gelato and golden syrup, created by the team at The Gnarbecue at award-winning bar The Lexington. The Gnarbecue features a menu of plant-based foods, in the form of veganized Americana fast-food dishes, and now welcomes Mwah! to its dessert offerings.
To promote its new offerings, Next Gen Foods enlisted the help of AI chatbot ChatGPT in a social media challenge called #ChatGPTMadeMeDoIt. The company used the chatbot's suggestions to create original marketing campaigns for TiNDLE's retail debut, including creative alternatives to celebrity collaborations and unique takes on popular chicken recipes for the holidays.
The acquisition of Mwah! reflects the broader trend of companies diversifying their product portfolios to include plant-based alternatives to traditional dairy products. As consumer demand for plant-based products continues to grow, companies are investing in research and development to create products that mimic the taste and texture of animal-based products, such as cheese and milk.
Plant-based dairy alternatives offer numerous benefits, including lower environmental impact, reduced animal suffering, and health benefits associated with plant-based diets. According to a report by MarketsandMarkets, the plant-based dairy market is expected to reach $21.7 billion by 2026, growing at a CAGR of 10.3% from 2021 to 2026.
The report cites the growing demand for vegan and vegetarian food, increasing lactose intolerance and milk allergies, and rising health concerns as the key drivers of the plant-based dairy market's growth.
Next Gen Foods is not the only company expanding its product portfolio to include plant-based dairy alternatives. Many companies are investing in research and development to create products that mimic the taste and texture of traditional dairy products, such as cheese and milk. These products are not only appealing to vegans and vegetarians but also to flexitarians and consumers looking to reduce their consumption of animal-based products.
In addition to TiNDLE and Mwah!, Next Gen Foods is also behind the plant-based seafood product, Hooked, which aims to disrupt the seafood industry by offering a sustainable and ethical alternative to traditional seafood products. Hooked is made from a blend of legumes and seaweed, delivering the same taste and texture as traditional seafood products, without the environmental and ethical concerns associated with fishing.
The launch of TiNDLE in Morrisons stores and on Mighty Plants is a significant milestone for Next Gen Foods as it seeks to meet the growing demand for plant-based alternatives to traditional meat products. The success of TiNDLE in the UK and Germany reflects the broader trend of consumers seeking out plant-based alternatives to traditional meat products, driven by concerns over animal welfare, environmental sustainability, and health.
The acquisition of Mwah! reflects Next Gen Foods' commitment to ongoing food innovation and diversifying its product pipeline to meet the growing demand for plant-based alternatives to traditional dairy products. As the plant-based food market continues to grow, companies like Next Gen Foods will play a critical role in developing and bringing innovative plant-based products to market that meet the needs and preferences of consumers.
Overall, the launch of TiNDLE in Morrisons stores and on Mighty Plants marks a significant step forward for Next Gen Foods in meeting the growing demand for plant-based alternatives to traditional meat products. With the acquisition of Mwah! and the continued development of Hooked, Next Gen Foods is well-positioned to meet the growing demand for innovative and sustainable plant-based products in the UK and beyond.