UK plant-based brand Squeaky Bean has added BBQ Pulled Pork Style Shreds to its chilled range, a wheat protein product that can be eaten cold from the pack or heated. The 120g pack contains 30g of protein and is now on sale at Sainsbury’s.
Squeaky Bean, which is owned by The Compleat Food Group, describes the shreds as first to market. The product is marinated in a smoky BBQ seasoning and was developed to reproduce the pull-apart texture of slow-cooked pork, with the company suggesting it for bao buns, wraps, rice bowls, loaded fries and salads.
Becky Youseman, Head of Plant Based Marketing at The Compleat Food Group, linked the launch to protein demand, stating, “Consumers are increasingly looking for convenient ways to add more protein to their diets without compromising on taste. With 30g of protein per pack and the flexibility to enjoy them straight from pack or heated as part of a meal, our BBQ Pulled Pork Style Shreds make it easier than ever.”
Core range up 22% in value
The shreds join a core range that includes NYC Style Pastrami Slices, Tuna Style Flakes and Chargrilled Cajun Style Mini Fillets. According to the company, the range has outperformed the market by 22% in value sales over the latest 12 weeks.
Squeaky Bean also cites research showing that 68% of plant-based shoppers would buy a plant-based pulled pork product.
A run of market-first claims
Squeaky Bean has used market-first positioning across several recent launches. Last year, the brand introduced ready-to-eat tofu slices and a burger made with fermented rye, both described as category firsts, and later added two pies containing fermented vegetables.
Youseman continued, “As another category-first innovation, our BBQ Pulled Pork Style Shreds recreate the taste, texture and eating experience of pulled pork, while offering consumers a convenient protein-packed alternative. Combined with the strong performance of our core range, it’s another example of how Squeaky Bean is continuing to push the category forward with products that deliver on both convenience and great taste.”
