Flexitarianism is out and convenience is in, according to a survey commissioned by Heinz Plant Proteinz.
Defined as "meals that combine convenience and taste while being vegetarian", Conveggience was coined as the newest vegetable protein-based movement being sown by the brand in Australia.
The survey revealed:
- 69% of Aussies who responded do not use the word flexitarian
- 85% of those who eat vegetarian-friendly foods were in favor of a "Conveggence" section in a supermarket that contains both practical and vegetarian products
- 64% are hungry for more convenience and tasty products that fit their busy lifestyle and still give them the opportunity to explore vegetarian and flexitarian diets
- 62% of Aussies eat vegetarian-friendly food on a regular basis, and of those who do, 84% would be attracted to branded convenience foods in supermarkets.
In order to recognize the potential of "convenience", Plant Proteinz added the definition to the Collins Dictionary and the Urban Dictionary. Polly & # 39; PJ & # 39; Popular radio host and social commentator Harding has joined Plant Proteinz as the official convenience ambassador.
Promote convegancy with new lines
Plant Proteinz is driving this new convenience fee by releasing five new products: two new soup flavors (in addition to the existing range of four) and three vegetarian-friendly ready meals.
With 15 g of vegetable protein per serving and inspired by global flavors, the ready meal range includes Thai Red Curry with Chickpea and Pumpkin, Red Lentil Dahl with Coconut Cream and Butter Chickpea with Paprika.
"We know that a third of Aussies consciously limit their meat consumption and Plant Proteinz offers a deliciously convenient way to add more plant-based, vegetarian-friendly meals to their lifestyle," said Heinz Head of Marketing, Ready Meals ANZ, Kiri Hyde .
Plant Proteinz soups are $ 4.50 and Plant Proteinz meals are $ 5.00. The range is available nationwide in soups and handy food shelves in Woolworths, Coles, IGA and Drakes.
Post 2021: The year of "Conveggience" appeared for the first time in Retail World Magazine.