We have just won at the 24th Food Review/Symrise New Product Competition 2018 awards evening for our clean label, The Crafted Range. Kasha, our new high-protein cereal, also won Runner Up for Best Packaging on the same night.
The Crafted Range is fully plant-based, made from natural ingredients and fresh herbs and spices. The range includes four meat-free food products that are an ideal, everyday meal or snack option for flexitarians, vegans, and meat-eaters alike.
The Crafted Range is available to buy from the frozen food section of selected Pick ‘n Pay, Spar, and Checkers stores nationwide.
The Crafted Range is created with natural ingredients and includes superfoods like chia seeds, quinoa, and rice protein. The products are a healthy source of protein with all considered to be “complete” proteins, meaning they offer all essential amino acids for a healthy balanced diet. In addition to being a source of protein and fibre, our products are naturally free from cholesterol, are only ﬂavoured with natural herbs and spices, and include no GM ingredients or refined sugars.
According to a study by the global information, data, and measurement company, Nielsen, consumers are increasingly aspiring to achieve better health and eat healthier foods. Consumers are going back to the basics; people want foods that are fresh, natural and minimally processed. Indeed, 47% of South African respondents look for food products made from vegetables and fruits, 39% want GMO-free food, and 53% want their food to be as natural as possible. 28% are looking for gluten-free food, and 43% of South Africans want cholesterol-free food, food that is high in fibre, and view foods that are high in protein to be important.
Tammy Fry Kelly, our International Marketing Director, comments: ‘We’re seeing that meat-free diets are becoming more mainstream, and retailers in the UK estimate that the meat-free market is currently worth around £270 million and is growing at 6% each year globally. Within the sector, meat-free products no longer belong in a separate freezer and are now merchandised alongside meat equivalent products. Sustaining and sustainable, the new Crafted Range will fit well within any category and will provide consumers with a hearty plant protein that is natural and nutritious. This award is testament to the growing plant-based market and we are excited to continue to play role in helping to make people’s lives easier to transition to a meat-free diet!’