Organic fairtrade co-operative Suma Wholefoods, aka the company responsible for vegan burgers and beans in a tin, has teamed up with Heather Mills’ plant-based food brand VBites to launch a new product: canned Vegan Meatballs in Bolognese Sauce.
Made with soya protein, the new meatballs are “Quick to prepare and very filling,” says Suma. The brand adds, “this is vegan comfort food at its most simple and convenient.”
The largest co-operative in the UK, Suma Wholefoods prides itself on being as ethical as possible, ensuring that its employees, its suppliers, the animals, and the earth, are both respected and treated fairly. The company even works hard to offset the carbon footprint produced by its delivery trucks; through its partnership with Treesponsibility, Suma plants around 5,300 trees a year.
Owned by activist and celebrity Heather Mills, VBites also works to ensure its products are plant-based, sustainable, and environmentally-friendly. Writing on its website, the brand notes, “our mission is to deliver all of the taste and texture of meat, fish, and dairy products, but without the harmful dietary, environmental, welfare and sustainability drawbacks of pastoral agriculture and fishing.” In the past few months, VBites’ vegan fish has launched in the pubs of major UK hospitality group, Greene King, in the form of classic fish and chips.
Suma and VBites new tinned bolognese meatballs join a growing market for vegan meat products in the UK. Many consumers are turning away from animal protein sources, and adopting flexitarian, vegetarian, and plant-based lifestyles for ethical, environmental, and health-based reasons.
Vivera, a Dutch vegan meat company, has noticed this soar in demand; the brand’s vegan steaks flew off the shelves after they launched in Tesco, the UK’s biggest supermarket chain, earlier this year. “The consumers in England are almost without exception very enthusiastic about the taste and texture of the steak,” said Vivera’s commercial manager, Gert Jan Gombert. “The hashtag #Vivera almost explodes on Instagram” He continued, “We will do our utmost to meet market demand as much as possible by increasing our production faster than planned.”
The Vegan Meatballs in Bolognese Sauce are now available to purchase online from Suma Wholefoods.
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