New Zealand Animal Butcher Launches Vegan Ground Beef

Animal-based The Craft Meat Company develops vegan “No Meat Mince” to capitalize on growing demand for plant-based foods.


New Zealand-based meat brand The Craft Meat Company recently launched vegan ground beef product No-Meat Mince. The company co-owner Grant Howie developed the new plant-based product—made with mushrooms, tomato, almonds, coconut oil, and soy protein—after his vegan daughter alerted him to the growing demand for vegan products. “We are seeing a significant rise in global demand for alternative proteins, and the New Zealand market is now experiencing a massive increase in vegan and flexitarian consumers,” Howie said. “It’s this new flexitarian consumer segment that we are primarily targeting, although, of course, vegans and vegetarians will also be key consumers.” The brand plans to debut a line of products in 2019 made with its plant-based meat, including burgers, sausages, and ready-made meals. Several global meat companies have recently developed proprietary vegan products, including United States-based Tyson Foods, which plans to launch its plant-based snack brand Green Street by the end of the year.

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