Pizza brand Goodfella’s is set to roll out a new pizza to extend its vegan range.
The Meatless Mediterranean pizza features a thin stone-baked pizza base, traditional Mediterranean vegetables and pea protein mince, which the supplier said closely replicates meaty pieces and provides 13g of protein per serving.
“We are continuing to see more consumers adopting flexitarian and vegan diets,” said Claire Hoyle, head of marketing at Goodfella’s.
“Over the past two years, the proportion of Britons who have eaten food containing meat substitutes has risen from 50% to 65% – which is in no small part a result of the depth in range and quality of vegan products now available in supermarkets.”
Approved by the Vegan Society, the pizza has been designed tap the UK meat-free market, which is now worth £816m, according to Mintel.
“With 11.9% of meat substitutes launched in the UK in the past year containing pea protein, consumers are still demanding more plant-based protein products on their plates,” added Hoyle.
“As a result, we’re excited to extend our already popular vegan range with the launch of the Goodfella’s Meatless Mediterranean, which we hope will continue to provide mealtime inspiration for shoppers.”
The new variant will be available at Asda from this week and Sainsbury’s from the end of this month with a £2.50 rsp.