After two years in development comes the UK launch of a new range of flexitarian products offering shoppers a brand-new take on traditional meat and veg.

Now available on Tesco shelves nationwide, Lean & Greens combines lean British meat with super green plants, comprising a mix of vegetables, grains and pulses such as quinoa, kale, spinach, chickpeas, butternut squash, red kidney and Cannellini beans, and more.

The brand-new range of burgers, meatballs and sausages, which hit Tesco’s shelves on 20th September, are designed to meet the demands of the growing flexitarian market, as well as offering an alternative to shoppers looking to mix up mid-week dinners and try something new.  

Each product is high in protein, a source of fibre, as well as being less than five-per-cent fat and low in calories, helping promote a healthier, more sustainable and balanced lifestyle.

The core range of six products includes: ‘The Original’ turkey and plant patties, ‘The Mediterranean’ chicken and plant patties, ‘The Italian’ chicken and plant meatballs, ‘The Moroccan’ venison and plant meatballs, ‘The Mexican’ chicken and plant sausages and ‘The American’ turkey and plant sausages.

“Now is the right time to enter and define the hybrid market”

“Meat remains the cornerstone of our diet, with 86 per cent of Brits eating red meat and poultry, but we are seeing shift towards eating less, but better quality meat,” observed Euan Ross, Sales and Marketing Manager at Lean & Greens – a subsidiary of Highland Food Group.

“Our consumer research highlights that most people don’t want to move to a completely vegetarian or vegan diet, but are looking for healthier alternatives. The truth is that only five per cent who take up a non-meat diet can stick to it after one year, so the opportunity is there to develop inspirational products to satisfy meat reducers,” he remarked.

“We strongly believe that now is the right time to enter and define the hybrid market. Imagine with the scale of the UK total fresh poultry and game market – worth close to £3.527 billion – what capturing even one per cent of that potential market could look like over time for meat reducer products,” he continued. “We have invested close to £1 million to reach this stage and our intention is to absolutely respond to the appetite of today’s conscious shoppers.”   

Leading the charge in a new category

Mr Ross said Lean & Greens were “very excited to be leading the charge” in the new flexitarian hybrid food category. “We are all about encouraging shoppers to explore new tastes and culinary options, at a time when more consumers than ever before are looking to achieve a more balanced and sustainable diet that incorporates lean meats and healthy greens,” he advised. 

“We balance lean British meat with what we like to call ‘super greens plant protein’ – and do so by combining bold flavours from around the world to create products that offer a fantastic alternative to a completely plant- or meat-centred item,” he continued. “It’s a great 50/50 option for those looking to reduce their meat consumption and boost veg intake in one go. We can’t wait to see the range hit the shelves of Tesco from 20th September, with so many varied flavour profiles to enjoy.”

Backed by Tesco’s Incubator Programme

Christina Bridstrup, Manager of Tesco’s Incubator Programme – the retailer’s platform to help nurture innovative new brands – said her team was delighted to be working with Lean & Greens through the programme. “These delicious products will be an exciting new addition to our range, and will really appeal to customers looking to follow a flexitarian diet or increase the amount of veg they eat without compromising on taste,” she remarked. “We’re looking forward to seeing how customers respond to them.”

Since its launch in 2017, Tesco’s Incubator programme has helped dozens of innovative, young UK brands find a footing in the industry, with alumni including Fever Tree, Bol, and Deliciously Ella.

Lean meats meet super green proteins

Lean & Greens only use natural ingredients and all recipes are developed in partnership with Bingham & Jones who have many years in development of meat and plant proteins products including instantly recognisable brands such as Heck and Gosh.  The products combine a range British lean meats blended with a diverse and exciting range of super green proteins starlets that include quinoa, butterbeans, chickpeas, sweet potatoes, kale, spinach and many more.

The products are now available in 319 Tesco stores across the UK – around 1,700 distribution points – priced from RRP £2.50.

Find out more at: www.leanandgreens.co.uk