Plant-based food-to-go brand Pollen + Grace has launched a new range of ready meals that tell consumers the number of different plants they contain through a points-based system.
Every different type of vegetable, fruit, nut, seed and wholegrain in the meals count as one ‘plant point,’ with herbs and spices worth a quarter-point each, so that consumers can quickly assess the plant diversity per portion. This is based on nutritional advice to eat at least 30 different plants each week.
The nutritionally complete meals are also gluten free and HFSS compliant.
Available now to independent retailers through wholesaler CLF Distribution, the initial range includes three dishes: Rich Aubergine + Lentil Moussaka (10 plant points), Saag Aloo Potato Pie (13 plant points), and Thai Red Vegetable Curry (12 plant points).
The launch is supported by a multi-touchpoint marketing plan, spanning influencer partnerships, PoS, social content, supper clubs and more.
Three further meals will launch in March 2024, when Garden Vegetable Pie, Chickpea Tikka Masala and Thai Green Vegetable Curry join the line up.
Stephanie Kingston and Kristina Komlosiova, founders of Pollen + Grace, commented: “Our meals have been crafted by our own chefs, using the best combinations of quality, flavour-packed plant ingredients.
“With flexitarianism continuing to accelerate, and one in four people seeking meals replacing animal protein with plant ingredients, we’re shaking up the category with veg-led options that taste great and are genuinely better for you.”
