The latest vegan meat brand to hit supermarkets isn’t made from soy and doesn’t need refrigeration. Launched by Frontier Co-op, the American wholesaler behind the Simply Organic brand, Plant Boss offers a line of meatless crumbles made from organic yellow peas and is shelf-stable.
Plant Boss has just launched its range of meatless crumbles in the US. It claims to be the first organic and shelf-stable vegan meat brand on the market. Developed by Frontier Co-op, the wholesaler behind the spices brand Simply Organic and personal care label Aura Cacia, the new brand is now rolling out across retail chains such as Co-op Market and Whole Foods, as well as online through Amazon.
Organic, shelf-stable, pea-based meat
Currently, Plant Boss offers two versions of meatless crumbles, including Plant Taco, which comes in three flavours, and Plant Crumbles, which comes in all-purpose and unseasoned varieties. The entire range is made from 100% organic ingredients, such as yellow pea protein and organic natural spices, and is designed for consumers to mix with water and simmer into a vegan meaty meal.
In terms of nutrition, each serving of crumbles contain around 15 to 18 grams of protein depending on the variety, and are soy-free, gluten-free and non-GMO. The yellow peas are sourced from North American farms that use organic agriculture practices.
Being shelf-stable, the products will be stocked in the non-perishable aisles in supermarkets and are retailed for $6.99 per standard package that makes 1-lb when prepared, with larger bundles coming at more affordable prices. Coming in recyclable packaging, Plant Boss says that customers can drop off their finished packages at stores.
Clean label demand
Plant Boss says its meatless crumbles range answers to growing consumer demand for clean labelled and healthier vegan meat alternatives as the plant-based market matures. One common complaint that brands are now facing is the overly processed ingredient labels of some plant-based meat products on the market.
The clean label trend has prompted players like Beyond Meat to reformulate its products, with the food tech giant recently launching its 3.0 burger that contains reduced fat and calories.
Speaking about the launch of Plant Boss, Frontier Co-op SVP David Karpick said the brand is aimed at “empowering everyone—flexitarians, meat eaters, vegans and those in between—to make their own rules around eating less meat.”
“We’re on a mission to replace meat without skipping a beat, but with clean, simple ingredients to deliver superior taste,” Karpick added.
Other new plant-based brands that recently launched on the US market as a cleaner vegan alternative include Actual Veggies, which only uses fresh vegetables, grains, and spices to make its plant-powered patties, and Longève’s line of shelf-stable vegan crumbles made with pea protein.
All images courtesy of Plant Boss / Frontier Co-op.