Rollover expands offering with meat-free burgers
Pilgrim’s Food Masters brand Rollover has entered the meat-free burger market as part of plans to support customer demand for meat-free options.
Catering to vegans, vegetarians and flexitarians, the burgers will be available in both convenience retail and foodservice outlets.
The burgers are made with pea protein and are offered in pre-cooked, frozen format to make them easier to prepare. In addition, the packs they are sold in are 100% recyclable.
Elodie Bretz, head of marketing at Rollover, said: “The meat-free category is continuing to gain traction, and as a leader in the hot food-to-go category, we knew we had to offer consumers a plant-based alternative to our best-loved burgers.
“With taste being the number one driver for consumers when choosing meat-free alternatives, it was vital that we created a burger that was true to the Rollover brand and tasted great.”
Rollover said it will be supplying retailers with a range of supporting materials including POS, digital screen content, social media assets and a price promotion to support the launch.
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