Bidfood V Kitchen

Bidfood launches new vegan brand

Foodservice provider Bidfood has launched a new vegan range to tap into the plant-based eating craze.

V Kitchen aims to provide a dedicated options to the growing number of vegans in the UK, which has quadrupled between 2012 and 2019, and is expected to get even bigger in light of Covid-19.

A recent Mintel study found 19% of people believe the pandemic will encourage more people to eat less meat, so Bidfood felt the time was now to offer even more for their customers to take advantage of that.

“The stats speak for themselves, we can clearly see that the vegan trend is showing no signs of abating,” said Bidfood’s Campaign and Activation Manager, Vicky Tripp.

“In fact, it’s rising among consumers at an even faster rate as a result of the pandemic. The main reason we’re seeing this rapid change in consumer behaviour when looking at vegan diets really boils down to the rising trend of ‘careful consumption’, people thinking more sustainably and reducing their meat intake for health and environmental reasons, and some taking on a challenge, trying something new and partaking in Veganuary.”

Bidfood’s new range will available to trade and direct to consumers via Bidfood at Home, offering an array of pre-pared dishes, protein alternatives and indulgent desserts, as well as store cupboard ingredients, bakery, snacking and vegan alcohol options.

“The past few years have been really exciting to work on the development of this ever-growing trend,” added Tripp.

“Bidfood is proud to offer an extensive vegan range offering inspiration, innovation and inclusivity for those who require a plant-based, vegan offering. This year, we are incredibly proud to be taking the next step by unveiling our new brand, V Kitchen.

“With the launch of this new brand to house all these fantastic vegan products, it is going to help to continue to make lives easier for customers when planning vegan menu options – plus we plan to keep up to date with further innovation to launch even more great options.”

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