There is a significant shift in Australian dietary habits:

• 21% of Australians now identify as ‘meat reducers’, making it the most popular dietary choice in 2024.

• 79% go meat-free at least once weekly.

• Plant-based meat sales in Australia surged 47% (2020-2023).

“These trends indicate a growing appetite for plant-based alternatives,” says Melissa Swinscoe, Marketing Manager at The Aussie Plant Based Co.

• Plant Based Beef Mince: Perfect for nachos, Bolognese, tacos, and traditional mince dishes.
• Plant Based Classic Sausages: Ideal for BBQs or sliced in stir-fries.
• Plant Based Smokey Sausages: Adds depth to soups and casseroles.
• Plant Based Chorizo Sausages: Spices up pizzas and breakfast scrambles.

• Nutrient-Rich: Good source of protein while also providing fibre, iron, and vitamin B12.
• Carbon Neutral and with 50% less plastic packaging than previous vEEF products.
• Locally Chef-Crafted: Expertly created on the Sunshine Coast by a talented culinary team.
• Affordable: Priced at $4.50 per 300g pack.
• Versatile: 1:1 substitution for conventional meat.

Mariana Karam, NPD Manager at The Aussie Plant Based Co., redefines plant-based excellence: “Our R&D breakthroughs have created products that transcend the ‘alternative’ label. These aren’t just meat substitutes—they’re superior choices designed to be the first pick on every Australian’s plate. We’re setting a new standard that’s better for health, the environment, and taste buds alike.”

In a significant move for the plant-based market, vEEF’s strategic pricing matches or beats animal-based alternatives.

Alejandro explains: “This price parity is a game-changer, allowing consumers to choose a healthier, more sustainable option without paying a premium. It addresses the top motivations for reducing meat consumption: health benefits, environmental concerns, and budget constraints.” Alejandro adds, “By offering vEEF at a fair price, we’re empowering more people to make choices that align with their values and dietary preferences. It’s about making plant-based eating an accessible option for everyone, not just a select few.”

Available in Woolworths supermarkets from 23rd September.

Formed in October 2023, The Aussie Plant Based Co. has quickly established itself as a powerhouse in the plant-based food industry. “At our core, we embrace compassion, sustainability, and positive change,” says Alejandro. “This launch under our vEEF brand is a testament to that commitment.”

Melissa Swinscoe

melissa@aussieplantbased.com

0438 675 737

1. https://www.foodfrontier.org/resource/food-frontier-consumer-survey/#:~:text=79%25%20of%20Australians%20are%20going,some%20abstaining%20from%20meat%20entirely.