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Plant-based meat startup V2food launches in Drakes supermarkets

v2food Drakes Supermarket
V2food products are now listed by Drakes supermarkets.

Plant-based meat startup V2food has rolled out mince and burger products into the independent grocer Drakes Supermarkets. 

The Jack Cowin-backed company will have vegan-friendly products stocked in 61 Drakes supermarkets in South Australia and Queensland. 

“V2food doesn’t see an end to some meat dishes at the dinner table, but it is only by encouraging shoppers to embrace plant-based alternatives that we can sustainably feed the world’s growing population —which is expected to hit 10 billion by 2050. That’s why it is incredibly encouraging that a retail leader like Drakes is taking the initiative to put plant-based meat in the meat aisle,” said Nick Hazell, founder and CEO of V2food. 

Drakes is the first supermarket chain to stock the Australian-made products. “Plant-based meats are growing in popularity around Australia and the demand is growing with our customers,” said John-Paul Drake, director of Drakes Supermarkets.

V2food is also sold by mealkit companies including Marley Spoon and Dinnerly as well as independent cafes and restaurants, and in Hungry Jack’s stores via The Rebel Whopper and Burger King in New Zealand. Cowin’s Competitive Foods Australia owns Hungry Jacks.

Research from the Plant Based Foods Association and US retailer Kroger’s shows that plant-based meat sales rose by 23 per cent when sold alongside meat in supermarkets, and locally YouGov’s data shows that 55 per cent of Australians want plant-based meat in their local meat section. 

V2mince is sold at RRP $8.50 and the V2burger RRP $9 at Drakes.

The national science agency CSIRO’s Main Sequence Ventures and Cowin’s Competitive Foods invested $6 billion dollar in developing an alternative meat pie, with former Masterfoods and PepsiCo research director, Nick Hazell in 2019.

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