Fenn Foods, which makes Australian plant-based alt-meat brand, Veef, has introduced six new products into Woolworths, doubling its range.
Co-founder and CEO Alejandro Cancino said the plant-based category was “almost unheard of” when the company launched its first product three years ago, gaining Woolworths listing within a year. Now it has 11 SKUs, eight of them listed with the chain.
More products are under development.
“We focus on innovation here and what we have put into the market so far is just the tip of the iceberg,” said Cancino. “We have a passionate and talented R&D team who have several projects on the go right now with many more planned for the future.”
Veef’s range nows includes ‘pulled’ meat products in pork, beef and lamb flavours under the Artisan sub-brand, all based on mushroom ‘meat’ – the first of its kind to be produced in Australia or New Zealand.
Veef also has a Signature range that includes ready-made family alt-meat versions of Butter Chicken, Meatloaf with a BBQ Glaze, and Meatballs in a Tomato Sauce.
Cancino says about six in 10 Australians wanting to try plant-based meats, according to research from Colmar Brunton.
Based on the Sunshine Coast, Fenn Foods is a family-owned business. Cancino is a chef who trained in Spain, England and Japan, before being awarded Young Chef of the Year in the UK in 2008, Best New Talent in Australia in 2013, and Chef of the Year in Queensland. He later led Brisbane’s Urbane restaurant.