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Bidfood Launches ‘V Kitchen’ Line of Vegan Prepared Dishes in UK

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The number of vegans in the United Kingdom has quadrupled between 2012 and 2019. With over 1.5 million people in Britain reportedly choosing to consume vegan products regularly, this Veganuary Bidfood dedicated an extensive vegan range, V Kitchen, to its menu of frozen products available to foodservice operators.

As a result of the novel coronavirus (SARS-CoV-2) pandemic, flexitarian and plant-based trends are expected to become even further embedded in society, with 19% of Brits believing that the impact of Covid-19 will encourage more people to eat less meat. It’s therefore more important than ever for restaurant operators and other foodservice channels to have a wide range of quality, vegan products to meet consumer demand, which is increasingly of a takeout nature these days due to lockdowns.

Recognizing the growing need for easily available vegan products, the brand will be available to both trade, via Bidfood Direct and the general public, via Bidfood’s new direct to consumer platform, Bidfood at Home. Boasting a wide selection of branded and own brand products, the range offers an array of prepared dishes, including an Everyday Favourites Sweet Potato, Chickpea & Spinach Curry, and Vegan Wellington Slices. 

V Kitchen also comprises tasty protein alternatives, indulgent desserts such as vegan and gluten free salted caramel cheesecake, store cupboard ingredients, bakery and impulse snack products and vegan wines, beers and spirits.

Talking about the new brand, Vicky Tripp, campaign and activation manager at Bidfood, commented:

“The stats speak for themselves, we can clearly see that the vegan trend is showing no signs of abating. 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 behavior 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.”