Thursday, April 18, 2024

2021: the year of “conveggience”

Flexitarianism is out and conveggience is in, according to a survey commissioned by Heinz Plant Proteinz.

Defined as “meals that combine convenience and taste, all while being vegetarian friendly”, conveggience has been coined as the latest plant protein-based movement to be seeded into Australia by the brand.

The survey found:

  • 69% of Aussies who responded aren’t using the word flexitarian
  • 85% of those who eat vegetarian friendly food endorsed a “conveggience” section in a supermarket containing products that are both convenient and vegetarian
  • 64% are hungry for more convenience and tasty products that suit their busy lifestyles, while still allowing them to explore vegetarian and flexitarian diets
  • 62% of Aussies regularly eat vegetarian friendly food, and of those who do 84% would be attracted to conveggience branded products in supermarkets.

To recognise the potential of ‘conveggience’, Plant Proteinz has entered the definition into the Collins Dictionary and Urban Dictionary. Polly ‘PJ’ Harding, popular radio presenter and social commentator, has joined Plant Proteinz as their official Conveggience Ambassador.

Furthering conveggience with new lines

Plant Proteinz is driving this new conveggience charge by releasing five new products: two new soup flavours (adding to the existing range of four) and three vegetarian-friendly ready meals.

With 15g of plant protein per serve and inspired by global flavours, the ready meals range entails Thai Red Curry with Chickpea and Pumpkin, Red Lentil Dahl with Coconut Cream and Butter Chickpea with Capsicum.

“We know that a third of Aussies are consciously limiting their meat intake and Plant Proteinz offers a deliciously convenient way to include more plant protein-based and vegetarian friendly meals in their lifestyles,” Heinz Head of Marketing, Ready Meals ANZ, Kiri Hyde, says.

Plant Proteinz Soups are $4.50 and Plant Proteinz meals are $5.00. The range is available nationwide from soups and convenient meal aisles in Woolworths, Coles, IGA and Drakes stores.

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