“Pioneering a new era in sustainable eating, vEEF – Australia’s first carbon-neutral plant-based brand from The Aussie Plant Based Co. – proudly unveils four ground-breaking plant-based meat products that achieve price parity with conventional meat – setting a new benchmark in eco-conscious, flavour packed options,” says Alejandro Cancino, CEO and 3-Hatted Chef at The Aussie Plant Based Co.
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).
(Source: Food Frontier, 2024).
“These trends indicate a growing appetite for plant-based alternatives,” says The Aussie Plant Based Co Marketing Manager Melissa Swinscoe.
The new vEEF range includes:
- 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.
The Aussie Plant Based Co. NPD Manager Mariana Karam 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.
“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,” Mr Cancino said. “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.”
The vEEF range is priced at $4.50 per 300g pack and is available at Woolworths supermarkets.
