v2food is strengthening its position in the plant-based category with the acquisition of Soulara®, Australia’s plant-based ready-made meals brand. The acquisition is set to propel v2food® into new avenues of growth, expanding its product portfolio and broadening its distribution reach beyond supermarkets and foodservice, to deliver directly to consumers’ homes via its proprietary e-commerce channel.
Soulara’s renowned fresh plant-based products will support v2food’s dedication to revolutionising plant-based eating by meeting the evolving preferences of Australian consumers. The acquisition will complement v2food’s plant-based meat products with Soulara’s vegetable-based offerings, resulting in a comprehensive plant-based range for a broader audience.
v2food CEO Tim York says, “We are excited to unite Australia’s number one plant-based ingredients company with Australia’s number one plant-based ready-made meals brand. We know consumers want to eat more plant-based products in their diets but some of the barriers to making this change are concerns around taste and how to cook them – by adding Soulara to our portfolio we can further demonstrate how easy and delicious meat reduction can be.
“As the plant-based movement continues to gain momentum, v2food is excited about the endless possibilities this acquisition brings for the brand, its consumers, and the wider community.”
Soulara General Manager (Commercial) Sean Bone says, “We know consumers have diverse needs when it comes to adopting a plant-based diet. As Australia’s favourite plant-based ready-made meal service, Soulara has carved a niche for itself with its focus on delivering meals designed by our team of chefs and dieticians to ensure best in class taste, nutrition and value. v2food’s expertise in plant protein is the ideal complement to Soulara’s vegetable-forward approach, as we strive together to provide a well-rounded menu for consumers seeking a plant-based lifestyle.”
v2food has also expanded its portfolio to include MACROS – a fitness-focused, ready-made healthy meals brand delivered directly to consumers’ homes. Both Soulara and MACROS will be integrated into v2food, under a new entity called Flexitarian Meal Solutions.
In addition to its direct-to-consumer presence at soulara.com.au and macros.com.au, the products can be purchased in-store at leading retailers such as selected Coles, IGA and Woolworths.