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WOOLWORTHS ROLLS OUT V2FOOD IN 600 STORES As consumer appetites for plant-based alternatives increase, so will Woolworths’ offering. The v2food range has been rolled out to more than 600 Woolworths stores, with v2mince and v2burgers available in most of the outlets. “We’re continuing to see growth in the plant-based category, particularly in recent months as customers cook more at home and are looking for variety in their diet,” Woolworths Plant- Based Category Manager Mauro Pisani said. In 2019, v2food created the Hungry Jack’s Rebel Whopper, and since then the company has created v2burgers and v2mince. Recently, the plant-based options have also launched through Marley Spoon and Dinnerly, as well as quick-service outlets such as Soul Burger. Additionally, in August this year, v2food products rolled out in 61 Drakes supermarkets. The v2food products are launched with a retail price of $8.50 for 500g of v2mince and $9 for a four-pack of v2burgers. “With Woolworths ranging v2 in more than 600 of its stores, we now have a real chance to show Aussies how good plant-based meat can taste, helping them make food choices v2food CEO and founder Nick Hazell in front of v2food’s display at Woolworths. that are better for the planet,” v2food founder and CEO Nick Hazell said. “I’m incredibly proud of the scale that v2food has been able to achieve in such a short space of time, which is a testament to the strength of our product. “This is an exciting milestone for both us, and for Aussie dinners.” MARKETING NEWS CADBURY INSPIRES YOUNG WOMEN TO STAY IN SPORTS Cadbury is launching its national ‘women in sport’ initiative in association with AFLW, the Australian women’s cricket team, the NRLW and the Westfield Matildas. With one in two young girls dropping out of organised sport from the age of 15, this initiative will inspire and enable young girls to continue to participate in sports, encouraging them to break through the barriers that young women may face in male- originated sports, Cadbury parent Mondelēz says. The two-year partnership, it adds, will see women’s sport at the forefront, encouraging Aussies to engage and connect with women’s sport – whether it be watching, playing or supporting behind the scenes, the initiative will celebrate and cheer on Australian women in sport. “As a brand, we have a long history of supporting local communities and we feel incredibly passionate about encouraging and supporting the continued growth and equality of women’s sport in our country,” Mondelēz Australia Senior Marketing Manager Kathy De Lullo said. Additionally, Cadbury is partnering with four “motivating” female athletes to support the continued growth of women in sport and inspire the next generation. The ‘women in sport’ ambassadors include Richmond Football Club and AFLW role model Akec Makur Chuot, Westfield Matildas defender Alanna Kennedy, St George Illawarra Dragons player and NRLW Women’s Player of the Year Jess Sergis, and Australian Young Cricketer of the Year Tayla Vlaeminck. Ms De Lullo says the initiative “couldn’t come at a better time, especially given the broader challenges of 2020 for all sporting communities”. The Cadbury ‘women in sport’ initiative will be promoted across social media, media partnerships, public relations, ambassador marketing and in-stadium media. OCT, 2020 RETAIL WORLD 29