Veganuary, Uncovering Meatless Innovation: PLANT-IT

"The best time to plant a tree is twenty years ago. The second best time is now." Old Chinese Proverb 

PLANT-IT is our Meat of the Week, and I predict that this brand will be one of the top meatless brands in the market soon after it arrives in the states. The brand satisfies two key customer drivers: taste and quality.

At the Plant-Based World Expo in NYC in September, the hall was filled with meatless innovation! PLANT-IT from Ireland was one of the most remarkable suppliers in attendance. This brand offers a unique flavor, meat-like texture, and price parity to chicken and meat.

Nutritionally speaking, PLANT-IT presents a range of high-protein meat substitutes from 9g-17g of protein. The brand uses clean ingredients, and the products have a well-rounded nutritional profile. One downside is that their product line is not certified gluten-free. There is an immediate opportunity to obtain that certification on their "greens" segment and offer a line extension for the gluten-free customer base before arranging for import.

The company is purpose-driven and committed to better health outcomes and sustainability. They hope to promote the adoption of meatless options and healthier choices with their range of meat-free products. They are also dedicated to planting trees in Ireland and have partnered with Trees on the Land to make a more significant impact. PLANT-IT has already successfully planted the first 15,000 trees in Ireland!

Unfortunately, the product is only available in Ireland at this time. We will all have to visit or wait very patiently. I'm interested to see which retailers move on this prospect. This line belongs in core grocery and resides in center store frozen. The entire line will succeed in foodservice as well. PLANT-IT should pursue both channels and all classes of trade due to the more conventional nature of ingredients. As soon as PLANT-IT acquires anchor accounts in the East or the West, this brand will gain distribution quickly and grow exponentially.