vEEF Revolutionises Aussie Plates: Carbon-Neutral, Chef-Crafted Plant-Based Range Launches Nationwide
Sunshine Coast, QLD – “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.
MEETING MARKET DEMANDS
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).
(Food Frontier, 2024)
“These trends indicate a growing appetite for plant-based alternatives,” says Melissa Swinscoe, Marketing Manager at The Aussie Plant Based Co.
INTRODUCING THE NEW vEEF PRODUCT LINE
• 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.
PRODUCT HIGHLIGHTS
• Nutrient-Rich: Good source of protein while also providing fibre, iron, and vitamin B12.
• Carbon Neutral and with 50% less plastic packaging than previous vEEF products.
• Locally Chef-Crafted: Expertly created on the Sunshine Coast by a talented culinary team.
• Affordable: Priced at $4.50 per 300g pack.
• Versatile: 1:1 substitution for conventional meat.
Mariana Karam, NPD Manager at The Aussie Plant Based Co., 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.”
PRCE PARITY ACHIEVEMENT
In a significant move for the plant-based market, vEEF’s strategic pricing matches or beats animal-based alternatives.
Alejandro explains: “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.”
Alejandro adds, “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.”
AVAILABILITY
Available in Woolworths supermarkets from 23rd September.
