Quorn is looking to help independent retailers sell more meat-free products with a new range of £2.29 price-marked packs on its core range.
The company has put together a new team to focus on driving convenience store distribution and will introduce price-marked packs on its core frozen range to help retailers boost sales.
It has also increased the shelf life of its chilled range to give convenience retailers more confidence that they won't be left with wastage.
The brand is aiming to inspire shoppers with a £10m rebrand to encourage consumers to ‘discover’ the meat-free protein.
The relaunch includes new packaging on its range that will promote the meals that shoppers can make with the brand.
The new packs will be backed by 49 weeks of TV advertising this year, a new website and continued sponsorship of the Lawn Tennis Association.
Julian Cooke, head of category management for Quorn, said more consumers are reducing their meat consumption.
“We are developing a core range specifically for the convenience channel. Five chilled products and five frozen products will help retailers unlock the potential of the meat-free category,” he added.
Meat-free product sales are growing by 13.3% year on year and are bought by 9.4million households.