Rollover taps into meat-free trend with latest launch

By Éilis Cronin in Food-To-Go 2nd November 2021

Food-to-go brand Rollover is adding meat-free burgers to its portfolio, in a move designed to “support its customers’ needs for more meat-free options”.

Rollover Meat-Free Burgers are made with pea protein and come pre-cooked and frozen in packs of 60, alongside a 30-pack of buns.

The brand is supplying retailers with POS, digital screen content, social media assets and a price promotion to support the launch.

The meat-free category is “going from strength to strength” growing 15% year on year and predicted to be worth £1.1bn by 2024, as consumers consistently seek more diverse protein options.

The category is being driven by flexitarians as well as vegans and vegetarians, as Rollover said 39% of meat-eaters are actively reducing their meat consumption.

Elodie Bretz, head of marketing at Rollover, said: “The meat-free category is continuing to gain traction, and as a leader in the hot food-to-go category, we knew we had to offer consumers a plant-based alternative to our best-loved burgers.

“With taste being the number one driver for consumers when choosing meat-free alternatives, it was vital that we created a burger that was true to the Rollover brand and tasted great.”