UK's, The Vegetarian Butcher is reeling in success with its plant-based battered fish fillet, Cod Almighty, taking home gold for best innovation in plant-based products at the UK's prestigious The Grocer New Products Awards. This win recognises the product's exceptional quality, offering a flaky interior and a perfectly crispy exterior, providing a delectable alternative to traditional fish dishes.
Source: The Vegetarian Butcher - Cod Almighty plant-based fish fillet
Cod Almighty is crafted using structured rice flakes, delivering a taste and texture closely mimicking fresh white fish. This innovation caters to flexitarians, vegetarians, and vegans seeking high-quality alternatives to conventional seafood.
Matthew Bailey, brand manager at The Vegetarian Butcher, highlighted the product's significance, stating, "Whilst fish is a popular dish in the UK, there are very limited plant-based fish alternatives on the market, which means many are having to go without. Given our expertise and success across the category, it made complete sense for us to create Cod Almighty, to allow more people to enjoy fish dishes at home."
The introduction of Cod Almighty aligns with the UK's consumption of approximately 1.9 billion fish-based meals annually, where battered cod remains a quintessential favourite. By offering a plant-based alternative, The Vegetarian Butcher enables consumers to enjoy traditional dishes while reducing their fish consumption.
Packaged in fully recyclable materials, Cod Almighty is now available in major retailers, including Sainsbury’s, Co-op, and Ocado. This launch builds on the success of previous innovations like the company's Hentastic Southern-Fried Chicken, reinforcing The Vegetarian Butcher's commitment to expanding its plant-based portfolio.
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