Mincing words over ‘flexitarians’

Plant-based mince is the latest New Zealand-made alternative protein to hit supermarket shelves, targeting the growing number of ‘‘flexitarians’’.

Grant and Sherie Howie, owners of Dunedin firm The Craft Meat Company, launched the product last week and hoped it would catch the attention of Kiwis keen to cut back on red meat.

The 100 per cent meat-free mince uses ingredients like mushrooms, tomatoes, almonds, coconut oil and soy protein.

United Nations and OECD data shows in the 10 years to 2017, the average New Zealander’s annual red meat consumption dropped 22 kilograms.

Although the number of vegetarians has grown, there has also been an increase in the number of Kiwis actively looking to reduce their animal protein consumption.

It’s these ‘‘flexitarian’’ consumers, likely to have at least one meat-free day each week, the Howies primarily targeting, although vegans and vegetarians are also be key customers.

No-Meat Mince is the first plant-based product released by The Craft Meat Company.

Plans to expand the plantbased line with meat-free sausages, burgers and ready meals are already in the works.