BOSTON, MA - Fresh produce continues to expand into new areas of the grocery store. Organic retailer Whole Foods Market is one company working diligently to include fruits and veg in every department. The grocer recently tapped a new partner, Purple Carrot, to funnel fresh produce to the frozen aisle. The supplier, known for its e-commerce subscription plant-based meal kit, is rolling out new 100 percent plant-based, single-serve meals in the frozen aisle at most Whole Foods Market stores across the country.
"As more and more consumers are seeking to add plant-based options to their weekly routines but aren't ready to commit to a full lifestyle change, these single-serve meals offer a perfect way to get a taste of what plant-based foods can offer," said Andy Levitt, Founder and CEO of Purple Carrot. "From the beginning, Purple Carrot has been dedicated to creating incredible plant-based meals that even non-plant-based consumers will love, and our new frozen line is no different."
As noted in a press release, Purple Carrot created these meals with the same flavor profiles and nutritional philosophies that are core to its meal kit offering. The frozen foods market has been growing exponentially during the last few years, specifically for products that align with consumer demand for more plant-based options, according to the National Frozen and Refrigerated Foods Association.
Developed in partnership with Conagra Brands, Purple Carrot will launch four single-serve meals including:
- Plant-Based Meatball Marinara – made with Gardein® Meatless Meatballs
- Maple Chipotle Veggie Bowl
- Sweet Corn Elote Bowl
- Fiesta Pepper Bowl – made with Gardein® Beefless Ground
"We are excited to partner with Purple Carrot on this endeavor," said Tara Rozalowsky, Vice President and General Manager at Conagra Brands. "It has built a large, successful, direct-to-consumer model for plant-based meal solutions and, together, we plan to take that equity across the retail space, increasing the access points for flexitarians and plant-based lifestyle enthusiasts to have complete meal solutions, including frozen options that are entirely plant-based, vegan, and non-GMO comfort foods."
Consumers will be able to purchase these meals across nearly all Whole Food Market stores in the U.S. starting this week!
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