Simon Rimmer is set to launch his first branded supermarket food products, manufactured by Leeds-based food manufacturer, Symington’s.
The vegetarian range, called Si Meat-Free Cuisine, taps into the £892m market for vegetarian food.
The portfolio, which consists of side plates and meal kits, aims to provide an alternative to meat substitutes for this expanding audience.
Vicky Smith, brand manager at Symington’s said:
“Vegetarian society statistics suggest that around 3% of the British population is vegetarian, however a growing number of non-vegetarians are choosing to reduce the amount of meat they eat.
“The success of campaigns like ‘Meat Free Monday’ and programmes like ‘River Cottage Veg’ show people are looking for help in how to go ‘meat-free’ whilst still eating delicious food.
“Si Meat Free Cuisine is aimed at this growing group of people, who are typically ABC1 25-35 or ABC1 55+ empty nesters, making ‘meat free’ accessible, easy and tasty.
“We wanted to create exciting ethnic flavours and authentic dishes that happen to be vegetarian, so you don’t necessarily miss the meat.
“We hope people think of this range in the same way as they think of beans on toast, comforting, popular meals, which happen to be vegetarian.”
Simon’s vegetarian meals are available in two formats, offering world flavours to be enjoyed at home:
Side plates dishes come in three varieties:
- · Carrot and Coriander Falafel
- · Thai Spiced Potato Cakes
- · Onion Bhajis
Designed as sharing dish for two, or an individual starter or a light snack with salad, the side plates are a dry mix to which water is added.
The Thai Cakes and Falafel are then shaped in to patties and fried, whilst the Bhaji mix is mixed with fresh onion and fried.
They can all be prepared from start to finish in 15-20 minutes.
Meal solutions – serving two people, Simon Rimmer’s meals come in three varieties and each include a mix of beans, pulses and flavoursome herbs and spices:
- · Chickpea Tikka Masala
- · Mixed Bean Chilli
- · Tomato Biryani
The sachets need to be mixed with water and then simply simmered for 15 – 20 minutes for a quick meal, different to the vegetarian norm.
Simon said: “At my vegetarian restaurant, Greens, we believe in fantastic, tasty food where people don’t even think about the absence of meat.
“My book, The Accidental Vegetarian follows the same ethos.
“I am constantly trying to show people how easy and delicious meat free food can be. So, when Symington’s approached me I was really excited to get involved in this project.
“Together, we have been able to create simple versions of my top selling restaurant dishes and most popular recipes from my books that people can make at home in less than 20 minutes.
“I hope they will give even more people the confidence to eat meat-free.”
Simon Rimmer’s new vegetarian food products will be available in Morrison’s stores from early February, and can be found in the Cooking Aids aisle.