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Australia’s First Plant Based Beef Free Strips and New Plant Based Italian Meetballs Arrive at Coles

Updated: Nov 4, 2021

Earlier this year, we launched our first three frozen products, MEET Meetballs, MEET Tenders and MEET Strips, into the freezer aisle of Coles Supermarkets across the country.

Our MEET frozen range has only been in Coles stores for a handful of months and it has already become a firm favourite for many Australians, as the Nation prioritises a more flexible approach to food. In fact, the number of Australians who consider themselves ‘flexitarians’ has grown by 20% [1] as consumers look to reduce their animal meat consumption to achieve better health, support the planet, and to enjoy the delicious and ever evolving range of plant-based options available.

To keep pace with the surging demand for tasty, healthy plant-based meat, we’re proud to announce that a new range of MEET products will now be available in the chilled meat section of Coles stores across the country. The new chilled range includes Plant Based Beef Free Strips, as well as Plant Based Italian Meetballs.

Both of our new chilled products offer the same incredible taste and texture that fans of MEET already know and love, making it easier than ever to reduce your environmental impact while enjoying MEET’s great nutritional benefits like a 4-star health rating, high protein, and low saturated fats.

We are particularly excited about the arrival of our new chilled Plant Based Beef Free Strips, which are the first-of-their-kind in the Australian market and will unlock hundreds of new plant-based recipes for Aussies. Dishes like curries, stews, and stir-fries, which were not previously possible using chilled plant-based meat, can now be whipped up in a flash thanks to the Strips’ unique structure, taste, and texture.

Not only are our new Plant Based Beef Free Strips the first in Australia, but their taste is also second to none. As many MEET devotees will already know, the entire MEET range has been created with market leading, Australian made and owned technology, which has been 15 years in development, beginning with a partnership with CSIRO that focused on plant-based protein production.

Our unique cooking technology, pioneered by MEET, sees the creation of muscle like fibres that mean MEET products genuinely replicate meat from animals while being plant-based. Through years of painstaking research, the MEET team has perfected the HMEC process so that any suitable protein could be given the taste, texture, and mouthfeel of animal meat by mixing plant-based proteins into a dough and cooking them under pressure.

Matthew Dunn, CEO at MEET, said “Our team has now spent over 15 years developing a range of plant-based meats that are so tasty they seamlessly meet the needs of everyone from meat eaters, meat reducers, vegans, and vegetarians alike,”

“The fact that we have been able to launch our brand-new chilled range into Coles Supermarkets only months after the launch of our first frozen range is testament to the fantastic taste of our MEET products and their broad appeal to all types of Australians,”

“I can’t wait to see the delicious meals that our customers create with MEET’s Plant Based Beef Free Strips and Plant Based Italian Meetballs,” finished Mr Dunn.

The new MEET range is available in the chilled meat section of Coles Supermarkets across the country.

[1] Research by Colmar Brunton

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