Mars Food Serves Up Plant-Based Ben’s Original Variants

Mars Food UK has launched two new innovations under its Ben’s Original range, the UK’s number one rice brand.

‘Ben’s Plant Powered’ is a new plant-based meal range aimed at flexitarian consumers. Available in three flavours – Chilli Non-Carne, Spicy Lentil Stew, and Sweet Potato & Chickpea Tikka Masala – the microwavable meals (RRP £2.49) are ready to eat in just 90 seconds. Each recipe is a good source of fibre and protein, and contains no artificial colours, flavours or preservatives.

According to a YouGov poll, 34% of Britons are interested in trying/plan to try a plant-based diet. Since the start of the pandemic, 25% of UK shoppers have reduced the amount of animal products they consume.

Gareth Williams, Marketing Manager for Ben’s Original, noted: “We’re seeing a permanent shift in eating habits in the UK with shoppers increasingly looking for ‘Health’. While this is a broad definition, plant-based diets are a critical part of this for many and here to stay.”

Williams added: “When consumers decide to eat without the meat, they still want their favourite meals rather than to cook something new. Our Ben’s Plant Powered meals have been co-created with consumers to help make it easy to prepare delicious meat-free versions of best-loved recipes.”