A new mushroom-based meat substitute brand has launched its first range on Amazon Fresh, including burgers and Cumberland-syle sausages.
The new products from The Mighty Mushroom Co – created by major Irish producer Monaghan Mushrooms – are designed to cater to flexitarians, vegans and meat-eaters looking for sustainable alternatives.
With supermarket shelves predominantly stocked with soy-based meat substitutes, the brand said it prides itself on being “entirely soy-free”.
The range includes meat-free mince, burgers and Cumberland-style sausages, made with up to 85 per cent mushrooms from Irish farms.
The gluten-free range contains no soya and no artificial colourings, flavourings or preservatives. But the products are said to have a meat-like flavour and texture.
The meat-free mince can be purchased for an RRP of £2.99, while the burgers and Cumberland sausages start at£2.50. All three products are now available on Amazon Fresh in the UK.
The plant-based sector is currently one of the fastest-growing areas of the food industry, with sales of meat-free products up 40 per cent in the past five years. The sector was worth, an estimated £816 million in 2019 alone.
Mushroom sale have enjoyed an upsurge during the pandemic thanks to their Vitamin D content and other health credentials, with retail sales up 19.5 per cent in the year to 21 March 2021, according to Kantar.
Noel Hegarty, a spokesperson at The Mighty Mushroom Co, said: “Mushrooms are one of the leading plant-based ingredients, due to their fantastic meaty texture once cooked.
“Consumers are no longer satisfied with bland meat-free options and demand products that are leading in innovation and provide the best possible taste.
“The Mighty Mushroom range is positioned as the perfect plant-based options for those looking to reduce their meat consumption, whether to make meals more adventurous, add to classic family dishes or simply eat on their own.”