V2food flex: Acquires Soulara, launches new brand

Plant-based meat pioneer v2food has acquired plant-based ready-meal brand, Soulara, and announced a new business Flexitarian Meal Solutions to house it and v2food’s new fitness ready-meal brand Macros.

V2food CEO Tim York said the acquisition would push v2food into new growth channels and expand its portfolio and distribution beyond supermarkets and food service and directly to consumer via its proprietary ecommerce channel.

“We know consumers want to eat more plant-based products in their diets but some of the barriers to making this change are concerns around taste and how to cook them – by adding Soulara to our portfolio we can further demonstrate how easy and delicious meat reduction can be,” Cook said.

Soulara GM (Commercial) Sean Bone said the fresh ready-meal company had carved a niche for itself.

“We know consumers have diverse needs when it comes to adopting a plant-based diet. V2food’s expertise in plant protein is the ideal complement to Soulara’s vegetable-forward approach, as we strive together to provide a well-rounded menu for consumers seeking a plant-based lifestyle,” Bone said.

V2food has also launched MACROS, a range of fitness-focused, ready-made meals delivered directly to consumers’ homes.

Soulara and MACROS will be integrated into v2food under a new entity called Flexitarian Meal Solutions. In addition to direct-to-consumer channels, the products will also be available at major supermarkets.