Maggie Beer to launch vegan ready-to-eat range in Coles

Maggie Beer to launch vegan ready-to-eat range in Coles

A plant-based prepared meal range from iconic South Australian cook Maggie Beer will launch in Coles from mid-October, targeting the fast-growing vegan category.

The "Maggie's Food for Life" ready-to-eat range, already stocked in independent supermarkets, will be launched into approximately 400 Coles stores nationally.

Maggie Beer says the partnership with Coles will ensure more customers around the country will have access to her nutritionally balanced meals.

"I'm so pleased to be able to launch the Maggie's Food for Life range of plant-based meals with Coles, so consumers can now enjoy a convenient, nutritionally balanced and great tasting meal from my family to theirs," says Beer.

"Being plant-based, they are perfect for vegetarians and vegans though I often add dairy such as ricotta or goats curd to make it indulgent for myself or you can serve as an accompaniment to any other protein that you choose.

"I've come to celebrate plant protein as the way I want to eat much of the time, whether I cook from scratch, or have these in my fridge for when time is of the essence."

The variants in the Maggie's Food for Life range include Boston Style Smoky Beans, Creamy Coconut Curry with Mild Indian Spices and Eggplant & Cannellini Bean Caponata.

CEO of Maggie Beer Holdings (ASX: MBH), formerly known as Longtable, Chantale Millard hopes Coles customers will devour the new range.

"Our expansion in prepared meals is consistent with our strategy to focus on core brand strengths," says Millard.

"People know that when they buy a product from Maggie Beer Products, it is going to taste great and contain quality Australian ingredients.

"We are currently working on new products to extend our range further in this very large and fast-growing ready meals market."

Maggie Beer Holdings defied the economic downturn during the COVID-19 pandemic to post EBITDA growth of $5.3 million in FY20.

Maggie Beer Products played to the e-commerce boom during COVID-19 lockdowns, launching a digital marketing plan that drove brand growth. Success can also be attributed to the new "Cooking with Maggie" series that now has more than 4.4million views.

Shares in MBH are up 13.64 per cent to $0.25 per share at 10:20am AEST.

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