A Dunedin company has launched 'no meat mince' in response to growing demand for such a product.
The plant-based mince uses ingredients such as mushrooms, tomato, almonds, coconut oil and soy protein and has been developed by The Craft Meat Company.
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Owners Grant and Sherie Howie say it targets Kiwis who want to reduce their meat consumption or who do not eat meat at all.
"We are seeing a significant rise in global demand for alternative proteins, and the New Zealand market is now experiencing a massive increase in vegan and flexitarian consumers," said Grant Howie.
"Flexitarians are looking to replace some of the meat in their diet and so as a business we are responding to that new demand," he said.
Recent research shows more than 30 percent of Kiwis describe themselves as actively looking to reduce their animal protein consumption, typically having a 'Meat Free Day' at least once a week.
"It's this new flexitarian consumer segment that we are primarily targeting, although, of course, vegans and vegetarians will also be key consumers," said Mr Howie.
The new product, "No Meat Mince" is the first of the alternative meat range to be launched and closely resembles traditional mince.
"It is designed to be cooked into meals exactly as regular mince would," said Ms Howie.
"In some instances, you can't even tell the difference whether it is meat or not," she said.
Plans to follow the plant-based mince with "No Meat" sausages, burgers and ready-made meals are underway for 2019.