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Peperami is a salami sausage snack manufactured in Germany and sold in the UK and Ireland. The snack comes in multiple meaty variants, including pork and beef. Now, the brand is introducing vegetarian options to its range for the first time.
Peperami has launched two new imitation chicken snacks.
This is the brand’s first ever sub-brand, named Vegerami Chick’nless Bites.
The Vegerami packs contain pieces of “chicken” made using pea protein.
This makes them vegetarian friendly.
The snacks come in two flavours: Pep’d Up and Smokin’.
They will cost £1 and will be available in all UK Tesco stores by the end of the month.
The Pep’d Up bites are coated in a tikka curry-style glaze, while the Smokin’ version has a “unique smoky flavour”, according to Peperami.
The packs contain 134 calories each and would appeal to “nutritionally aware young adults looking to reduce their meat consumption”, said Peperami.
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Fans of Peperami’s classic meat stick can also rejoice as the brand plans to launch a vegetarian option soon.
This will be the next product to be introduced to Peperami’s vegetarian range.
Pavan Chandra, Peperami’s marketing manager, said: “It’s something we’re striving for to make plant-based, but we won’t do it until we can get the right product in place.”
It seems that Peperami has changed its tune from mocking vegans and vegeterians to catering for them.
Peperami has in the past mocked plant-based dieters with its marketing campaigns.
On the last day of Veganuary in 2020, its employees walked around London and wafted meaty smells at passers-by in a bid to lure consumers away from their vegan or vegetarian lifestyles.
However, Mr Chandra said: “Peperami takes the mickey out of everybody.
“It doesn’t just take the mickey out of vegetarians and vegans.”
The news comes just after Peperami’s recent rebranding, which it hoped would attract a “mainstream and younger” shopper.
Last month, the brand unveiled a new logo and redesigned its packaging on a number of products.
With more and more Britons changing the way they eat, brands are also changing to meet their needs.
Last month, Richmond Sausages launched its first ever meat-free bacon after seeing an increasing demand for the product.
It was introduced to Tesco, Sainsbury’s, and Waitrose shelves on May 28.
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