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Deliciou plant-based meat launches in Coles and Woolworths


Plant-based meat brand Deliciou has launched its shelf-stable plant-based meat range in Coles and Woolworths in Australia, as well as more than 400 Whole Foods stores across the US, as it continues to increase its global market share.  

The brand is on track to become one of the leading plant-based meat alternatives with a shelf-stable product focused on taste and accessibility, according to Deliciou CEO Kjetil Hansen. 

“The world is changing and our successful launch into Cole and Woolworths locally and Whole Foods in the US, is testament to the demand and drive for sustainable plant-based alternatives to meat that consumers want,” Hansen said.  

“Australia is known for its food and wine culture and we believe this focus on taste and quality is something that we will continue to bring into the development of our products, and that will continue to drive demand globally. 

“It’s our mission to make products that anyone can access and use from world leading restaurants like our recent collaboration with Shanghai’s M on the Bund to the home cook in their kitchen,” he said.  

The US alternative meat market is the biggest and most competitive globally, set to increase from US$7 billion to US$85B by 2030.  

Whole Foods Market is excited to partner with Deliciou, Whole Food category manager Christina Pearson said. 

“The strong initial sales and positive feedback from customers is reflective of the increasing demand from Americans for plant-based alternatives, driven by health, environmental and animal welfare considerations but who aren’t prepared to compromise on taste, texture or convenience,” Pearson said.  

Deliciou is also entering into a partnership with food broker Alliance, to scale its business across the natural and speciality and traditional grocery channels. The initial response from retailers has been strong, according to Alliance CEO Scott Anderson. 

“We are excited about our partnership with Deliciou and their amazing team of innovators, who have the ability to create good-for-you products with a delicious taste,” Anderson says.  

“They are focused on delivering products that consumers will love without compromise. The response and support from retailers is amazing and we look forward to building Deliciou across the US.” 

Coles, Woolworths and Whole Foods stock the plant-based meat range, including Plant Based Chicken, Pork and Beef and expansive range of Plant Based Bacon seasonings. 


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