Oxo stock cube maker to launch vegan beef-flavoured version Premier Foods is developing an update on the classic store cupboard staple

The maker of the iconic Oxo stock cube has said it is developing a vegan beef-flavoured version of the famous store cupboard staple.

Alex Whitehouse, chief executive of Premier Foods, said that the product was not yet ready for launch but would help the company to capitalise on the growing taste for meat-free foods.

The group owns a number of household-name products including Bisto gravy, Angel’s Delight and Mr Kipling cakes. But it has also been expanding its portfolio to cater for consumer demand, having recently launched its plant-based Plantastic brand.

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Mince pies drive Christmas sales uplift

It came as the company revealed a boom in festive sales. It said sales increased 2.6 per cent for the 13 weeks on the back of 3.6 per cent growth in its UK sales.

It said this was particularly buoyed by leading brand Mr Kipling, which saw sales jump 10 per cent.

Premier said it was strengthened by higher mince pie sales, as the company produced around 201 million mince pies for both Mr Kipling and private labels.

Total sales in the group’s sweet treats division increased by 8 per cent as a result as it was bolstered by new product development, such as the launch of mini mince pies for the Christmas period.

Flavour of the month

The new Oxo makes the company the latest to latch on to a growing demand for plant-based options, with recent research revealing that the trend is being driven by omnivores cutting back on their meat consumption.

Greggs has found success with its vegan sausage roll and has more recently added a vegan steak bake to the menu.

Other notable examples of companies getting involved include KFC’s vegan chicken burger, the vegan Galaxy chocolate, and a vegan pork pie from Morrisons.

Meat not dead yet

Despite the growing market for plant-based alternatives, results released by butchers Cranswick showed demand for traditional meat is still strong.

The company said that a “robust performance” had continued over the important Christmas period.

It said that revenue continued to grow in each of its four categories, fresh pork, poultry, convenience and gourmet products.

Additional reporting by PA Media