Tell us about your role as Plant Based category manager.

In my role as Plant Based Category Manager I’m constantly searching out new and exciting plant based products that would appeal to our chefs. I also work closely with the sales team and our suppliers to identify the plant based needs of our customers. Why have you launched this new product category? Classic saw the success Plant based had across other markets, and the growing demand from chefs for taste led premium plant based products. We noticed diners looking to make more sustainable choices when eating out and our chefs wanting to cater to different cuisine types.

How are the consumer habits changing? Tell us about veganism, flexitarian diet, new trends…

I’ve noticed customers looking for more inspirational plant based dishes on menus, away from the usual vegetarian/vegan options. Our chefs are also looking for less processed products and cleaner ingredient profiles. I’m also looking out for products with a great story, the UK has some great artisan producers of plant based products which definitely appeal to our customers. The growth in plant based food isn’t being driven by the vegetarian or vegan diner, but in fact by customers looking to reduce their meat consumption whilst still having a premium dining experience.

What Plant Based brands have you launched this year at Classic Fine Foods?

This year we launched several brands across both pastry and cuisine. We launched Tindle in April, a great extremely versatile chicken alternative product that’s been turned in to anything from a wellington to a curry. We launched an innovative 3D printed plant based Steak from Redefine and some really convenient and tasty products from Impossible Foods. Over the past couple of months we have turned our attention to products that are suitable for pastry, from the Original Cream spread by Julienne Brunno to the Be Better plant based butter sheets.

What is the future for the Plant Based Category at Classic Fine Foods?

The future looks bright, we have big plans to push our existing product range and support our current partners in getting their products on to the plates of discerning diners across the UK. We are also launching CFF alt, a global brand to tie all our alternative proteins together and share learnings with other Classic’s. I’m particularly looking for more clean label products and of course taste comes before anything else.

Finally, will you be participating in Veganuary this year?

Absolutely! I have a bit of a sweet of a sweet tooth, so I’m looking forward to seeing what innovation there is in the dessert category this January.

Check out this video with our category manager explaining more about the plant based range on offer at Classic Fine Foods.