vEEF Revolutionises Aussie Plates As Its Carbon-Neutral, Chef-Crafted Plant-Based Range Launches Nationwide

By Julius Ewudo, ASEAN Region Representative

Australia’s first carbon-neutral plant-based brand from The Aussie Plant Based Co. – Veef has unveiled four ground-breaking plant-based meat products that achieve price parity with conventional meat – setting a new benchmark in eco-conscious, flavour-packed options,” says CEO and 3-Hatted Chef at The Aussie Plant Based Co Alejandro Cancino .

Meeting Market Demands

There is a significant shift in Australian dietary habits:

• 21% of Australians now identify as ‘meat reducers’, making it the most popular dietary choice in 2024.

• 79% go meat-free at least once weekly.

• Plant-based meat sales in Australia surged 47% (2020-2023).

(Food Frontier, 2024)

“These trends indicate a growing appetite for plant-based alternatives,” says Marketing Manager at The Aussie Plant Based Co Melissa Swinscoe.

Introducing The New vEEF Product Line

• Plant Based Beef Mince: Perfect for nachos, Bolognese, tacos, and traditional mince dishes.

• Plant Based Classic Sausages: Ideal for BBQs or sliced in stir-fries.

• Plant Based Smokey Sausages: Adds depth to soups and casseroles.

• Plant Based Chorizo Sausages: Spices up pizzas and breakfast scrambles.

Product Highlights

• Nutrient-Rich: Good source of protein while also providing fibre, iron, and vitamin B12.

• Carbon Neutral and with 50% less plastic packaging than previous vEEF products.

• Locally Chef-Crafted: Expertly created on the Sunshine Coast by a talented culinary team.

• Affordable: Priced at $4.50 per 300g pack.

• Versatile: 1:1 substitution for conventional meat.

NPD Manager at The Aussie Plant Based Co., Mariana Karam redefines plant-based excellence: “Our R&D breakthroughs have created products that transcend the ‘alternative’ label. These aren’t just meat substitutes—they’re superior choices designed to be the first pick on every Australian’s plate. We’re setting a new standard that’s better for health, the environment, and taste buds alike.”

Price Parity Achievement

In a significant move for the plant-based market, vEEF’s strategic pricing matches or beats animal-based alternatives.

Alejandro explains: “This price parity is a game-changer, allowing consumers to choose a healthier, more sustainable option without paying a premium. It addresses the top motivations for reducing meat consumption: health benefits, environmental concerns, and budget constraints.”

Alejandro adds, “By offering vEEF at a fair price, we’re empowering more people to make choices that align with their values and dietary preferences. It’s about making plant-based eating an accessible option for everyone, not just a select few.”

Availability

Available in Woolworths supermarkets from 23rd September.