Purple Carrot enlists Olympian in plant-based push

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Purple Carrot enlists Olympian in plant-based push

By Louisa Hallett - 09/27/2018
Meal kit provider Purple Carrot has enlisted the help of a three-time Olympic gold medal winner to drive sales of it vegan offering.

The company announced  a partnership with World Champion and three-time gold medalist Aly Raisman to promote the benefits of plant-based eating. At a time when more consumers are reducing their meat and dairy consumption, the company and Raisman say that they plan to showcase just how easy and delicious it is to eat more plants, and how it can positively impact one's health.

"I believe that it is really important to prioritize your well-being, both mentally and physically, so you can be the best version of yourself," said Raisman. "I recently started incorporating plant-based food into my daily routine with Purple Carrot's meals each week, and I've noticed a major improvement in my overall well-being and energy. I travel often so cooking has become very therapeutic for me when I'm home, especially with the fun and convenient recipes that Purple Carrot provides."

Raisman is not alone in her vegan views. Sales of plant-based foods are one of the strongest categories at retail right now with data through July showing sales up 20 percent compared to the prior year, according to the Plant-Based Foods Association. The data, which the trade group commissioned from Nielsen, shows that the total market for the plant-based food sector (as defined below) in Nielsen’s Expanded All Outlets Combined Channel is up 20 percent in dollar sales over the last year, as compared to an increase of 2 percent all foods sold in the same channel.

“The plant-based foods industry has gone from being a relatively niche market to fully mainstream,” said Michele Simon, Executive Director of the Plant Based Foods Association. “Plant-based meat and dairy alternatives are not just for vegetarians or vegans anymore; now even mainstream consumers are enjoying these delicious and innovative options in the market today.”

According to the company, the brand currently offers a variety of meal options, including Quick & Easy dishes, which are designed to  cook in 30 minutes or less, High Protein meals, which offer over 20 grams of protein per serving, and Chef's Choice options, which are for those who wish to expand their culinary horizons. All meals are priced at $12 per plate, and subscribers can receive three unique, customizable dinners that each serve two people.

For more on what's happening in the plant-based world, check out Retail Leader's interview with Michelle Simon by clicking here.

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