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V2food, a plant-based food company, has announced the acquisition of ready-meal brand Soulara in order to broaden its portfolio, extending its reach from retail and food service to the direct-to-consumer channel.
Soulara claims to offer “chef-crafted, plant-based meals” that are made with a diverse range of ingredients and have a small environmental footprint.
Commenting on the acquisition, V2food CEO Tim York said: “We know consumers want to eat more plant-based products in their diets but some of the barriers to making this change are concerns around taste and how to cook them – by adding Soulara to our portfolio we can further demonstrate how easy and delicious meat reduction can be”.
Sean Bone, General Manager (Commercial) at Soulara, added: “V2food’s expertise in plant protein is the ideal complement to Soulara’s vegetable-forward approach, as we strive together to provide a well-rounded menu for consumers seeking a plant-based lifestyle”.
Alongside the acquisition, V2food also announced the launch of Macros, a range of fitness-focused ready meals delivered straight to consumers. Soulara and Macros will be integrated into a single new entity called Flexitarian Meal Solutions.
Source: Vegconomist / Soulara
