Funky Fields Hits Countdown

Vegan alternative, Funky Fields will officially launch its plant-based mince in Countdown supermarkets this week. Made to taste just like the real thing the minced alternative offers Kiwis the opportunity to enjoy classic recipes such as lasagne or spaghetti bolognese – but with a vegan twist. Aptly named Minced, the plant-based option also has the protein content of beef when cooked. The alternative offering is made using a combination of soya and wheat protein, beetroot, mushrooms, tomato and coconut oil.

More Kiwis are choosing a vegan or vegetarian lifestyle with one in ten New Zealanders indicating that they are always or often vegetarian. Countdown reports a 30 percent growth in vegan and vegetarian chilled food.

Funky Fields Director, Peter Jones, hopes introducing Minced in New Zealand will reinvent the meat category by challenging the perception that meat-like products can only come from animals. “Minced is meat - it’s just made from plants. Our team spent more than a year developing a plant-based version of mince that will make your mouth water – even if you’re a meat lover – and will help to reframe the way we think about meat.”

Alton Gullery, Countdown’s Head of Meat, said that Kiwis are choosing more healthy options for a raft of different reasons including sustainability, the environment, concerns about animal welfare and general diet and health. “While still very popular, meat is no longer the only protein on our plates these days. New Zealanders are eating less red meat and actively searching out alternatives.”

“We’re excited to offer Kiwis a tasty vegan mince option. We think this will give even more Kiwis the opportunity to try something new and it's also a really easy way to get kids to eat their veggies.”