Food to go brand Rollover has launched Meat-Free Burgers in response to customer demand for more hot meat-free options.

Available now to convenience retailers, the burgers are made with pea protein, with 14.5g per 100g, and are available in packs of 60 burgers and 30 buns. They will be served in 100% recyclable packs.

The launch comes as the meat-free category has grown 15% year on year, with a predicted worth of £1.1bn by 2024.

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Growth is not being driven simply by vegans and vegetarians, with flexitarians also contributing, as 39% of meat eaters are actively reducing their meat consumption.

“The meat-free category is continuing to gain traction, and as a leader in the hot food-to-go category, we knew we had to offer consumers a plant-based alternative to our best-loved burgers,” said Elodie Bretz, head of marketing at Rollover. “With taste being the number one driver for consumers when choosing meat-free alternatives, it was vital that we created a burger that was true to the Rollover brand and tasted great.”

Rollover will support the product’s launch with PoS, digital screen content, social media material and a price promotion.

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