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Hormel Foods launches vegan food brand

Minnesota-based Hormel Foods Corp. on Sept. 4 announced the launch of its plant-based food range Happy Little Plants, in a bid to cater to changing consumer preferences toward vegan and vegetarian food.

Under the new brand, the company rolled out its flagship product made from plant-derived soy protein across select retail outlets, with further expansion scheduled in the upcoming months.

"We understand consumers across a spectrum of lifestyles are adopting more flexible attitudes and behaviors when thinking about food, especially given the wide variety of products available in the marketplace. We intend to focus on all the ways plants can help consumers find alternatives in their food routines," said Jim Splinter, Hormel's group vice president of corporate strategy.

The brand featuring meat alternatives will be Hormel's first project under its Cultivated Foods initiative. The packaged food company's plant-based portfolio also includes the Hormel Fuse burger and Applegate Blend Burger, as well as vegan pizza toppings produced by its subsidiary Burke Corp.

With its new range, Hormel is the latest food company to launch a standalone vegan food brand. Most recently, Kellogg Co.-owned Morningstar Farms LC unveiled its plant-based food range Incogmeato.

Meanwhile, in June, Hormel's peer Tyson Foods Inc. introduced its Raised & Rooted brand that offers plant-based nuggets and blended burgers. Also, Swiss food giant Nestlé SA announced the expansion of its vegan Garden Gourmet food range across Europe late August.