Squeaky Bean launches two plant-based market firsts

Our brand Squeaky Bean, famous for its category leading ready to eat meat alternatives, is injecting bold innovation into new areas of plant-based food with two first-to-market launches: ready to eat Tofu Slices and its fermented rye Super Grain & Vegetable Burger.

Landing in store for Veganuary, the launches are in response to recent consumer demand for healthier, cleaner label plant-based foods.

Making its debut in tofu, Squeaky Bean has introduced a category-first with its ready to eat Tofu Slices in two delicious flavours – Red Pepper & Tomato and Spinach & Basil.

The biggest barrier to the tofu category is that many consumers don’t know how to cook with it. To address this, Squeaky Bean’s new ready to eat slices offer a convenient, flavour-packed solution, bringing the benefits of tofu to a wider audience in a market still dominated by tofu blocks.

Perfect as a protein rich lunchbox staple, a delicious addition in salads and wraps, or enjoyed straight from the pack, the slices add versatility to any diet.

Also joining the line-up is the Super Grain & Vegetable Burger —Squeaky Bean’s first ever burger and the category’s first fermented rye burger.

The burger has been created to meet growing consumer demand for cleaner label, whole plant-based alternatives. As 41% of plant-based shoppers cite natural ingredients as their top priority, the Super Grain & Vegetable Burger provides a protein-packed, fibre-rich option without compromising on quality or taste.

The burger’s recipe combines red pepper, carrot, and paprika with fermented rye grains to deliver a uniquely meaty texture, without relying on emulsifiers or stabilisers. Pan fried in just six minutes, the Super Grain & Vegetable burger is ideal for weeknight dinners, barbecues, or a quick and satisfying lunch.

Squeaky Bean’s commitment to delivering exceptional quality and taste continues to resonate with shoppers. While the total plant-based market has seen a decline of -10.3% in the last 52 weeks, Squeaky Bean has bucked the trend, achieving impressive +5.5% growth by staying laser-focused on taste, texture, and convenience.

Yvonne Adam, Chief Marketing Officer at The Compleat Food Group, commented: “At Squeaky Bean, we’re passionate about driving innovation in the plant-based category, which is why we put great emphasis on launching market firsts.

“Our first-ever Tofu Slices are set to shake up the market and draw in new shoppers, tapping into the tofu and tempeh sub-category which has grown by 10% this year. The Super Grain & Vegetable Burger is another exciting milestone for us as our first burger and the market’s first to use fermented rye grains. Both products deliver on our commitment to exceptional taste, texture, and convenience while helping to drive growth within the chilled meat-free category.”