Meggies™ Brings Meat-Based Vegetables To The Produce Aisle
by Bill McCool on 04/01/2021 | 3 Minute Read
The world of plant-based meat has taken the food world by storm, and the industry could be worth $14.9 billion by 2027. As more folks adopt flexitarian, vegetarian, and vegan lifestyles, it’s easy to think that our beloved cheeseburgers might finally go the way of the dinosaurs.
Well, Meggies™, is looking to take the shine off the Beyond Meats and Impossible Burgers of the world with the launch of their meat-based vegetables, bringing the most innovative development in nutrition to market in recent memory courtesy of an undisclosed coalition of food manufacturers many in the industry unofficially refer to as “Big Meat.”
“Food trends are cyclical, and from what we’ve seen over the last decade or so in the exponential rise of plant-based diets, ‘Veganism’ if you will, we strongly believe that there will inevitably be a swing of the pendulum the other way,” said Meggies™ spokesperson Gregory Breakfast in a press release. “These vegans are undoubtedly seeing reductions in essential nutrients that they’d otherwise be getting from a heartier diet based on good old-fashioned meat, and well, we want to meet these folks where they are."
The first of the brand’s offerings include tilapia-based zucchini, chicken-based onions, lamb-based broccoli, and duck-based tomatoes. “We want to ease their inevitable transition back into consuming animal protein in a form factor they’re most comfortable with,” Breakfast added. “Thus, we’ve created an entirely new line of conveniently prepackaged, meat-based vegetables we call Meggies™."
Breakfast went on to add that Meggies™ has gotten rave reviews among small focus groups and has even been a hit with children.
Better still, the meaty start-up turned to Los Angeles design studio and branding agency Herman-Scheer for a protein-packed visual identity anchored by bubly type and playful illustrations of vegetables with an outline of the meat source they crammed into it. Bold colors bring a sunny aesthetic to the new brand, perfect for shelf standout in the stale, derivative produce section of your local market.
“We heard rumors from other agencies that there was an RFP floating around having something to do with meat and veggies that no one could land. But, when Gregory and the other folks from the organization finally reached out to us, everything clicked,” said Herman-Scheer chief creative officer John Scheer in a press release. “They knew our experience of taking CPG brands that most think would be too innovative or too crazy of an idea to market was what they needed exactly. That, and our presence in a market like LA, where we have our finger on the pulse of all things health and wellness, really just sealed the deal. I can’t wait to see these lining produce shelves and charcuterie boards everywhere.”
Consumers will be able to pre-order a Meggies™ subscription online starting early June once all final FDA clearances check out.
So, if you’re looking to shake up your salad or add a little more pizzazz to your usual green smoothie, look no further than Meggies™. But one thing’s for sure—the meat-based vegetable revolution is coming to a supermarket near you.