V2food acquires ready-made meals brand Soulara

V2food has expanded its portfolio with the acquisition of Soulara, a leading plant-based ready-made meals brand.

The acquisition will strengthen v2food’s position in the plant-based category, allowing it to open new avenues of growth, expand its product portfolio, and broaden its distribution reach beyond supermarkets and foodservice by delivering directly to consumers’ homes via its proprietary e-commerce channel.

Tim York, CEO of v2food, said the company is excited about the endless possibilities this acquisition brings for the brand, its consumers, and the wider community.

“We know consumers want to eat more plant-based products in their diets but some of the barriers to making this change are concerns around taste and how to cook them – by adding Soulara to our portfolio we can further demonstrate how easy and delicious meat reduction can be.”

Soulara’s fresh plant-based products will support v2food’s dedication to revolutionising plant-based eating by meeting the evolving preferences of Australian consumers. The acquisition will complement v2food’s plant-based meat products with Soulara’s vegetable-based offerings, resulting in a comprehensive plant-based range for a broader audience.

Sean Bone, General Manager (Commercial) at Soulara, said that as Australia’s favourite plant-based ready-made meal service, Soulara has carved a niche for itself with its focus on delivering meals designed by its team of chefs and dieticians to ensure best-in-class taste, nutrition, and value.

“V2food’s expertise in plant protein is the ideal complement to Soulara’s vegetable-forward approach, as we strive together to provide a well-rounded menu for consumers seeking a plant-based lifestyle.”

v2food has also expanded its portfolio to include MACROS, a fitness-focused, ready-made healthy meals brand delivered directly to consumers’ homes. Both Soulara and MACROS will be integrated into v2food under a new entity called Flexitarian Meal Solutions.

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