Daring Foods Launches High-Protein

Daring Foods has launched a line of frozen skillet meals featuring its plant-based chicken. The Los Angeles-based vegan meat maker announced the six-variety range, its largest multi-SKU launch to date, at Sprouts Farmers Market stores nationwide.

Each bag contains 2.5 servings and can be cooked in one pan in about 10 minutes. The meals combine Daring's soy protein chicken with vegetables, legumes, grains, or pasta. The company positions them to meet high consumer demand for protein and fibre.

Meal Varieties and Nutrition

The lineup includes six globally inspired skillet meals. Each variety incorporates Daring's clean-label chicken alternative, made from soy protein concentrate, vegetable oil, salt, spices, and natural flavours.

The ready-to-heat meals deliver between 21 and 25 grams of protein per serving. They also provide 9 to 13 grams of fibre.

Targeting Protein and Fibre Trends

Daring Foods is directly targeting two major nutritional trends. A company survey cited by the source indicates 57% of Americans plan to prioritise protein this year. The source also notes most of the country is fibre-deficient, a gap online trends like 'fibermaxxing' seek to address.

The company sees a specific opportunity with users of GLP-1 weight-loss drugs. According to the source, these users already represent 11% of the adult population. They reportedly eat 40% more protein and 30% more fibre than average.

This is linked to muscle mass loss associated with the drugs. The source states people using them can experience a 25-40% decrease in muscle mass over eight to 16 months. Meanwhile, dietary fibre can trigger the body's natural GLP-1 response, aiding appetite regulation.

A recent Boston Consulting Group survey found active GLP-1 users plan to spend more on specific food categories. They intend to spend 11% more on high-protein foods and 10% more on fibre and whole grains monthly.

A Boost for a Struggling Segment?

Daring Foods hopes the nutritional focus can revitalise the plant-based ready meal segment. The source reports the US plant-based meat category saw a 10% dip in retail sales last year. The vegan meal segment fell harder, declining by 12%.

Shoppers are increasingly looking for convenient meals that deliver on more than one need, said JJ Kass, VP of Sales at Daring. Skillet meals bring together protein, fibre, convenience, and globally inspired flavours.

The BCG survey presents a mixed outlook for frozen meals. It found purchases shrink when people begin using GLP-1 medications, though they rebound among lapsed users. Meal replacement drinks are set for a 3% higher expenditure among active users.

The new skillet meals join Daring's existing products, which include single-serve microwavable bowls and diced chicken alternatives. Daring CEO Chris Coburn called the launch another step in expanding what Daring can bring to the table. The company has been a subsidiary of Australian plant protein firm v2food since last year.