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grow at similar levels for the foreseeable future. However, there is only a finite amount of shelf-space available, and this is one of the greatest challenges Gosh! believes the industry is going to face; one of the leading retailers has almost doubled their chilled plant-based count to nearly 200 products over the past year, which is not a growth rate that can continue indefinitely. Jane continued: “At Gosh! we believe that we offer something unique to


the market, despite operating in a congested category. Most products in the market are meat analogue, so replicating the taste and texture of meat. We have a different ethos by simply providing great tasting, vegetable-based products, using only natural ingredients. “There is a role for both product types in the market. If someone is


looking to cut down on their meat consumption, they are not always looking for the next closest thing to meat. Consumers also want more transparency around what goes into meat-free alternatives. Thirty-one per cent believe that meat-free foods are too processed to be healthier than meat, while 41% feel that meat-free foods with a shorter list of ingredients are more appealing than those with longer ones . We appeal to this group of people with our nothing-to-hide approach!” To support the brand’s growth potential, Gosh! Food has appointed


Jahangir Khan as its first head of category & innovation. Tasked with defining a category strategy for the business and supporting retailers in growing their meat-free categories and developing a robust NPD pipeline for the brand, the hire signifies Gosh!’s commitment to being a valued and sizeable operator in the plant-based market. Jahangir said: “I am delighted to have been appointed to this role and I


am looking forward to supporting the business in its ambitious growth strategy. In a market that is ever-growing, there is huge scope for an innovative brand like Gosh! to develop its relationships with retailers, and expand its product offering into new and existing territories.” Jane added: “We’re pleased to have welcomed Jahangir to the team to


help us develop our category and innovation expertise. His experience within the FMCG world will help us get to the next level as a business, as we look for ways to innovate and support retailers. While 2020 has been a


challenging year for everyone, we’re pleased to be in the position that enables us to reinvest in the business and maintain growth.” With the total meat-free market in the UK now worth over £564M and


growing, the sector has been resilient during the pandemic, as health and wellbeing are very much at the forefront of consumer’s minds. Gosh! have experienced strong growth: +35% YOY in the retail channel and the business recorded three consecutive record sales months at the start of 2020. Grocery sales are underpinning business performance, with foodservice sales having been hit hardest. Jane said: “we are seeing some green shoots in this space but expect a


long recovery period. “We believe strongly that food should be as natural as possible and have


a brand that prides itself on offering high-quality, great tasting and perfectly natural products. With 45 per cent of grocery shoppers either following or considering a plant-based diet, demand for plant-based products has grown significantly. We look forward to being able to continue to grow our capacity to meet demand and support retailers in improving the way we eat.” It is in this space that the tussle for consumer growth is expected to play


out, with ‘flexitarian’ shoppers increasingly making a plant-based choice a mainstream option. Health is the well-publicised and main reason for people following a flexitarian diet, but environmental awareness and animal welfare concerns are also prevalent. Jane added: “It’s now well known that continuing to eat the meat and


dairy-heavy diet that we do as a western society isn’t sustainable, and increasing the amount of plant-based food will benefit not only our health but the environment. “One of my personal motivations for encouraging people to eat less meat


is to eradicate the need for intensive farming and mis-treatment of animals. Working at Gosh! has had a dramatic impact on my own diet (for the better!) and the shared values of the brand create a great energy in the business. We’re very ambitious, focused and results driven – but you can be thoughtful and kind while you’re getting there.”


Visit: www.goshfood.com DECEMBER 2020/JANUARY 2021 inbusiness 15


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