THE PLANT-IT FOOD CO. I
An Irish food company based in Dublin, The Plant-It Food Co. produces nutritious, plant-based and gluten-free food inspired by flavours and cuisines from all over the world. Global Chief Commercial Officer Eoin Kennedy, Vice President of Business Development Callum Braddock and Vice President of Research & Development Niamh Dixon discussed healthy living. Report by Antonia Cole.
The Plant-It Food Co. develops food that revolutionises the market, Vice President of Research & Development Niamh Dixon said: “One of our most popular products is our Chick’n Kiev. Not only is it a hit with our customers, but it also recently won the Best Plant-based Product at the World Food Innovation Awards presented at IFE, London.”
Starting trade in 2021, The Plant-It Food Co. rebranded in 2023 with a new, innovate range presented in vibrant, colourful packaging that has an instant impact in the aisles and shelves. Now, the company operates with activity equally split between
retail and food service across eight international markets. Offering a range of gluten-free and plant-based products, all The Plant-It Food Co.’s food is produced in its own BRCA+ Dublin-based factory. This facilitates greater flexibility and responsiveness for both customer and market demands.
2023 was a major year of growth for the company, with entry into the US food service market and launch of gluten-free frozen ready meals. Additionally, The PlantIt Food Co. entered the Canadian market in December 2023, now servicing 1,300 stores across the country.
“We have around 30 employees currently, with opportunity for further capacity growth at our facility,” added Global Chief Commercial Officer Eoin Kennedy. “With our expansion into North America, The Plant-It Food Co. is set up for substantial future success.”
Positive nutrition
The Plant-It Food Co.’s retail range is dominated by ready meals, with a broad portfolio of food from different cuisines. From Asian, Mexican and Italian to Indian and Mediterranean, the company offers a variety of flavours developed with consumer tastes and health in mind.
Looking at food service, the company has a diverse range of products across multiprotein analogues in a variety of formats including vegetable burgers, bites and meat alternatives. These can be used and transformed into different dishes, suited to individual customer needs.
“Our products are designed with a holistic approach to nutrition,” explained Ms Dixon. “Focusing on protein, fibre, vitamins and minerals, our food is aligned with the latest guidelines from doctors, nutritionists and immunologists. We recognise the importance of diverse plant ingredients in food and place healthy living at the forefront of our range.”
For a healthy microbiome, people need to ingest at least 30 different plant ingredients every week. The Plant-It Food Co. encourages this with products such as the Chilli Burrito Bowl, which contains 20 plant ingredients. The company included five types of vegetable and five types of pulse, as well
The Plant-It Food Co. Team at International
as assorted spices in the Burrito Bowl to encourage diversity in end-consumer diets.
“For us, healthy living isn’t just a trend, it is something we are dedicated to with all of our products,” continued Ms Dixon. “We carefully choose our ingredients to deliver food that nourishes and supports the body and mind, whilst also being incredibly tasty.”
Excite and delight
Within its own manufacturing facility, The Plant-It Food Co. specialises in five main alternative protein pillars: chicken, beef, fish, egg and vegetables. As the company has a team of skilled individuals, it can innovate products within these protein groups that meet consumer needs and supply a range of culinary quality plant-based foods to partners and retailers.
“What we aim to do with our food is excite and delight,” commented Vice President of Business Development Callum Braddock. “As well as nutritious, we ensure that our products are innovative and delicious. This is what allows us to attract a wider shopper profile and markets outside of the vegans, vegetarians, and the flexitarians. We are seeing consumer demand shift to more vegetable-based diets as opposed to faux meat, and our diverse range of SKUs meets this demand, encouraging more people to eat cleaner, “happy tummy, happy minds.”
Plant-based dietary consumption has grown year on year. With The Plant-It Food Co.’s new vegetable-based products, the company hopes to see this trend continue
Food & Drink Event in London, March 2024
and make healthy plant-based eating accessible to the average consumer.
For example, the company’s Thai Cake offers a new alternative that appeals to chefs and consumers, giving them the confidence to elevate menus with healthy food. The seaweed and kelp used is sourced from the Irish coast using local suppliers. This highlights the company’s authentic ingredients and commitment to quality.
“We challenge ourselves to make vibrant and healthy food that is appealing to the
customer,” continued Mr Braddock. “By offering a range of products and giving shoppers more choice, we are breaking down barriers and providing the opportunity to eat well.”
Healthy living
As a plant-based company, The Plant-It Food Co. is committed to sustainability. The company is proud to be a Gold member of Origin Green, Ireland’s food and drink sustainability programme. To achieve this status, The Plant-It Food Co. has made multiple commitments to be achieved by 2026, including a 10% reduction in waste, maintaining 100% recyclable packaging and a 10% reduction in electricity use.
In the US, The Plant-It Food Co. has also partnered with Eurest, a division of Compass, which is the largest food service caterer in the world. As part of this project, along with Citizens Bank, The Plant-It Food Co. engaged in a tree planting project in Rhode Island. Initiatives like this underscore The Plant-It Food Co.’s commitment to the environment and sustainability.
“Another aspect I would highlight is our work with schools,” said Mr Kennedy. “Our products are full of flavour, fibre and protein,
making them perfect for children. We have a partnership with a school cater-ing business here in Ireland where we are delivering nutritionally balanced meals specifically designed to fuel kids through their school day.”
As an Irish company, The Plant-It Food Co. buys from as many local suppliers as possible, particularly for vegetables. The company works closely with suppliers to create products that stand out on shelves and within the market. It is important for
The Plant-It Food Co. to source reliable and quality suppliers that share its sustainability accreditations.
The company is also a member of Love Irish Food, communicating that all food is made in Ireland. Currently, The Plant-It Food Co. has an outdoor marketing campaign with Love Irish Food & Global under the tagline ‘Food Friends with Benefits’. This advertises
The Plant-It Food Co.’s range with a fun and engaging campaign to Irish consumers outside supermarkets.
“With our own factory, we can develop tailored products depending on market requirements,” added Mr Kennedy. “That is why we love working with different partners, we can inspire each other to create real solutions. We will continue to create products with healthy whole foods, and we see dietary fibre becoming increasingly significant. The company is poised to deliver these requirements in a way that is easy and convenient for the consumer.
“We want to help shape the future of plantbased food and expand into wider markets. Most of all, we want to develop a reputation where consumers can see our brand and trust that they are receiving food that is tasty and healthy.”
The Plant-It Food Co. Chilli Burrito Bowl
