Vega protein powders land in the UK


North American brand Vega is launching in the UK this month, with an initial offering of three plant-based protein powders.

Vega Essentials Nutritional Powder comes in Chocolate and Vanilla flavours and is made from a blend of pea, flaxseed and hemp proteins with leafy greens and vegetables.

The Vega Clean Protein is also available in Chocolate and Vanilla varieties and combines pea, hemp, alfalfa and pumpkin seeds, containing branched chain amino acids to help build and maintain muscles.

The Strawberry & Grapefruit Vega Clean Energy combines green and black tea extracts with carbohydrates and electrolytes, designed to provide energy pre-workout.

Jacqui Grimsey, Vega UK marketing manager, comments: “This launch represents a unique sales opportunity for retailers to establish the plant-based nutrition category and explore more ‘foodie’ credentials with a range that offers strong taste appeal and a broad spectrum of usage occasions – from breakfast smoothies to Bircher mueslis to protein pancakes.”

The launch is being backed by an integrated marketing campaign including PR and social media, digital, shopper marketing and sampling.