Butcher before introducing award-winning plant-based pepperoni for private label

It’s launching new ones before announcing US brand Butcher Plant-based pepperoni for private-label retail customers. Made from pea protein, pepperoni recently won a 2023 National Restaurant Association Food and Beverage Award (FABI).

“Our new plant-based pepperoni delivers an amazing taste experience that mimics real pepperoni”

According to Before the Butcher, the new pepperoni uses a proprietary pea protein along with natural ingredients like radish extract, paprika and other spices to recreate the texture and flavor of pork-based pepperoni.

The company said it is offering pepperoni to retailers looking to expand their plant-based private label offerings. Pepperoni joins the brand’s existing line of burgers, breakfast sausages, chicken patties and grounds.

Plant-based pepperoni wins FABI award
©Before the butcher

Retail expansion

Located in San Diego, California, before Butcher was acquired by private investors In 2019. At the time, the company said the acquisition would provide access to a $25 million credit line and 90,000-square-foot manufacturing space to enable it to scale quickly. Later that year, the brand tripled its US retail distribution to hundreds of Albertsons, Vaughn and Pavilion stores as part of a larger retail rollout.

In 2021, the company partnered with online shopping platform Vejii to offer home delivery of its products to US customers.

Before the butcher product line
©Before the butcher

“Adapts to market demand”

“Our new plant-based pepperoni delivers an amazing taste experience that mimics real pepperoni so well, it will fool even the most sophisticated palate,” said Danny O’Malley, founder and president of Before the Butcher. “We understand that consumers are looking for tastier, healthier and more sustainable alternatives to animal protein. That’s why we’re thrilled to offer a product that fits the needs of this market and delivers a great taste without compromise.”

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