Drakes Supermarkets back v2food, maker of Hungry Jack’s Rebel Whopper
The company making Hungry Jack’s plant-based Rebel Whopper is now in 61 supermarkets in two states, an exclusive partnership with the SA-owned Drakes Group.
SA Business
Don't miss out on the headlines from SA Business. Followed categories will be added to My News.
SA family-owned Drakes Supermarkets have made room in the meat aisles for the company supplying plant-based patties to Hungry Jack and other fast-food chains.
All 61 outlets of Drakes in SA and Queensland will now stock v2food’s mince and burger packs.
Two months ago, Drakes initiated discussions with v2food, which was set up in 2019 as a joint venture between Hungry Jack’s founder Jack Cowin and Federal Government-funded science organisation CSIRO.
It’s the first time v2food products will be available to cook at home.
“We have been wanting to extend our plant-based meat category, and were looking for a strong partner who was local …,” Drakes’ fresh food manager Tim Cartwright said. “A lot of the plant-based meat alternatives available on the market are imported from overseas.”
Mr Cartwright said the group is seeing a strong, growing consumer demand for plant-based products.
“As a business, we are prioritising offering products that are planet-friendly and sustainable.”
v2food chief Nick Hazell said he doesn’t see an end to meat dishes at the dinner table but wants to encourage sustainable food habits.
“We want the general public to know that v2food looks, cooks and tastes as good as the meat version right next to it,” Mr Hazell said.
“With consumer attitudes shifting, there is a great opportunity for retailers who get ahead of the curve.”
v2food raised $35 million in a Series A funding round in November 2019 with plans to set up its own factory.