Wegmans Brand Goes Meatless (with video)

ROCHESTER, N.Y. — “Don’t Have a Cow” and “Don’t Be Piggy” are Wegmans Food Markets' response to shoppers looking for meatless Monday meal solutions.

Frozen soy-based crumbles, strips and nuggets made with wheat and pea proteins, vegetables and ancient grains, comprise a store-brand line of chicken, beef and pork alternatives.

The idea for a frozen line was conceived in the prepared food veggie bar of Wegmans’ Pittsford store here, explained Mary Ellen Burris in a recent blog post [2]. The creations sold so well the retailer worked with supplier Gardein, Richmond, British Columbia, on a frozen version. The supplier says it slow cooks it proteins to give them the taste of lean meat.

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