Veggie Patch Readies Popular Falafel Ball Line For North American Launch

After a highly successful U.S. test launch last Fall, Veggie Patch, one of the leading and fastest growing brands in the $300 million meat alternative retail market, is offering its popular Falafel Ball line for distribution throughout the United States and Canada. Veggie Patch's Falafel Ball line tested well in select U.S. markets and quickly became the company's highest growth product. Containing no artificial ingredients, the Falafel Balls are fully cooked, trans-fat free and provide consumers with a good source of healthy protein.

New Haven, CT, (PRWEB) May 7, 2009 - After a highly successful U.S. test launch last Fall, Veggie Patch, one of the leading and fastest growing brands in the $300 million meat alternative retail market, is offering its popular Falafel Ball line for distribution throughout the United States and Canada. Veggie Patch's Falafel Ball line tested well in select U.S. markets and quickly became the company's highest growth product.

Veggie Patch's Falafel line is a fully cooked chickpea and spices ball. This traditional Mediterranean dish is flash fried and oven baked. Falafel Balls are usually used in a vegetarian sandwich and can also be used as a side dish or appetizer and are found in the produce aisle. Containing no artificial ingredients, the Falafel Balls are fully cooked, trans-fat free and provide consumers with a good source of healthy protein.

"We are excited to expand our Falafel Ball distribution in Canada and throughout the U.S.," said Alon Niv, President of Veggie Patch. "Mediterranean Foods are becoming more popular throughout the U.S. and Canada, as consumers crave flavorful, healthy cuisine. We expect our Falafel Balls to continue to do well as we expand in the marketplace."

Mediterranean cuisine and ethnic foods continue to rise in popularity throughout the North America. As consumers increasingly turn to ready-made entrées to meet their dining needs, convenience and ease of preparation continue to dominate ethnic food product development. Recent innovative product developments, including better-for-you, organic, dietetic, and high quality meals with an ethnic flair, are cited as key market drivers. According to a report by ACNielsen data, the United States alone saw sales of frozen, ready-to-eat entrées increase 5% between April 2005 and April 2006, representing over US$2 million in sales.

Furthermore, Datamonitor states that ready-made meals, meal components (e.g. meal kits), and sauces, dressings and condiments currently remain the most popular ethnic food products in the American marketplace. Combined, these product categories account for two-thirds of the ethnic food market in the United States. Between 2004 and 2009, the meal components segment is forecast to grow faster (i.e. 3.7% over the period) than the ethnic food market as a whole (i.e. 3.5%), indicative of consumer demand for meal kits and the ability to cook ethnic meals at home (Datamonitor, 2005). In addition, demand for fresh, nutritious, organic and natural products has also led more mainstream consumers to seek out ethnic food, as it is often perceived to be healthier or better-for-you. The Mediterranean, halal and kosher food segments have particularly benefited from this trend in recent years.

For more information on Veggie Patch, its Falafel Ball line and other meatless entrée products, please visit www.veggiepatch.com. Grocery and supermarket buyers should contact Steve Berman at 203-469-7305, Ext 137 for a list of local distributors carrying the Veggie Patch Falafel Ball line.

About Veggie Patch

Based in New Haven, Connecticut, Veggie Patch, a Tribe Mediterranean Foods company, is one of the leading and fastest growing brands in the $300 million meat alternative retail market. The company was recently purchased by Tivall/Osem of Israel and Nestlé and will work to grow the Mediterranean, meatless alternative foods industry throughout North America.

Veggie Patch offers a variety of America's favorite foods with fresh ingredients, delicious taste in easy to prepare offerings, and is featured prominently in produce aisles across the United States and Canada. Veggie Patch is known for its meatless burger, hot dog and bites lines and recently introduced a line of Falafel balls. Since late 2008, Veggie Patch's Falafel ball line has become a leading seller in select grocery and supermarket chains. Veggie Patch plans to introduce the Falafel line throughout the United States and Canada.

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