Linda McCartney Foods facts for kids
 |
|
| Industry | Vegetarian and vegan foods |
|---|---|
| Founded | 1991 |
|
Key people
|
Linda McCartney McCartney Family |
Linda McCartney Foods is a British food brand specializing in vegetarian and vegan food. Available in the UK, as well as Norway, Ireland, Austria, Australia, South Africa and New Zealand, the range includes chilled and frozen meat analogues in the form of burgers, sausages, sausage rolls, meatballs, stir-fry dishes and pastas.
The company was created in 1991 by musician, photographer and activist Linda McCartney, and has been described as one of the most successful mass-market celebrity brands.
History
Linda McCartney Foods was established in April 1991, launching a range of frozen vegetarian products including golden nuggets, ploughman's pie (cheese pie), ploughman's pasties, lasagna, Italian style toppers, and beefless burgers. The recipes were based on dehydrated textured vegetable protein (TVP). Some of the sales proceeds were to go towards McCartney to further develop the range, and to fund her animal aid charity, Animal Line.
The packaging graphics were designed by Springett Associates, and featured Linda McCartney's portrait and signature, a black and white illustration by artist Jonathan Mercer, and the Vegetarian Society's seal of approval. The ready meals were manufactured by frozen food company Ross Young's, and were the first to not feature either the Ross or the Young's name. Springett did further work with Ross Young in 1995 to update the packaging with an emphasis on hand-written copy linked with the Linda McCartney persona. In October 1996, United Biscuits' McVitie's worked with Springett to update the woodcut design from country scenery to kitchen images. The campaign theme of "Delicious recipes created in Linda's kitchen," reflected a changed focus from mass production, to imply a personalised brand from McCartney's kitchen.
The Linda McCartney Foods brand was preceded by the bestseller success of McCartney's cookbook, Linda McCartney's Home Cooking, published in 1989. More than 40,000 copies were sold. The tour chef for the McCartney's band used recipes from the cookbook for the exclusively-vegetarian catered tour, labelled "rock's first veggie tour", in 1989.
Further products were added in circa 1991/1992 including Spaghetti Bolognese-style, Deep country pies, cauliflower and broccoli potato gratin and vegetable wedges. The Spaghetti Bolognese style was marketed as being the "...only meat analog version of the product" available on the market.
The range was introduced across Europe and America in 1992. The 12-product range had an annual turnover of 12 million pounds in 1992.
The products changed ingredients in circa August 1993, ceasing TVP and switching to wheat protein. This was marketed as providing a more meat-like taste than other meat analogue brands. However in 1995, it was noted that the sausages (available internationally) were manufactured from TVP seasoned with parsley.
The product range was expanded and improved in 1995, coinciding with the brand's television commercial and the opening of a dedicated factory in Fakenham. The new and updated options included beefless burgers, country-style Kievs, savoury burgers, crunchy garlic grills and vegetable cheese burgers.
In October 1996 as part of United Biscuits' McVitie's Prepared Foods, the range was improved to reduce fat and sodium and increase protein levels. At relaunch, a total of 14 products were offered, which included pepperoni-style main meal pizza, and modified existing offerings included: creamy garlic kievs, cannelloni, Linda's original stew and dumplings, chilli non carne with mozzarella potato wedges, and farmhouse-style pies.
Linda McCartney's Home Style Cooking
Linda McCartney's Home Style Cooking brand
In December 1993, McCartney announced a line of vegetarian frozen entrees to be released in America under the brand name Linda McCartney's Foods from the Heart. The range was made under and agreement with Fairmont Foods of Minnesota (FFM). The range was launched in March 1994 as Linda McCartney's Home Style Cooking, and was the first American company with a completely meatless line of food products. Products included boil-in bag entrees: Fetticini Alfredo, Pasta Provencale, Pasta Primavera, Rigatone Marinara, Bavarian Goulash, Spaghetti Milano and Chili Non-Carne; and preplated dishes: Lasagna Roma and Burrito Grande.
In 1995, in addition to Pasta Primavera, Fettucini Alfredo, Lasagne Roma, Burrito Grande, other products were American Barbecue, Tex-Mex Tostada and Traditional Stew.
Ownership
The brand became part of United Biscuits' McVitie's Prepared Foods division in March 1996.
The company was sold in December 1999 to H.J. Heinz Co., who planned to sell the vegetarian food products worldwide. It was acquired as part of purchasing United Biscuits' frozen and chilled foods division.
It was sold again in 2006 to the Hain Celestial Group. The McCartney family remains involved in its development.
