Plantastic launches indulgent Millionaire Flapjack

New plant-based cake coming in the new year
December 30, 2022

Premier Foods is expanding its plant-based offering with new Plantastic Millionaire Flapjacks. The brand is addressing the gap in the market for 100% plant-based products that really deliver on taste. Available from early January, the new product will appeal to shoppers looking for plant-based alternatives, addressing the demand for consumers searching for tasty alternatives in the category.

The Plant-based category is currently valued at £1.79bn[1] and is estimated to reach £2bn by 2024[2]. With 31% of people believing that plant-based food doesn’t taste as good as non-plant-based[3], Plantastic is on a mission to tackle this perception with its new Millionaire Flapjack. It will be available in a multipack format, and will cater for both evening indulgence and a treat whilst on the go.

Hong Sim, Brand Director for plant-based food at Premier Foods, commented: “At Plantastic, our brand mission is to popularise plant-based diets by making every experience taste and feel fantastic for everyone. The indulgent Millionaire Flapjack caters for those looking for a plant-based treat that delivers on taste, convenience and quality and by doing so, attracts new consumers into the category.”

Plantastic’s Millionaire Flapjack will be available from early January in Tesco and Sainsbury’s.


[1] Kantar based on the average yearly growth, based on value sales, in Meat and Dairy Free Take Home from 2016 to 2020

[2] Kantar Meat and Dairy Free take home sales data 4th September 2022

[3] Consumer Quant survey July 2022 n.315