Linda_McCartney_Foods

Linda McCartney Foods

Linda McCartney Foods

British food brand

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.

Quick Facts Industry, Founded ...

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.[1] The brand has changed ownership throughout its history, including with McVitie's and Heinz. Since 2006, it has been owned by Hain Celestial Group.

History

Early history

Linda McCartney Foods was founded by Linda McCartney in 1991. It launched with a range of frozen vegetarian products including golden nuggets, ploughman's pie (cheese pie), ploughman's pasties, lasagna, Italian style toppers, and beefless burgers,[2] with recipes based on dehydrated textured vegetable protein (TVP).[3] The brand was preceded by McCartney's cookbook, Linda McCartney's Home Cooking,[4] which was used by the tour chef for the McCartney's band for the 1989 exclusively-vegetarian catered tour "rock's first veggie tour."[5][6]

The original packaging graphics featured Linda McCartney's portrait and signature, a black and white illustration by artist Jonathan Mercer, and the Vegetarian Society's seal of approval.[7][8] 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.[9]

Further products were added in 1991 and 1992, including Spaghetti Bolognese-style, Deep country pies, cauliflower and broccoli potato gratin and vegetable wedges.[10] The Spaghetti Bolognese style was marketed as being the "...only meat analog version of the product" available on the market.[11] The brand was introduced across Europe in 1992.[12] and America.[13][14]

The products changed ingredients in 1993, switching from TVP to wheat protein. This was marketed as providing a more meat-like taste than other meat analogue brands.[15] In 1995, it was noted that the sausages were manufactured from TVP seasoned with parsley.[16] The product range was expanded 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.[17]

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).[18][19] 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.[20] 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.[21][22]

1996-present; McVitie's, Heinz, and Hain Celestial Group

The brand became part of United Biscuits' McVitie's Prepared Foods division in March 1996. 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.[23][24]

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.[25]

It was sold again in 2006 to the Hain Celestial Group.[26] The McCartney family remains involved in its development.[27]

Products

Linda McCartnery Foods products include chilled and frozen meat analogues in the form of burgers, sausages, sausage rolls, meatballs, stir-fry dishes and pastas.[28][29] In 1995, in addition to Pasta Primavera, Fettucini Alfredo, Lasagne Roma, Burrito Grande, other products were American Barbecue, Tex-Mex Tostada and Traditional Stew.[30]

The food line faced recalls in the 1990's, including pies containing too much meat in 1992[14] and beefless burgers containing more fat than advertised in 1995.[31] A 1999 report from BBC Two alleged products contained genetically modified soya.[32]

Sponsorships

Linda McCartney Foods sponsored the Linda McCartney cycle team set up by Julian Clarke in 1998. In 2000, it became the first British team to compete in the Giro d'Italia with rider David McKenzie winning one of the stages. The team disbanded the same year with debts owed to some of the team members.[33]

See also

References

  1. [1]
    Jones, Helen (29 June 1995). "Management (marketing and advertising) - celebrity wares". Financial Times. p. 11.
  2. [2]
    Hurst, Phoebe (9 January 2019). "How Linda McCartney's Legacy Lives on in the Modern Vegan Movement". Vice. Retrieved 14 January 2024.
  3. [3]
    "Ross Young's launches Linda McCartney range of frozen meatless meals". The Grocer. 11 May 1991. p. 43.
  4. [4]
    Stern, William M.; Hayes, John R. (20 June 1994). "Feeding the band". Forbes. 153 (13): 138 – via EBSCOHost.
  5. [5]
    Schaefer, Stephen (31 October 1990). "McCartney cookbook is anti-meat manifesto". USA Today. p. 02D.
  6. [6]
    Emerson, Bo (25 November 1989). "Vegetarian Meals Fuel McCartney Band, Crew". Atlanta Journal and Constitution. p. B/09.
  7. [7]
    "People in the News". The Associated Press. 30 April 1991.
  8. [8]
    "Ross Young's launches new range of vegetarian dishes endorsed by Linda McCartney". Design Week. 3 May 1991. p. 5.
  9. [9]
    "Ross Young's to launch Linda MacCartney [sic] range of ready meals". Marketing: 6. 2 May 1991 – via Factiva.
  10. [10]
    "Ross Young's to add four new varieties to Linda McCartney's vegetarian brand". The Grocer. 9 November 1991. p. 46.
  11. [11]
    Saulnier, John M. (1 January 1992). "World class forzen food manufacturers shine brightly at ANUGA '91 exhibition (ANUGA World Food Market)". Quick Frozen Foods International. p. 106.
  12. [12]
    "Ross Young's to introduce Linda McCartney endorsed vegetarian meals during 1992". Marketing Week. 18 October 1991. p. 11.
  13. [13]
    "Briefly". USA Today. 1 November 1991. p. 02D.
  14. [14]
    "Ross Young's vegetarian pies 'laced with meat'". The Independent - London. 10 October 1992. p. 2.
  15. [15]
    Dwek, Robert (19 August 1993). "Revamp for McCartney's veggies". Marketing. p. 4.
  16. [16]
    "Linda McCartney sausages; mince; chunks". International Product Alert. 12 (12). 21 June 1995 – via Factiva.
  17. [17]
    "Ross Young extends Linda McCartney frozen meals range". The Grocer. 17 June 1995. p. 32.
  18. [18]
    "Linda McCartney to introduce line of frozen meatless entrees in United States". PR Newswire. 3 December 1993.
  19. [19]
    "Linda McCartney plans line of frozen entrees". Buffalo News. 5 December 1993.
  20. [20]
    Welch, Bryan (25 March 1994). "Fab fellow finds Fairmont". Sentinel. p. 1.
  21. [21]
    "Linda McCartney in Minnesota to launch 'New jobs from new food'". PR Newswire. 25 March 1994.
  22. [22]
    "Entrees (product introduction)". Gorman's New Product News. 30 (3): 40. 11 April 1994 – via Factiva.
  23. [23]
    "Mainstream battle for meat-free brands". The Grocer. 5 October 1996. p. 32.
  24. [24]
    "This week - stop press". Marketing. 10 October 1996. p. 4.
  25. [25]
    "Ad Age's World Wire". Advertising Age. 71 (7): 66. 14 February 2000 – via EBSCOHost.
  26. [26]
    "A Healthy Way of Life", Hain Celestial Group, accessed 1 February 2011.
    "Linda McCartney food line boosts Hain Celestial", Newsday, 10 November 2010.
    That it was owned by Heinz: Nigel Slater, "When the McCartneys came for lunch", The Observer, 29 April 2007.
  27. [27]
    "Sir Paul visits Linda food factory", Belfast Telegraph, 7 October 2010.
  28. [28]
    "Our story", "Our food", Linda McCartney Foods, accessed 1 February 2011.
  29. [29]
    Katie Allen, "Linda McCartney food empire sold", The Guardian, 13 June 2006.
  30. [30]
    Riso, Mary Lou (6 September 1995). "Check it out". The REcord.
  31. [31]
    "Veggie food cost 'leaves bad taste'". Evening Standard. 18 October 1995. p. 5.
  32. [32]
    "BBC News | Sci/Tech | GM soya 'in Linda McCartney food'". news.bbc.co.uk. Retrieved 2017-10-12.
  33. [33]
    Benson, Daniel (15 June 2016). "Has UKAD failed to investigate the Linda McCartney team?". Cycling News. Retrieved 24 January 2024.
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