Patrick Elwood, head of Warren Foods Ltd, is determined to beat Quorn and Linda McCartney Foods at their own game. He has just launched its new range of vegetable lookalike meat products, including green-dyed slivers of spam “lettuce”, muesli made from sausage offal, and lentils that are really pellets of black pudding.
“I believe there's a closet carnivore market out there”, Mr Elwood said. “I had a letter the other day from a man who eats nothing but red meat, but has told his fiancée he's a vegan, and he's worried about how to keep up the pretence after they're married”.
Response has been mostly positive. “It'll be a change to have some greens with my morning fry”, says John Welch, of Coventry, as he stocked up with Warren Spam Lettuce in his local supermarket. However, Rick Hanson, from Newcastle, is not happy. He thinks the foods have been adulterated with vegetable flavouring and, he says “when I tried to deep-fry the lentils, they just turned to mush”.