Spinneys launches new sustainability initiative


January 17, 2021 | By RetailME Bureau

Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the UAE. As part of its corporate sustainability programme ‘Let’s Do Better Together’, the campaign aims to inspire customers to enjoy a more sustainable diet and healthy lifestyle by shopping plant-based products.

Taking place across Spinneys branches until 14th February 2021, customers are invited to explore the supermarket’s plant-based ranges that have been carefully selected and stocked on shelves, from meat-free and dairy-free alternatives to easy-to-prepare convenience foods. The team will also be on hand to share plant-based recipes and tips on how to lead a more sustainable lifestyle, such as how to reduce food waste by using the whole plant from root to leaf.

Demand for plant-based diets was already on the rise prior to COVID-19, but the pandemic has shifted consumer preferences towards more health-based lifestyles, better nutrition and improved hygiene conditions. With this trend expected to continue post pandemic, Spinneys will continue to expand its offering to include more innovative plant-based products that promote sustainable, healthy eating.

“With growing demand from conscious consumers for supermarkets to provide a broader variety of plant-based foods, Spinneys is committed to bringing quality, highly nutritious and good-value products from all over the world, as well as locally produced options such as our own SpinneysFOOD plant-based range of delicious, easy recipes for our customers to enjoy,” explains Tom Harvey, Commercial Manager at Spinneys Dubai.

Spinneys is the first retailer in the UAE to introduce the plant-based, ethical food developer Heather Mills’ award-winning range V-Bites. Offering products such as the Game Changer VMega Burger made from seasoned soya protein, or Meat-Free Chicken Nuggets made from plant-based chicken coated in crispy breadcrumbs – convenient, plant-based cooking has never been easier.

Notable plant-based brands also available at Spinneys include Linda McCartney, Meatless Farm, Quorn, Omnimeat Violife and Beyond Meat. The Spinneys’ home-brand range by SpinneysFOOD includes recipes using Beyond Meat burger and sausages, from spicy koftas to stuffed peppers and ‘meatloaf’ with mushroom ketchup in a bid to inspire customers to experiment with plant-based meals.

“At Spinneys we are making sustainable choices for the future, and hope to encourage our customers to join us on the journey. We know that we have a lot of work to do to become a truly sustainable organisation but we are taking the steps to make this a possibility in the not-so-distant future,” adds Harvey.

Committed to the health and wellbeing of its customers and the environment, the company’s mantra ‘Eat Well, Live Well’ is reflected in its product offering and the implementation of its sustainability practices. With big plans for 2021, including the official launch of its sustainability strategy, customers can expect to see more sustainable initiatives such as Spinneys’ free composting service for real pine Christmas trees that took place in January in partnership with Tadweer Waste Treatment LLC Dubai.

On 21st January, Heather Mills will be joining Spinneys to run a Facebook Live event on @SpinneysDubai to discuss her new products, share recipes and answer customers’ questions about plant-based diets and lifestyles. Later in March 2021, Heather will be heading to Dubai to cycle the Dubai92 Cycle Challenge sponsored by Spinneys, and will share more plant-based recipes on social channels in the lead up.

The team will also run a competition in partnership with Beyond Meat for a customer to win AED 10,000 to spend at Giant Cycle stores including free entry to the Dubai 92 Cycle Challenge on 26th March. All customers need to do is purchase any Beyond Meat product (in-store or online) and show their receipt at the customer service desk in any Spinneys store.

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