Kent-grown product is pitched as an ideal ingredient for plant-based cooking
Kent organic mushroom farm Urban Farm-It has gained a listing in Sainbury’s superstores nationwide for its fresh, hand-harvested Lion’s Mane mushrooms.
The striking, fluffy-white, individual mushrooms are available in 200g punnets for £5, and are described as perfect for adding a gourmet twist to everyday dishes.
The gourmet mushrooms are being pitched as an innovative meat-free option, as their naturally dense texture and delicate flavour makes them a versatile ingredient for plant-based cooking.
The mushrooms are packed in a fully recyclable, black cardboard punnet featuring a QR code that invites Sainsbury’s customers to explore the product’s full journey from farm to plate, as well as giving access to a specially curated recipe book featuring innovative dishes from plant-based chefs.
Urban Farm-It’s founder Elliot Webb said: “We’re incredibly excited to launch our fresh UK-grown Lion’s Mane mushrooms in Sainsbury’s – a first for a UK supermarket. Bringing this unique ingredient to consumers across the country is a huge milestone for us.
“Lion’s Mane is gaining recognition for its versatility in plant-based cooking, with its meaty texture making it an excellent alternative to seafood and meat. Urban Farm-It are passionate about growing exceptional produce and we can’t wait to see how shoppers embrace the unique flavour and culinary potential of Lion’s Mane.”
