# Meatless Turkey Alternatives OMV! Vegan No Turkey Features a Crispy "Skin" Coating By Laura McQuarrie | Published 2023-11-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/omv-vegan-no-turkey References: [plantbasednews.org](https://plantbasednews.org/lifestyle/food/entire-vegan-christmas-turkey/) & [asda](https://www.asda.com/#/)  At the start of 2023, UK supermarket chain [Asda](https://www.trendhunter.com/trends/this-product) released its vegan brand OMV! and in preparation for the holiday season, the OMV! Vegan No [Turkey](https://www.trendhunter.com/trends/cook-from-frozen-turkey) is being introduced for [plant-based consumers](https://www.trendhunter.com/trends/plant-based-christmas-menu). This plant-powered turkey alternative is made from a blend of wheat, soya and pea proteins, and it has both light and dark "meat" sections to suit different preferences. The "legs" of the turkey alternative are juicier, while the crown boasts a leaner texture and a brighter color. Most noticeably, this vegan turkey alternative is wrapped in a crispy "skin" coating. For the 2023 holiday season, Asda has rolled out an extensive range of vegan products, including other options like the Oyster & Porcini Mushroom Wellington, Mushroom Pigs in Smoky Aubergine Bacon and Strawberry Trifle featuring dairy-free custard. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 21% | Activity: 37% | Freshness: 19% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Plant-based Turkey Alternatives:** The introduction of OMV! Vegan No Turkey by Asda demonstrates the growing trend of plant-based alternatives for traditional holiday dishes. - **Crispy 'skin' Coating:** The innovative crispy 'skin' coating on the OMV! Vegan No Turkey presents an opportunity for other food companies to create new, craveable textures for plant-based products. - **Extensive Vegan Product Range:** Asda's launch of an extensive range of vegan products, including the Oyster & Porcini Mushroom Wellington and Mushroom Pigs in Smoky Aubergine Bacon, reflects the increasing demand for diverse plant-based options. ### Sectors Adopting This - **Food Retail:** The introduction of the OMV! Vegan No Turkey at Asda highlights the potential for food retailers to tap into the growing market for plant-based products. - **Food Manufacturing:** The creation of compelling textures, such as the crispy 'skin' coating on the OMV! Vegan No Turkey, represents a disruptive innovation opportunity for food manufacturers in the plant-based industry. - **Vegan Food & Beverage:** The expansion of Asda's vegan product range exemplifies the opportunity for companies in the vegan food and beverage industry to cater to a wider range of consumer preferences and dietary choices. ## Related on Trend Hunter - [Plant-Based Holiday Baguettes](https://www.trendhunter.com/trends/holiday-baguette.md) - [Mycelium-Based Holiday Roasts](https://www.trendhunter.com/trends/mycelium-turkey-roast.md) - [Vegan Christmas Ranges](https://www.trendhunter.com/trends/vegan-christmas-range.md) - [Festive Vegan-Friendly Food Products](https://www.trendhunter.com/trends/tesco-vegan-christmas-range.md) - [Meatless Duck Alternatives](https://www.trendhunter.com/trends/vegan-roast-duck.md) - [Meatless Ground Turkey Products](https://www.trendhunter.com/trends/turkeyless-ground.md) - [Meat-Free Christmas Roasts](https://www.trendhunter.com/trends/this-chestnut-mushroom-caramelised-onion-nut-roast.md) - [Lamb-Free Easter Roasts](https://www.trendhunter.com/trends/no-lamb-roasting-joint.md) - [Vegan-Friendly Thanksgiving Pastries](https://www.trendhunter.com/trends/original-wellington.md)