Meatless Farm unveils “next-generation” pea protein burger and sausage recipe

06 May 2020 --- UK plant-based firm, The Meatless Farm Co, has launched improved sausage and burger recipes using pea protein to replicate the taste and texture of meat even more closely. Described as “next-generation”, the products have been created to tempt even more meat eaters to trial and adopt meat-free alternatives and capitalize on increasing demand within the plant-based category. The new recipe comes as the company continues its growth following recent expansion in the global plant-based food market with a new partnership with meal kit company Gousto.

The UK’s fastest-growing meat alternatives brand is rolling out its new pea protein recipe for its sausages and two-pack burger patties to deliver taste and texture that are even more like meat, the company says. 

The new recipe sees the removal of soya, making it allergen-free while preserving its high protein and fiber content alongside its low level of saturated fat.

The news also follows the company’s recent foray into the global restaurant scene with new distribution channels set up within 450 stateside Whole Foods Market locations. 

The British company has invested heavily in new product development, which is headed by former Unilever food scientist Dr. Pete Hynes. Combining a team of chefs and food scientists has positioned the brand to constantly innovate in a new on-site test kitchen, says the company. 

“Since launch, our purpose has been to help people eat a little less meat in order to create a more sustainable food system. Taste and texture are the biggest barriers to trial for meat eaters which is why we are very excited to launch our meatiest recipe yet,” says Morten Toft Bech, Founder of Meatless Farm. “We’ve seen a shift in consumer attitudes towards plant-based food, it’s not a vegan niche but becoming a mainstream movement. More than seven out of ten people make repeat purchases of our products and we are predicting that as more people try our great products even more will buy them again and again.”

Meatless Farm has reported significant year-on-year sales growth driven by health, environment and welfare concerns. 

The new recipe launch will also be supported by the company’s first national TV campaign. This is the first next-generation meat alternative company to do a campaign of this level and currently it is the top spending brand in the category. The campaign is being supported by PR, digital advertising and social media.

Meatless Farm was started in 2016 by Morten Toft Bech. It aims to improve people’s health through better eating while supporting the environment and reducing the world’s dependency on intensive farming. It was recently recognized by the industry for its innovation, being awarded the best emerging business at the Food and Drink Federation awards.

Edited by Gaynor Selby

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