Meatless moves mainstream: UK start-up seeks partners for meat-free NPD

24 Oct 2018 --- This week, UK based start-up food company, The Meatless Farm Co., made its global debut at the SIAL trade show in Paris. The company is currently showcasing its plant-based mince and burger range and seeking to find partners in key international markets at the major event, where plant-based innovation is thriving through brands such as Beyond Meat.

Already listed nationally in over 600 Sainsbury’s stores and with 140 Greene King-owned Chef and Brewer pubs, The Meatless Farm Co. recently launched to the UK market with a 400g fresh mince and two pack 227g fresh burger patties. The brand is placed to cater to the growing demand for meat alternatives that is proving popular with many European consumers. 

Morten Toft Bech, Founder of The Meatless Farm Co. says: “It has been a great start in the UK and now we are seeking international fresh food distribution and retail and on-premise partners in the European and Middle Eastern markets. We anticipate particular interest from countries such as Germany, Netherlands and Scandinavia, where the meat-free market is thriving.” 

Speaking to FoodIngredientsFirst at SIAL, Toft Bech explains: “We are a 100 percent plant-based mince meat alternative using soy, pea and rice proteins.”

“This is cutting edge food technology for protein innovations,” he adds. “Our products can easily be swapped with meat and you can make the same recipes and family favorites such as spaghetti Bolognese and lasagnas.”

“When I initially set up the company, I wanted to create something that wasn’t meat-based but had the same nutritional profiles as meat and that could be used in your cooking the same way that you would use meat,” he states. 

“One of the things that I see as a stumbling block on the whole vegetarian and vegan trends is that there is a lack of products out there which offer an easy transition,” Toft Bech notes. 

“Now we are starting to see more choice out there and this trend and tendency is set to grow further. For example, the climate debate is heating up and we need to consume less meat. For people who are looking to reduce their meat consumption from five to three times a week, we have a suitable substitute.”

“We are targeting a European expansion and that is why we are here at SIAL offering our products to a wider audience outside of the UK. We hope to expand into Europe and beyond,” he reveals. 

The Meatless Farm Co.’s experts and chefs spent two years developing fresh products that deliver on texture and taste – the most significant barriers to people going meat-free. Now, with patent pending, The Meatless Farm Co. will sample their products at SIAL using them in everyday family favorite meals. 

“As meat-free alternatives become increasingly mainstream, we’re on a mission to make meatless delicious and offer everyday solutions suitable for flexitarians, vegetarians and vegans around the world. We’re looking for partners that can help us with our mission and provide choice to their customers at a time of change in people’s traditional eating habits,” adds Toft Bech. 

SIAL 2018 is a good opportunity for meat alternatives like The Meatless Farm Co. to talk to retail and casual dining, foodservice, wholesale and quick service restaurants operators, with the latest research revealing eating less meat could help mitigate the environmental pressures of global food production and allow the planet to support a rapidly growing population.

“We are a start-up with big ambitions to lead the global shift towards lower meat consumption by becoming a brand leader in plant-based proteins and driving sales value for our grocery retail and on-premise partners in response to the seismic change in dietary and environmental choices,” concludes Toft Bech.

You can read more on The Meatless Farm Co here. 

By Elizabeth Green