Plant-based start-up makes UK debut, launches vegan meat alternatives

636747570313292683bolognesa.jpg

10 Oct 2018 --- New UK start-up food company, The Meatless Farm, has launched its first products in the UK. The 400g fresh mince and two pack 227g fresh burger patties, which, according to the company are lovingly made from plants, will be available exclusively in Sainsbury’s from mid-October. The move comes as the plant-based sector is thriving globally.

Vegan products are becoming much more mainstream, evidenced by a much higher prevalence of food companies moving straight beyond vegetarian to vegan. The plant-based food market is growing at double-digit rates and expected to reach US$5.2 billion worldwide by 2020. 

Click to Enlarge
The Meatless Farm Co has launched its first products in the UK
Pictured: 400g fresh mince

According to data from Innova Market Insights, there has been a 45 percent average annual growth of food and beverage launches with a vegan positioning (CAGR, 2013-2017). New launches with a vegan positioning increased its market penetration in Europe from 1.5 percent in 2013, to 7 percent in 2017.

The trend in plant-based foods is not slowing down either. A CAGR in products featuring the plant-based claims such as “plant-based” and “100 percent plant,” has been 60 percent from 2012-2016.

Made in the UK and ideal for everyday cooking, The Meatless Farm has created plant-based mince and burgers that are promoted as "meat-free, not taste-free."   

Morten Toft Bech, Founder of The Meatless Farm, says: “We have spent the past two years developing a product that is delicious and unique in its category. We are entering the market at a time when demand is growing and meat-free alternatives are becoming increasingly mainstream. We champion texture and taste, offering an everyday solution for the UK’s 22 million flexitarians who want to enjoy favorite family dishes still but eat a little less meat, alongside catering for vegetarians and vegans who are looking for tasty alternatives.”

The Meatless Farm Co. is investing in a significant national marketing program and working in partnership with Sainsbury’s to drive consumer awareness and trial. Research has shown that women and millennials are driving the demand for meat-free and The Meatless Farm believes that its products will help meet demand and offer the retail sector a brand which stands out from the competition. In addition to being high in protein, just like meat, the mince and burgers are competitively priced against their meat counterparts, offering the trade a credible and desirable choice for meat-free sales in-store.

Click to Enlarge
The Meatless Farm Co has launched its first products in the UK
Pictured: Two pack 227g fresh burger patties

There is a global shift in the way people eat and the alternative meat market is expected to be worth billions by 2020, according to the company. The Meatless Farm wants to lead this change, become a household name and brand leader in plant-based proteins and drive sales value for their retail partners.

The Meatless Farm mince and burgers are available exclusively at Sainsbury’s, Mince - 400g, RRP £3.00 (US$3.95), Burgers - 227g, RRP £2.50 (US$3.29).

FoodIngredientsFirst has reached out to the company for further details. 

Sainsbury’s has been highly active in expanding its meat-free portfolio recently. Last week, FoodIngredientsFirst reported that Vivera launched its latest breakthrough in plant-based hamburgers, with the product making its debut in Sainsbury's last weekend.

You can read more on this here

To contact our editorial team please email us at editorial@cnsmedia.com

Related Articles

Food Ingredients News

Global Food Security Index: Singapore claims top spot as US and UK drop to third place

17 Oct 2018 --- The agriculture division of DowDuPont, Corteva Agriscience, and The Economist Intelligence Unit (EIU) have released the 2018 Global Food Security Index (GFSI) findings which signal a shift toward more resilient food security measures. For the first time, Singapore claims the top spot in the 2018 GFSI ranking, partly because GDP per capita has risen nearly 30 percent since 2012, while the percentage of household expenditure that is spent on food is 6.9 percent.

Food Ingredients News

AgWater Challenge: Target and ADM outline commitments to protect freshwater resources

17 Oct 2018 --- Ceres and World Wildlife Fund (WWF) have announced the addition of Target, a general merchandise retailer that serves guests at more than 1,800 stores, and Archer Daniels Midland Company (ADM), one of the world’s largest agricultural processors and food ingredient providers, to the AgWater Challenge. The two companies’ new water stewardship commitments are to be shared at the Financial Times Water Summit in London.

Food Ingredients News

A turning point in history? World Food Day shines a light on eradicating hunger, boosting nutrition and mitigating climate change

16 Oct 2018 --- As the dust settles after last week’s stark warnings from climate change experts about how future drought, high temperatures and extreme weather events could seriously impact crops and supply chains, attention turns to World Food Day (WFD) which is being marked today with a campaign to eradicate hunger. Once again food security is on the agenda as key players meet in Rome to mark the day and urge a greater awareness and action for those who suffer from hunger and to ensure food security and nutritious diets for all.

Food Ingredients News

Irish Minister launches dairy research center, reinforces commitment to agri-food sector

16 Oct 2018 --- The Irish Minister for Agriculture, Food and the Marine, Michael Creed TD, has launched the new VistaMilk SFI Research Centre which is jointly funded by Science Foundation Ireland (SFI) and his department. The VistaMilk Centre will be hosted by Teagasc Moorepark (Co. Cork), in partnership with a number of research performing organizations, multinational and SME companies in the food sectors are also part of the consortium.

Food Ingredients News

Cutting rice greenhouse gas emissions: Olam calls for international cooperation

16 Oct 2018 --- Olam is calling for urgent action by the agri-sector including brands, retailers, financial institutions, scientists and governments to implement solutions to limit methane emissions from rice production while improving farmer livelihoods and food security. According to the company, it is essential to consider that many rice consumers are unable to pay more for rice production and the industry should react now.

More Articles