- The UK’s leading plant-based food brand, Meatless Farm, has launched improved sausage and burger recipes using pea protein to replicate the taste and texture of meat even more closely
- These next gen products are designed to tempt even more meat eaters to trial and adopt, building on Meatless Farm’s successful growth, with year-on-year sales more than trebling
- Recent Kantar data showed that Meatless Farm is the fastest-growing brand in its category and the new recipe launch will be supported by the company’s first nationwide TV campaign
The UK’s fastest-growing meat alternatives brand, Meatless Farm, 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 launch of these next generation products aims to drive more meat eaters to try Meatless Farm products and capitalise on increasing demand within the plant-based category. The new recipe sees the removal of soya, making it allergen free whilst preserving its high protein and fibre content alongside its low level of saturated fat.
The British company has invested heavily in new product development, which is headed up by ex-Unilever food scientist Dr Pete Hynes. Combining a team of chefs and food scientists has uniquely positioned the brand to constantly innovate in a new on-site test kitchen.
Morten Toft Bech, Founder of Meatless Farm says; “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. 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 a 210% increase in sales year-on-year1, driven by health, environment and welfare reasons. The brand is supporting its next generation products with its first nationwide TV campaign with Channel 4. 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, a sign of confidence and commitment in an uncertain market. The campaign is being supported by PR, digital advertising and social media.
For more information, visit: www.meatlessfarm.com
 Nielsen 12 wks to 21 March 2020