Best-selling products from UK alt meat brand Meatless Farm are back on supermarket shelves, along with a new product development said to be the first-to-market, just weeks after famously being acquired by industry peer VFC.
Speaking to vegconomist on the acquisition of the brand, VFC Co-founder Matthew Glover said that the acquisition, financed from the company’s cash reserves, marks a crucial milestone for the company and its mission to remove animals from the food chain.
A major step for plant-based
“Those claiming the plant-based food movement has peaked are mistaken. The consumer appetite for plant-based is still there and at a total EU level, the category is in growth, with unit sales growth of the plant-based milk, meat and cheese categories outpacing that of animal-based counterparts.
“The acquisition of the Meatless Farm brand is a major step in our mission to remove animals from the food chain and we’re only just getting started,” stated Glover in June.
Consumer favourites & NPD
The products returning to Asda shelves entail its flagship product Plant-based Mince; Chicken Breasts; Quarter Pounder Burgers; the unique filled pasta products Red Wine & Porcini Mushroom Girasole and No-Duja Ravioli; along with brand new product, a “first-to-market” Pork & Apple Sausage.
According to a press release, Meatless Farm will be relaunching into further retailers and across foodservice across the next two months, supported by a national multi-channel marketing campaign to drive consumer awareness that the products are back on the market.
Dave Sparrow, CEO of Meatless Farm and VFC, comments: “Getting Meatless Farm back on-shelf for our valued consumers is our number one priority and we have been working tirelessly with our partners and customers to make this happen.”
The recently appointed CEO continues: “We’re delighted that shoppers can now find the Meatless Farm core range in Asda, as well as first-to-market innovation from the brand.
“Our pasta lines stretch the brand into a new eating occasion and we’re excited to be the first brand to launch a plant-based Pork & Apple Sausage, converting new consumers via a premium, top-selling flavour profile from the meat category.”
Read the recent vegconomist Q&A with VFC here.