Ubiquitous value pub chain JD Wetherspoons will offer gourmet meat alternative products for the first time, following a deal with Meatless Farm, the UK’s plant meat creator which aims to be a competitor to Beyond Meat and Impossible Foods.
The Meatless Farm produces plant-based mince, burgers and sausages which are available in UK retail in Sainsbury’s, Morrisons, Booths and the Co-op. The Leeds based company also successfully rolled out across Europe and into the US. This month we also reported that the firm also secured a seven-figure equity deal with broadcaster Channel 4.
The Meatless Farm founder Morten Taft said: “We set up the brand to try to reduce global meat consumption. We are delighted that our products are going into Wetherspoon’s after a hugely successful trial, with sales four times more than we were expecting.”
JD Wetherspoons operates 900 pubs across the UK and made £66.7 million in profits over 2018. Head of Catering, Jameson Robinson, commented: “We are keen to offer vegetarian and vegan pub-goers an excellent choice of meals to enjoy at Wetherspoon. The plant-based burger is a great addition to the menu and we are confident that it will prove popular with vegetarians and vegans as well as those who eat meat.”