UK Supermarket Iceland Doubles Plant-Based Offerings With Launch of LIVEKINDLY Brands in 1000 Stores

Following the LIVEKINDLY Co’s acquisition of No Meat, Iceland’s vegan meat alternative brand, the UK discount supermarket announces today it has doubled its meat-free offering in almost 1,000 stores, with the rollout of Fry’s, Oumph! and LikeMeat products. Andrew Staniland, Trading Director at Iceland Foods, stated: “We’ve seen substantial growth in meat free sales”.

The products to be launched into Iceland and The Food Warehouse include:

  • Fry’s – Chicken Burger, Chicken Nuggets, Big Fry Burger, Curry Pie and Fishless Fillet.
  • Oumph! – Oumph! Kebab Spiced, Pulled Oumph!, Oumph! Balls, Oumph! Mince and Oumph! Smoky Bits.
  • LikeMeat – Like Chicken Nuggets and Like Breaded Chicken.
©LiveKindly Co

Domenico Speciale, General Manager, LIVEKINDLY Collective UK says: “Partnerships are crucial across the whole value chain to help deliver our mission to make plant-based eating the new norm. Making our products widely available helps us to deliver on that mission, I am delighted to be working with such a value-aligned partner to bring the best plant-based products to Iceland shoppers. I am excited to be working with the Iceland team over the next few years to inspire and educate shoppers looking to make healthier choices and move to a more flexitarian diet.”

Andrew Staniland commented: “Doubling our meat-free offering with the launch of LIVEKINDLY Collective brands into Iceland main estate and Food Warehouse is a further evidence of bringing healthier food choices to our customer to meet the demand for plant-based meat alternatives. We’re excited to be bringing a brand-new range of 100% plant-based products from some of the best known and most loved brands in the UK to the Iceland shopper and seeing what our customers think about the new range.”



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