Leading UK broadcaster Channel 4 has invested in plant-based company The Meatless Farm Co. The funds will be partly utilised to kickstart a new TV advertising campaign, which will transmit regionally across Channel 4’s main channel and streaming service, All 4, throughout the autumn season.
The seven-figure deal, which is being executed through Channel Four’s Commercial Growth Fund, will see the broadcaster take equity in the The Meatless Farm in exchange for commercial airtime.
The Meatless Farm Co has quickly become a lucrative operation, launching only last year with immediate sights on international expansion and soon rolling out across Europe and the US. As per our article just last week, the Leeds based firm recently signed a deal with Britain’s larges food wholesaler Brakes to secure distribution across the UK.
The advertising campaign showcases the company’s taste and texture credentials with a series of plant-based meals. The Meatless Farm Co’s TV advertising campaign follows significant marketing investment as the brand continues to grow in a global market predicted to reach $27.9bn by 2025.
Morten Toft Bech, Founder of The Meatless Farm Co, comments: “Our mission is to make it easy for people to reduce their red meat consumption by switching to plant-based meat alternatives. Making the swap, even if it’s just once a week, can make a huge difference to our planet – it’s the equivalent of taking 16 million cars off the road. To help people swap, we offer a range that allows you to enjoy your favourite meals without sacrificing on texture or taste. Channel 4 has always been at the forefront of social change and this investment is a pivotal moment in The Meatless Farm Co’s journey. Channel 4’s audience, and environmental and ethical values align strongly with ours and we are very much looking forward to the future.”
Vinay Solanki, Head of Commercial Growth Fund at Channel 4, said: “This is an exciting investment for Channel 4 as we extend our Commercial Growth Fund investment portfolio into a new sector and support an innovative Leeds-based company with an impressive entrepreneurial management team. The plant-based market is a huge growth area as people, particularly young people, are increasingly seeking plant-based alternatives to meat. The Meatless Farm Co’s innovation and sustainability credentials are inspiring, and we hope that through advertising across our channel portfolio and reaching our valuable core 16-34 audience, we’ll help support their impact and growth journey.”
