Brakes launches new plant-based products

© Brakes

Food Service

Leading UK Food Wholesaler Brakes to Launch Over 50 New Plant-Based Products

Brakes, the UK’s leading wholesale food service company, has started its Veganuary campaign by launching a new range of plant-based products. Called Sysco Simply Plant Based, the range will initially feature five centre-of-plate plant-based options, including a Chestnut & Seed Roast and a Sweet Potato & Red Onion Marmalade Seeded Tart. The product selection will be steadily expanded over the next 18 months, growing to over 50 products including meat alternatives, desserts, and more. The launch of the new range will be supported by a programme helping food service providers cater to consumers taking part in Veganuary. A dedicated section on the Brakes website explains the reasons for getting involved in the campaign, providing recipe ideas, menu templates, promotions, and more. “Veganuary is a great …


Brakes promotes plant-forward meals

Image: Brakes on Facebook

Food Service

Leading UK Food Wholesaler Brakes Encourages Plant-Forward Meals in Educational Settings

Brakes, the UK’s leading food wholesale supplier, has launched an initiative encouraging education caterers to serve plant-forward meals. The company is offering a set of resources to help school, college, and university caterers understand the benefits and opportunities of including more plant-based ingredients in their dishes. This includes recipe and menu suggestions, along with nutritional information and cost-saving tips. Brakes said that removing animal products entirely can be challenging for caterers, especially as some students struggle with unfamiliar foods. However, taking a plant-forward approach provides significant sustainability benefits and cost savings without entirely eliminating animal ingredients. While Brakes’ plant-forward resources for educators emphasise whole foods like beans and vegetables, the wholesaler also offers meat alternatives such as those made by Moving Mountains and THIS. “Virtuous …



Market & Trends

Half of UK Consumers Still Don’t Grasp Meaning of Vegan

A recent study reveals over half of UK consumers want to see more vegan options on menus but are more likely to order if it is labelled ‘plant-based’ instead of ‘vegan’ – a term which appears to be misunderstood even in 2022 according to the findings. The study revealed that only 50% of consumers fully understood what the term vegan means, with 9% of people believing that vegan food refers to ingredients only green in colour.  Conducted by plant-based producer Meatless Farm and Brakes – one of the UK’s leading wholesalers – the findings reveal that 39% of Brits want restaurants to offer more vegan food, but are dissuaded by the menu description ‘vegan’. 52% claimed the term ‘plant-based’ was more attractive to them when …


Moving Mountains

©Moving Mountains

Products & Launches

Moving Mountains Products Now Available on Ocado, its “Bleeding” Burger is Outselling all Beef Burgers through Brakes

The brand, which launched as a response to Beyond Meat with the UK’s first “bleeding” burger, has launched for home delivery through Ocado. The burger was previously only available to foodservice, with UK’s biggest food distributor Brakes revealing that it is their bestselling burger, outselling all their beef and vegetarian offerings.



Image courtesy of Meatless Farm

Company News

Meatless Farm Enters Wholesale Market with Brakes

Plant-based meat producers The Meatless Farm Co, based in the UK, revealed in April its plans to expand internationally, and by June had announced its launch into the American market. Its products, including vegan mince (ground beef) and sausages, have been successfully launched into several large supermarkets, and now continuing its success, the brand announces a partnership with Brakes for wholesale distribution.