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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.