Meatless Farm News - vegconomist - the vegan business magazine

Meatless Farm OOO ad on bus stop states Trying Times

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Meatless Farm is “Back for Good”, Returning to Supermarkets with National Comeback Campaign & New Product Launch

September 21, 2023September 21, 2023

UK brand Meatless Farm, which was acquired by VFC this June following turbulent times, returns to Tesco shelves this week, additionally relaunching into Sainsbury’s and Ocado, along with an extension to its filled pasta range and a national OOH comeback campaign. The brand’s economic struggles earlier this year, during which administrators were appointed, generated prolific media attention, as such this OOH and digital advertising campaign intends to raise awareness that the Meatless Farm is back in retail for consumers. The message ‘For the Tryers,’ invites the increasing number of UK meat-reducers to ‘give it a try,’ further enticing them to purchase once again with a QR code generating a £2 discount and a Greenjinn money-off coupon. The campaign will run from the 25th September to …

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Meatless Farm Back on Shelves Less Than a Month After Facing Administration

August 7, 2023

Best-selling products from UK alt meat brand Meatless Farm are back on supermarket shelves, along with a new product development said to be the first-to-market, just weeks after famously being acquired by industry peer VFC. Speaking to vegconomist on the acquisition of the brand, VFC Co-founder Matthew Glover said that the acquisition, financed from the company’s cash reserves, marks a crucial milestone for the company and its mission to remove animals from the food chain. A major step for plant-based “Those claiming the plant-based food movement has peaked are mistaken. The consumer appetite for plant-based is still there and at a total EU level, the category is in growth, with unit sales growth of the plant-based milk, meat and cheese categories outpacing that of animal-based …

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Investments & Acquisitions

VFC Saves Meatless Farm From Administration

June 21, 2023June 21, 2023

In a much-needed injection of good news for plant-based business, especially in the UK, fried chicken challenger brand VFC today officially confirms the acquisition of Meatless Farm, which was on the brink of bankruptcy, as many of our readers will be well aware. In a deal worth £12m in sales, VFC has stepped in to save the British brand known in particular for its vegan mince product. The Meatless Farm brand will be retained, with the product range diversifying VFC Foods’ existing plant-based chick*n portfolio. Speaking to vegconomist this morning, Co-founder Matthew Glover states: “Those claiming the plant-based food movement has peaked are mistaken. The consumer appetite for plant-based is still there and at a total EU level, the category is in growth, with unit …

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UK's first branded plant-based meat-filled pasta

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Products & Launches

Meatless Farm Launches “UK’s First” Branded Plant-Based Meat-Filled Pasta

May 3, 2023

Meatless Farm has launched a selection of new products in the UK, including what it claims are the country’s first branded plant-based meat-filled pastas. Two varieties of pasta are available — Beef, Red Wine & Porcini Mushroom Girasole and No-Duja Ravioli. Both are high-protein, low in sugar, and can be prepared in 4-5 minutes. Meatless Farm has also launched two more products, targeting the barbecue season. The first is the New York Style Cheezeburger, based on the brand’s original plant-based meat burger and featuring a smoky vegan cheese melt. Building on the success of its chipolata range, Meatless Farm has also launched Chorizo-Style Sausages, flavoured with paprika for a Spanish-style taste. They are said to be ideal for tapas, along with dishes such as paella. …

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juicy marbles' plant-based whole cut loin pictured on a wooden board and being cut by a man

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Meat- and Fish Alternatives

6 Innovators Disrupting Steak With Plants in Europe

February 8, 2023February 8, 2023

Following our recent article on the steak alternatives available in North America, we take a look at the innovative brands disrupting steak in Europe. Not so long ago, most meat alternatives were limited to minced products such as sausages and burgers. But with technology progressing at an astonishing rate, consumers can now enjoy a range of whole-cut products, making it easier than ever to avoid meat. Here we give six examples of steak made from plants, currently available on the European market, and one more that is soon to arrive. 1. Vivera In 2018, Dutch brand Vivera became one of the first producers worldwide to launch plant-based steak. The product made its debut at UK supermarket chain Tesco, where 40,000 were sold in a single …

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Meatless Farm

Morten Toft Bech. © Meatless Farm

Meatless Farm: “We’re in the Midst of a Mainstream Global Shift Towards More Plant-Based Eating”

November 30, 2022

It’s been a huge year for Meatless Farm. The UK-based alt meat brand has gone from strength to strength in 2022, from launching innovative plant-based whole cuts such as steak and chicken breast to announcing major food service partnerships. Earlier in the year, Meatless Farm helped cocktail restaurant The Alchemist make its menu almost 50% vegan and enabled London fried chicken brand Mother Clucker to offer plant-based versions of every one of its menu items. Meatless Farm products can now be found at all major supermarket chains in the UK, and the brand’s success isn’t limited to its home country — its product portfolio is available across four continents and numerous markets, including Europe, the US, Canada, Asia, and Latin America. Founder Morten Toft Bech …

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chickenless roast

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Products & Launches

Meatless Farm Launches Vegan Chipolatas and Chickenless Roast for Festive Season

September 28, 2022

As the festive season approaches, UK alt meat brand Meatless Farm announces the launch of new plant-based chipolatas and a chickenless roasting joint. Combining pea protein with parsley and sage crumb, the Chickenless Roast serves four and is said to be ideal for a Sunday roast or Christmas dinner. The roast can be prepared in 35 minutes and is both soy-free and low in saturated fat. The chipolatas will replace Meatless Farm’s existing sausages, targeting consumers who want to try something new. They are high in fibre, gluten-free, and made from pea protein. Meatless Farm whole cuts The new chicken-style roast is not the first plant-based whole cut to be offered by Meatless Farm. In May, the brand launched vegan steaks, and last year it …

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Mother Clucker Meatless Farm

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Mother Clucker Partners With Meatless Farm to Offer Vegan Version of All Menu Items

December 14, 2022June 28, 2022

London fried chicken brand Mother Clucker has joined forces with fast-growing UK alt-meat company Meatless Farm to launch a range of new menu options. Mother Clucker started out as a street food truck, but has recently opened its first high street restaurant. The location will feature nine brand-new vegan dishes to mirror each of the conventional chicken options on the menu. The new offerings include wraps, burgers, and chicken-style strips, all made using Meatless Farm products and prepared in separate fryers from the meat options. The plant-based range is said to be larger than that of any other QSR chicken brand. Meatless Farm collaborations Meatless Farm has entered into several new restaurant partnerships in 2022. Most recently, the brand joined forces with cocktail restaurant chain …

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The Prime Minister Boris Johnson Portrait

The Prime Minister Boris Johnson, image: Ben Shread / Cabinet Office

“A Missed Opportunity”: Alt Protein Leaders Respond to UK Government Food Strategy Published Today

June 13, 2022June 13, 2022

The UK Government Food Strategy was published today, highlighting how sustainable and alternative proteins can play a major role in British food production. However, the report falls short and has been labelled as a disappointment to the UK and to the planet. Here follows commentary on the whitepaper from leaders and experts from within alt protein: Russ Tucker, Co-Founder of UK’s first cultivated meat company Ivy Farm; Morten Toft Bech, founder of Meatless Farm; Elena Walden, Policy Manager at the Good Food Institute Europe; and Marisa Heath, Chief Executive of the Plant-based Food Alliance UK. Russ Tucker, Co-Founder of Ivy Farm “With no commitment given on the future of cultivated meat in the UK, the Government’s Food Strategy White Paper has missed a key opportunity …

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Meatless Farm plant-based ready meals

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Products & Launches

Meatless Farm Launches First Plant-Based Ready Meals to “Take the Market by Storm”

June 1, 2022

Leading UK alt-meat brand Meatless Farm has launched its first plant-based ready meals, featuring both chilled and frozen options. The range consists of Meatless Marinara, Meatless Korean BBQ Style Chicken & Rice, and Meatless Chilli Non Carne, with the latter two also available as chilled options. All five products are made with Meatless Farm’s pea protein-based meat alternatives. High demand Demand for convenience foods is soaring, as consumers return to their busy lifestyles following the pandemic. For this reason, Meatless Farm is expecting the new meals to “take the market by storm”. All five products meet the UK’s new HFSS regulations, scoring green or amber for total fat, saturated fat, sugar, and salt. The meals can be prepared from frozen in eight minutes, and from …

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Products & Launches

Meatless Farm Launches Vegan Steak Into Sainsbury’s

May 26, 2022

UK meat alternative giant Meatless Farm today announces the launch of a vegan steak NPD into 125 Sainsbury’s stores nationwide, targeting flexitarians and meat-reducers who enjoy red meat but are aware of its environmental impact and stating that in-home steak consumption is currently on the increase*. Meatless Farm joins Vivera – available in Sainsbury’s and Tesco, and the LiveKindly-acquired No Bull steak at Iceland, as plant-based steaks currently available in major British supermarkets. The plant-based steaks are based on pea protein, are soy- and gluten-free, and reportedly emulate the taste and texture of steak made from cows. The Meatless Farm Steak contains over 15g of protein per fillet and creates a lower carbon footprint than its animal meat counterpart. And of course, without the suffering. …

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UK Supermarkets

The Alchemist's menu now 44% vegan

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UK Cocktail Restaurant Chain The Alchemist Partners With Meatless Farm to Make Menu Almost 50% Vegan

April 19, 2022

The Alchemist’s menu is now 58% meat-free and 44% vegan, after the UK restaurant and cocktail bar chain launched several new offerings in collaboration with alt-meat brand Meatless Farm. The new menu options are: Meatless Farm Korean Chicken Bites, Meatless Farm Salt & Pepper Chicken Bites, Crispy Bao Buns with Meatless Farm Shredded Duck, Meatless Farm Plant Burger, Cheese & Kimchi Toastie with Meatless Farm Bacon Bits, Scorched Caesar Wedge with Meatless Farm Bacon Bits, and Loaded Fries with Meatless Farm Bacon Bits. Carbon neutral menu The Alchemist recently announced that it has achieved carbon neutral status, and with the new menu it hopes to become even more sustainable. The plant-based options will be available at all locations nationwide; currently, the chain has restaurants in …

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UK restaurant chains

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Market & Trends

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

April 5, 2022

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 …

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vegan menu options

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Gastronomy & Food Service

Meatless Farm Announces New Vegan Partnership with TGI Fridays

March 29, 2022

TGI Fridays has extended its vegan menu range following a new partnership with UK alt meat brand Meatless Farm. The collaboration will see four new plant-based offerings hitting TGI Fridays’ menus across the UK. New menu items include Plant-Based Fajita Chicken Pieces, Vegan Sesame Strips as both starter or main, and Meatless Chicken Tacos, all made using Meatless Farm’s chicken alternative. These new items join existing vegan options at the restaurant chain, including the Beyond Burger with smoked Applewood vegan cheese, and mushroom quesadillas. Meatless Farm expansion The TGI Fridays partnership is just the latest foodservice move from Meatless Farm, following a recent collab with Dragon’s Den star Levi Roots to launch the UK’s first plant-based jerk chicken restaurant. One of the UK’s most popular …

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Bundobust's alt-meat menu to continue in February

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Gastronomy & Food Service

Bundobust’s Alt-Meat Menu to Be Extended Into February After Veganuary Success

February 7, 2022

Bundobust‘s alt-meat menu, initially intended to be a limited edition offering for Veganuary, is to be extended for another month following its “roaring success”. The UK-based Indian restaurant chain, which has locations in Leeds, Liverpool, and Manchester, has always been fully vegetarian — but previously, the menu only offered legume and vegetable-based dishes. The new Bundo Does Meat menu, which features options such as plant-based Butter Chicken and Keema Matar, marks the first time the chain has offered “meaty” Indian dishes. The meat alternatives used are made by Meatless Farm. “These specials are something we’ve been working on for months. We experimented with a selection of meat substitutes, and Meatless Farm products lent themselves best to Indian food. Both Bundobust and Meatless Farm are Leeds-born …

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Pret a Manger launches vegan meatball wrap

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Food & Beverage

Pret a Manger Launches Vegan Meatball Wrap in the US

February 25, 2022January 25, 2022

British sandwich shop chain Pret a Manger launches vegan meatball wrap across its 42 US stores. Last January, Pret a Manger UK swapped the conventional meatballs in its Swedish Meatball Hot Wrap for a vegan alternative made by Meatless Farm. The wrap was a huge success, becoming the first new product in the chain’s history to become a top-five bestseller in launch week. Following this success, the plant-based wrap permanently replaced the conventional option in the UK. Now, the wrap is coming to the US too. The menu item will feature plant-based Meatless Farm meatballs in a multigrain wrap with marinara sauce, red onions, crispy onions, and red pepper. This is the first time Pret has offered a meat alternative in the US. The wrap …

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Products & Launches

Meatless Farm Launches Frozen Range, Including New Vegan Meatballs

February 28, 2022January 17, 2022

Meatless Farm launches frozen range of alt-meat products at Morrisons in time for Veganuary. Meatless Farm, one of the UK’s most popular alt-meat brands, has moved into the frozen category with the launch of five new products. The range features frozen versions of the company’s plant-based chicken burgers, beef burgers, sausages, and mince, as well as a brand new product — vegan meatballs. The frozen products allow for larger pack sizes, which offer improved value and convenience while reducing food waste. All five products will be available at 490 Morrissons stores nationwide by the end of the month. The supermarket has been working to increase its plant-based offerings during Veganuary and has recently launched a new 50-strong range called Plant Revolution. Expansion across four continents …

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Products & Launches

NXT LVL PZA Partners With Biggest Names in Vegan Meat For “Secretly Vegan” Pizzas

April 30, 2022January 11, 2022

Brand new London pizzeria NXT LVL PZA is partnering with some of the biggest names in plant-based meat including Heura, Meatless Farm, Beyond Meat, and THIS, to create pizzas that are “secretly vegan” in order to encourage omnivores to switch to a plant-based diet and take pizza to the NXT LVL. Market first The company’s unique branding is based around gaming culture, and it has been confirmed that NXT LVL is the first and only outlet in the UK at present to use Pleese Cheese – New York’s game-changing pizza cheese created without dairy, soy, seeds, or gluten. The new venture sets out this week at its first delivery-only location in London with aptly named products such as: The Pac Mac – with Beyond Meat …

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Levi Roots Meatless Farm Jerk Chicken

Levi Roots ©Meatless Farm

Gastronomy & Food Service

Meatless Farm Partners with Levi Roots to Launch Vegan Restaurant, with Free Jerk Chicken!

January 4, 2022

Plant-based meat brand Meatless Farm has partnered with Dragon’s Den star Levi Roots to launch what it claims to be the UK’s first plant-based jerk chicken restaurant. Called The M***F*** Jerk Joint, the pop-up restaurant is opening for Veganuary 2022 and will offer free jerk chicken at the Shoreditch, London location. British-Jamaican musician and entrepreneur Levi Roots found widespread fame after appearing on the TV program Dragons’ Den in 2007, raising funds to launch his Reggae Reggae Sauce. The collaboration with Meatless Farm comes as the alt meat brand launches its Plant-Based Chicken Breast, which will be available at the restaurant in two exclusive Levi Roots’ Caribbean recipes. To celebrate the concept, Meatless Farm will be giving away free Meatless Jerk Chicken while stocks last …

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Meatless Farm Plant-Based Chicken Breast

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Products & Launches

Meatless Farm and Planterra Foods Launch Whole Cut Chicken Products

November 19, 2021November 18, 2021

Meatless Farm announces a plant-based chicken breast for the UK market this Veganuary, and JBS owned Planterra Foods, announces a plant-based chicken cutlet for around the same time for the US. Here we take a look at the two products, both aimed at the flexitarian consumer. UK: Meatless Farm Plant-Based Chicken Breast Meatless Farm’s first foray into white ‘meat’ is the new Plant-Based Chicken Breast, which will be available in Tesco and Asda on the UK market for Veganuary 2022. It was awarded Gold Winner of Casual Dining Innovation Challenge 2021 and is made with a blend of plant proteins such as wheat and pea. It can be cooked from chilled in the oven, pan or grill. Morten Toft Bech, Founder of Meatless Farm, said: …

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