unMEAT, an alt meat brand owned by Philippines-based seafood giant Century Pacific, is expanding into Australia with a rollout at the country’s largest supermarket chain, Woolworths.
The brand’s shelf-stable vegan luncheon meat is now available at 960 Woolworths stores across the country, at price parity with conventional luncheon meat products. The meat alternative is also available from the Woolworths website.
According to Century Pacific, one in three Australian consumers is consciously reducing their meat intake, meaning the company sees favorable prospects for the unMEAT brand in the country.
“The thesis behind plant-based alternatives remains,” said Greg Banzon, executive vice president and COO of Century Pacific. “Consumers want healthier and more planet-forward food choices. As a food company, we need to address these needs through innovation and reduce friction by making options more affordable and accessible.”
unMEAT is also continuing to expand in other markets, including the US. Following the successful launch of the brand’s luncheon meat at 1,800 Walmart stores earlier this year, the supermarket chain is now offering three more unMEAT products — Meat-Free Chili with Beans, Chicken Style Chunks, and Roast Beef Style.
Century Pacific first announced it was launching a plant-based meat brand in 2020, with unMEAT’s first products rolling out the following year in the US, the Philippines, Singapore, the UAE, and China. Alongside Walmart, unMEAT products are now available at several major US supermarkets, including Albertsons, Harris Teeter, and HEB. Last year, unMEAT expanded its range by launching fish-free canned tuna at some US retailers.
“Developing the plant-based alternatives category requires innovation, not just of the protein source but also the variety. Apart from reducing the price friction, we need to give consumers more points of entry through a wider selection,” said Banzon.