Sainsbury’s lists The Meatless Farm Co’s vegan products

By Rod Addy contact

- Last updated on GMT

The meat-free mince packs will hit Sainsbury’s meat-free fixtures alongside the two-packs of meat-free burgers
The meat-free mince packs will hit Sainsbury’s meat-free fixtures alongside the two-packs of meat-free burgers
Sainsbury’s is launching more meat-free products, this time targeting flexitarians with vegan mince and burger patties, made from plants by start-up firm The Meatless Farm Co.

The 400g fresh mince and two pack 227g fresh burger patties, with recommended retail prices of £3.00 and £2.50 from mid-October.

“We have spent the past two years developing a product that is delicious and unique in its category,”​ said Morten Toft Bech, Founder of The Meatless Farm Co. “We are entering the market at a time when demand is growing and meat-free alternatives are becoming increasingly mainstream.

‘22 million flexitarians’

“We champion texture and taste, offering an everyday product for the UK’s 22 million flexitarians wanting to still enjoy family favourite dishes but just eat a little less meat, alongside catering for vegetarians and vegans who are looking for tasty alternatives.”

The Meatless Farm Co claimed its meat-free burgers and mince – available exclusively through Sainsbury’s initially – were competitively priced against their meat counterparts, offering the trade a credible and desirable choice for meat free sales in-store.

Referencing Mintel’s Meat-Free Foods Market Report​, the business claimed women and consumers under 25 were driving demand for meat-free products.

Significant national marketing

The company is investing in a significant national marketing programme and working in partnership with Sainsbury’s to drive consumer awareness and trial. Marketing activities include point of sale activity, print and online advertising, social media, PR and sampling.

The Meatless Farm Co cited Kantar Worldpanel Figures from February, suggesting 29% of evening meals now do not contain meat.

The meat alternative market grew by 15% in the last full year and is expected to be worth £3.9bn by 2020, according to the 2018 Meat Substitute Market​ report by Allied Market Research.

Sainsbury’s announced in June that it was launching a range of vegan friendly fake meats​, which would be positioned in the chiller aisle adjacent to meat products in 400 of its larger stores.

Related topics: NPD, Chilled foods

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