The company is launching its 400g mince and two-pack 227g fresh burger patties in 464 Morrisons stores. This new national listing follows a successful launch into more than 600 Sainsbury’s stores in October 2018. The Morrisons listing will be supported by a social media and PR campaign.
Rob Woodall, CEO of The Meatless Farm Co, said: “The UK market is extremely important to us as we’re a British plant-based company, but we also strongly believe that the UK is central to this global shift in the way people eat. The meat alternatives market is expected to be worth £4.1bn globally by 2020, but we also know from our own research that 42% of British consumers are increasing the amount of plant-based food they eat this year.
“The new listing with Morrisons will bring extensive national distribution; it is an important and timely partnership as the demand for plant-based increases.”
Former Kellogg’s snacks division boss Woodall joined the business in March of this year, stating it was “an exciting category which can make a real difference to our personal health and our planet”.
Elsewhere, former Princes MD Mike Easterbrook announced that he is to join fellow plant-based producer Atlantic Natural Foods later this year.
The Meatless Farm Co founder Morten Toft Bech will be speaking at GlobalMeatNews’ plant-based proteins conference on 26 June in Amsterdam. For tickets and more information on The Future of Plant-based Proteins, click here.