Meatless Farm launches campaign to fight falling consumer confidence

By Michelle Perrett

- Last updated on GMT

Meatless Farm has extended its range to foodservice
Meatless Farm has extended its range to foodservice

Related tags: COVID-19

Consumer confidence in eating out is set to take a plunge as people are anxious about returning to pubs, bars and restaurants, according to research from plant-based food company Meatless Farm.

The brand, which supplies many sites within the foodservice sector, conducted a survey of 2,000 consumers and found that 65% of them felt anxious about the prospect of visiting a restaurant, pub or bar when they reopen. 

In response, the company has introduced its ‘We Will Meatless ​Again’ campaign and has also launched its new professional range of plant-based products for foodservice, adding free-flow mince and a new pasta range.

The food and drink industry has been heavily hit by the closure of foodservice and attempts were made to divert foods to the retail market​. 

Meatless Farm has joined forces with restaurants such as Vanilla Black, to create an online reopening insight hub, with advice from well-known chefs, digital experts and Environmental Health Officers. 

Conscious 

The new research also found that 60% agreed that the pandemic had made them more conscious about where they would eat out in the future. 

It also showed that plant-based alternatives were becoming an increasingly crucial part of the future, with one in three consumers stating they would like the option to “go meatless” on all dishes, rather than a separate menu. 

Meatless Farm has already launched its burgers, meatballs and sausages into foodservice with partners such as itsu, Greene King, Woods Foodservice and Brakes.  

Pea protein

It recently changed recipes to use pea protein and is now also offering free-flow mince, which allows for less wastage, is better for storage and can be cooked from frozen. It has added ready-to-heat Meatless Bolognese and Meatless Cannelloni to its range. 

Dr Peter Hynes, Meatless Farm’s head of R&D, said: “Meatless Farm was built on the idea of collaboration and togetherness; We Will Meatless Again is testament to this and our aim is that it offers a level of support. 

“The innovation we’re driving shows our commitment to and understanding of this sector – in addition to the wider change in consumer behaviours. We firmly believe there’s a place on all menus for next-generation plant-based alternatives that can deliver on taste and texture.”

Meatless Farm recently  recruited its second senior executive from Lidl to spearhead its international expansion.

Related topics: Veganism

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