This means the brand is now stocked in all four of the major UK supermarket chains: Tesco, Sainsbury’s, Morrisons and Asda. From 17 June, its plant-based 400g mince, 227g two-pack fresh burger patties and 300g six-pack sausages will be available in 117 of Tesco’s largest stores.
Meatless Farm said the new listing came at a tipping point for the category, which has seen demand increase by over 25% year-on-year (Kantar), and boomed during lockdown with over a third of carnivorous Brits eating more plant-based food. (OnePoll Survey of 2,000 UK adults, May 2020).
Recently it was revealed that sales have more than doubled at the Meatless Farm as it was identified as one of the fastest-growing brands in the meat alternatives sector.
It also recently recruited its second senior executive from Lidl to spearhead its international expansion.
“Tesco is the UK’s largest food retailer, and its support for Meatless Farm shows that plant-based is no longer a challenger category, but fast becoming part of daily British food culture,” said Morten Toft Bech, founder of Meatless Farm.
“Tesco’s reach means that more consumers will have the chance to try plant-based alternatives and start to make small changes to the way they eat. With more and more people swapping to meat-free, added to our constant focus on innovation, health and sustainability, Meatless Farm is well positioned to continue growing at a phenomenal pace.”
A recent report revealed that the global plant-based meat alternatives market is expected to hit US$3.6bn in value this year and increase to $4.2bn in