Moving Mountains plant-based range hits 300 Waitrose stores

By Michelle Perrett

- Last updated on GMT

Moving Mountains is partnering with supermarket chain Waitrose
Moving Mountains is partnering with supermarket chain Waitrose

Related tags: vegan

Plant-based food brand Moving Mountains is partnering with Waitrose to meet the growing demand for plant-based frozen food in the UK.

 ​Plant-based food brand Moving Mountains ​is partnering with Waitrose to meet the growing demand for plant-based frozen food in the UK.

The brand ​that launched the UK’s first plant-based ‘bleeding’ burger, will be stocked in 300 Waitrose stores this month. 

The frozen range will include the Moving Mountains ‘Bleeding’ Burger, Sausages and Sausage Burger. The range of frozen products, which are 100% plant-based and contain zero cholesterol, will also be available online. 

Moving Mountains is the latest Plant-based brand to be given supermarket listings. 

Plant-based THIS and ready to eat brand Squeaky Bean​ both launched into Tesco’s in June in response to increase demands for vegan options. 

A recent report from Mintel revealed that Vegan diets​ have become more attractive to consumers during the Covid-19 pandemic and in particular to a quarter (25%) of young British Millennials (aged 21-30).  

Growth plan

Moving Mountains said this latest development was part of an accelerated growth plan to meet burgeoning demand for “innovative plant-based and high quality frozen products”​ that can be stored amidst the current climate of Covid-19.

Moving Mountains said this was one of the first times that its ‘Bleeding’ Burger would be available to consumers outside of restaurants. 

Its burger is sold in 3,000 outlets nationwide including Hard Rock Cafe and Planet Hollywood.  

Simeon Van der Molen, founder of Moving Mountains said: “We have partnered with Waitrose as part of our accelerated growth strategy at a time when consumers are seeking more high quality plant-based products, as well as those that can be frozen and eaten whenever is convenient. 

Innovative  

“Now plant-based and flexitarian consumers across the country can purchase our signature bleeding Burger, Sausage and Sausage Burger in-store and via the Waitrose website to be delivered directly to their doorsteps, meaning that more consumers than ever have access to our innovative products.”

 ​The Moving Mountains Burger looks like a real meat burger and bleeds through the middle when cooked – with beetroot juice instead of animal blood.

Its Sausage Burger is made from a combination of oyster mushrooms, pea and wheat protein.  While its Sausage is made from nutrient-rich vegetables, including oyster mushrooms and beetroot, and is seasoned with pepper and nutmeg. 

The Moving Mountains frozen range will be on an introductory promotion at Waitrose with a 20% discount until the end of July.

Plant-Based Protein Conference

22 October 2020

This one-day event will have in-depth sessions addressing current technical and operational challenges in creating plant-based meat and dairy placements



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Related topics: NPD, Veganism

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