The firm hoped to target post-lockdown meat reducers a drive retail sales ahead of its third-generation burgers launching in September.
Consumers will be able to try the new burgers at the ‘Barbe-Thru’, with the event supported with on-pack retail promotion of buy one get one free across its key barbecue range, including sausages, mince and burgers this summer in ASDA, Morrisons, Sainsburys, Tesco and Ocado.
Meatless Farm UK and Ireland managing director Michael Hunter said: “Our M*** F*** Barbe-Thru is an opportunity to show how delicious and versatile barbecue food can be without meat to help drive purchase in store. Summer is a key sales period and we want to show consumers they don’t need to miss out on any meatiness with our products.”
Meatless Farm’s ‘Barbe-Thru’ will launch on Monday 9 August and conclude on Wednesday 11 August
The launch of the ‘Barbe-Thru followed the reveal of a plant-based sausage roll vending machine on the banks of the Thames in June.
Claimed to be the first of its kind, the machine’s installation coincided with the launch of the meat-free firm’s first sausage roll product. The company has also added three savoury pastry slices to its portfolio – Peppered Steak, Katsu Chicken and Sausage, Cheese and Bean – which are available across retail and foodservice.
Meanwhile, Karl Williams, group technical director at Meatless Farm, was one of the panellists for Food Manufacture's virtual conference The Future of Plant-based Proteins: Roots of Further Growth.
Other speakers and panellists included James Fisher, lead product developer, convenience meals, Marks & Spencer and Felippe Castillo, director of marketing and innovation at Tyson Foods.
Radicle, Roquette and Loma Linda Tuno sponsored the event, which is available on demand at £125+VAT per ticket. Supporters were Cargill, Firmenich, Ingredion, Mane and Symrise.