Like marks its entry into the UK market with three alternative frozen products in Tesco.
Like Hot Dogs, Like Popcorn, and Like Chicken Burgers will be stocked in Tesco’s frozen aisle from 8 September, with other retailers to follow.
Like was founded in Germany by third generation meat producer Timo Recker in 2013, who left the family business to launch his own vegan venture.
In 2020, the business became part of the Livekindly Collective – a group of founders, entrepreneurs, business leaders, and other partners, with a shared goal of driving plant-based eating.
Alongside Like, which is Livekindly’s largest brand in Europe and one of the leading plant-based food brands in Germany, the collective’s portfolio includes Fry’s, The No Meat Company, and Oumph.
Like products are 100% plant-based, made from soy or pea protein, and can be cooked and consumed on their own or incorporated into dishes.
“Like recipes are HFSS compliant, high in protein, low in saturated fat and a source of fibre. With sustainability KPIs, the retailers also welcomed the news that all Like packaging is fully recyclable,” said Emma Herring, UK marketing manager at Livekindly.
Is there still an appetite for plant-based?
The brand focuses on a younger demographic, aiming to appeal to plant-curious consumers open to alternative forms of protein.
“We believe we have found a sweet spot in this category, ticking taste and health credentials, two key drivers for attracting a younger audience, but at a more accessible price point than other taste-led brands in the category,” Herring added.
“Gen Z flexitarians are an important consumer segment in the meat free category and with its bold, impactful look, feel and appetite appeal, combined with our exciting marketing plans, Like is well placed to engage this audience.”
The launch of this new plant-based brand onto UK shelves comes at a time of considerable consolidation for the category.
Whilst some will argue that this is a sign of a dying sector, others contend that it’s a natural process as consumers opt for the best quality alternatives in an overcrowded market.
Research from the Good Food Institute (GFI) shows that the sales volume of supermarket own-label plant-based products fell by 8.9% in the year to January, compared with that of branded products, which was down by only 2.3%.
GFI believes this indicates a shift towards more premium plant-based products, which could explain why some newer, more innovative plant-based meat products have seen sales increase in an otherwise declining market (albeit, still having a smaller share of the market than better established brands).
As for Herring, she is certain Like is going to be a big hit, pointing to research from Finder which indicates that 7.8 million Brits plan to adopt a meat-free diet in 2025, with younger consumers leading the charge.
Source: Finder commissioned Censuswide to carry out a nationally representative survey of 2000 adults aged 18+, between 4-6 Dec 2024.
“We believe our Like brand will be perceived as refreshing in the category. We’re not about labels, choosing sides, or judgement. We’re simply about delivering great tasting products that are 100% plant based,” she told Food Manufacture.
The Tesco launch will be followed with listings in Sainsbury’s, Morrisons, Asda and Iceland.
Like Hot Dogs come in a 360g pack size, Like Popcorn in 300g packs at a RRP, and Like Chicken Burgers in 320g pack - all have a RRP of £2.75.
