Plant-based meat alternative brand Meatless Farm is entering frozen with the launch of its ‘frozen free-flow mince’.
The new SKU is made from the same recipe as the brand’s fresh mince, meaning it is made from pea, soya and rice protein.
According to Meatless Farm’s chief growth officer Michael Hunter, the launch responds to growing demand for frozen food.
“Frozen food is having a real resurgence, with sales up over 19% year-on-year. Heightened by lockdown, increasingly more people are recognising the value in its long shelf-life and reduced food wastage. We’re bringing to market a frozen product that meets consumers demand from a sustainability, convenience and nutrition point of view.”
The frozen free-flow mince has an RRP of £2.60 for 500g and is available via Ocado.