Meatless Farm launches first chicken retail product
UK meat-alternative brand Meatless Farm is launching its first chicken retail product, a plant-based chicken burger, into over 300 Tesco stores nationwide on the 20September.
Made using the latest food technology and pea protein to emulate the texture and taste of chicken, the Meatless Farm Chicken Burger (RRP £2.75 for two burgers) is coated with a southern fried crumb to cater for meat reducers, veggies and vegans alike.
Supporting the company’s expansion plans, the addition of the Meatless Farm Chicken Burger to its retail range will help fill a gap in the category and is a key area for growth - chicken is the nation’s favourite meat taking 46% of fresh meat sales in the UK, however it is significantly under-represented in the meat-free market, the company said.
Michael Hunter, Managing Director of Meatless Farm UK and Ireland, said: “Our first retail launch into chicken products is a significant area of growth for the business. To secure another listing from the UK’s largest food retailer, Tesco, shows that plant-based is no longer a challenger category, but fast becoming part of daily British food culture as we become more concerned about health and the environment.
“It’s therefore important for us to continue to develop exciting and innovative new products to cater for a range of consumer preferences and eating occasions. We knew our first retail chicken product had to be top notch, so after many tried and tested recipes, we’ve worked hard to ensure our chicken burger has the perfect texture and taste to make the swap from meat to plant based easier for consumers.”
Image supplied by Meatless Farm
