Leeds-based Meatless Farm lands major Tesco deal

Leeds-based meat-alternative brand, Meatless Farm, is to go on sale in Tesco this month.

The firm has landed a deal with Tesco.
The firm has landed a deal with Tesco.

From June 17 its plant-based mince, burger patties and sausages will be available in 117 of Tesco’s largest stores, stretching from Hastings to Dundee

The listing now means that Meatless Farm is now stocked in all four of the major UK supermarket chains: Tesco, Sainsbury’s, Morrisons and Asda.

Kantar figures show that demand for meat alternatives has increased by over 25 per cent year-on-year.

Over a third of carnivorous Brits are eating more plant-based food during the pandemic and Meatless Farm, which launched its first national TV advertising campaign last month, is appealing to the masses as meat alternatives hit the mainstream. The brand has seen enormous success since first going on sale in 2018, enjoying retail UK sales increasing 210% year on year, as well as successful international launches in the US, Europe and Asia.

Morten Toft Bech, Founder of Meatless Farm, says: “Tesco is the UK’s largest food retailer, and its support for Meatless Farm shows that plant-based is no longer a challenger category but fast becoming part of daily British food culture.

Tesco’s reach means that more consumers will have the chance to try plant-based alternatives and start to make small changes to the way they eat. With more and more people swapping to meat-free, added to our constant focus on innovation, health and sustainability, Meatless Farm is well positioned to continue growing at a phenomenal pace.”