Meatless Farm's expansion across UK receives a boost from Leeds-based Asda

A PLANT-based food brand is set for major national expansion with help from the Leeds-based supermarket chain Asda.

Morten Toft Bech

Meatless Farm has today announced the launch of its mince and two-pack fresh burger patties into 258 Asda stores from the end of March.

A spokesman said: “Meatless Farm has experienced phenomenal growth, with listings across Sainsbury’s, Morrisons and Ocado, leading to a 149 per cent increase in year-on-year retail sales.

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The spokesman added: “The brand’s Asda launch will see its products displayed in the protein aisle, as growth of plant-based products in the UK is set to increase by a further 44 per cent by 2023, reaching £1.1bn.”

Morten Toft Bech, the founder of Meatless Farm, said: “Asda’s head office is just a stone’s throw from our Leeds headquarters.

“This is the most local link-up possible and an important move forward for both proud Yorkshire companies as demand for plant-based alternatives soars.

“We’re offering our affordable products to a mainstream, national audience – showing consumers just how easy, tasty and impactful swapping to plant-based can be.

“Our philosophy is to deliver high-quality mass-market products that are kind to the planet.”

Heather Brown, the buying manager at Asda, said ‘’It’s exactly the right time for us to be expanding our plant-based offering, demand is showing no sign of slowing down.

“It was key for us to support a British brand that’s really driving the UK’s plant-based meat alternatives market and ensuring we offer our customers affordable choice.”

The spokesman for Meatless said that more than 54 per cent of British consumers are increasing their consumption of plant-based food.

The spokesman added: “The launch is a timely opportunity in a fast-growing market.”

Meatless Farm spent more than two years blending, researching, experimenting and trialling different recipes and ingredients to create its range.

The company’s spokesman added: “Now it has become a serious contender in the global plant-based market, alongside US groups Impossible Foods and Beyond Burger.”

The Meatless Farm was started in 2016 by the Mr Toft-Bech. It aims to improve people’s health, while supporting the environment and reducing the world’s dependency on intensive farming.

Mr Toft-Bech said he founded the business because he wanted his family to reduce their consumption of meat. He also aimed to offer tastier dishes to a wider audience.

The Meatless Farm was recently recognised by the industry for its innovation, being awarded best emerging business at the Food and Drink Federation awards.

Earlier this month, Meatless Farm was named the fastest growing brand in the meat alternatives sector.

Meatless Farm recorded a 149 per cent leap in sales in the 12 weeks to 25 January 2020 compared with the same period in 2019, according to data from industry analysts Nielsen.

Leeds-based Meatless Farm, was also identified by market researchers Kantar as the fastest growing meat alternatives brand in the UK, a sector which is currently expanding at 10 per cent a year.