Plant-based food is no longer a 'challenger' category, but 'fast becoming part of daily British food culture' according to a plant-based producer.
Morten Toft Bech is the founder of meat-alternative company Meatless Farm. He made the comments as the brand is poised to launch in Tesco.*
Meatless Farm - previously identified as the UK’s fastest-growing meat alternatives brand - says the category has seen demand increase by over 25 percent year-on-year, according to 12-week data released by Kantar for week ending April 19.
In addition, data shows that more than a third of meat-eating Brits have been eating plant-based food throughout the coronavirus lockdown, with many reducing their meat intake too.
British food culture
In a statement sent to Plant Based News, 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."
*From the June 17, its plant-based 400g mince, 227g two-pack fresh burger patties and 300g six-pack sausages will be available in 117 of Tesco’s largest stores, stretching from Hastings to Dundee.