Following corporate restructuring, Meatless Farm has reintroduced its plant-based products to Asda supermarkets, highlighting its commitment to the plant-based food sector.
- The return includes meat alternatives such as mince, chicken breast, and burgers, alongside new offerings.
- The reintroduction follows a takeover by VFC, intending to stabilize and innovate the brand.
- CEO Dave Sparrow emphasizes the importance of returning the products to the market after significant challenges.
- Meatless Farm previously faced financial hardships, leading to workforce reduction and bankruptcy proceedings.
Recent developments see Meatless Farm, a pioneer in vegan meats, reintroducing its products to Asda stores, marking a significant comeback. Among the items available again are plant-based mince, chicken breast, and quarter-pounder burgers. These products are complemented by beef, red wine and porcini mushroom girasole, so-duja ravioli, and the newly added pork and apple sausage. Such variety underscores the brand’s dedication to catering to diverse tastes in the plant-based market.
The brand’s return is facilitated by VFC’s recent acquisition, which positions itself as a strategic move aimed at enhancing Meatless Farm’s market presence while fostering innovation. VFC, known for its plant-based offerings, described the acquisition as a ‘golden opportunity’ for business synergy and product development within the plant-based sector.
Dave Sparrow, CEO of both Meatless Farm and VFC, highlighted the strategic importance of bringing their products back to shelves, stating it was their ‘number one priority’. This comes in the wake of the brand’s financial struggles, including a significant workforce reduction and entering administration due to unsuccessful funding efforts.
Meatless Farm had previously been grappling with financial losses amounting to almost £50 million over the past three years, alongside a noticeable dip in sales from £12.5 million in 2021 to £11.2 million in 2022. In light of these challenges, VFC’s acquisition is perceived as a pivotal strategy for revitalizing the brand and ensuring its growth trajectory in the evolving plant-based foods market.
This strategic acquisition and reintroduction underscore the resilience and forward-thinking approach of Meatless Farm and VFC within the plant-based industry.
