UK meat alternatives brand, Meatless Farm, has introduced a new pea protein recipe for its sausages and two-pack burger patties to better replicate the taste and texture of meat.
The brand claims that its new ‘improved’ recipe has been designed to encourage more meat eaters to try its products, as well as capitalise on increasing demand for the plant-based category.
Meatless Farm’s new and ‘meatiest recipe yet’ sees the removal of soya, making the products allergen-free whilst preserving its high protein and fibre content alongside its low level of saturated fat.
Described as ‘next-generation’, the new recipe builds on Meatless Farm’s continual growth, following its recent partnership with meal kit company Gousto which has seen its plant-based products introduced to the Gousto menu.
The shift also follows the company’s launch of two meat-free breakfast sausage varieties – also free-from soy – for the US market.
Morten Toft Bech, founder of Meatless Farm, said: “Since launch, our purpose has been to help people eat a little less meat in order to create a more sustainable food system. Taste and texture are the biggest barriers to trial for meat eaters which is why we are very excited to launch our meatiest recipe yet.
“We’ve seen a shift in consumer attitudes towards plant-based food, it’s not a vegan niche but becoming a mainstream movement. More than seven out of ten people make repeat purchases of our products and we are predicting that as more people try our great products even more will buy them again and again.”
The brand is supporting its updated and re-launched products with its first nationwide TV campaign with Channel 4.
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