Vegan food brand back in stores following rescue
The Meatless Farm brand is returning to retail, after being acquired out of administration in June in a deal worth £12m in sales.
Its products, including Plant-Based Mince and the Meatless Farm Pasta line-up, are back on Tesco shelves this week. The Chickenless Roast Joint will make a comeback on 25 September. The brand is also re-launching in Asda, Sainsbury’s and on Ocado.
Since the Leeds-based Meatless Farm brand was acquired by York-based activist vegan challenger, VFC Foods Ltd, the team have been focusing on getting it back up and running across both retail and foodservice channels.
A national advertising campaign for its products will run from 25 September to the 22 October.
CEO of Meatless Farm and VFC, Dave Sparrow, said: “Our customers and consumers are our number one priority, and we are happy to deliver on our commitment of getting the range back on shelf for them.
“It’s fantastic to see the brand return to retail and we’re all delighted to let everyone know that Meatless Farm is back for good via our advertising campaign, encouraging consumers to make simple switches and give the brand a try.”
The original Meatless Farm business had sold its products in the US, China, and several European countries. The firm was established in 2016 by Danish entrepreneur Morten Toft Bech in Leeds.