CEO Rob Woodall: “This is a massive trend, driven by concerns over health, the environment and animal welfare, and it’s starting with young people.
“It’s not a one-off fad, it’s a fundamental shift.”
meatlessfarm.com
Britain’s answer to Beyond Meat set to launch in the U.S.
marketwatch.com
British plant-based protein company The Meatless Farm will launch in the U.S. next month as it looks to capitalise on the meat alternatives boom led by Beyond Meat and Impossible Foods.
The company, which has enjoyed success in the U.K., has signed a distribution deal with Whole Foods Market to appear on the shelves of 450 stores across America.
The Amazon-owned AMZN, -1.54% Whole Foods has developed a tailored plan for The Meatless Farm, which includes making use of Amazon Prime, to cash in on the growing demand for meat alternatives.
Beyond Meat’s BYND, -4.54% stock has soared 720% since its IPO in May and it now has a market cap of more than $12 billion — the S&P 500 SPX, -0.21% has gained 21% in 2019, while the Dow Jones Industrial Average DJIA, +0.10% has gained 17% — while Impossible Foods recently signed a deal with Restaurant Brands International Inc.’s QSR, -0.66% Burger King to introduce the Impossible Whopper.
The Meatless Farm founder Morten Toft Bech told MarketWatch: “[Beyond Meat and Impossible Foods] have been the icebreakers, we have just been fortunate to squeeze ourselves through the back door and feed off the category creation they have led.
“They have been pushing the burger agenda, but we have been pushing mincemeat. Ours is a cooking ingredient, that’s a new thing in America — you can make spag bol, chili con carne whatever you want. . . that notion of creating a white canvas for you to paint on.”
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