September 19, 2021

Meatless Farm agrees distribution deal with Brakes with trio of new products

Meatless Farm, one of the UK’s fastest growing plant-based meat brands, has secured a deal with UK distributer, Brakes, to supply its first pastry slice product range to foodservice operators and over 40,000 restaurants nationwide.   

The launch includes a trio of readily made slices:

  • Plant-Based Peppered Beef Slice;
  • Plant-Based Chicken Katsu Slice;
  • Meat Free Sausage, Bean and Cheese Slice.

Providing a freshly baked experience with just a quick bake, the Meatless Farm pastry slices have been designed to offer easy portion control and a convenient dine in or take out meal solution for foodservice partners wanting to extend their plant-based offering but may be operating on a reduced menu or have a limited number of staff.

With on trend flavours, the Brakes deal will allow Meatless Farm to take a bite of the growing plant protein market, which is expected to increase seven fold by 2025, equating to a market value of approximately $290bn by 2035, 11% of the animal protein market*.

Michael Hunter, Managing Director UK/ROI said “With the demand for plant-based options at an all-time high, our deal with Brakes means we can supply almost any restaurant or foodservice outlet across the UK with our unique plant-based versions of consumer favourite flavours. Our expansion into pastry slices will support our growth strategy as we are expecting both on-the-go and dine in options to increase as we come out of lockdown as well as providing sustainable, convenient and delicious food – the pastry is outstanding.”

Adam Friend, Category Manager, Brakes, said: “We are pleased to add these fantastic Meatless Farm slices to our growing portfolio of plant-based products. They are an excellent example of innovation in the food-to-go category and are perfect for all food businesses, particularly those who might be operating with a reduced menu, or fewer staff, but still want to offer a high-quality meat free option.”

Meatless Farm recently announced it was diverting its social media spend to support the hospitality industry during the second phase of re-opening. The business has been dedicating the spend usually put behind its brand social media promotion towards a number of its restaurant, pub and café partners encouraging consumers to visit. The brand is also welcoming hearing from more operators they can help promote. This can be done through the contact details on their website or Instagram.

Meatless Farm has seen great success when it comes to foodservice partnerships and innovation. It has partnered with nationwide chains, including itsu, Leon and Pret A Manger where Meatless Farm recently turned Pret’s iconic Swedish Meatball Wrap plant-based – the Meatless Meatball wrap became the first new menu item to make Pret’s coveted top five best selling items during launch week.

*BCG report, March 2021