One of the UK’s fastest-growing meat-alternative brands, Meatless Farm, has secured listings in Morrisons and Sainsbury’s for its Chicken Breast NPD after record sales in Tesco and ASDA for the product launched in January. In the first four weeks of launch, average weekly sales for the Chicken Breast exceeded all other Meatless Farm NPD launches in the previous year by 330%.
Unlike other plant-based chicken products on the market that are sold in pieces, crumbed or made from soya, the Meatless Farm Chicken Breast is a fillet that can be served whole, sliced or shredded to provide a plant-based protein solution for everyday eating occasions. Made from peas, each chicken breast fillet contains 17g of protein (RRP: £3.50 for two breasts).
With half of UK adults (43%) planning to eat more plant-based food this year[ii], turning one of the UK’s most consumed meats plant-based is a fruitful innovation for the company. Its Plant-Based Chicken Breast has just launched into 453 Morrisons stores nationwide, and Meatless Farm has launched a brand-new Frozen Chicken Breast NPD into Sainsbury’s (RSP £3.25 for two fillets *currently £1 off) to offer more convenience and help avoid food waste. Sainsbury’s will additionally stock Meatless Farm’s Chicken Breast (fresh) from 27th April 2022.
Michael Hunter, Managing Director of Meatless Farm UK and Ireland said: “The launch of our plant-based chicken breast into all of the ‘big four’ supermarkets in just over three months is a great achievement for the business. It highlights the increasing consumer demand for variety and innovation in the plant-based sector as more people seek to make every day eating occasions.
“We believe that through extensive recipe testing and constant innovation, we are able to deliver a product that is as tasty as its meat counterpart and this has been confirmed by such fantastic sales.”