Following a strategic acquisition, Meatless Farm products are back on the shelves at Asda, marking a significant development in the plant-based food sector.
- The recent takeover by VFC has revitalised the availability of Meatless Farm products such as mince, chicken breast, and burgers at the popular supermarket chain.
- While the company faced financial struggles, including significant operating losses and workforce redundancy, this new partnership aims to rebuild and create opportunities.
- The product line will soon expand to include additional retailers, with manufacturing continuing through previous partners.
- VFC views this acquisition as an innovative opportunity to enhance and integrate plant-based food offerings.
Meatless Farm, following its recent acquisition by plant-based brand VFC, has reinstated its range of products in Asda supermarkets. This move signals a recovery phase for the company, which has faced significant financial difficulties over the past few years.
The reintroduction includes popular items such as vegan mince, chicken breasts, and quarter pounder burgers, alongside new products like beef, red wine and porcini mushroom girasole, so-duja ravioli, and pork and apple sausages. These products are set to reach further retailers in the upcoming months, supported by existing manufacturing partnerships.
After experiencing nearly £50 million in operating losses over three years and seeing a decline in sales from £12.5 million in 2021 to £11.2 million in 2022, Meatless Farm entered administration this June, leading to substantial staff layoffs. However, the acquisition by VFC, known for its Vegan Fried Chick*n, has provided a crucial lifeline.
Dave Sparrow, CEO of both Meatless Farm and VFC, highlighted that placing the brand’s products back on shelves was the primary goal amidst these challenges. He noted the diligent efforts with partners and customers to ensure the brand’s market return.
VFC has described this merger as a valuable chance to not only rescue the Meatless Farm brand but to also drive forward innovation within the plant-based food market. This strategic move is anticipated to invigorate both brands and offer expanded plant-based choices to consumers.
This development represents a pivotal step towards revitalising Meatless Farm and strengthening the plant-based food industry.
