Meatless Farm announces duo of NPD launches

Meatless Farm is extending its range to capitalise on festive season sales with two brand new products: Meatless Chipolatas and a Chickenless Roasting Joint.

Designed to appeal to plant-based shoppers and flexitarians wanting to go meatless or simply try something new, the pack of12 chipolatas will replace the brand’s original six pack of sausages while the chicken roasting joint that serves 4 people will offer something new for the category.

Following a successful Christmas in 2021, which saw the biggest peak sales for meat free products in history with UK category sales of £26.2m and Meatless Farm sales up 38% YOY in the four weeks up to Christmas (Nielson data: Total Coverage (Chilled Meat Free). Date: 4 weeks to week ending 01.01.22), both launches will hit retailers before the festive season to capitalise on this growth for 2022.

With more shoppers looking to feed a flexitarian crowd and cater to a range of dietary requirements, the Chipolatas and Chickenless Roast are innovative additions to plant-based dining this winter – both are hugely versatile and expected to be key sales drivers for the months leading up to Christmas, Veganuary and beyond.

Both made with Meatless Farm’s100% plant-based recipe, the Meatless Chipolatas (RRP: £2.50, 288g) are available now in 405 Sainsbury’s stores before launching on Ocado at the end of the month whilst the Chickenless Roast (RRP:£4.50, 380g) is available now in Tesco stores.

Meatless Chipolatas: the Meatless Chipolatas are rich in pea protein, low in sugar, gluten free, soya free, and a source of fibre. Ready in just eight minutes from chilled.

Chickenless Roast: the Meatless Farm Chickenless Roast combines pea protein with parsley and sage crumb to create the ultimate plant-based roast. Rivalling the more traditional meat-based Sunday lunch, the new Chickenless Roasting Joint serves four and is high in protein, free from soya and low in saturated fat.

Morten Toft Bech, founder of Meatless Farm said: “We know that there are many factors at play when people consider making the switch to meatless, so we want to do all we can to innovate and offer better solutions that will keep our existing customers interested while enticing new people to try our products.

“With huge competition from new and challenger brands in the category, we wanted to relaunch our popular sausage pack to a new and improved tasting chipolatas and create a versatile roast product that could feed the whole family. Both launches are quick to cook and a planet-friendly swap for the foods our nation knows and loves.”

Meatless Farm’s Meatless Chipolatas (RRP £2.50) are available to buy now from Sainsburys and from Ocado at the end of September. Meatless Farm’s Chickenless Roast (RRP £4.50) will be available in Tesco.

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