Meatless Farm products have reappeared on supermarket shelves following a strategic takeover by VFC.
- After experiencing significant financial challenges, Meatless Farm’s products are now back at Asda.
- The relaunch includes a variety of plant-based options such as mince, chicken breast, and burgers.
- Meatless Farm’s revival was described as a ‘golden opportunity’ for innovation by VFC.
- The products are set to expand to other retailers, maintaining their original manufacturing partners.
Meatless Farm products are making a notable return to the shelves of Asda supermarkets, courtesy of a recent takeover by VFC. This comeback marks a significant step forward for the brand, which had faced considerable financial difficulties, culminating in operating losses amounting to almost £50 million over three years. Sales had also declined from £12.5 million in 2021 to £11.2 million in 2022. The reintroduction of the products is a promising development amid these challenges.
The assortment of Meatless Farm offerings now available at Asda includes vegan-friendly alternatives such as mince, chicken breast, quarter pounder burgers, beef with red wine and porcini mushroom girasole, so-duja ravioli, and a new addition, the pork and apple sausage. These products are expected to become accessible at other retail outlets over the coming months, manufactured by the same partners as before, ensuring consistency in quality and taste.
Dave Sparrow, CEO of Meatless Farm and VFC, emphasised that restoring the brand’s presence in retail was the top priority for the company. “We have been working tirelessly with our partners and customers to make this happen,” he stated, highlighting the concerted efforts behind the relaunch. Sparrow’s comments reflect a strategic focus on collaboration and commitment amidst prior setbacks, including a redundancy in their workforce following administrative proceedings.
The acquisition by VFC, known for its Vegan Fried Chick*n, has been a pivotal moment for Meatless Farm. The transaction has been framed as a ‘golden opportunity’ for VFC to integrate the businesses and foster innovation within the plant-based food segment. This outlook underscores the potential for growth and transformation that the merger presents, aiming to revitalise Meatless Farm’s market position and spark further advancements in plant-based product development.
The strategic revival of Meatless Farm products in Asda stores illustrates a significant rebound for the brand following VFC’s acquisition.
