LoveSeitan, a plant-based meat alternative brand, has stopped trading due to a decline in product sales.
- The brand produced various seitan-based products, including Facon Bacon and Seitan Pepperoni, for major UK supermarkets.
- LoveSeitan also supplied products to grocery chains like Co-op and Whole Foods, as well as foodservice companies.
- Co-founder Steve Swindon cited tough market conditions and rising costs as reasons for the closure.
- The downturn in the plant-based market is affecting other brands, with many vegan consumers reducing their spending.
LoveSeitan, a notable name in the plant-based meat sector, has ceased operations following slower than anticipated sales of its seitan-based products. These products, known for their high protein content made from wheat gluten, included popular items such as Facon Bacon and Seitan Pepperoni, distributed across major UK supermarkets.
The brand’s reach extended beyond supermarket shelves; it also provided meat-free options to grocery retailers like Co-op and Whole Foods Market. LoveSeitan collaborated with foodservice providers such as Bidfood and Brewdog, establishing a comprehensive presence in the market.
Despite these efforts, LoveSeitan announced the cessation of its trading through a statement on LinkedIn, marking the end of a six-year journey. Steve Swindon, the co-founder, expressed gratitude for the brand’s journey, acknowledging the challenges posed by market conditions and increased operational costs. He remarked, “We could not convince enough people of the benefits of seitan,” highlighting the difficulty in maintaining consumer interest.
The closure of LoveSeitan is reflective of the broader challenges facing the plant-based sector. Recent data suggests that 73% of vegan shoppers are actively seeking ways to cut down on their grocery expenses. This trend is evident across the industry, with companies such as Beyond Meat having to revise their financial forecasts for the year due to similar challenges.
The closure of LoveSeitan underscores the growing market pressures in the plant-based sector, necessitating adaptability and resilience from other brands.
