Meatless Farm products have made a successful comeback to Asda shelves, bringing excitement to plant-based food lovers.
- This return follows a strategic takeover by Vegan Fried Chick*n, aiming to revitalise the brand.
- Consumers can now find a range of vegan products like mince, chicken breast, and burgers in Asda stores.
- The reintroduction also includes innovative products such as beef and porcini mushroom girasole and pork and apple sausage.
- Despite recent financial struggles, this move marks a new beginning for Meatless Farm with production by former partners.
Meatless Farm products have triumphantly returned to Asda after a strategic takeover by the plant-based brand, VFC. The company, renowned for its vegan meat alternatives, made its comeback with a variety of popular and innovative products including the meat alternative mince, chicken breast, and quarter pounder burgers available on the shelves once more.
Asda shoppers can also explore new additions such as the beef, red wine, and porcini mushroom girasole as well as the much-anticipated so-duja ravioli. These introductions are expected to appeal to a growing base of consumers seeking diverse and sustainable food options. The return of these products promises an enriched shopping experience for Asda customers.
VFC’s acquisition of Meatless Farm represents a golden opportunity to reinvigorate the plant-based sector. This merger not only aims to bring beloved products back to consumers but also to drive innovation within the industry. The collaboration with former manufacturing partners assures quality and continuity in production.
However, the journey to this point was fraught with challenges. Meatless Farm faced significant financial hurdles, having made most of its workforce redundant in June following unsuccessful attempts to secure new investment. The company reported operative losses nearing £50 million over three years, with sales declining from £12.5 million to £11.2 million in 2022.
Nevertheless, the VFC deal underscores a pivotal shift aimed at reviving the brand. This merger is portrayed by VFC as a strategic move to spark much-needed innovation in the plant-based category, signifying hope for both brands’ futures.
The reintroduction of Meatless Farm products to Asda shelves signifies a promising turnaround, driven by strategic innovation and renewed partnerships.
