German Plant-Based Meat Like Returns to the UK with Eye on ‘Gen Z Flexitarians’

The plant-based meat brand Like, owned by Livekindly Collective, is relaunching in the UK after previously exiting the market around three years ago. Their vegan chicken nuggets, popcorn chicken, and hot dogs will be available in major supermarkets like Tesco, Sainsbury's, Morrisons, Asda, and Iceland. The move is aimed at targeting young Brits who are looking to reduce their meat intake, especially 'Gen Z flexitarians'.

Despite the growing interest in plant-based options in the UK, there are challenges in the market, with conflicting trends in meat consumption. While there is a shift towards consuming less meat for environmental reasons, sales of meat alternatives have fallen, and some demographics, like Gen Z men, are hesitant about plant-based foods. Like's strategy of offering affordable, high-quality plant-based products in the freezer section may help them compete with established brands in the market.