Meatless Farm Products Back at UK Supermarkets After VFC Acquisition

Meatless Farm, a UK plant-based meat brand, has relaunched its products in supermarkets after being acquired by VFC following a near-bankruptcy situation. The company is bringing back its flagship pea-protein-based mince, burgers, chipolatas, and more, alongside a new chicken and bacon tortellini SKU. A national marketing campaign called 'For the Tryers' has also been launched to encourage flexitarians to give plant-based meat a try and increase adoption in the UK.

The acquisition by VFC saved Meatless Farm from bankruptcy and allowed the brand to maintain its existing recipes, supply chain, and manufacturers. With plans for further expansion in foodservice channels and a focus on innovation to reach more consumers, Meatless Farm aims to navigate the slowing plant-based meat market and stay true to its core values of quality products, impactful brand communications, and affordable price points.