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Watch Out, Beyond Meat? U.K.’s Meatless Farm is Heading to U.S. Whole Foods

by Catherine Lamb
June 24, 2019June 25, 2019Filed under:
  • Future Food
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Beyond Meat might have some competition coming in from across the pond.

Today news broke that Meatless Farm, a startup based in Leeds, U.K., will sell its products in U.S. Whole Foods stores for six months starting this summer. Founded in 2017, Meatless Farms makes plant-based burgers, ground “beef,” and sausages out of a mixture of pea, rice and soy protein. It currently sells its products in retailers in the U.K., Canada, the UAE, Sweden and Hong Kong.

Shares of Beyond Meat fell as much as 10 percent after the news got out. Clearly potential investors were worried about a new plant-based meat competitor swooping in and threatening Beyond’s retail foothold.

However, I’m not so sure Beyond has anything to worry about. Purely judging from the photos, Meatless Farm’s products don’t have the same trompe l’oeil qualities as Beyond’s beef-like burger patties. They also don’t have the same name recognition.

Most importantly, though, the plant-based meat market is not a zero-sum game. Beyond Meat’s retail success (and Impossible’s production struggles) go to show that consumer’s demand for alternative proteins is not a fleeting trend — it’s here to stay.

While Meatless Farm will certainly benefit from Beyond Meat’s work to take plant-based meat mainstream, the British startup is so small and new that I doubt it will steal any significant portion of their sales. Eventually, as more and more companies start to wake up to the alternative protein trend, the plant-based meat category will start to become pretty saturated. Then Beyond might start to sweat.

Or, you know, when Impossible hits retail shelves later this year.


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The Meatless Farm Gets Investment from UK’s Channel 4, Trades Equity for Air Time

Yesterday news broke that British broadcaster Channel 4 invested an undisclosed seven-figure sum in The Meatless Farm Co, a plant-based meat company based in Leeds, UK that makes vegan burgers, ground “beef,” and sausages. Under the terms of the deal, Meatless Farm will also give the broadcaster equity in exchange…

Hormel Joins the Meatless Meat Movement With New Portfolio of Plant-based Products

Add one more to the list of major CPGs looking to capitalize on the public’s insatiable appetite for plant-based meat. This week, Hormel Foods, who owns brands like Skippy and Applegate, announced the launch of its Happy Little Plants product line. This is Hormel’s first project under what the company’s…

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  • Meatless Farms
  • plant-based
  • Whole Foods

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