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When is The Meatless Farm planning to launch in the US and how is it likely to compete with the existing protein-based meat alternative firms?


Leon Mathias

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The Meatless Farm, Britain’s plant-based protein company, is expected to launch in the US next month and has already roped in Amazon-owned Whole Foods Market to distribute its products. The alternative meat market boom in the US is currently led by Beyond Meat and Impossible Foods whose protein-based products are sold by retailers and quite a few restaurants, including TGI Friday’s, Burger King and Cheesecake Factory. According to the founder of The Meatless Farm, Morten Toft Bech, while the firm would eventually venture into the US dining space, at the moment the focus is on making the products available at retail outlets, and its deal with Whole Foods includes bringing in additional retailers in the future. He also said that while Beyond Meat and Impossible Foods are pushing the burger agenda, the UK-based firm would be focusing on its mincemeat cooking ingredient. The Meatless Farm has signalled its global ambition and has already partnered with the Middle East supermarket chain Spinneys, pub chain Greene King and Sainsbury’s in the UK and a chain of retailers in Canada, as it readies for an additional £25m funding later this year. With former Kellogg’s executive Rob Woodall at the helm, the alternative meat firm views its competitors as the massive meat industry rather than Beyond Meat and Impossible Foods.
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