Ireland-based ABP Food Group is the latest meat processor to reveal plans to expand into the plant-based arena.
The County Louth business has launched its first fresh plant-based, meat-free brand for distribution in the UK.
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The new brand is called Equals and will be available to consumers next week.
Darren Jones, commercial director for ABP’s operations in the UK, said: “We are very excited about our first fresh brand launch into the meat-free category. Our core business is and will remain in beef but we recognise the growing demand for products that fit a flexitarian and meat-free lifestyle. As a business, we have long invested in understanding market and consumer trends and we have a keen interest in exploring opportunities that provide consumers with choice.”
The company – owned by businessman Larry Goodman – said the move is part of its “multi-million pound” investment in branded and ready-to-cook meat and meat-free products which complement its core processing business.
Its Equals’ launch product is a pack of two quarterpounder meat-free burgers, made from a mix of seasoned pea and soy proteins.
The Equals brand launch is being supported by a GBP250,000 (US$325,528) in-store marketing and social media campaign and will be available in Asda stores.
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By GlobalDataABP said it plans to extend listings to other retailers and foodservice providers over the coming months.
The company first entered the wider meat-free category in 2011. It employs more than 100 people at its Eatwell meat-free processing facility in Liverpool.
ABP manufactures branded meat products on licence and makes own-label products for retailers. It also exports Irish beef to countries such as the Philippines, Japan and, since last April, China.
Earlier this week, Ireland-based Kerry Group, another company doing business in meat, said it was preparing to launch meat-alternative products.
just-food’s guide: Eyeing alternatives – meat companies with stakes in meat-free
