Naturli’ Foods, the Denmark-based supplier of plant-based foods, has entered the UK meat-free market.

The company has secured a listing with Sainsbury’s, which will be stocking Naturli’ meat-free ‘mince’ and meat-free burger patties in 400 stores later this month.

Sainsbury’s has decided to stock the Naturli’ lines next to meat products, a move Henrik Lund, the Danish firm’s CEO, believes will encourage meat eaters to try a plant-based alternative.

When Danish retailer Dansk Supermarked started stocking Naturli’ products and placed them alongside conventional meat lines, it opened up the meat-free category to shoppers looking for meat products, Lund claimed.

“That totally changed the perspective – including for mainstream consumers,” Lund said. “It takes plant-based to a new level and it opens up this new world.

“It is a food culture journey for mainstream consumers. They look down and they see something that they recognise because they are used to working with minced beef in their own kitchens. They think: ‘That looks like something I know, it’s made out of plants, but I can make the same meatballs as I did yesterday. I can do the lasagna. I can do the bolognese.’ It takes out the mystery of plant-based.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Naturli’ Foods, which has been owned by the Danish margarine Dragsbaek since 2010, has an exclusivity deal with Sainsbury’s “for a limited period”, Lund says, and is in talks with other UK retailers over future listings.

The company’s entry into the UK meat-free market follows similar moves by other European meat-alternative businesses this year.

Asked why Naturli’ believes it can succeed in what is a growing – but also competitive – market, Lund said: “We decided we wanted to take plant-based food solutions to another level. An example is this mince product. It’s a component. It’s not a pre-fried burger. It’s a raw, built component that the consumer can take in the direction they want to in their own kitchen. We think that’s very important. This is something completely different from many other products you see in this category.”