The Meatless Farm Co., a UK-based alternative-protein start-up, has launched a direct-to-consumer service ahead of schedule to cater to the increased demand from coronavirus.
The company, located in the northern English city of Leeds, has teamed up with family-run vegan firm One Planet Pizza for the D2C project, which will see the latter’s frozen pizza available on Meatless Farm’s website menu.
Morten Toft Bech, the founder of Meatless Farm, said: “Consumers are actively reassessing their health and well-being impact on the environment and food provenance. These are key drivers for consumers eating more plant-based food and our vision is this new platform can make it even easier for people to make the swap, especially whilst in lockdown.
“We’ve had this planned for some time, but we’ve accelerated its launch in response to the current climate and demand. One Planet Pizza is a fantastic partner to have on this journey with us.”
Four frozen bundle options are available on the platform, with prices ranging from GBP8 (US$10.05) to nearly GBP30. The Mini-Meatless package consists of one each of Meatless Farm’s burgers, mince and sausages; the Mega Meatless Package carries two each of the same products; a Combo Bundle with two of each, plus two One Planet Pizzas; and a pizza only bundle with four One Planet Pizzas.
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Joe Hill is a director and co-founder of One Planet Pizza, which started out in the same year as Meatless Farm in 2016, and is located in eastern England in the city of Norwich.
He added: “Demand for our pizzas has grown exponentially but we’re hoping to reach new audiences through this partnership with Meatless Farm. It’s not just about being labelled vegan or meat-eater anymore, there’s a general shift in consumer attitudes towards reducing meat consumption and this partnership is a great example of brands coming together to innovate and answer this.”
