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May 1, 2020

Meatless Farm launches direct-to-consumer service

The Meatless Farm Co., a UK-based alternative-protein start-up, has launched a direct-to-consumer service.

By Dean Best

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.

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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.

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.”

See just-food’s outlook for D2C post-Covid-19 here: How will Covid-19 shape direct-to-consumer platforms?

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
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