The Meatless Farm Co. has marked its debut into the plant-based ‘chicken’ category with the inaugural launch of an alternative burger in the UK.

Its pea protein-based Meatless Farm Chicken Burger will arrive on the shelves of major supermarket chain Tesco on 20 September, initially in 300 stores across the UK.

Michael Hunter, the managing director of Meatless Farm in the UK and Ireland, said in a statement: “Our first retail launch into chicken products is a significant area of growth for the business. To secure another listing from the UK’s largest food retailer, Tesco, shows that plant-based is no longer a challenger category, but fast becoming part of daily British food culture as we become more concerned about health and the environment.”

Founded by Danish national Morten Toft Bech in 2016 and headquartered in the northern English city of Leeds, Meatless Farm’s existing range includes alternatives to mince and burgers and also plant-based ‘sausage’, sausage rolls, patties and hot dogs.

The company also has listings for its current range of products in other retailers in the UK such as Sainsbury, Asda, Morrisons, Whole Foods Market and online at Ocado. They are also feature on the menus of a selection of foodservice outlets.

Meatless Farm has a wider European presence in Denmark, Germany, the Netherlands, the Benelux countries, Sweden, the Baltic states, Spain, Switzerland and Malta. Outside of Europe, markets include the US, Canada, the UAE, Singapore, Hong Kong, New Zealand and Australia.

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By GlobalData

The crumb-coated chicken burger will retail in Tesco at GBP2.75 (US$3.74) for a pack of two.