Finnebrogue Artisan, the UK food business best known for its nitrite-free Naked Bacon product, has moved into plant-based meat alternatives with the launch of a new range.

The Northern Ireland business said it is targeting the UK’s estimated 20 million flexitarians with its Naked ‘made without the moo’ burgers, meatballs and mince products and Naked ‘made without the oink’ sausages.

The products are made using white and oyster mushrooms.

Finnebrogue founder and chairman Denis Lynn, who signalled the move in an interview with just-food in February, said: “We believe in producing gorgeous food which is good for you and for the planet. That’s why we made bacon without nitrites or any other nasties – and why we decided to look at what was wrong with veggie food to see how we could make it the best it could be, without being bound the way that it’s always been done.
“After a lot of hard work, we have now created a delicious plant-based range that is packed with flavour and succulence and provides the no-compromise alternative to meat that so many millions of flexitarians have been crying out for.
“As well as tasting great, our Naked ‘made without the oink’ sausages and Naked ‘made without the moo’ burgers, mince and meatballs are one of your five-a-day, high in fibre, a source of protein and made without any allergens. We believe they are a game-changer for flexitarians nationwide.”

The products are being launched through UK retailer Waitrose.

Naked Bacon, the first mass-produced rashers in Britain to be made without nitrites, has established itself as the biggest brand of bacon in Britain since its launch two years ago, according to Finnebrogue. The brand has helped to fuel Finnebrogue’s growth, with turnover expected to be GBP120m (US$146.1m) in 2020, up from GBP75m two years ago.

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Read just-food’s guide: Eyeing alternatives – Meat businesses with a stake in meat-free