A new meat-free brand is set to go head-to-head with Quorn after winning its first supermarket listings, with Waitrose.

The chilled Meet the Alternative range has been developed by MTA Foods, part of poultry supplier Meadow Vale Foods Group, and comprises six products (rsps: from £2.29 to £2.99).

Aimed at vegetarians and meat-reducers, the range looked and tasted more like real meat than other vegetarian products, claimed MTA.

“The meat-free market is ready for the next stage of development and we believe this will be the catalyst to deliver unfulfilled potential,” said MTA founder and MD Tony Watson.

Beef-style pieces, chicken-style pieces and pork-style sausages are rolling out to about 240 Waitroses this week, with about 130 stores also carrying beef-style mince, meatballs and slices. The retailer said MTA would be sold alongside Quorn.

The range, which is made from soya and contains no artificial flavourings or preservatives, would bring incremental growth to the category, predicted Watson, adding that he hoped to roll it out to other mults later in 2013.

The launch is being supported with in-store activity, promotions and social media activity.

Meet the Alternative arrives two months after frozen meat-free brand VeggieDay rolled out to 285 The Co-op stores. The brand has set its sights on the number two position in the meat-free market dominated by Quorn.

Sales of chilled veggie foods have risen 6.6% year-on-year to £696m [Kantar Worldpanel 52 w/e 25 November 2012].