Meatless Farm is expanding into ready meals.
The plant-based brand has created a five-strong range of ready meals, three frozen and two chilled.
The frozen lineup comprises Meatless Marinara, Meatless Korean BBQ Style Chicken & Rice and Meatless Chilli Non Carne. The chilled lineup, meanwhile, is made up of Meatless Korean BBQ Style Chicken & Rice and Meatless Chilli Non Carne.
They are made using the same pea protein as the rest of the brand’s products, and are all non-HFSS.
They can be prepared in eight minutes from frozen or four minutes from chilled in the microwave.
The range, touted as being rich in protein and low in saturated fat and sugar, was “aimed at mindful consumers who are looking to incorporate easy, delicious, plant-based alternatives into their everyday shopping”, said the brand.
The marinara recipe offered “a classic take” on the staple with a “rich tomato and herby sauce” with spaghetti, it said, while the Korean BBQ recipe came in a red chilli and herb sauce with coriander-infused rice. The Chilli Non-carne, meanwhile, was a “Mexican-style chilli dish with fibre-rich kidney beans, red onion, and a tomato-based sauce with the fragrant aroma of cumin” served with white rice.
“We know more people than ever want to make mindful choices when shopping, but since the pandemic they are also wanting to spend less time in their kitchens and want to get out and about more,” said the brand’s UK MD Michael Hunter.
The two chilled meals will launch into Ocado from 1 June (rsp: £3.50/400g), while the frozen trio will hit 460 Morrisons stores from 11 July (£3/400g).
The NPD is the latest in a deluge of launches into new territory from the brand over recent years. In April this year, for instance, it launched its first steak alternative using pea protein.