Meatless Farm has expanded its range with a reformulated Signature Burger and new Crispy Nuggets.
The Vegan Food Group-owned brand has reformulated its Signature Burger (rsp: £3.25) to deliver a “superior taste profile, a juicier bite, improved texture and standout flavour”.
It is made of soya protein and uses the business’ MirrorMeat technology, which is designed to “reset expectations of what a mainstream plant-based burger should deliver”.
In consumer testing, Meatless Farm said the new burger was rated as good as the market leader on taste and achieved higher priced purchase intent.
The brand has also entered the frozen nugget category with the launch of Meatless Farm Crispy Nuggets (rsp: £2.95/500g).
The nuggets, which are 100% plant-based, have a chicken-style soya centre and are coated in a “crisp, golden tempura batter”. They cook in eight minutes in the air fryer.
“Our focus with these launches was to raise the bar on taste and texture while keeping prices accessible for everyday shoppers,” said Adam Lyons, head chef at Meatless Farm. “We know consumers want plant-based products that genuinely compete with the best in their category, without having to push into premium price points.”
The burger will roll out in Asda and the nuggets into Sainsbury’s.
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