Like has announced its move into the UK market with three products launching in Tesco next month.
The range includes Like Hot Dogs (rsp: £2.75/360g), Like Popcorn Chicken (rsp: £2.75/300g) and Like Chicken Burgers (rsp: £2.75/320g).
The German brand will launch in Tesco on 8 September followed by Sainsbury’s, Morrisons, Asda and Iceland.
It is designed to appeal to plant-curious consumers open to alternative forms of protein as a way to reduce their meat consumption.
“Gen Z flexitarians are an important consumer segment in the meat-free category and with its bold, impactful look, feel and appetite appeal, combined with our exciting marketing plans, the Like brand is well placed to engage this audience,” said Emma Herring, UK marketing manager at parent company Livekindly Collective, which also owns Fry’s, Oumph and No Meat.
The range is made from wheat and soya protein and is HFSS compliant, high in protein, low in saturated fat and a source of fibre.
All the packaging is also fully recyclable.
“We believe we have found a sweet spot in this category, ticking taste and health credentials, two key drivers for attracting a younger audience, but at a more accessible price point than other taste-led brands in the category,” said Herring.
Like is 100% plant-based and produces frozen products that can be cooked and consumed on their own as snacks, but also as ingredient products in dishes like protein bowls, salads, pastas or wraps.
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