Meatless Farm Chickenless Joint Pack Shot

The roast is designed to ‘rival the more traditional meat-based Sunday lunch’ and is ready in 35 minutes

Meatless Farm has extended its range with two new chilled pea protein-based products targeting festive shoppers: a Meatless Chipolatas line and a Chickenless Roast joint.

The roasting joint will launch into Tesco on 26 September (rsp: £4.50/380g) and combines pea protein with a parsley and sage crumb to “rival the more traditional meat-based Sunday lunch”, Meatless Farm said.

Ready to eat in 35 minutes, the NPD was said to be high in protein, free from soya and low in saturated fat.

The plant-based brand’s chipolata 12-pack, meanwhile, replaces its original six-pack of sausages and went on sale this week in 405 Sainsbury’s stores nationwide, with an Ocado launch planned for the end of the month (rsp: £2.50/280g).

“With huge competition from new and challenger brands in the category, we wanted to relaunch our popular sausage pack [as a] new and improved-tasting chipolata and create a versatile roast product that could feed the whole family,” said Meatless Farm founder Morten Toft Bech.

“Both launches are quick to cook and a planet-friendly swap for the foods our nation knows and loves,” he added.

The brand hopes to build on the success of Christmas 2021, when it saw value sales rise 38% year on year in the four weeks to Christmas [Nielsen Chilled Meat Free w/e 1 January].

“We know that there are many factors at play when people consider making the switch to meatless, so we want to do all we can to innovate and offer better solutions that will keep our existing customers interested while enticing new people to try our products,” said Toft Bech.