Pack-Shot Meatless Farm Plant-Based Chicken Breast, RRP £3.50 (Tesco and ASDA)

Source: Meatless Farm 

The new product will go on sale in Asda and Tesco in January 

Meatless Farm will launch a pea protein-based chicken fillet alternative in the new year to coincide with Veganuary.

The plant-based brand will roll out the new product in January, with listings in Tesco and Asda (rsp: £3.50/2x125g pieces).

Each soya-free fillet contains 17g of protein and can be cooked from chilled in the oven, pan or grill, roasted or shredded, Meatless Farm said, and was targeted at shoppers “wanting to make more of their meals meatless without compromising on taste or protein”.

The latest NPD marks Meatless Farm’s second foray into so-called fake chicken, following the launch of a burger into Tesco this August.

“We are committed to making great-tasting plant-based food more accessible and reduce the world’s dependency on intensively farmed meat, so we have made one of the nation’s favourite meats meatless with the launch of our new chicken breast,” said Michael Hunter, Meatless Farm UK & Ireland MD.

“Our move into the white meat market is one of our most exciting yet and looks set to provide a viable meat alternative to more people than ever before with added versatility from being able to serve the chicken breast whole, sliced or shredded.”

The launch follows the creation of a new protein and ingredient business by Meatless Farm in March, and confirmation it was also looking at the burgeoning cultured meat sector.

The brand has also branched out into into savoury pastries with vegan sausage rolls in 2021, while also launching plant-based sausage patties