Food brand, More Than Meat, has launched in the UK.
The range, which includes burgers, sausages and casseroles, uses a blend of plant-proteins and wholefoods to make meals and snacks.
The foods are high-protein, zero-cholesterol, contain no added fats, no eggs, no dairy and no meat.
More Than Meat was founded by Barry Honeycombe, a London based, former Silicon Valley Software Executive and follower of a whole food, plant-based diet.
He started the brand to help others make a change to a meat- reducer lifestyle, also, to tap into the growing market of ‘meat reducers’, vegetarians and vegans in the UK.
According to Mintel, the UK’s ‘Meat-Free’ market is valued at £607m. More than 38% of Britons have bought vegetarian or meat-free food.
Moreover, there are at least 1.2m vegetarians in the UK, while 25% of the British public have cut back on meat in the last year; 34% are willing to consider eating less meat.
The entire range is hand-made with natural ingredients.
Taste, flavour and quality are the top priorities.
In addition to the existing range, the brand is introducing two new burgers – A Jerk Burger and a Great BRITish burger.
Other products are also in development and the company has plans to create product lines of salad dressings and vegan cheeses.
Mr Honeycombe said:
“There is a huge opportunity in the UK for quality, ingredient led, tasty food that caters to the growing number of people who want to reduce their intake of meat.
“Our absolute focus is on flavour and we consistently have great feedback from our customers.
“For example, we use creamy cannellini beans in our Classic More Than Meat burgers; fresh, whole apples in our More Than Meat Smoked Apple & Sage Sausage Rolls, and root vegetables and butter beans in our More Than Meat veg “Lamb” casserole.
“Taste and quality is what sets us apart”.