Vegetarian 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 said to be high-protein and zero-cholesterol, containing 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 the same change to a meat-reducer lifestyle. Also, to tap into the growing market of ‘meat reducers’, vegetarians and vegans in the UK, looking for healthy, convenience foods that are not high in fat, salt and sugar.
According to Mintel figures quoted by the company, 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.
In addition to the existing range, the brand is introducing two new burgers – A Jerk Burger and a Great BRITish burger.
“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,” said Honeycombe.
“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.”