British brand The Meatless Farm Co is expanding in the UK by launching its 400g mince and two-pack 227g burger patties into 252 Co-op stores (rrp £3.50 and £3 respectively).

The Meatless Farm Co Range

Available now, the plant-based products are high in protein, a source of fibre, vegan and gluten free. The listings in the Co-op Group will be supported by  print / online advertising, POS, PR, social media, sampling and in-store activation including tear-off recipe barkers and security shroud covers.

Rob Woodall, ceo of The Meatless Farm Co, said: ‘We’re a British company that’s spent more than two years creating plant-based products that really deliver on taste and texture, so whether you’re swapping out meat every so often or you’re veggie or vegan there’s a solution for you that tastes great and enables you to make your everyday family favourites without the sacrifice.’

“We’re thrilled to have Co-op as a stockist, it’s so important British retailers are supporting British food brands and helping to champion ‘kind eating’ across the country.”

The growth in demand for plant-based products across the UK is set to continue as value sales for meat-free lines are set to increase by 44%, reaching £1.1bn by 2023.