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Meatless Farm has given its range of meat alternatives a new look ahead of Veganuary.

It has given the range – which includes mince, burgers and sausages – a refreshed look which it said would allow shoppers to see more of the product on shelf and features a new ‘Rich in Protein’ call out that it hopes will engage first time tryers and convert meat eaters.

A packaging review done by the brand found that 40% of meat reducers said protein was the most important consideration when choosing to try a plant-based product.

Its MD Michael Hunter said Meatless Farm had “really focused on ensuring the key motivator of ‘Rich in Protein’ plays a leading role”.

The new look will roll out to retailers at the beginning of January, in time for what is set to be the biggest ever Veganuary in 2021, with an expected 500,000 participants.

The refresh follows a successful year for Meatless Farm, in which it saw sales grow by a cool 136.9% to £4.1million [Nielsen 52 w/e 5 September 2020].

Meatless Farm founder Morten Toft Bech told The Grocer in October the brand was readying a swathe of NPD for the coming months, with the brand’s eyes fixed on ambient and convenience foods as its next area of expansion. 

Shoppers could also expect more recipe changes for its core products as the brand’s technological capabilities improved over the coming months, he said. 

Watch: On The Frontline with Meatless Farm founder Morten Toft Bech

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