Iceland has responded to growing consumer demand for plant-based food by doubling its meat-free offering in nearly 1,000 stores.
The expansion follows January's announcement that the LIVEKINDLY Collective, a group of heritage and startup brands that is set to become one of the world's largest plant-based food companies, had acquired No Meat, Iceland's vegan meat alternative brand.
Brands including Fry’s, Oumph! and LikeMeat, supplied through LIVEKINDLY, will now be available at Iceland and The Food Warehouse stores from this week.
Domenico Speciale, general manager of LIVEKINDLY Collective UK, said: 'Partnerships are crucial across the whole value chain to help deliver our mission to make plant-based eating the new norm. Making our products widely available helps us to deliver on that mission. I am delighted to be working with such a values-aligned partner to bring the best plant-based products to Iceland shoppers. I am excited to be working with the Iceland team over the next few years to inspire and educate shoppers looking to make healthier choices and move to a more flexitarian diet.'
Andrew Staniland, trading director at Iceland Foods, added: 'Iceland will always stand for high-quality food, convenience and everyday value and the meat-free category is no different. We’ve seen substantial growth in meat-free sales and are committed to offering our customers a broad choice of meat-free meal solutions for every meal occasion.
'Doubling our meat-free offering with the launch of LIVEKINDLY Collective brands into Iceland main estate and Food Warehouse is a further evidence of bringing healthier food choices to our customer to meet the demand for plant-based meat alternatives. We’re excited to be bringing a brand-new range of 100 per cent plant-based products from some of the best known and most loved brands in the UK to the Iceland shopper and seeing what our customers think about the new range.'
