08 Aug 2019


UK plant-based meat alternative manufacturer the Meatless Farm Co. envisions a future where supermarkets have protein aisles

Does it make sense for plant-based and traditional meat proteins to live side-by-side in the supermarket? The Meatless Farm Co. are arguing that this should be a vision for the future, as plant-based proteins grow in popularity among consumers.

Speaking to MarketWatch following the launch of their Meatless Farm products in the US, founder Morten Toft Bech said, "It’s not in the meat aisle yet in Europe or the U.K. but we are moving towards that."

“The vision is that you walk into a supermarket and it’s no longer called the meat aisle but it’s called the protein aisle - where there is a whole bunch of protein, some of which is from animals and hopefully a lot which is not.”

With market research showing that consumers are more likely to choose plant-based alternatives when they are located among traditional products, it is likely that more retailers will be looking to adopt an approach where proteins exist alongside each other on the shelves.