New research from Meatless Farm has revealed that 65 percent of British consumers feel anxious about the prospect of visiting a restaurant, pub or bar when they reopen. Alongside this, the company has launched an online campaign designed to boost consumer confidence and has added a free flow mince and a new pasta range to its line of plant-based products.

The company’s “We Will Meatless Again” campaign kicks off this week. It includes a new digital hub for chefs and operators, offering valuable advice and commentary from chefs, experts and environmental health officers throughout the reopening phase. 

Meatless Farms’ research conveys the anxiety felt by consumers following the coronavirus outbreak, also revealing that 60 percent of UK consumers agreed that the pandemic has made them more conscious about wher they will eat out in the future, on top of 65 percent of consumers being anxious about dining out.

Consciousness when it comes to food has become an important theme, Meatless Farm underscores. Increased awareness of health and environmental sustainability are key drivers moving forward for plant-based food. 

Meatless Farm’s innovation strategy is headed up by ex-Unilever food scientist Dr. Peter Hynes. “There has been a shift in consumer attitudes towards plant-based food. Consumers are actively reassessing their health and well-being, impacting the environment and food provenance – all key areas that play in favor of meat alternatives and will accelerate demand. There is a real awakening on animal welfare and the impact of intensive farming practices. Making better choices and eating better is key,” he tells FoodIngredientsFirst.  

“We have a certain level of flexibility as Meatless Farm products are all produced in the UK, meaning that we can quickly provide and deliver to keep up with demand and we have some fantastic partners in our supply chain. We are optimistic that meat reduction will continue to grow and that we will be able to keep up with increased demand alongside this.”

“All companies are adapting to a new norm and virtual and digital communication is a vital part of this; for us, it ranges from our online insight hub for the foodservice sector to holding R&D tastings over Zoom,” he adds. “We’re continually reviewing the current climate and consumer behaviors.”

After the successful launches of its burgers, meatballs and sausages into foodservice with partners such as Itsu, Greene King, Woods Foodservice and Brakes, Meatless Farm has invested in further foodservice innovation to serve the needs and requirements of chefs. Plant-based alternatives are becoming an increasingly crucial part of this sector’s future, with one in three consumers stating they’d like the option to “go meatless” on all dishes rather than a separate menu.

Innova Market pegs the “The Plant-based Revolution” as the second most significant trend expected to influence NPD this year, fueled by growing consumer awareness of the impact of meat consumption on both personal and planetary health.

New launches with vegan claims have seen a substantial rise and are becoming mainstream. Innova Market Insights notes a 23 percent annual growth of food and beverage launches tracked with vegan claims (Global, 2015 to 2019). Moreover, the demand for vegan food is becoming more significant, with more than one in four global consumers saying vegan alternative food launches are most sustainable (Innova Market Insights Survey Global, 2019).

In addition to its meatballs, sausages and burgers – which recently changed the recipe to use pea protein and are its meatiest products yet, the company is also offering free flow mince, which results in less wastage, better storage and can be cooked from its frozen state. Furthermore, it has also added ready-to-heat Meatless Bolognese and Meatless cannelloni – both quick-to-cook and cost-effective solutions for operators, especially if opening on a limited menu or with a smaller team. 

“Meatless Farm was built on the idea of collaboration and togetherness; We Will Meatless Again is testament to this and we aim to offer a level of support. The innovation we’re driving shows our commitment to and understanding of this sector – in addition to the wider change in consumer behaviors. We firmly believe there’s a place on all menus for next-generation plant-based alternatives that can deliver on taste and texture,” concludes Dr. Hynes.