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February 22, 2019

Meat processor ABP makes move into plant-based products

Ireland-based ABP Food Group is the latest meat processor to reveal plans to expand into the plant-based arena.

By Leonie Barrie

Ireland-based ABP Food Group is the latest meat processor to reveal plans to expand into the plant-based arena.

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The County Louth business has launched its first fresh plant-based, meat-free brand for distribution in the UK.  

The new brand is called Equals and will be available to consumers next week. 

Darren Jones, commercial director for ABP’s operations in the UK, said: “We are very excited about our first fresh brand launch into the meat-free category. Our core business is and will remain in beef but we recognise the growing demand for products that fit a flexitarian and meat-free lifestyle. As a business, we have long invested in understanding market and consumer trends and we have a keen interest in exploring opportunities that provide consumers with choice.”

The company – owned by businessman Larry Goodman – said the move is part of its “multi-million pound” investment in branded and ready-to-cook meat and meat-free products which complement its core processing business.

Its Equals’ launch product is a pack of two quarterpounder meat-free burgers, made from a mix of seasoned pea and soy proteins.   The Equals brand launch is being supported by a GBP250,000 (US$325,528) in-store marketing and social media campaign and will be available in Asda stores.

ABP said it plans to extend listings to other retailers and foodservice providers over the coming months. 

The company first entered the wider meat-free category in 2011. It employs more than 100 people at its Eatwell meat-free processing facility in Liverpool.

ABP manufactures branded meat products on licence and makes own-label products for retailers. It also exports Irish beef to countries such as the Philippines, Japan and, since last April, China.

Earlier this week, Ireland-based Kerry Group, another company doing business in meat, said it was preparing to launch meat-alternative products.

just-food’s guide: Eyeing alternatives – meat companies with stakes in meat-free

Related Companies

Free Report
img

Innovation Update Q2 2022: Meat and Meat Alternatives

Meat alternatives continue to push boundaries, as companies explore 3D printed, plant-based, and precision fermentation-based alternatives. As a result, shoppers are more open to experimental formulations that introduce new flavors to meat products, blur traditional food categories, or swap in new ingredient types. It is vital for their development that retailers acknowledge this range of emerging trends during these increasingly uncertain times. Brands must continue to understand how consumer needs and desires change, and offer a range of products that reflect the world around them, therefore developing purchasing and consumption decisions. Exciting non-traditional formulations are hitting the market - following the trajectories and target audiences of these launches will help other brands find their niche. Consult our report on Meat and Meat Alternatives, from the collection of >17,000 reports on GlobalData Explorer, to:  
  • Understand the current market dynamics of the Meat and Meat Alternatives Sector
  • Assess strategies implemented by companies to better penetrate the market
  • Understand the key themes in the market that these companies and their respective products appear to be targeting
  • Marketing / Advertising strategies being used by these players for specific products
  • Other segment-specific analysis (packaging, design, flavors etc.)
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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