Iceland Doubles Its Meat Free Offering In Response To Consumer Demand

Iceland is doubling its meat-free food ranges this summer with the introduction of three new meat free brands – Fry’s, Oumph! and LikeMeat, which, along with the No Meat range, are part of LIVEKINDLY Collective – on track to become one of the world’s largest plant-based food companies.

Iceland shoppers will be able to enjoy classic summer products with a meat-free twist as the new plant-based ranges launch in Iceland this week. From family favourites like nuggets and pies, to BBQ essentials, including sausages and burgers, the huge expansion will ensure that meat-free is firmly on the menu for Iceland shoppers.

More people than ever before have started switching to meat-substitutes, leading to Iceland’s meat-free expansion. January 2021 saw a record number of sign-ups for Veganuary, with more people than ever pledging to switch to a plant-free diet.[1] Interest in meat substitutes and plant-based foods has been growing with half of UK adults (50%) including them in their meals in 2020[2], leading to an increase in sales of over 18% for meat alternatives[3].

Richard Walker, Iceland Managing Director: “We’re excited to extend our already popular range of meat-free frozen food to make meat alternatives accessible for everyone. We’ve opted to expand the range at the expense of launching new meat- based products in our core range, as we know our customers’ eating habits are changing and we are all becoming more conscious of the environmental impact of the food on our plates.

“We predicted that meat-free products would begin to represent a more significant proportion of our product sales when we first launched our vegan range back in 2018, we’ve developed and grown the range since then and have now decided to double it.”

[1] Veganuary. 2021 – 600,000 sign ups; 2020 – 400,000 sign ups

[2] Mintel: Inc. Impact of COVID-19 – UK, November 2020.

[3] The Grocer: Plant Based Category Report 2020 (published November 2020).