Beyond Meat looks set to launch its own range of ready meals, The Grocer can reveal.
The vegan brand has applied to register the trademark ‘Beyond Meals’ with the Intellectual Property Office.
It is seeking a class 29 trademark covering meat substitutes, and a class 30 trademark covering prepared meals with ingredients including pasta, rice, quinoa and noodles.
A spokeswoman for the brand said: “Our commitment to rapid and relentless innovation means we’re always working to bring the world’s best plant-based meat products to market to increase accessibility to delicious, nutritious and sustainable plant-based proteins.”
Beyond Meat was “excited to share more details soon about new product developments”, she added.
It wouldn’t be the brand’s debut in the category, though: it currently sells a range of co-branded meals as part of Tesco’s Wicked Kitchen range.
Beyond Meat also recently expanded its range in the UK to include burger and sausage lines, which hit Morrisons in September.
Beyond Meat isn’t the only plant-based brand eyeing the ready meals category for growth.
Its plant-based rival Meatless Farm made its first move into the category earlier this year with a range of three frozen and two chilled meals.
Then, in September, This followed, launching a trio of ready meals: This Isn’t Pork Meatballs & Spaghetti, This Isn’t Chicken Thai Green Curry, and This Isn’t Pork Sausages & Mash.
But the boom in ready meals NPD goes further than plant-based. Past months have seen launches from brands such as Crosta & Mollica, Goodfella’s and Cinnamon Kitchen.
No comments yet