Data released by Nielsen has revealed that Meatless Farm is the UK’s favourite plant-based mince out of the nation’s top four retailers.

Knocking Quorn off top spot, data has revealed that Meatless Farm is one of the fastest growing plant-based mince brands in the UK, with its annual sales growing by 7.5 percent over the last 12 months.

Morten Toft Bech, CEO of Meatless Farm, claims the company’s success is due to the way its products have “almost twice more protein than previous market leaders” while still “delivering on taste and texture without compromising on nutrition”.

Data highlighted that Quorn saw its annual sales decrease by 21 percent in the past year, possibly because it is now sharing the markets with brands such as Meatless Farm, Vivera and Beyond Meat.

According to a poll by YouGov, more than a third (34 percent) of Brits are interested in becoming vegan. Ten percent of respondents even said they had already cut out an animal product from their diet.

Whether it be for health or environmental reasons, large numbers of Brits seem to be turning to plant-based, with Meatless Farm’s market share increasing by 3 percent between August 2022 and November 2022. However, former market leader Quorn saw its market share decrease by -2.4 percent in the same time frame.

“Whilst we are delighted to be the UK’s number one plant-based mince, it’s equally important that challenger plant-based brands are working together to grow the meat-free category to have a positive impact on the planet,” concluded Bech.