The roll-out to 877 outlets followed a successful trial of the burger across several Wetherspoon premises earlier this year.
Commenting on the launch, Meatless Farm founder Morten Toft Bech said: “It’s not about these polarising views between ‘vegan’ and ‘meat-eater’ any more, it’s about balance and everyone working together to reduce their red meat intake, as we know it’s fundamentally better for our planet and health.
“To partner with a pub giant such as JD Wetherspoon is testament to the fact that plant-based is well and truly mainstream. We’re looking forward to taking plant-based to new levels together.”
Vegan product trials
Last month also saw the pub chain trial two other vegan options on its menu – a vegan mushroom and vegetable pie and Quorn ‘chicken nuggets’.
Wetherspoon’s food development manager Oliver Addis added: “We were looking for a plant-based burger that could deliver on taste and texture and we found that in The Meatless Farm Co.
“The British company is really driving the UK’s plant-based based movement and we’re confident customers are going to enjoy this new offering within our pubs.”
The Meatless Farm’s inclusion on Wetherspoon’s menu followed a number of plant-based burgers and meat alternatives that have made it into foodservice establishments since last year.
Plant-based goes mainstream
Impossible Burger now supplies its 0% beef burgers to Burger King sites across the US, while KFC trialled a vegan alternative to its fried chicken.
Leeds-based Meatless Farm has itself experienced a string of successes over the past month. The manufacturer secured listings for its products at wholesaler Brakes, which made its meat-free sausages, burgers and mince available to operators nationwide.
It also clinched a seven-figure deal with leading British broadcaster Channel 4’s Commercial Growth Fund, exchanging equity in the company for commercial airtime.
Meanwhile, producers of plant-based ‘meat’ are increasingly turning to 3D printing firms to help speed up the manufacturing process and create products that more closely resemble real meat.
