Moving Mountains, independent British food tech brand that launched the UK’s first plant-based ‘bleeding’ burger, is partnering with Waitrose to meet growing demand for plant-based meat and frozen food in the UK. Consumers are be able to purchase the Moving Mountains ‘Bleeding’ Burger, Sausages, and Sausage Burger in 300 Waitrose stores nationwide and via the retailers’ e-commerce platform.
This deal is part of Moving Mountains’ accelerated growth plan to meet demand for innovative plant-based and high-quality frozen products. Data shows that sales of meat free products grew by 18% last year to GBP474.5m, with particular demand from flexitarians, who amount to 21% of the UK population. At the same time, demand for frozen food grew by 16.1% to GBP194.8m in the 12 weeks to 18 April 2020 and sales continue to be high.
“We have partnered with Waitrose as part of our accelerated growth strategy at a time when consumers are seeking more high-quality plant-based products, as well as those that can be frozen and eaten whenever is convenient,” Simeon Van der Molen, founder of Moving Mountains said. “Now plant-based and flexitarian consumers across the country can purchase our signature bleeding Burger, Sausage and Sausage Burger in-store and via the Waitrose website to be delivered directly to their doorsteps, meaning that more consumers than ever have access to our innovative products.”