UNITED KINGDOM, Liverpool. UK shoppers will have a new "burger" brand from the Larry Goodman-owned ABP on their shelves soon. The new brand, called Equals, will be available to consumers next week.
According to ABP, Equals is a range of “fresh plant-based products with both texture and flavour to equal the meat eating experience to appeal to meat reducers and non-meat eaters alike”.
The first product to launch under the brand is a two quarter pounder meat-free "burger" pack which is made from a mix of seasoned pea and soy proteins.
Darren Jones, commercial director for ABP UK, said: “We are very excited about our first fresh brand launch into the meat free category. Our core business is and will remain in beef but we recognise the growing demand for products that fit a flexitarian and meat-free lifestyle.
ABP first entered the meat free category in 2011 and employs over 100 people at its Eatwell meat-free processing facility in Liverpool.