Moving Mountains® Launch Into 300 Waitrose Stores Nationwide

plant-based waitrose

The Iconic ‘Bleeding’ Burger, Sausages & Sausage Burger Now Available At Waitrose To Meet Growing Demand For Plant-Based Meat & Frozen Food

Moving Mountains®, the pioneering, independent British food tech brand that launched the UK’s first plant-based ‘bleeding’ burger, is partnering with Waitrose to meet growing demand for innovative plant-based meat and high quality frozen food in the UK.

From July 2020, consumers will 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. The range of frozen products are 100% plant-based, packed with plant protein and contain zero cholesterol.

This development is part of Moving Mountains® accelerated growth plan to meet burgeoning demand for innovative plant-based and high quality frozen products that can be stored amidst the current climate of Covid-19. Indeed, sales of meat free products soared by 18% last year to £474.5 million, with particular demand from flexitarians, who amount to 21% of the UK population. Demand for frozen food leapt by 16.1% to £194.8 million in the 12 weeks to 18th April 2020 and sales have continued to remain elevated.

During a period where consumers are spending more time in the kitchen than ever and looking for delicious yet healthy products, Moving Mountains® is dedicated to providing compelling plant-based choices to the nation, that are suitable for a multitude of eating occasions.

This is one of the first times that the Moving Mountains® iconic Bleeding Burger (RRP £4.50) will be available to consumers outside of restaurants, with seven million of the revolutionary patties sold in the last year in restaurants alone. Institutions like Hard Rock Cafe and Planet Hollywood are among the 3,000 outlets serving the burger nationwide.

Made from 100 per cent plant meat, 0 per cent cow, the Moving Mountains® Burger looks just like a regular patty. When cooked in the pan or BBQ it sizzles, smells and browns just like the real thing.  And just like the very best juicy burger, when perfectly cooked, the Moving Mountains® Burger bleeds through the middle – with beetroot juice instead of animal blood.

The Moving Mountains® Sausage Burger (RRP £4.50) is a trailblazing innovation. Delicately seasoned and made from a combination of oyster mushrooms, pea and wheat protein, the plant-based Moving Mountains® Sausage Burger combines the look and texture of a traditional sausage patty with the taste of pork. It can be enjoyed at any time of day, whether at breakfast in a muffin, for lunch in a burger bun or as part of a delicious roast dinner alongside apple sauce and all the trimmings. The 4oz burger can be cooked in just 12 minutes from frozen in a frying pan.

The Moving Mountains® Sausage (RRP £4.50) is made from nutrient-rich vegetables, including oyster mushrooms and beetroot, and is deliciously seasoned with pepper and nutmeg. Its texture and succulence is identical to an artisanal sausage with a mind-blowing plant-based skin and satisfying bite.

 

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Simeon Van der Molen, Founder of Moving Mountains® says: “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.

“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.”

 

Further Product Information

The Moving Mountains® range is made from 100 per cent plants and zero per cent animal, is free of hormones, antibiotics and GMO ingredients. Each one tastes and smells just like the real thing. By using simple and natural ingredients and incredible scientific processes, the range replicates animal meat in taste, texture and satisfaction.

The future of eating well for health and for the planet, the Moving Mountains® frozen range generates less greenhouse gas emissions and requires less resources than animal meat to produce, but looks, smells and tastes just as indulgent. Indeed, according to a 2020 Life Cycle Assessment to review the environmental impact of the Moving Mountains® ‘bleeding’ Burger, it uses 92% less greenhouse gas emissions and 70% less water when compared to the production of beef3. The range also uses less packaging than chilled food products4, with zero plastic and contributes to reducing the UK’s estimated 10 million tonnes of food waste5, with the extended frozen shelf life

The Moving Mountains® frozen range will be on an introductory promotion at Waitrose with a 20% discount until the end of July and an RRP of £3.60 per pack.

 

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plant-based waitrose