Moving Mountains® was formally founded in 2016 by Simeon Van der Molen who came up with the idea in 2014 after he was diagnosed with high cholesterol and was forced to either cut out meat and dairy or go on statins. Deflated with the lack of seriously tasty meat alternatives on the market, Simeon, who was already an entrepreneur with his eco-friendly household products brand, Ecozone, decided to focus on creating meat alternatives that taste, look, smell and satisfy like animal meat. By doing this, he hoped to make real and long-lasting change to human and environmental health, whilst protecting animal welfare. Moving Mountains® was born.
Simeon worked for two years with a team of food consultants and technologists, using the latest innovations in food technology to create the UK’s first plant-based “bleeding” Burger that was akin to meat in every way. The Burger was an instant success and is now available in thousands of locations across the globe.
Not stopping with the Burger, Simeon’s determination to create further plant-based meat products, saw the development and launch of the Moving Mountains® Hot Dog and Sausage in 2019. The products were widely praised by the media and consumers for their meaty taste and texture.
Just a year after its launch, the number of restaurant establishments serving the Moving Mountains® Burger was increasing across continents, including at Hard Rock Cafe locations across Europe, Applebees Dubai, and Spanish chains Carls Jr, Tony Roma, and Tommy Mels. Now an established brand in restaurants, in October 2019, Australian supermarket Woolworths became the first retailer to stock Moving Mountains® products, selling the Burger and Hot Dog in over 800 stores nationwide.
With constant requests from home-cooks, there was a clear appetite for plant-based meat that people could make at home. At the start of 2020, Sainsbury’s became the first UK supermarket to launch the Moving Mountains® cook-at-home range, which also included the launch of the Sausage Burger.
From that point on, many retailers began stocking Moving Mountains® products across the world, including Jumbo (Netherlands), Coop (Switzerland), Spinneys (Dubai), Waitrose, Amazon (Prime Now and Fresh UK) and Ocado (UK), who were the first to launch the Moving Mountains® Mince and Meatballs in June 2020.
There is a plant-based revolution happening with Moving Mountains® at the forefront of this change. Moving Mountains® are committed to creating high-quality, nutritious, and great-tasting plant-based meat and will continue to innovate in this space, developing further plant-based meat products that can be enjoyed by all.