Livekindly Collective, the fast-growing US firm that is building up a portfolio of plant-based food brands, has announced the acquisition of No Meat, the vegan meat alternative company owned by British supermarket chain Iceland.
Launched by Iceland in 2018, No Meat’s range includes plant-based versions of burgers, sausages, fish fingers, pizzas, pasties, and desserts. The products are currently sold by Iceland, Asda and Ocado.
“This acquisition is very complementary to our current portfolio further strengthening our position in the frozen sector of the fast-growing plant-based meat category,” said Domenico Speciale, General Manager for Livekindly Collective in the UK.
“No Meat has been such an incredible success with its award-winning, great value and great tasting products. This acquisition is a big step in delivering our mission of making plant-based food the new norm.”
As part of the deal, Iceland will begin selling some of Livekindly Collective’s existing brands such as Oumph!, LikeMeat and Fry’s Family Food Co. The products will start appearing in Iceland and The Food Warehouse stores across the UK and Ireland from April 2021.
Andrew Staniland, Iceland’s Trading Director for Frozen said: “We are absolutely delighted to be partnering with Livekindly Collective both to bring the No Meat brand to new consumers globally and to significantly expand Iceland Foods’ plant-based product offering in the UK.”
Livekindly is believed to have taken 100% ownership of the No Meat brand. Financial terms of the deal were not disclosed.
Kees Kruythoff, CEO and Chairman of the Livekindly Collective, commented: “Bringing No Meat into the Livekindly Collective family as a mission aligned partner was a natural next step for us. Its strategy to meet the demand of consumers for healthier and more environmentally friendly vegan products mirrors our own commitment to protect the planet. It is aligned with our strategy to scale rapidly and transform the current global food system.”
