A vegan-friendly, meat-free drive-thru is opening later this month, according to reports.
Branded a ‘U.K. first’, the M*** F*** eatery – created by food brand Meatless Farm in partnership with burger specialists Mother Flipper- will be open for a trial run in London* from August 26-31.
The menu will include Meatless Farm’s plant-based patties in burger builds like the ‘The Greta’ – which features aubergine bacon. The burgers also include dairy-cheese, but this can be replaced with a vegan alternative on request.
‘Next-generation meat alternatives’
According to Meatless Farm, cars will drive-thru on one side, with pedestrians on the other. Those in electric cars or on bicycle will receive 50 percent off ‘in the spirit of staying green’.
Michael Hunter, Chief Growth Officer Meatless Farm, said: “We are building a new category; next-generation meat alternatives are fast becoming a more frequent preference for meat-eaters. The relationship between out-of-home trends and retail purchase is strong.
“Our M*** F*** drive-thru is an opportunity to engage consumers, who perhaps haven’t tried plant-based before, to start on their journey.”
‘Making plant-based a preference’
Founder of Meatless Farm Morten Toft Bech said that he ‘hopes the drive-thru is another step towards making plant-based a preference rather than an option’.
“We’ve been working hard over many years to perfect our original burger patty recipe,” he added.
“Our unique blending process uses ingredients like pea protein alongside other plant-based goodness to create a remarkably meaty experience. The only way to get the world eating more sustainably is to make delicious food,” he added.
Meatless Farm revealed earlier this year that it’s seen its sales soar by 149 percent in a year according to data from industry analysts Nielsen, making it the fastest-growing brand in the U.K meat alternatives sector.
“More and more people are looking to reduce the amount of meat they eat, both for health and environmental reasons, and Meatless Farm is at the forefront of this change,” Morten Toft Bech, Founder of Meatless Farm, said in a statement sent to Plant Based News.
“Whether you are vegan, vegetarian or flexitarian, our range is suited to those who want to improve their eating habits, while still enjoying food that their meat-eating friends or family would recognize.”
The brand added that after spending two years researching and developing its range, it has become ‘a serious contender in the global plant-based market, alongside US groups Impossible Foods and Beyond Burger’.
*The M*** F*** Drive-Thru will be located at 35 Great Eastern Street, Hackney, EC2A 3ER.
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