Bringing more plant-based choices to five million customers across the UK with the launch of all LIVEKINDLY Collective brands at Iceland

Iceland doubles its meat free offering in almost 1,000 stores, in response to customer demand and further momentum in the plant based category.

Fry’s, Oumph! and LikeMeat join No Meat and are available at Iceland and The Food Warehouse Stores.

LIVEKINDLY Collective, a collection of heritage and start-up brands on track to become one of the world’s largest plant-based food companies, confirms that their portfolio of plant-based products from the brands of Fry's, Oumph! and LikeMeat are available at almost 1,000 Iceland and The Food Warehouse Stores across the UK as of this week.

The portfolio expansion follows the recent (January) announcement of LIVEKINDLY acquiring No Meat, Iceland's vegan meat alternative brand and the world’s largest frozen vegan range.

Iceland has been market leader in meeting rapidly increasing consumer demand for vegan products having developed No Meat, the meat free brand combining great taste with outstanding value. With LIVEKINDLY Collective acquiring the brand, it underlines its ambition to spearhead the worldwide food revolution making environmentally friendly meat alternatives widely available.

Domenico Speciale, General Manager, LIVEKINDLY Collective UK says:

"Partnerships are crucial across the whole value chain to help deliver our mission to make plant-based eating the new norm. Making our products widely available helps us to deliver on that mission, I am delighted to be working with such a values aligned partner to bring the best plant-based products to Iceland shoppers. I am excited to be working with the Iceland team over the next few years to inspire and educate shoppers looking to make healthier choices and move to a more flexitarian diet."

Andrew Staniland, Trading Director at Iceland Foods, comments:

"Iceland will always stand for high quality food, convenience and everyday value and the meat free category is no different. We’ve seen substantial growth in meat free sales and are committed to offering our customers a broad choice of meat free meal solutions for every meal occasion – our partnership with LIVEKINDLY Collective allows us to bring together family favourites from the Fry’s brand such as the Big Fry Burger, through to Breaded Chicken from Like Meat and the more adventurous flavours of Oumph!"

Staniland continues:

"Doubling our meat free offering with the launch of LIVEKINDLY Collective brands into Iceland main estate and Food Warehouse is a further evidence of bringing healthier food choices to our customer to meet the demand for plant-based meat alternatives. We’re excited to be bringing a brand-new range of 100% plant-based products from some of the best known and most loved brands in the UK to the Iceland shopper and seeing what our customers think about the new range."

Products from LIVEKINDLY Collective brands to be launched into Iceland and The Food Warehouse include:

Fry's - Chicken Burger, Chicken Nuggets, Big Fry Burger, Curry Pie and Fishless Fillet.

Oumph! - Oumph! Kebab Spiced, Pulled Oumph!, Oumph! Balls, Oumph! Mince and Oumph! Smoky Bits.

LikeMeat - Like Chicken Nuggets and Like Breaded Chicken.

About LIVEKINDLY Collective

LIVEKINDLY Collective was founded by Blue Horizon Group on the belief that plant-based alternatives have the power to make the global food system sustainable. Its mission is to make plant-based living the new norm.

As a collective of founders, entrepreneurs and business leaders from across the globe, LIVEKINDLY Collective is uniquely positioned to create impact with speed, at scale. Through its portfolio of brands, Oumph!, The Fry Family Food Co., LikeMeat and No Meat, LIVEKINDLY Collective is providing consumers around the world with healthy, sustainable, delicious food options.

Furthermore, the company is the voice of the plant-based movement, communicating informative, entertaining and inspiring content through its media and lifestyle platform, LIVEKINDLY, at www.livekindly.com and @livekindlyco on Instagram.

LIVEKINDLY Collective has 470 employees and sells in more than 40 countries around the world. To learn more, visit www.thelivekindlyco.com.

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