LIVEKINDLY Collective announce the addition of Iceland Foods’ No Meat to its brand portfolio

LIVEKINDLY Collective announce the addition of Iceland Foods’ No Meat to its brand portfolio

Iceland Foods’ No Meat has been added to LIVEKINDLY Collective’s portfolio of plant-powered brands


LIVEKINDLY Collective, a compendium of heritage and start-up brands on track to become one of the world’s largest plant-based food companies, last week announced the acquisition of  No Meat, Iceland Foods’ vegan meat alternative company.


The LIVEKINDLY Collective have said that this transaction helps to ‘underline its ambition to spearhead the worldwide food revolution proclaiming environmentally friendly meat alternatives.’



‘A Big Step’

In a statement sent to Vegan Trade Journal, Domenico Speciale, general manager for LIVEKINDLY Collective in the UK said: “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.”


He added: “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.”


Speciale continued: “Iceland Foods has done an amazing job in building the No Meat brand over the last few years. The team has been brilliant in their approach by continually developing new products and rotating the range to bring excitement to the category. We are proud to welcome No Meat into the LIVEKINDLY Collective and to support its future growth.”


‘Transforming the food system’

Iceland vegan No Moo Pasty

Iceland Foods’ vegan No Moo Pasty


With the help and leadership of food industry executives from around the world, LIVEKINDLY Collective is working to make plant-based food the new norm by building a robust ecosystem of founder-led plant-based brands, so far including the Fry Family Food Co., LikeMeat, Oumph!, lifestyle digital media platform, LIVEKINDLY and now No Meat.


Kees Kruythoff, CEO and hairman of LIVEKINDLY Collective also 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.”


Andrew Staniland, trading director – Frozen at Iceland Foods 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.”


Iceland_Vegan-No-Bull-Mushroom steaks

Iceland_ Foods’ vegan No Bull Mushroom Steaks


Staniland continued: “We have been market leader in meeting rapidly increasing consumer demand for vegan products by developing No Meat, the world’s largest frozen vegan range, combining great taste with outstanding value. ”


“Our offer within the UK’s fastest-growing food market will be further strengthened when we begin to sell LIVEKINDLY Collective’s existing brands – Oumph!, LikeMeat and Fry’s Family Food Co. – in Iceland and The Food Warehouse stores across the UK and Ireland from April 2021.”


“This new partnership will launch in January 2021 with our Veganuary Sale, where we will have a whole host of new and exclusive No Meat products and savings for our customers to enjoy.”


Kees Kruythoff added: “Under the umbrella of LIVEKINDLY Collective two of our brands, Fry’s and Oumph!, are official sponsors of Veganuary 2021. This global movement is a real force for change, and I am very excited to partner with Iceland Foods.”


Who are No Meat?

Iceland Foods' vegan No Porkies Bacon

Iceland Foods’ vegan No Porkies Bacon


No Meat produces tasty vegan food that helps to bring people together. Plus, it is also great option for those who want to help the planet, being made from 100 per cent plant-based ingredients.


No Meat’s products include the delicious No Bull burger, No Bull mince and ‘meat’ balls, No Porkies sausages and burgers, No Chick fillets and strips, No Duck spring rolls, No Lamb koftas, No Fish fingers, No Cheese pizzas, pasties and macaroni cheese, and No Moo dairy-free chocolate puddings and strawberry cones. Currently, No Meat products are available in Iceland, Asda and Ocado in the UK.


Who are the LIVEKINDLY Collective?


Image: LIVEKINDLY Collective


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


LIVEKINDLY Collective says: ‘Through strategic partnerships with seed growers, producers, and distributors, we are the only company in the plant-based food sector to own and operate the entire value chain.”


“As a collective of entrepreneurs and business leaders from across the globe, we are uniquely positioned to create impact with speed, at scale – because of our unique capabilities and purpose-driven mission to effect change through sustainable, cruelty-free plant-based alternatives.”


“Through our brands Oumph!, The Fry Family Food Co. and LikeMeat, we are making plant-based eating the new normal and providing our customers with healthy, sustainable, delicious food options.”


“Furthermore, we are communicating informative, entertaining and inspiring content about veganism and the environment through our lifestyle platform LIVEKINDLY.”



1 Comment

  1. […] created since the agency won the pitch for LikeMeat, one of the plant-based heritage brands from LIVEKINDLY Collective. After the competitive three-way pitch, 72andSunny Amsterdam was appointed lead creative agency and […]

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