The company, which is the largest pig and pork producer in the world, debuted meat-free breakfast patties, meatballs, burger patties, and pre-seasoned protein starters last year.
‘Doing very well’
In a recent interview with Food Navigator, Pure Farmland’s Brand Manager Erin Thacker said: “We started looking at plant proteins about two and a half years ago, but we’ve always thought of ourselves as a protein company so it made sense to be in this set [as] we want to offer a variety of protein choices.
“We also have a broader range of products than some of our competitors. Overall, we’re very pleased with our velocities and repeat rates across the portfolio; the meatballs and the breakfast items are doing very well.”
Thacker did not share any specific figures but did say the plant-based range performed better when displayed amongst other meat-free products.
Speaking about the launch of its new meatless line, John Pauley, Chief Commercial Officer for Smithfield Foods, said in a statement: “We’re thrilled to announce the launch of this new product portfolio under our Pure Farmland brand.
“We’ve been exploring the alternative protein space, and have taken our time to get it right.
“With this launch, we are bringing together our expertise in creating market-leading food products, our organizational commitment to sustainability, and our deep understanding of ‘flexitarian’ consumers, to deliver a broad variety of flavorful plant-based protein choices that consumers want and can afford at a great value.”