Another vegan burger has been launched by a major meat processor to join Sainsbury's alternative introduced last year.

The ABP Food Group, which works with more than 35,000 farmers and supplies 60 retailers and food service companies has launched its first plant-based meat-free brand for distribution in the UK.

The new brand – 'Equals' – is being launched first in a two-quarter pounder meat-free burger pack. Made from a mix of seasoned pea and soya proteins, it is available in Asda stores.

Commenting on the new product, Darren Jones, commercial director for ABP UK, said: “Our core business is and will remain in beef but we recognise the growing demand for products that fit a flexitarian and meat-free lifestyle,” he said.

“As a business, we have long invested in the understanding market and consumer trends and we have a keen interest in exploring opportunities that provide consumers with choice.”

The Equals brand launch is being supported by a £250,000 in store marketing and social media campaign, and plans to extend listings to other retailers and food service providers over the coming months.

The move into meat-free products which now sees ABP employ more than 100 people in its meat-free processing facility in Liverpool, was bolstered following research which shows there is a growing demand for such products with 68% of 18-24-year-olds claiming to follow a vegan, vegetarian or flexitarian diet.