Like to launch in Tesco as brand expands across UK retailers

Award-winning plant protein brand Like is preparing for a major rollout in the UK, starting with Tesco on 8 September. The move marks the beginning of a nationwide retail launch that will see the brand’s frozen products stocked in Sainsbury’s, Morrisons, Asda, and Iceland in the coming months.

Backed by LIVEKINDLY Collective, Like is already one of the largest plant-based food brands in Europe and holds the number two position in Germany. The company now aims to bring the brand’s playful approach to the UK market, with a particular focus on younger shoppers who are reducing their meat consumption but remain motivated by taste, convenience, and price.

“Gen Z flexitarians are an important consumer segment in the meat free category and with its bold, impactful look, feel and appetite appeal, combined with our exciting marketing plans, Like brand is well placed to engage this audience,” says Emma Herring, UK Marketing Manager at LIVEKINDLY Collective.

Like is entirely plant-based and designed to be versatile. The frozen products can be served on their own, used as snacks, or incorporated into dishes such as salads, protein bowls, pasta, or wraps. Herring highlights that the range is designed to balance nutritional benefits with affordability.

“Like recipes are HFSS compliant, high in protein, low in saturated fat and a source of fibre,” she says. “With sustainability KPI’s, the retailers also welcomed the news that all Like packaging is fully recyclable.”

Herring adds that the brand has identified a valuable opening in the UK meat-free category. “We believe we have found a sweet spot in this category, ticking taste and health credentials, two key drivers for attracting a younger audience, but at a more accessible price point than other taste-led brands in the category.”

Three products will debut in Tesco’s freezer aisles: Like Hot Dogs, Like Popcorn Chicken, and Like Chicken Burgers. All three are priced at £2.75 (US$3.65), reinforcing the brand’s strategy of offering accessible options within the competitive frozen category.

Like Hot Dogs are marketed as a smoky, plant-based alternative designed to perform on the grill or in a pan, intended to replicate the flavor and experience of traditional hot dogs. Pack size is 360g.

Like Popcorn Chicken provides a snacking option, positioned as a healthier alternative to fast food. It is intended for quick preparation, with a 300g pack size.

Like Chicken Burgers deliver a crispy exterior with a tender center, designed for versatility across burgers, wraps, or salads. Pack size is 320g.

By combining convenience with flavor, the brand aims to encourage trial among 'plant-curious' consumers who may not yet fully identify as meat-free but are open to incorporating alternatives into their diets.

The UK expansion reflects the broader mission of LIVEKINDLY Collective, which was founded to accelerate the shift toward a sustainable global food system. Its portfolio includes established plant-based names Fry’s, Oumph!, and No Meat, alongside Like. With products now sold in more than 40 countries, the company continues to scale its presence in major markets.

“Like products are living proof that you can choose to live mindfully without sacrificing taste or fun,” the company notes. “The vibrant range promises full flavor and convenience for enjoyment without limits, every day.”

LIVEKINDLY Collective emphasizes its vertically integrated structure, which includes production facilities as well as brand ownership. This setup allows the company to supply private label products and ingredients alongside its branded range, expanding its reach beyond consumers to other players in the plant-based sector.

As competition intensifies in the UK’s meat-free category, accessibility is emerging as a differentiator. Like’s entry strategy suggests an emphasis on pricing products within reach of mainstream shoppers while maintaining the taste and nutritional attributes required to compete with premium brands.

The September launch in Tesco will serve as the first test of this approach, with nationwide visibility expected as the brand rolls out across other major supermarkets. The combination of bold branding, functional nutrition, and affordability reflects LIVEKINDLY Collective’s ambition to broaden the appeal of plant-based eating and make it part of everyday life.