Yeo Valley Organic expand into the meat sector with beef burger launch

UK – Yeo Valley Organic, the UK’s largest organic brand, is entering the meat market with the launch of grass-fed organic beef burgers.

The company, known for its dairy products, is shifting into meat production as food manufacturers seek to diversify in response to changing consumer preferences.

The new beef burgers, made from 100% British organic grass-fed beef, will be available in 362 Tesco stores and online starting March 26, 2025.

A pack of two 130g burgers will retail at US$6.40 (£5), targeting consumers focused on high-welfare meat and sustainable farming.

Yeo Valley’s senior brand manager, Jonny McIver, said the company is committed to regenerative organic farming, emphasizing the role of animals in maintaining soil health and ecosystems.

He added that consumers want high-quality meat that aligns with their ethical values without compromising taste or ingredient simplicity.

The company’s move into the meat sector reflects a wider trend where brands are adapting to growing demand for natural, minimally processed food options.

With this expansion, Yeo Valley will compete in a market where ethical sourcing and quality are key selling points.

UK burger market trends

Yeo Valley is positioning itself in a competitive landscape, where meat-based burgers continue to dominate the UK and European markets.

In the UK’s out-of-home (OOH) market, 99% of all burgers sold are meat-based, while meat-free options have only a 5.7% penetration.

Burger consumption in the country has been rising, with the average person consuming 14 grams per week in 2022/23 when eating out, though this remains below pre-2020 levels.

Meat-centred meals, including burgers and sandwiches, account for 46% of total OOH food spending, highlighting the continued demand for animal protein in consumer diets.

As Yeo Valley enters the beef burger segment, it will move through a market where meat remains the dominant choice despite a gradual rise in plant-based alternatives.