Plant-It
The Plant-It Food Co. is an Irish family-owned producer of seven frozen plant-based ready meals, sold through major grocery retailers including Tesco Ireland, Supervalu, and Metro Canada, with a dedicated food service division for hospitality operators.
- Company typePrivate
- Founded2021
- HeadquartersDublin, Ireland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Plant-It does
The Plant-It Food Co., commonly known as Plant-It, is an Irish family-owned food company headquartered in Dublin that was launched in 2021 and produces frozen plant-based ready meals. Its portfolio comprises seven SKUs — Chilli Burrito Bowl, Loaded Fries, Thai Yellow Curry, Buddha Bowl, Biryani Bowl, Chick'n Fillet Chunks, and Spice Bag — all formulated to be 100% plant-based, gluten-free, non-GMO, and a source of protein and fibre, with products positioned to heat in 6-7 minutes via microwave. Core nutritional differentiators include 14g of protein in the Buddha Bowl (across 11 vegetables) and 13g of protein in the Spice Bag, with ready-meal convenience and Irish-made provenance as the principal value propositions. The underlying production model is frozen-food manufacturing for retail rather than a technology platform, with no disclosed in-house production facilities or proprietary digital infrastructure beyond a WordPress-based commerce/brand site and standard social media channels.
Plant-It generates revenue through wholesale retail grocery sales to consumer-facing chains and through a dedicated food service channel targeting hospitality and foodservice operators. Distribution is anchored by listings at the two largest Irish grocery chains — Tesco Ireland and Supervalu — with products available in-store and via the retailers' online grocery platforms; international expansion is anchored by Metro in Canada (Ontario and other provinces), where promotional campaigns have been run. The go-to-market is predominantly channel-partner driven (national grocery chains plus a foodservice reseller motion), supplemented by an event-driven brand push catalyzed by the 2024 Love Irish Food Brand Development Award (a €160,000 non-equity grant providing national outdoor advertising and trade marketing). The company employs 11-50 staff, is privately held and bootstrapped with no disclosed institutional venture capital, and operates without a dedicated app, API, or proprietary e-commerce platform, depending instead on retailer websites and social commerce reach across Instagram, Facebook, LinkedIn, YouTube, and TikTok.
Plant-It firmographics
Firmographics- Name
- Plant-It
- Legal name
- The Plant-It Food Co.
- Website
- https://plantit.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Plant-It Food Co. is an Irish family-owned producer of seven frozen plant-based ready meals, sold through major grocery retailers including Tesco Ireland, Supervalu, and Metro Canada, with a dedicated food service division for hospitality operators.
- Ownership category
- akta.pro rank
Plant-It industry classification
Industry- Product category
- Plant-based frozen ready meals
- NAICS
- Frozen Fruit, Juice, and Vegetable Manufacturing (311411)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Frozen Plant-Based & Vegetarian Meals (CRADADAF)
- akta.pro secondary industry
- Plant-Based Prepared Meals & Convenience Foods Manufacturing (AFAKAGAL)
Keywords
Where Plant-It is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
Plant-It business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Retail Grocery Sales: Products sold through major grocery retail chains including Tesco Ireland, Supervalu, and Metro Canada. Customers purchase individual frozen meal products at retail locations.
- Food Service Division: The company operates a dedicated food service channel targeting hospitality and food service businesses with their product range.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Plant-It product offering
Product offeringCore offering
Plant-It manufactures and sells a line of seven frozen, 100% plant-based ready meals that are gluten-free, non-GMO, and made with real vegetables, ready to microwave in 6-7 minutes. The portfolio includes bowls (Chilli Burrito, Buddha, Biryani, Thai Yellow Curry), Loaded Fries, Chick'n Fillet Chunks, and Spice Bag, distributed through major grocery chains in Ireland and Canada, with a dedicated food service division supplying hospitality operators.
Product overview
The Plant-It Food Co. is an Irish family food company based in Dublin that produces frozen plant-based ready meals. Their product portfolio consists of seven distinct frozen meal products: Chilli Burrito Bowl, Loaded Fries, Thai Yellow Curry, Buddha Bowl, Biryani Bowl, CHICK'N FILLET CHUNKS, and Spice Bag. All products are 100% plant-based, gluten-free, and made with real vegetables. The company positions their meals as healthy, easy-to-prepare options with protein and fiber content, sold through major retailers including Tesco, Supervalue, and Metro (Canada).
Differentiator
Problem solved
Functional benefit
Products and services
- Chilli Burrito Bowl A plant-based and gluten-free frozen burrito bowl featuring chilli-seasoned plant protein, designed for microwave preparation in minutes and targeted at health-conscious consumers seeking convenient meals.
- Loaded Fries Crispy loaded fries topped with plant-based protein and seasonings, sold as a frozen ready meal for consumers seeking a convenient plant-based take on a takeaway favourite.
- Thai Yellow Curry A gluten-free, vegan Thai yellow curry with vegetables that is ready in 6 minutes in the microwave, positioned as a quick, healthy plant-based meal option.
- Buddha Bowl A nutrient-dense frozen bowl containing 11 vegetables and 14g of protein per serving, formulated as a high-protein, plant-based ready meal for consumers focused on nutrition and convenience.
- Biryani Bowl A plant-based biryani bowl featuring spiced rice and vegetables, sold frozen as a ready meal for consumers seeking convenient ethnic-inspired plant-based options.
- Chick'n Fillet Chunks Plant-based chicken-style fillet chunks made from vegetable protein, suitable for adding to various dishes, sold frozen for consumers and food service operators seeking meat-free chicken alternatives.
- Spice Bag A plant-based and gluten-free frozen spice bag featuring salt and chilli strips, peppers, onions, and crispy chips, with 13g of protein per serving, designed for consumers wanting a takeaway-style fakeaway meal at home.
- Food Service Division Supply Dedicated business-to-business supply of Plant-It's frozen plant-based product range to hospitality operators, restaurants, and food service businesses, enabling them to offer plant-based menu options.
Companies that use Plant-It
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Plant-It technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Plant-It partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Love Irish FoodcoreLove Irish Food is an Irish food industry organization that awarded Plant-It Food Co. the €160,000 Brand Development Award for 2024. This award provides national outdoor advertising campaign support and trade marketing assistance to enhance the brand's visibility and market engagement in Ireland.
- Tesco IrelandcoreMajor Irish grocery retailer chain that stocks Plant-It frozen plant-based meals in their stores and online platform. Products are available in the freezer aisle and are searchable on Tesco's online grocery search.
- SupervalucoreIrish grocery retailer chain that stocks and distributes Plant-It frozen plant-based meals. Available both in-store and via Supervalu's online delivery service.
- Metro (Canada)coreCanadian grocery retailer chain operating across Ontario and other provinces, featuring Plant-It products with promotional campaigns including discount offers (e.g., 15% off promotions). Key partner for international expansion.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Plant-It competitors and assessment
Company assessmentDirect peers
- Strong Roots: Irish-founded frozen plant-based food brand selling vegetable-based products (fries, burgers, vegetable sides) into retail globally. Direct peer in the frozen plant-based category with comparable Irish heritage and retail-led distribution model.
- BOL Foods: UK plant-based ready meal brand (now part of Saputo). Closely comparable to Plant-It in offering plant-based, vegetable-forward ready meals sold through UK/European grocery retail.
- This: UK plant-based food brand offering plant-based ready meals, snacks and ingredients through major grocers. Directly competes with Plant-It in the plant-based frozen/ready meal category in European retail.
- Wicked Kitchen: Plant-based prepared food brand created by the Tesco-plant-based supplier Derek Sarno, sold into UK/US retail and food service. Direct peer offering plant-based ready meals via grocery and foodservice, overlapping with Plant-It's dual-channel model.
Broad incumbents
- Quorn: Global plant-based protein leader offering frozen ready meals, meat alternatives and ingredients. Broad incumbent with much larger scale and deeper retailer penetration than Plant-It, but overlapping category and customer base.
- Garden Gourmet (Nestlé): Nestlé's plant-based brand selling frozen meals and meat alternatives across European retail. Broad incumbent with significantly larger marketing budget and shelf presence, competing head-to-head with Plant-It in frozen plant-based meals.
- Beyond Meat: Major plant-based protein brand with growing frozen ready meal offerings in European and North American retail. Broad incumbent competing in the same plant-based frozen category, though with much greater scale and marketing resources.
- Birds Eye (Green Cuisine): Iconic UK/European frozen food brand whose Green Cuisine plant-based range directly competes with Plant-It in UK/Irish retail freezer aisles. Broad incumbent with deep retailer relationships and marketing scale.
Emerging players
- Tattooed Chef: US plant-based frozen meal brand offering vegetable and plant-protein forward ready meals in grocery. Emerging player in the same plant-based frozen ready meal space, more focused on the US market but comparable in product style.
- Alpha Foods: Plant-based frozen meal brand (burritos, bowls, pizzas) sold through US grocery and foodservice. Emerging player with comparable SKU format and target consumer (convenience-seeking plant-based shoppers).
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Plant-It social profiles
Digital presencePlant-It financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plant-It leadership team
Management profileNumber of profiles
Profiles1 record
Plant-It funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plant-It M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plant-It
What does Plant-It do?
Plant-It manufactures and sells a line of seven frozen, 100% plant-based ready meals that are gluten-free, non-GMO, and made with real vegetables, ready to microwave in 6-7 minutes. The portfolio includes bowls (Chilli Burrito, Buddha, Biryani, Thai Yellow Curry), Loaded Fries, Chick'n Fillet Chunks, and Spice Bag, distributed through major grocery chains in Ireland and Canada, with a dedicated food service division supplying hospitality operators.
Is Plant-It a public or private company?
Plant-It is a private company. It is classified as family owned and is currently operating.
When was Plant-It founded?
Plant-It was founded in 2021. It employs 11 to 50 people.
Where is Plant-It based?
Plant-It is headquartered in Dublin, Ireland, in the Europe region.
How does Plant-It make money?
Two revenue lines are on record. Retail Grocery Sales are the primary driver. The others are food Service Division.
Who are Plant-It's main competitors?
Direct peers on record are Strong Roots, BOL Foods, This and Wicked Kitchen. Broad incumbents are Quorn, Garden Gourmet (Nestlé), Beyond Meat and Birds Eye (Green Cuisine). Emerging players are Tattooed Chef and Alpha Foods.
Does Plant-It have an API?
No public API is recorded for Plant-It.
What industry is Plant-It in?
Plant-It's product category is Plant-based frozen ready meals. Its primary akta.pro industry code is CRADADAF, Frozen Plant-Based & Vegetarian Meals, with a secondary code of AFAKAGAL, Plant-Based Prepared Meals & Convenience Foods Manufacturing. Its NAICS code is 311411 and its SIC code is 2030.