UK plant-based pizza brand One Planet Pizza has passed £1m in annualised retail sales and secured a third product listing with Asda, rolling out nationwide from 11 May at an RRP of £3.
“There’s a narrative that plant-based is slowing down, but that’s not what we’re seeing”
The milestone earns the brand a place in the NielsenIQ Million Club. The Asda expansion follows a separate launch into 255 Co-op stores nationwide with its Peppernomi Pizza, extending the brand’s presence across two major UK grocery chains.
Founded by father-and-son duo Mike and Joe Hill, One Planet Pizza has grown sales by more than 100% year on year.
Dairy-free shoppers driving growth
Co-founder Joe Hill pointed to dairy-free consumers, rather than traditional vegans, as an expanding source of demand. Around 26% of UK households now avoid dairy, according to figures cited by the brand, broadening the addressable market beyond core plant-based buyers.
Hill stated, “There’s a narrative that plant-based is slowing down, but that’s not what we’re seeing. What’s actually happening is a shift — shoppers aren’t turning away from plant-based, they’re turning away from products that don’t deliver.”
The UK frozen pizza category is valued at more than £670m, with plant-based representing a small but growing share. Recent consumer data cited by the brand suggests two-thirds of UK shoppers are seeking products aligned with health and environmental values, with a similar proportion actively checking labels for artificial ingredients.
“The opportunity is much bigger than many people think. When you start winning over dairy-free shoppers as well as vegans, you’re tapping into a far more mainstream audience,” Hill added.
