Hoxton Farms appoints Brands2Life to help shape the future of food

London – 17th November 2023 – Following a competitive pitch process, Brands2Life has been selected by Hoxton Farms, a pioneering London-founded food tech start-up, as its first UK communications agency. Brands2Life will champion the role of cultivated fat in making meat alternatives taste delicious. Founded by two childhood friends and passionate foodies, Hoxton Farms is on a mission to transform the market by growing juicy cultivated fat that gives flexitarians and eco-conscious consumers better options for meat alternatives.

It’s a crucial time for the meat alternatives market – set to be worth $20bn by 2030 – so Hoxton Farms needed a partner to boost awareness of its delicious, sustainable, cultivated fat with future customers, investors and the general public. Following an initial launch moment to open its new pilot facility in London, an ongoing programme will highlight the taste, environmental and cost benefits of Hoxton Farms’ innovative approach. This addition of cultivated fat – produced through a combination of cell biology and mathematical modelling – to plant-based proteins will drastically improve their taste and texture, driving wider uptake of meat alternatives that look, cook, and taste like the real thing.

“We needed an agency partner that understood our mission and how we fit into the future of sustainable food. Brands2Life stood out by a mile,” said Ed Steele, Co-Founder of Hoxton Farms. “They showed us they could develop highly creative stories to get us in front of top-tier journalists. We’re excited to scale up the programme quickly and see what else we can cook up together.”

“We pride ourselves on working with the brands transforming our world and they don’t come much more innovative and exciting than Hoxton Farms,” said Kate Smith, Deputy Managing Director of Business & Technology at Brands2Life. “Our significant experience working with fast-growth businesses, alongside our growing biotech portfolio, makes our partnership a perfect fit. We’ll combine creative, integrated storytelling and a focus on delivering business impact to help Hoxton Farms carve out its place in the future of food.”