LONDON —Brands2Life has been selected by Hoxton Farms, a London-founded food tech start-up, as its first UK communications agency, after a competitive pitch.

Hoxton Farms aims to transform the meat alternatives market – estimated to be worth $20 billion by 2030 – by growing cultivated fat, produced through a combination of cell biology and mathematical modelling. When added to plant-based proteins it improves the taste and texture so they look, cook, and taste more like real meat.

Following an initial launch to open its new pilot facility in London, Brands2Life’s ongoing programme will highlight the taste, environmental and cost benefits of Hoxton Farms’ innovative approach to future customers and investors.

Hoxton Farms co-founder Ed Steele said: “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. 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.”

Brands2Life deputy MD of business and technology Kate Smith added: “We pride ourselves on working with the brands transforming our world and they don’t come much more innovative and exciting than Hoxton Farms. Our 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.”