JERICHO, NY. – Nathan’s Famous Inc. launched a meatless “hot dog” that combines the company’s 100-year-old secret recipe with a plant-based meat alternative produced by Meatless Farm Co., a Leeds, United Kingdom-based manufacturer of vegan plant-based alternatives featuring mostly pea protein.

Nathan’s Famous Plant-Based Hot Dog by Meatless Farm is available exclusively on the Nathan’s online retail portal on Shopify. The kit features six plant-based hot dogs, six buns and a bottle of Nathan’s Famous deli mustard for $44.99. The company plans a rollout to select locations in May starting in the tri-state area and Florida. The company plans to expand distribution to additional restaurants in the coming year.

“As plant-based menu items continue to grow in popularity, we are excited to launch the first ever gourmet, plant-based hot dog, a product created not just for our flexitarian, vegetarian, and vegan customers, but all who enjoy a healthier diet,” said James Walker, senior vice president, Restaurants. “We’ve spent a great deal of time perfecting this hot dog and making sure that those who know and love Nathan’s one-of-a-kind flavor, as well as those that might not have tried a Nathan’s hot dog due to diet, can now enjoy an option that fits their lifestyle.

“We are looking forward to growing a new customer base with this partnership with Meatless Farm and know their high-quality ingredients are the way to deliver what our customers have come to expect of the original Nathan’s Famous hot dog,” Walker said.

Meatless Farm makes 100% plant-based, gluten-free products with non-GMO ingredients. The company launched to the trade in the United Kingdom in 2018 and has since expanded into 20 countries within Europe, Asia Pacific, North America and the United Arab Emirates. In 2019, the company entered the US market through more than 450 Whole Foods Market locations.

“We’re working with the most iconic hot dog company in the country, turning this American favorite into a Meatless favorite,” said Morten Toft Bech, founder of Meatless Farm. “Increasingly more people are aware of the impact intensively farmed meat has on the planet and are now looking for fresh, good quality food that tastes amazing and not only helps protect our health, but the environment too.

“This exciting partnership with Nathan’s Famous provides the opportunity to inspire a new generation of carbon conscious consumers to eat more meat-less,” Bech said. “More people making smaller changes will have a greater impact than a few making drastic ones.”