This British Brand Is On A Mission to Redefine Plant-Based Eating

Edited by The VEGPRENEUR Team

Move over, bland plant-based alternatives—there’s a new player ready to revolutionize the market. Introducing Cock and Bull (formerly known as Jampa’s), a bold, chef-led brand determined to redefine plant-based eating with premium, award-winning products that deliver on taste, sustainability, and health.

Founded by visionary Chef Richard Fox and food industry expert Simon Hurley, Cock and Bull was born out of a simple yet ambitious goal: create exceptionally tasty plant-based food, without compromise. Starting with their signature plant-based Porky Pie - a labour of love that has since won Best Product at the World Plant-Based Expo - Cock and Bull is now setting its sights on transforming the way we eat, one bite at a time.

The range has launched with four products – a Traditional Porkie Pie and its Choriz-no Porkie Pie brother, a Saus-ish Roll, and Spicy Choriz-no Empanadas. Already in development in the Cock & Bull kitchen for launch in 2025 are the Fake & Ale Pie, Choriz-no and Black Bean Pie, and a Beefy Bourguignon, along with a selection of heat and eat meals including Spag Bol, Cottage Pie, Chilli Con No-Carne, Lasagne and Shepherd-less Pie.

“We’re not here to play it safe. We’re here to take plant-based eating mainstream,” says Simon Hurley, Co-Founder of Cock and Bull. “Our products aren’t just for vegans, they’re for everyone who wants bold flavours, clean ingredients, and a clear conscience. This isn’t food ‘without’ something. This is food with everything—flavour, quality, and above all a purpose.”

The Cock and Bull Difference

Every product is artisan, chef-crafted to deliver next-level taste and texture, appealing to flexitarians, vegetarians, vegans, and curious omnivores alike. With no artificial ingredients or preservatives, the range delivers on its promise of a clean label dec whilst also boasting a carbon footprint at least 70% lower than their animal-based counterparts.

Cock and Bull is not just about food; it’s about leading a movement. Collaborating with the University of Nottingham, thanks to support from Innovate UK, Cock and Bull will push nutritional innovation. It will also pursue B Corp certification. The brand isn’t waiting for change, it’s driving it!

The brand is already turning heads and taking home trophies. From Gold at the Farm Shop & Deli Awards (2022, 2023, 2024) to Best Product at the prestigious World Plant-Based Expo, the message is clear: this is plant-based food like you’ve never seen, or tasted, before.

Ready to Take Over the Marketplace

According to Sainsbury’s, 50% of consumers are expected to adopt a flexitarian diet in 2025, with 25% of the UK population predicted to be vegan. Cock and Bull is perfectly positioned to meet consumer demand for food that’s healthier, tastier, and better for the planet. Whether you’re plant-curious, flexitarian, fully vegan, or you just love great, tasty food, Cock & Bull delivers an experience that satisfies, without compromise.

“We’re not just offering an alternative. We’re offering an upgrade. This is plant-based food for the future, and we’re owning it,” says Chef and co-founder Richard Fox.