New Zealand brand Sunfed Meats will debut two new products, Board Free Bacon and Bull Free Beef, at Meatstock—a barbecue festival that takes place this weekend at the ASB showground in Auckland. “We chose Meatstock for our public launch of Sunfed Boar Free Bacon and Sunfed Bull Free Beef because we are serious about empowering meat-eaters with new choices,” Sunfed Founder and CEO Shama Sukul Lee said. “These products are game-changers, a world-first—try and find anything as good as this in the global market. You can’t. New Zealanders know how to do protein.” Sunfed will be the first vegan meat company at the Meatstock festival, which showcases approximately a dozen meat-centric eateries. “It’s about time we had a plant-based brand come and show us what they’ve got,” Meatstock co-founder Jay Beaumont said. In 2016, Lee developed the company’s first product, Chicken Free Chicken, from a base of yellow pea protein, an ingredient that is also used in the company’s new products which are now distributed through supermarket Coles in Australia and Woolworths in New Zealand. After their meat festival debut, the new bacon and beef products will be hitting store shelves in New Zealand in the coming months.