Meat-free meat is taking off.

Auckland-based food innovation company Sunfed is expanding its production capacity after its chicken-free chicken, made of pea protein, launched earlier this year and demand exceeded expectations.

The company now wants to release new products of Sunfed beef and bacon.

Sunfed CEO, Shama Lee told Mike Hosking with meat, it's all about texture and taste.

"Texture is what will tell your brain if it's meat or if it is mush. So we've spent three years developing that IP where we create really good texture out of plant protein."

LISTEN ABOVE AS SHAMA LEE SPEAKS WITH MIKE HOSKING