Vegan food brand The Fry Family Food Co. is launching eight chilled products in Sainsbury’s stores this October, with a frozen range to follow in November.
Established in 1991, The Fry Family Food Co. is a family run and exclusively vegan business. Their partnership with Sainsbury’s follows the supermarket’s announcement that it is widening its meat-free offering, giving shoppers a greater choice of plant-based meals.
James Hamilton, Meat-Free Buyer at Sainsbury’s, said in a press release: ‘We’re really excited to bring a wide selection of The Fry Family Food Co. products to our aisles. With more customers opting for meat-free products in their weekly shops, Sainsbury’s is dedicated to expanding our variety of great quality vegan options.’
He continued: ‘With nearly 30 years’ experience in making vegan products, including everything from chicken-style strips to pasties, Fry’s seemed like the perfect fit for our customers and we can’t wait to hear what they think!’
The new range launching at Sainsbury’s will include artisan southern-style tenders, chargrilled beef-style strips, sausage rolls and a hearty-steak and ale country pie.
Tammy Fry, International Marketing Director for The Fry Family Food Co., said: ‘These are exciting times – the popularity of veganism seems to be unstoppable, and demand for delicious new alternatives is greater than ever.’
She explained: ‘It feels like we’ve really turned a corner with the perception of veganism. Gone are the days of it being considered a niche lifestyle choice, but instead it is a mainstream option for many Brits looking to reduce their meat consumption. We’re thrilled to have embarked on an exciting new relationship with Sainsbury’s and delighted to be showcasing more of our meat-free alternatives to customers up and down the country.’
A select range of Fry’s products will be available in 524 Sainsbury’s stores from Wednesday 10th October. Their foods are also available in 600 Holland & Barrett stores across the UK and online at Ocado.com.