VFC is launching two chilled products - a version of its existing frozen Original Crispy Chick*n Fillets and new Piri Piri Chick*n Wings and dipping sauce
A vegan chicken brand has reached a ‘major milestone’, launching its first chilled products in Asda.
VFC, spearheaded by Veganuary’s Matthew Glover, already sold a line of frozen products. Now it has added two chilled items to its line-up: a chilled version of its Original Crispy Chick*n Fillets (rsp: £3.50/190g), and new Piri Piri Chick*n Wings and dipping sauce (rsp: £3.50/219g).
According to VFC CEO Dave Sparrow, the step is ‘yet another major milestone for VFC and [its] unrelenting mission to convert more people to the incredible taste of VFC and spare the lives of more animals’.
He told the Grocer: “The chilled meat-free category is worth £275m and reaches a different consumer to those in frozen, making this launch a natural next step in what is set to be a game-changing series of innovation for the brand.”
Dave added: “Our fantastic team has developed a wide range of quality-led products which will position VFC at the heart of more meal occasions, bringing in incremental shoppers to the brand and category, whilst scaling VFC coverage across retail and foodservice globally.”
VFC has made several exciting moves recently, as it expands its retail presence, announcing last month that it had acquired ailing veggie brand Meatless Farm – rescuing the company from administration.
It saved the fellow Yorkshire plant-based brand in a deal worth £12 million in sales.
A statement released by VFC revealed that it will retain the Meatless Farm brand, with its product range ‘diversifying its existing plant-based chick*n portfolio’, and described the acquisition as a ‘crucial milestone’ in its ‘growth strategy and its mission to provide more vegan products across retail and foodservice’.
Speaking about this mission, Matthew Glover said he was confident about the future of the plant-based sector.
He said: “VFC Foods is well positioned to sustainably grow the Meatless Farm brand once the cost-of-living crisis eases, and the plant-based space has experienced further consolidation.
“Reducing our meat consumption is crucial for a healthier, more sustainable future and ..we will continue developing vegan alternatives which taste so good, they render the need to kill animals obsolete.”
Hungry for a delicious, plant-based dish? Why not try cooking this homemade Vegan Popcorn Chicken recipe?
Featured image courtesy of VFC® via LinkedIn