The founder of Veganuary, Matthew Glover, is launching a bold, edgy vegan fried chicken company called VFC.
There’s a new vegan fried chicken brand in town, and it’s bound to make a stir.
Veganuary’s founder Matthew Glover has teamed up with chef and restauranteur Adam Lyons to create a vegan fried chicken company, called VFC.
The new vegan fried chicken is made from wheat protein, making it soya and nut-free, and is available in two varieties: VFC Bites and VFC Fillets, which can either be original flavour or spicy.
After visiting Lyon’s restaurant Source in York and tasting the vegan fried chicken on offer, Glover inspired the chef to try Veganuary and their business idea began to take shape.
As a fierce advocate for people to try a vegan diet, Glover has run a rich seam of activism through VFC’s branding, featuring graffiti-style packaging and campaign messaging. The pair mean business, and they’re ready to take on the UK to empty every factory farm.
‘Put an end to factory farming for good’
In a statement sent to Vegan Food and Living, Glover explained: “I am a businessman turned activist, and VFC is very much a marriage of the two.
“There are many ways to dismantle unjust systems, and we intend VFC to be part of the movement that puts an end to factory farming for good.”
Lyons added: “We’re not messing about. We’ve developed a fantastic product that looks, cooks and tastes like chicken, we’ve appointed an ambitious team, and we are ready to play our part in emptying those factory farm sheds. That’s what drives us on.”
Getting the products on the high street
While the new vegan chicken is currently only available online, the pair have huge plans to scale up and get the products on the high street as quickly as possible.
One of the brand’s key priorities is achieving price parity with traditional chicken, and then eventually making their wheat-based chicken even cheaper.
The team have also hired the award-winning design consultancy Elmwood, who created the branding for Tesco’s Wicked Kitchen range. According to the pair, billboards are booked and online ads are ready to go. Let’s save some chickens folks!
You can order the new VFC products now at vfc.co.uk, with prices starting from £3.50.
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