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Fry Family Foods is launching a new plant-based mince product into Tesco stores across the UK, designed to be versatile and ‘shapeable’.


Fry’s Shape & Sizzle Mince is made from non-GMO soya and is presented as a good source of protein as well as being low in saturated fat and high in fibre. The product is sold frozen and will retail at £2.50 per 300g pack, rolling out in Tesco from 9 September 2024.


Emma Herring, head of marketing at Fry’s and parent organisation LiveKindly Collective, commented: “We believe our Shape & Sizzle Mince is the first ever shapeable plant-based mince in UK supermarkets, which means consumers will now have a lot more versatility when it comes to making their favourite family meals”.


The mince is designed to shape well into meatballs, burgers, koftas and other similar formats, as well as for use in classic mince-based dishes like Bolognese, lasagna and shepherd’s pie.


Fry’s revealed that during product development, a blind taste panel with over 100 plant-based consumers named the product as the best option when compared with other popular plant-based mince offerings.


“The taste, texture and appearance were highly rated with the taste panelists, which gives us total confidence that this product will be a winner with Tesco shoppers,” Herring said, adding that Fry’s hopes its latest innovation will encourage families up and down the country to try plant-based for the first time or swap out more meals.


Co-founder of Fry’s, Tammy Fry, explained: “This innovation has been created specifically to meet strong consumer demand for a great quality, meat-like plant-based mince that can be used in multiple dishes”.


“The more we can provide good quality, tasty, versatile options, the more meals we can make meat-free. I believe this mince is going to be a testament to that.”


#FryFamilyFoods #UK #mince #frozen

Fry’s launches ‘category-first’ shapeable plant-based mince in Tesco

Melissa Bradshaw

6 September 2024

Fry’s launches ‘category-first’ shapeable plant-based mince in Tesco

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