The Vegetarian Butcher launches Southern-fried chicken pieces

Unilever-owned plant-based meat manufacturer, The Vegetarian Butcher, has launched new plant-based Southern-Fried chicken innovation, Hentastic fillets.

According to The Vegetarian Butcher, the soy protein-based fillets are tender, juicy plant-based chicken pieces coated in a golden and crunchy outer layer that is packed with black pepper and spices.

The launch follows Kantar research that reveals chicken to be the most popular protein choice among the UK’s animal meat dishes, with chicken fillets being a favourite.

In a statement, The Vegetarian Butcher said: “With the right innovation, there is still a big opportunity for the plant-based meat category to mirror this and double in value in years to come”. Unilever acquired The Vegetarian Butcher in 2018.

The Hentastic chicken fillets come in a 200g pack of two chicken pieces and are available in Morrisons stores now for an RRP of £3.50. Further rollout is planned for later in the year.