Grubby, a plant-based recipe kit start-up, has partnered with VFC, a well-known vegan brand, timed to coincide with Veganuary.

This partnership marks a significant move for both companies, with VFC becoming Grubby’s exclusive provider of breaded chick*n for a series of curated recipes.

Beginning with three VFC recipes featured on Grubby’s Veganuary menu, including Crispy Chicken Burger, Korean Fried Chicken and Chicken Katsu curry, the collaboration is set to expand with five additional creations later in the year. These dishes showcase VFC’s southern-fried chick*n range, aligning seamlessly with Grubby’s focus on healthy fakeaway and street food recipes for the year.

In addition to introducing new textures and flavours to the Grubby menu, the partnership with VFC enriches the plant-based recipe range by incorporating a protein-rich and versatile meat alternative.

The collaboration allows both brands to leverage each other’s customer bases while emphasising their shared commitment to ethical and sustainable food practices. This partnership is expected to foster a mutually beneficial relationship and contribute to the continued growth of both companies in the plant-based market.

Grubby founder, Martin Holden-White, said: “We are incredibly excited to work with VFC as we are huge fans and only partner with the best when it comes to fellow plant-based brands”.

He continued: “VFC Chick*n is such a crowd-pleaser, as well as being protein-rich, bringing something new to the Grubby recipe range. Joining forces felt like a no-brainer and we can’t wait to see how these incredible dishes go down with our customers. With VFC’s recent takeover of Meatless Farm, the options to work together are endless, with more collaborations expected in the future.”

Alison Reilly, head of marketing for VFC, added: “As the leading plant-based meal kit in the market, partnering with Grubby is a fantastic way to convert new consumers to the incredible taste of VFC and realise our mission to spare as many chickens’ lives as possible. The recipes taste phenomenal, and we are thrilled to be joining forces with Grubby to deliver delicious, ethical and sustainable plant-based meals together.”

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