UK meat alternative company VFC Foods is expanding beyond its core frozen offer with a chilled range, now available in Asda.

The range, which launched on 22 July, includes a chilled variation of VFC’s Original Crispy Chick*n Fillets (RRP £3.50 for 190g), as well as new Piri Piri Chick*n Wings (RRP £3.50 for 219g) suited to sharing, with a separate Piri Piri sauce for dipping.

According to VFC, the move into chilled marks the first phase of an exciting NPD pipeline targeting incremental consumers. Innovation across adjacent categories forms part of the brand’s global growth strategy and mission to remove animals from the food chain.

The launch follows the company’s acquisition of the Meatless Farm brand in June, diversifying its existing plant-based chicken portfolio across multiple channels.

Dave Sparrow, CEO of VFC, said: “This is yet another major milestone for VFC and our unrelenting mission to convert more people into the incredible taste of VFC and spare the lives of more animals. The chilled meat-free category is worth £275 million and reaches a different consumer to those in the frozen, making this launch a natural next step in what is set to be a game-changing series of innovation for the brand.”

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