VFC has launched its first range of ‘naked’ uncoated vegan chicken breasts and mince, both rolling out now in Morrisons stores across the UK.
The expansion of VFC’s range follows the two milestone acquisitions made by the company this year: Meatless Farm and, most recently, Clive’s Purely Plants.
With the launch of the two new frozen products, VFC stretches beyond its core range of southern-fried crispy coated vegan chicken. VFC said this will open the brand to a broader consumer base and multiple usage occasions.
VFC Chick*n Breasts aim to replicate the shape, texture and taste of real chicken breasts, made from 100% natural ingredients.
Meanwhile, the VFC Chick*n Mince offers a ‘market-first’ innovation, VFC said, containing 31g of protein and 7.8g of fibre per 100g. It is gluten-free and claimed to contain 65% less saturated fat than conventional chicken mince.
Alison Reilly, head of marketing for VFC, commented: “We recognise that health is a key driver for consumers in this category. Expanding our product portfolio into uncoated products not only allows us to appeal to incremental meal occasions in the week, but also aligns with our mission of sparing chicken’s lives by featuring our products in more mealtimes.”
VFC co-founder, Adam Lyons, described the mince as a “game-changer in the world of plant-based cuisine”.
He added: “We’re proud to offer a product that matches the taste and texture of conventional chicken mince, whilst providing exceptional nutritional value. We believe that our customers will be delighted with the taste, versatility and health benefits of this innovative addition to our product range.”
© FoodBev Media Ltd 2024
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial