Sainsbury’s has introduced a new alternative meat range with air-fryer friendly jackfruit, produced by award-winning vegan street food brand Biff’s.
The multi-channel vegan brand has launched its street food-inspired range, including Jackfruit products, into 400 Sainsbury’s stores across the UK via the retailer’s Future Brands programme.
Biff’s is also the first brand in the UK to add air frying cook times to their retail products, in response to a massive 120% increase in air fryer interest in the UK year-on-year, following recent research from energy supplier Utilita.
The research revealed how cooking methods can slash power consumption, with an air fryer costing just £52 a year, a saving of £264 compared to a traditional electric oven.
The HFSS-friendly products focus on veg-based comfort food that aims to offer high quality ‘fakeaway’ experience.
The range includes Biff’s Crispy Fried Jackfruit Wingz and Crispy Fried Jackfruit Burgers as well as two complimentary sides; Smoky Chilli Cheeze Waffle Fries, made with a sweet potato-based vegan ‘cheese’ sauce and Banging Bhaji Loaded Fries.
Both products contain at least 50% jackfruit and are hand-formed in a signature process that uses fresh fruit to create a unique chicken-style texture.
“We’re incredibly proud to join the Sainsbury’s Future Brands programme. Future Brands gives us the opportunity to reach more shoppers, and the more shoppers we reach, the better it is for our planet,” said founder of Biff’s, Biff Bloom-Burrows.
“We believe we bring something new to the aisles. We know meat-free shoppers are looking for more variety as they look to recreate their favourite dining experiences at home.
“With our focus on experiential, flavour-focused plant-led innovation we’re well suited to support these rapidly changing consumer trends – such as supporting energy-conscious consumers – which our first air fryer-optimised products demonstrate.”
