VFC has launched a new ‘More Meat-Like’ range, including plant-based chicken tenders, spicy fillets and its first product for kids, which rolled out nationally on Nov 6th.
The new recipe will be applied to the full VFC portfolio, which will now include Original Recipe Crispy Chick*n Tenders and Spicy Fillets.
The UK vegan chicken brand states that its proprietary “cutting-edge extrusion technology successfully mimics the juiciness, texture and flavour” of animal chicken.
The “game-changing innovation” follows a series of wins for the vegan challenger, both in the UK and internationally. VFC will see new listings in Ocado and increased distribution across Sainsbury’s to achieve over 3,200 total distribution points, marking a new era for the brand.
The vegan chicken brand also unveiled new VFC ‘stompers’ developed to fill the gap for more exciting, better-tasting kids’ options in the meat-free aisle.
“This is a hugely exciting time as we lead on best plant-based ‘meat taste’ with our next-generation recipe, strengthen our core range with Crispy Chick*n Tenders and Spicy, and broaden our offer kids’ mealtimes,” VFC NPD Co-founder, Adam Lyons said.
He added: “Championing taste in this category is key to converting more people across all age groups into more sustainable meat-free alternatives so that animals no longer have to be part of the food system.
“We have invested in a unique extrusion technology that is gentle on the proteins, giving us more complete nutritional content and more improved ‘meat-like’ texture.
“The result is a plant-based experience that’s even more meat-like, delicious, convenient and incredibly versatile without costing a wing and a leg.”
