Sainsbury’s is making another push into plant-based, listing vegan food brand Fry’s for the first time.
The Fry Family Food Co is set to launch a range of chilled meat alternatives with the retailer, as well as pastries and snacks.
They will hit chillers in 524 Sainsbury’s stores from 10 October, while a selection of the brand’s frozen products will go on sale from November.
The new chilled Fry’s SKUs include: artisan southern-style tenders; chicken-style strips; chargrilled beef-style strips; hearty country pie; spicy three bean pasty; artisan chickpea and roasted butternut balls; and sausage rolls.
“With more customers than ever purchasing meat-free alternatives, Sainsbury’s is dedicated to expanding its variety of great-quality vegan options,” said Sainsbury’s meat-free buyer James Hamilton.
“With nearly 30 years’ experience in making vegan products, The Fry Family Co products seemed like the perfect fit for Sainsbury’s and our customers.”
It comes amid an NPD push for the brand, which is also set to launch lines of chilled vegan hotdogs.
“It’s a really exciting time for veganism in the UK with the demand for innovative new products greater than ever,” said Tammy Fry, international marketing director at Fry’s.
“The rise in the popularity of a plant-based diet in the last year has been far more significant than we could have ever anticipated, so this new relationship with Sainsbury’s has come at a really exciting time for us as a brand.”
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