Meat-free brand VFC has launched its first range of uncoated vegan chick*n breasts and mince in Morrisons.
The expansion into more versatile, uncoated options aims to stretch the reach of VFC beyond its core range of southern-fried crispy coated vegan chick*n, opening the brand up to a broader consumer base and multiple usage occasions.
The frozen VFC Chick*n Mince (300g – RRP £2.50) is a “first to market” and has 31g of protein per 100g, 65% less saturated fat than conventional chicken mince, 7.8g of fibre vs <0.5g and is gluten-free.
Meanwhile, the frozen Chick*n Breasts (180g – RRP £2.50) aim to replicate the shape, texture, and taste of real chicken breasts, making the swap to vegan meat more straightforward. Made from natural ingredients, they are also high in protein, a source of fibre and low in saturated fat.
The listings in Morrisons will be followed by further distribution across the major multiples in early 2024
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, who has led the development on the brand range, added: “Our Vegan Chicken Mince is a game-changer in the world of plant-based cuisine.
“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.”
