From 10 October, Fry will supply Sainsbury’s with eight of its products, including ready meals, ingredients and snacking options (a full list can be found in the box below). The entire range is 100% vegan, non-GM and uses only natural flavouring, it claimed.
International marketing director Tammy Fry said: “It’s a really exciting time for veganism in the UK with the demand for innovative new products greater than ever.
“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 and veganism in general.”
Veganism to the mainstream
Fry applauded Sainsbury’s for taking great strides towards bring veganism to the mainstream and looked forward to bringing more products to the supermarket in the coming months – including a range of frozen meat alternatives.
Sainsbury’s meat-free buyer James Hamilton added: “With more customers than ever purchasing meat-free alternatives, Sainsbury’s is dedicated to expanding its variety of great quality vegan options. The Fry Family Co products seemed like the perfect fit for Sainsbury’s and our customers.”
The launch of Fry’s new vegan range in Sainsbury’s comes as the number of people in the UK who eat a completely plant-based diet continued to grow.
A recent survey by price comparison site ComparetheMarket.com found that more than 3.5m people in the UK now identify as being vegan, with many citing environmental reasons for their dietary choices.
Capitalise on the trend
Food and drink manufacturers have been quick to capitalise on the trend, offering an increasing number of vegan product offerings for UK consumers.
Some companies are attempting to bridge the gap between meat-eaters and vegans by offering plant-based products that taste and bleed like real meat. Leading the pack is the Beyond Burger by the Authentic Food Company.
There has also been a growing trend of frozen food firms offering vegan ice creams, which substitute the core ingredient with rice or soy milk. Northern Bloc revealed a trio of new vegan ice creams at this year’s Speciality & Fine Food Fair.
Fry Family Food Co products
- Artisan southern-style tenders
- Chicken-style strips
- Chargrilled beef-style strips
- Hearty steak & ale country pie
- Spicy three bean pasty
- Artisan chickpea and roasted butternut balls
- Vegan sausage rolls