Set to be available at supermarket chain Morrisons from this month (November 2023), the versatile frozen products sees VFC moved beyond its core range southern-fried crispy coated vegan chick*n. The products cook from frozen in minutes and designed to be used in a variety of dishes.
VFC Chick*n Mince contains 31g of protein per 100g, 65% less saturated fat than conventional chicken mince, 7.8g of fibre and is gluten free. Meanwhile, VFC Chick*n Breasts replicate the shape and texture of real chicken breasts and are made from 100% natural ingredients.
Both priced at £2.50 per pack, the mince comes in 300g packs, while the breasts will be available in 180g packs. Initially just available in Morrisons, VFC said that the products will be rolled out across a number of major retailers in early 2024.
The launch comes after a busy year for the VFC, which saw it acquire fellow alternative protein brands Meatless Farm and Clive’s Purely Plants.
Chick*n mince a ‘game-changer’
Head of marketing for VFC Alison Reilly said that health has become a key driver of growth in the meat-free category and the producer has sought to react to this trend.
“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,” Reilly added.
VFC co-founder Adam Lyons took the lead on development of the new range and described the chick*n mince product as a “game-changer in the world of plant-based cuisine”.
Lyons continued: “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.”