Eight vegan products from The Fry Family Food Co. will launch in 524 Sainsbury’s stores next month.
Options including artisan southern-style tenders, chargrilled beef-style strips, sausage rolls, and a steak & ale country pie will launch on October 10 – with additional frozen products hitting shelves in November.
Fry’s, which was established in 1991, also has stocks products in Holland & Barrett and Ocado.
‘Vegan is unstoppable’
“These are exciting times – the popularity of veganism seems to be unstoppable, and demand for delicious new alternatives is greater than ever,” said Tammy Fry, International Marketing Director at The Fry Family Food Co.
“It feels like we’ve really turned a corner with the perception of veganism, gone are the days of it being considered a niche lifestyle choice, but instead it is a mainstream option for many Brits looking to reduce their meat consumption.
“We’re thrilled to have embarked on an exciting new relationship with Sainsbury’s and delighted to be showcasing more of our meat-free alternatives to customers up and down the country.”
‘Quality vegan options’
“We’re really excited to bring a wide selection of The Fry Family Co products to our aisles,” James Hamilton, Meat-free buyer at Sainsbury’s, said in a statement sent to Plant Based News.
“With more customers opting for meat-free products in their weekly shops, Sainsbury’s is dedicated to expanding our variety of great quality vegan options.
“With nearly 30 years’ experience in making vegan products, including everything from chicken style strips to pasties, Fry’s seemed like the perfect fit for our customers and we can’t wait to hear what they think.”
Sainsbury’s vegan offerings
The latest launch is one of many products Sainsbury’s has recently added in a bid to capitalize on the growing vegan, vegetarian, and flexitarian market.
In recent months, the retail giant has launched in excess of 20 new meat-free products, including Naturli’ Foods’ vegan burger and mince items, as well as Naturli’ vegan butter.
“We have a dedicated team here at Sainsbury’s working on how we diversify our range of vegetarian and vegan products, across many different supermarket aisles -from exclusive chilled products through to Love Veg! ready meals and even quick options for on the go,” said Meat-Free Product Development Manager Rachel Mathews.