Reading Time: 2 minutes The plant-based meat is said to look, taste, and ‘pull apart’ like chicken Credit: Supplied
Reading Time: 2 minutes

A vegan fried chicken brand is debuting in Spain following ‘phenomenal’ demand for its meat-free products. 

VFC was launched last year by Veganuary founder Matthew Glover and renowned chef Adam Lyons. 

Now, it has sealed its first-ever international deal with Vegan Nutrition – a distributor that operates in both retail and foodservice channels. 

Vegan fried chick*n

The new partnership will see VFC’s plant-based meat – which is said to look, taste, and ‘pull apart’ like chicken – debut in 37 outlets in Barcelona, Madrid, Malaga, Valencia, and more. 

Stewart McGuckin is the director of sales at VFC. In a statement sent to PBN, he said: “From the very first moment we launched, overseas demand for VFC has been phenomenal and so we’re delighted to sign our first international deal with Vegan Nutrition in Madrid. 

“This long-standing company has an ethos very aligned to our own, which makes them the perfect partner. And, we join some fantastic brands already represented by them. 

“This is the first of many international deals on the table. And, it takes us a step closer to our ultimate goal: the end of factory farming.”

Industrial chicken farm

Last year, Glover took Lyons inside an industrial chicken farm….

Last year, Lyons took part in Veganuary. Then, Glover took the chef inside a typical industrial chicken farm. 

“Adam had never thought too closely about how chickens were reared before then. That visit was a game-changer for him,” Glover said.

 “He went in as a fledgling vegan, and came out one hundred percent committed to getting VFC into the mainstream market.”

This is why there’s a rich seam of activism running right through VFC’s branding. The bold packaging features stylized graffiti and campaign messaging. Moreover, the website hosts the men’s filmed visit to the chicken farm. 

VFC’s vegan fried chicken is also available online from VFC.co.uk

*This is a paid for advertorial

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Liam Giliver

Liam is the former Deputy Editor of Plant Based News. He has written for The Independent, Huffington Post, Attitude Magazine, and more. He is also the author of 'We're Worried About Him'.