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Vegan roast chicken slices launching in supermarkets across the U.K will ‘challenge negative perceptions of vegan food’, according to their creator.

The vegan meat, from Squeaky Bean, will launch into 221 Sainsbury’s stores on September 21, and 155 Waitrose stores on September 30.

The seitan-based slices are flavored with a range of herbs and contain wheat and tofu – making them high in protein. They are wrapped in a recyclable paper container with a peelable film lid.

Vegan chicken

According to the brand, the slices are aimed at ‘flexitarians looking to reduce their meat intake – whether for health, environment or animal welfare concerns’ as well as vegans and vegetarians.

It cites a survey from the British Sandwich Association which discovered that chicken is the nation’s top sandwich filling. This results in more than 43,000 tonnes of chicken being consumed every year in the sandwich market alone.

The brand believes its new product – which has a ‘realistic and succulent texture which is sure to cause a flutter among consumers’ – will help reduce the number of chickens consumed.

‘Challenge perceptions’

In a statement sent to Plant Based News, Sarah Augustine, Squeaky Bean co-creator, said: “Squeaky Bean is your sidekick in the kitchen, with these wonderfully versatile and flavourful Roast Chicken Flavour Slices that are sure to challenge negative perceptions of vegan food.

“Adding a deliciously moreish filling to sandwiches has never been easier – that’s if you can resist eating the Slices straight from the pack!”

Squeaky Bean Roast Chicken Slices has a recommended retail price of £2.50 per 90g pack.