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MEAT-FREE challenger, VFC, is expanding beyond its core frozen offer, with the brand’s FIRST venture into the chilled fixture, hitting Asda shelves on 22nd July.

The two-strong range will include a chilled variation of best-selling VFC Original Crispy Chick*n Fillets, as well as NEW Piri Piri Chick*n Wings – perfect for sharing, with a separate Piri Piri sauce for dunking and dipping.

The stretch into chilled is the first phase of an exciting pipeline of NPD, targeting incremental consumers.  Innovation across adjacent categories forms a major part of the brand’s ambitious global growth strategy and mission to remove animals from the food chain.

The launch follows a whirlwind 12 months for the vegan disruptor – including a £6M investment and a raft of frozen innovation – which has won further distribution across both major UK and international retailers, as well as foodservice outlets, including Marston’s Community Pubs. More recently, VFC announced the acquisition of the Meatless Farm brand in a deal worth £12m in sales, diversifying the company’s existing plant-based chick*n portfolio across multiple channels.

VFC CEO, Dave Sparrow, said: “This is yet another major milestone for VFC and our unrelenting mission to covert more people into the incredible taste of VFC and spare the lives of more animals. The chilled meat-free category is worth £275M and reaches a different consumer to those in the frozen, making this launch a natural next step in what is set to be a game-changing series of innovation for the brand.

“Our fantastic team has developed a wide range of quality-led products which will position VFC at the heart of more meal occasions, bringing in incremental shoppers to the brand and category, whilst scaling VFC coverage across retail and foodservice globally. We can’t wait to share what else we have in store for our consumers!”

VFC Original Recipe Crispy Chick*n Fillets – RRP: £3.50 for 190g

VFC Piri Piri Chick*n Wings – RRP: £3.50 for 219g

Visit  #AllMeatNoAnimal 

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