VFC has launched an exclusive, next-generation core recipe to replicate the texture and flavour of meat, a NEW Chick*n Tenders SKU, NEW Spicy Fillets and its FIRST product targeting the kids’ meal occasion.
The game-changing innovation follows a series of wins for the vegan challenger, both in the UK and internationally. VFC will see brand coverage increase 10 x fold in 2023, with NEW listings in Ocado and increased distribution across Sainsbury’s to achieve over 3,200 total distribution points. The range is also set to land across Albert Heijn in The Netherlands and has been voted Best New Vegan Chicken in the USA.
NEXT-GENERATION CHICK*N RECIPE – PLUS NEW CRISPY CHICK*N TENDERS and SPICY FILLETS
VFC has launched a NEW even more ‘meat-like’ recipe across the VFC range, which will also include a NEW Original Recipe Crispy Chick*n Tenders variant and NEW Spicy Fillets. Thanks to cutting-edge extrusion technology, exclusive to the brand, the product further mimics the juiciness, texture and flavour of chicken. The range remains HFSS compliant and includes a crispier, crunchier southern-fried cornflake coating, higher protein and less salt.
The new VFC recipe hits Tesco on 31st October, Ocado on 30th November and Sainsbury’s stores on 6th November, along with NEW Crispy Chick*n Tenders which will replace Crispy Chick*n Bites.
NEW Spicy Fillets also launch into Sainsbury’s on 6th November, which includes a habanero paste in the coating to get consumers taste buds tingling.
VFC UNVEILS NEW KIDS’ STOMPERS CHICK*N
With a cheeky, rebellious tone and fun, chick*n footprint shapes, NEW VFC ‘Stompers’ lands in Sainsbury’s on 6th November and has been developed to meet a gap for more exciting, better-tasting kids’ options in the meat-free aisle.
Independent consumer research backed this up, with almost 50% of 10-11 year olds panelled preferring the taste of Stompers over the market-leading brands in both meat and meat-free*. Half of all respondents also claimed they would ask their parents to buy Stompers for them vs 39% stating they would ask for the meat-free market leader*.
Commenting on the NEW market-first recipe and VFC NPD, Co-Founder, Adam Lyons, said: “This is a hugely exciting time as we lead on best plant-based ‘meat taste’ with our next-generation recipe, strengthen our core range with Crispy Chick*n Tenders and Spicy, and broaden our offer kids’ mealtimes.”
“Championing taste in this category is key to converting more people across all age groups into more sustainable meat-free alternatives so that animals no longer have to be part of the food system. We have invested in a unique extrusion technology that is gentle on the proteins, giving us more complete nutritional content and more improved ‘meat-like’ texture.
“The result is a plant-based experience that’s even more meat-like, delicious, convenient and incredibly versatile without costing a wing and a leg.”
“That’s why we have been voted Best New Vegan Chicken in the USA and have huge plans to expand and grow the business in 2023 and beyond.”
*Source: Blind taste panel with 121 respondents age 4-11 years, conducted by Good Sense Research on 22nd September 2022.
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