June 25, 2024

VFC launches new ‘naked’ Chick*n range in Morrisons

Activist meat-free challenger, VFC, has landed its first range of ‘naked’ uncoated vegan chick*n breasts and mince, hitting Morrisons frozen aisles.

The expansion into more versatile, uncoated options, stretches VFC beyond its iconic core range of southern-fried crispy coated vegan chick*n, opening the brand offer up to a broader consumer base and multiple usage occasions. 

The new products are delicious, versatile and cook in minutes from frozen, making it easy to create affordable and delicious meals throughout the week. 

VFC Chick*n Mince is a first to market, and has an impressive 31g of protein per 100g, 65% less saturated fat than conventional chicken mince, 7.8g of fibre vs <0.5g and is gluten free.

VFC Chick*n Breasts replicate the shape, juicy texture, and taste of real chicken breasts, making the swap to vegan meat simple and without compromise. Made from 100% natural ingredients, they are also high in protein, a source of fibre and low in saturated fat. 

After a whirlwind 12 months, including the acquisition of Meatless Farm and Clive’s Purely Plants, the VFC uncoated launch marks another significant milestone in brand’s ambitious global growth strategy and mission to remove animals from the food chain. Morrison’s listings will be followed by further distribution across the major multiples in early 2024.

Alison Reilly, Head of Marketing for VFC, said: “We recognise that health is a key driver for consumers in this category. Expanding our product portfolio into uncoated products not only allows us to appeal to incremental meal occasions in the week, but also aligns with our mission of sparing chicken’s lives by featuring our products in more mealtimes.” 

VFC Co-Founder, Adam Lyons, who has led the development on the brand range, said: “Our Vegan Chicken Mince is a game-changer in the world of plant-based cuisine.

“We’re proud to offer a product that matches the taste and texture of conventional chicken mince, whilst providing exceptional nutritional value. We believe that our customers will be delighted with the taste, versatility, and health benefits of this innovative addition to our product range.”

– VFC Chick*n Mince 300g, £2.50 RRP 

– VFC Chick*n Breasts 180g, £2.50 RRP

Visit https://vfcfoods.com  #AllMeatNoAnimal