“This is yet another major milestone for VFC and our unrelenting mission to convert more people into the incredible taste of VFC and spare the lives of more animals.”

VFC has expanded its vegan chicken portfolio with the launch of two new products in the chilled food category.

 The UK-based vegan substitute brand has introduced a chilled interpretation of its beloved VFC Original Crispy Chickn Fillets, and a brand-new iteration, Piri Piri Chickn Wings, complete with a separate dipping sauce.

Foray into the refrigerated food business marks the beginning of a number of anticipated new products aimed at what the company hopes will become a new customer segment.

According to VFC CEO, Dave Sparrow, the chilled meat-free category, which is worth £275M, taps into a different consumer than those shopping the frozen section, making this launch “a natural next step”.

“This is yet another major milestone for VFC and our unrelenting mission to convert more people into the incredible taste of VFC and spare the lives of more animals,” he said.

VFC’s growth trajectory

VFC has had a busy year, marked by a £6 million investment, significant progress in frozen food development, and expanded distribution through major retailers in the UK and internationally, as well as food service outlets such as Marston’s Community Pubs.

Recently, the brand acquired the Meatless Farm brand for £12 million after the company went bankrupt and had to lay off its workforce.

VFC called the situation a “golden opportunity” to merge the two businesses and ensure “continued growth and sparking innovation in the plant-based food category.”

“The Meatless Farm brand boasts high consumer recognition, a dynamic range of products, robust R&D capabilities, and a mission that dovetails perfectly with that of VFC,” Sparrow reportedly said in a letter to customers and suppliers at the time.

“We firmly believe that this development will yield considerable benefits for our valued customers, suppliers, and consumers. Please rest assured that our collective leadership and all team members are wholly committed to maintaining business as usual.”

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Mohsina Dodhiya

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