“We wanted to ensure that whatever we created would appeal to both meat eaters and those following a plant-based diet.”

Popular crisp brand Fairfields Farm has launched Roast Rib Of Beef – its latest plant-based product.

The newest vegan flavor of crisps follows the brand’s Bacon and Tomato, Sweet Chilli, and Salted additions, which are already available.

The crisps are prepared using hand-selected potatoes grown on Fairfields Farm, which runs on renewable energy.

According to the company, the new Roast Rib of Beef crisps ‘will fill your mid-week craving for a roast dinner.”

On ‘popular’ demand

Fairfields Farm’s co-founder, Laura Strathern, said: “We’ve had so many requests to launch a roast beef flavour, however our vegan customers are very important to us, so we wanted to ensure that whatever we created would appeal to both meat eaters and those following a plant-based diet.

The brand replicated the beef flavour using onion powder, sugar, paprika, and rice flour.

“The new Rib of Beef crisps are full-flavoured and delicious and we expect them to be very popular,” Laura added.

10% discount

The crisps, at 80p per 40g bag, are available online  and at selected Co-op stores.

The brand is also offering a festive 10% discount on online purchases to celebrate its recent product launch.

• Read: Global plant-based meat market to hit $8.3 billion by 2025, says study

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Mohsina Dodhiya

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