Fry Family Foods has launched its Shape & Sizzle Mince at Tesco stores in the United Kingdom. The frozen product was recently named Best Plant-Based Mince in the Plant-Based Taste Awards competition. Winners were announced during the Speciality & Fine Food Fair at London’s Olympia.
“We believe it is the first ever shapeable plant-based mince in UK supermarkets, which means consumers will now have a lot more versatility when it comes to making their favorite family meals. The mince works well for meatballs, burgers and koftas as well as other classics such as Bolognese, shepherd’s pie and lasagna”, said Emma Herring, head of marketing at Fry’s and the Livekindly Collective in Britain.
Selling for £2.50 per 300-gram bag, the product is 100% vegan. It’s made from non-GM soya and is high in fiber, low in saturated fat and a good source of protein.
During the product development phase. a blind consumer taste panel with over 100 participants named the plant-based mince as the best options when compared to other popular offerings.
“The taste, texture and appearance was highly rated with the panelists, which gives us total confidence that this product will be a winner with Tesco shoppers,” said Herring.
Tammy Fry, co-founder of Fry’s, commented: ”This innovation has been created specifically to meet strong consumer demand for a great quality, meat-like plant-based mince that can be used in multiple dishes. The initial consumer feedback has been really promising.”
The Fry Family Foods business began at a tiny family kitchen in South Africa in 1991, when Wally and Debbie Fry began making meatless burgers and sausages. Debbie, a lifelong vegetarian, convinced avid meat eater Wally to changed his ways. Today the Fry’s range of vegan products, which includes burgers. brau-style sausages. breakfast bangers, hot dogs, chick’n strips and curry pie, is available in more than 40 countries around the world.
