VFC Expands Its Vegan Chicken Portfolio With Chilled Food Launch

U.K.-based plant-based food innovator, VFC, has expanded its vegan chicken portfolio into the chilled food sector with the launch of two new products: a chilled version of its VFC Original Crispy Chickn Fillets and Piri Piri Chickn Wings with a dipping sauce. Available at Asda supermarkets, this move marks a strategic innovation in reaching new customer segments and expanding internationally while excluding animals from food production. VFC has been on a trajectory of growth, including a recent £6M investment, broadening distribution, and acquiring the Meatless Farm brand to diversify its plant-based chicken range.

VFC CEO Dave Sparrow sees the chilled meat-free category as a £275M market that caters to a different consumer base than the frozen food section, making this launch a significant milestone in the company's mission to introduce more people to the taste of VFC while advocating for animal welfare. Co-founder Matthew Glover emphasizes VFC's activist roots and commitment to driving change through food production, carving out a niche in the competitive vegan chicken market and further expanding its product offerings through strategic acquisitions like Meatless Farm.