Meat alternatives brand Fry’s Family Foods has announced the launch of a new product, Shape & Sizzle Mince, at Tesco stores UK-wide.
The company believes the product is the first ever shapeable plant-based mince to be available in UK supermarkets. It is sold frozen and can be used in a range of dishes, including meatballs, burgers, spaghetti bolognese, and shepherd’s pie.
Made from non-GMO soy, the mince is high in fibre, protein-rich, and low in saturated fat. In taste tests involving over 100 consumers, the product was reportedly preferred over other popular plant-based minces, with the taste, texture, and appearance all highly rated.
“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,” said Tammy Fry, co-founder of Fry’s. “The initial consumer feedback has been really promising, and we cannot wait for more families to try this groundbreaking product.”
“Tasty, versatile options”
Fry’s was founded in South Africa in 1991, and its products are now available worldwide. In 2020, the company joined the LIVEKINDLY Collective, a group of brands aiming to make plant-based meat mainstream. The collective is currently on track to become one of the world’s largest plant-based food companies.
In January, Fry’s partnered with animation house Aardman to celebrate the movie Chicken Run: Dawn of the Nugget with the launch of an exclusive branded vegan nugget. The campaign was named Best Marketing Campaign at the World Food Innovation Awards in March.
“The more we can provide good quality, tasty, versatile options, the more meals we can make meat-free. I believe this mince is going to be a testament to that,” said Tammy Fry.
The new plant-based mince will roll out at Tesco from September 9.
