Available from 10 October, Sainsbury’s will stock eight of Fry’s products including Smoked Hot Dogs, Chicken-Style Strips and Sausage Rolls at 524 stores nationwide.
As part of Sainsbury’s efforts to expand its plant-based offering, the retailer’s meat-free buyer James Hamilton said Fry’s Family Co products seemed like a “perfect fit” for its stores and its customers.
“With more customers than ever purchasing meat-free alternatives, Sainsbury’s is dedicated to expanding its variety of great quality vegan options,” said Hamilton.
Fry’s is a family-owned business that started up in South Africa in 1991, with its products now available in over 25 countries.
The company said the launch represented a significant milestone as it prepared to grow and evolve its current ranges, as well as developing new plant-based products for consumers.
“These are exciting times – the popularity of veganism seems to be unstoppable, and demand for delicious new alternatives is greater than ever,” said Fry’s international marketing director Tammy Fry.
“Plant-based eating is now a mainstream option for many Brits who are looking to reduce their meat consumption – be it for health reasons, environmental factors or animal welfare concerns. We’re thrilled to have embarked on an exciting new relationship with Sainsbury’s and delighted to be showcasing more of our meat-free alternatives to customers up and down the country.”
Fry’s joins Sainsbury’s other international meat-free brands such as Naturli’ Foods, who launched its 100% plant-based mince into 400 stores in June.