Sainsbury’s boosts meat alternative offering with Fry’s listing

By Ashley Williams contact

- Last updated on GMT

The products will be available from the 10 October
The products will be available from the 10 October
UK retailer Sainsbury’s is to list international meat-alternatives supplier Fry’s Family Food Co products for the first time.

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.

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