Fry’s launches vegan baked goods into Sainsbury’s

Vegan food company The Fry Family Food Co is launching a range of chilled meat-alternative products exclusively at Sainsbury’s.

From Wednesday 10 October, eight chilled products will be available in over 500 Sainsbury’s stores across the country, with a selection of frozen alternatives set to launch the following month.

The range includes sausage rolls, steak & ale pie and a three-bean pasty. Fry’s said the products were backed by its guarantee of 100% vegan, non-GM and only natural flavourings.

“The rise in the popularity of a plant-based diet in the last year has been far more significant than we could have ever anticipated, so this new relationship with Sainsbury’s has come at a really exciting time for us as a brand and veganism in general,” said Tammy Fry, international marketing manager at The Fry Family Food Co.

“Sainsbury’s has made great strides recently in bringing veganism to the mainstream. It has been at the forefront of delivering customers choice in the meat-free category and we are excited to be part of this journey with them.”

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