VFC lineup Tesco

Source: VFC 

A trio of products, made from wheat and soy protein, will go on sale in the retailer on 1 November 

Vegan fried chicken startup VFC has won its first multiple listing with Tesco.

The retailer will stock the brand’s VFC Original Recipe Chick*n Fillets (rsp: £3/220g), VFC Original Recipe Popcorn Chick*n (rsp: £3/250g), and VFC Original Recipe Chick*n Bites, (rsp: £3.50/275g) across 370 stores on 1 November, World Vegan Day.  

The products are said to be made of a “a mix of wheat protein and soy protein in a southern fried crispy corn flake coating”.  

Derek Sarno, Tesco’s director of plant-based innovation said he was “thrilled” that Tesco had become the first large retailer to bring VFC to the mainstream market.

“The plant protein market is growing rapidly, and VFC brings something genuinely exciting to the sector,” he said.

An out-of-home advertising campaign covering the London Underground, Manchester, Bristol, Brighton & Hove and Kent will support the Tesco debut, the brand added. 

VFC was founded in the UK in December 2020 by Veganuary co-founder Matthew Glover alongside chef and restaurateur Adam Lyons.

“As the new vegan brand on the block, we couldn’t be happier to join the range of quality vegan products already offered by Tesco, and to be injecting a little passion into the sector,” Glover said.  

“Our mission, of course, is to disrupt the current food system that is tied to factory farming, slaughterhouses and environmental degradation. And we’re doing all that with delicious feel-good food.” 

The NPD comes on the back of the 10-month old brand’s recent foray into foodservice across the US west coast and Canada.