Fry’s groundbreaking new plant-based mince launches in Tesco

Award-winning plant-based brand, Fry Family Foods, are launching their new Shape & Sizzle Mince in Tesco. The mince will roll out nationwide from the 9th of September.

“We believe our Shape & Sizzle Mince is the first ever shapeable plant-based mince in UK supermarkets, which means consumers will now have a lot more versatility when it comes to making their favourite family meals. The mince works well for meatballs, burgers and koftas as well as other classics such as Bolognese, shepherd’s pie and lasagna”, says Emma Herring, Head of Marketing at Fry’s and LIVEKINDLY Collective in the UK.

Fry’s plant-based Shape & Sizzle Mince retails at £2.50 for 300 grams. The product is sold frozen and can be found in the plant-based, meat free frozen aisle. Like all of Fry’s products, the formable mince is 100% vegan. It’s made from non-GM soya and is high in fibre, low in saturated fat and a good source of protein.

No 1 Taste Test Winner

During product development a blind consumer taste panel with over 100 plant-based consumers named the product as the best option when compared to other popular plant-based mince products.

“The taste, texture and appearance was highly rated with the taste panelists which gives us total confidence that this product will be a winner with Tesco shoppers. We really hope that this will encourage families up and down the country to try plant-based for the first time or swap out a few more meals, using Fry’s plant-based Shape & Sizzle Mince”, says Emma Herring.

Tammy Fry, Co-founder of Fry’s is delighted about the new mince. She comments:

”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. The initial consumer feedback has been really promising, and we cannot wait for more families to try this groundbreaking product.”

Tammy Fry adds that innovative food tech is how the category will really move the needle in the plant-based meat space.

”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.”

Fry’s plant-based Shape & Sizzle Mince product information:

Pack weight 300 g, serves 4. Normal RSP: £2.50. Rolling out from the 9th of September in Tesco.

About Fry Family Foods  

It all began in the Fry family kitchen in 1991, where Wally and Debbie Fry began making burgers and sausages without meat. Debbie was born vegetarian, and Wally (an avid meat eater) changed after meeting Debbie (she got her way!). The Fry’s range of vegan products is now available all over the world, making eating less meat that much easier.  

In 2020, Fry’s joined forces with LIVEKINDLY Collective to create a leading global movement to build a sustainable future by making plant-based living the new norm. This unique collective is on track to become one of the world’s largest plant-based food companies.

The Fry family themselves are still very involved in the running of the day-to-day business and are often instrumental in coming up with new product ideas that suit busy family lives. Fry’s truly is a family business.  

The Fry's range of vegan food was awarded Best Vegan Meat in the VegFest Awards in the UK in 2020 and again in 2021.

Fry's Family Foods links

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About LIVEKINDLY Collective

LIVEKINDLY Collective [LKC] was founded on the belief that plant-based alternatives are key to a sustainable global food system.

As a collective of brands from across the globe, supported by our own production facilities enabling us to deliver private label and export products, as well as ingredients, to other plant-based companies, LKC is uniquely positioned to maximize impact.

We provide consumers around the world with delicious food through our portfolio of plant-based brands, Like,  Fry’s, Oumph!, No Meat and Alpha. With our innovative products sold in more than 40 countries, LKC is on a mission to make plant-based eating the new norm. To learn more, visit www.thelivekindlyco.com.