Leading South African plant-based food brand, The Fry Family Food Co., adds another household name to its distribution list this week, with the addition of its frozen ranges to the Iceland shelves.
The family-owned and run company will be adding five products to Iceland’s plant-based range in May, including its new Big Fry Burger, and family classics such as Chicken-Style Burgers, Chicken-Style Nuggets, Vegetable Curry Pies and Fishless Fillets – which Iceland the UK’s only stockist of.
This latest addition bolsters Fry’s distribution in the UK to nearly 800 high street Iceland stores, as well as 141 Iceland Food Warehouse stores, alongside its existing chilled and frozen ranges in Tesco, Sainsbury’s, and Ocado.
The Fry’s brand has also seen packaging refresh this year, to further highlight the new brand statement of ‘For Families. By Ours.’
This has made the distribution through Iceland even more exciting as Tammy Fry, international marketing director and founding family member of the Fry Family Food Co, explains: “The opportunity to partner with Iceland to distribute some of our family-favourites was a hugely exciting one for us and we believe our Iceland range is perfect for our key audience.
“We know our customers, vegan and non-vegan, love delicious, fast, plant-based solutions that keep the whole family happy on a busy weeknight – and help reduce the environmental impact of a meat meal along the way. Iceland is a favourite destination for the family shop and we are delighted that more busy mums and dads will be able to buy great plant-based options.
“We’re also delighted to secure a second UK listing for our Big Fry Burger, which has been a real labour of love, and over three years in the making.”
At 20g of protein per 112g patty (3g more than the average beef burger), the Big Fry Burger contains only 4g fat compared to 14g in a beef burger. Weighing up against its plant-based counterparts, it also has 15g less fat than the Beyond Burger and 108 fewer calories.
Five chilled and frozen from the Fry Family Food Co. will be arriving in nearly 1,000 Iceland stores across the UK from 14 April 2021:
- Big Fry Burger
- Chicken-Style Burgers
- Chicken-Style Nuggets
- Vegetable Curry Pie
- Fishless Fillets