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Cover issue 15

Popular vegan food brand to launch in US

Fry’s Family Foods Enter US Market

Headquartered in Durban, South Africa, the family-run vegan food brand currently distributes its products in 28 countries. Now, for the first time since their launch in 1991, they are debuting in the US. The development comes following their collaboration with the US-based organic food chain, Lazy Acres.

Ten of Fry’s most popular products were released at the beginning of June in Southern California, where Lazy Acres have five stores. The Encinitas, San Diego store will sell the products initially, followed by Long Beach and other locations in mid-summer.

Already a popular meat-substitute brand in the UK retailing in a number of health food stores such as Holland & Barrett and a couple of major UK supermarkets including Morrisons, Fry’s was then successfully launched in 524 Sainsbury’s stores nationwide in October 2018. The company then expanded its range in Sainsbury’s to meet consumer demand and launched meat-free mini sausage rolls, cocktail sausages, a beef-style chilli pasty and a twin-pack version of the already popular Fry’s sausage roll.

The international marketing director of The Fry’s Family Food Co. Tammy Fry, commented: “The number of people looking for plant-based alternatives to their favourite dishes is rising every day, resulting in an increasing demand for variety and choice of product. We’re so pleased to be expanding our range in line with this and offering new and exciting alternatives to make plant-based eating as easy as possible.”

 

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