VFC (company)

Last updated

VFC
TypePrivate company
IndustryVegan cuisine
FoundedDecember 2020;2 years ago (December 2020)
Founders Matthew Glover, Adam Lyons
Headquarters North Yorkshire, United Kingdom
ProductsMeat analogue
Website vfcfoods.com

VFC Foods is a British vegan food company that started trading in December 2020. An acronym for "Vegan Fried Chicken," it was founded by Matthew Glover and Adam Lyons in North Yorkshire, England. The company specialises in creating meat substitute products for fried chicken. Glover is the co-founder of the Veganuary movement and uses his experience in vegan activism to promote the brand.

Contents

VFC expanded during its first year of trading, growing from an online store based in York to a company supplying products internationally. PETA have recognised VFC and awarded it with their "Best Vegan Chicken" accolade. [1]

History

VFC uses plant-based ingredients such as wheat protein to create meat substitute foods that mimic fried chicken products. [2] [3] The products are coated in a cornflake crispy coating. [4] VFC is an acronym for "vegan fried chick*n". [5] The company was founded by Matthew Glover and Adam Lyons in York, United Kingdom. [5] Glover is a businessman and vegan activist who alongside his wife helped creating the Veganuary movement in 2014. Lyons is a chef and restaurateur. [5]

The idea to create the business occurred when Glover attended Lyons' restaurant, Source. Glover ordered the vegan fried chicken menu option and wanted more people to try the product. Lyons' experience visiting a chicken farm made him determined to invest in veganism and launch the business. [5] Their creation was also part of a protest against the factory farming of chickens. At the time, Glover told Maxine Gordon from The Press that "this is where food meets activism. This is our sit-down protest." [5] VFC is one of the several vegan brands created in the Yorkshire region, helping to bolster the area's economy and reputation in the meat-free food business. [6]

Glover and Lyons worked with Born Ugly to create their branding. They used their brand image to promote junk food in a positive manner. This strategy was unconventional for the food category that usually promotes itself in a righteous way. [7] The VFC packaging features stylised graffiti and vegan campaign messaging. [3] Its main retail products are vegan chicken fillets, vegan chicken bites and vegan popcorn chicken. [8] The products were initially made available for purchase online only, via their own website store. [9] [5] Glover and Lyons employed a sales director to help them secure placements in British supermarkets. [5] In their first month of trading, VFC amassed forty-eight thousand pounds in sales and ran low on stock due to unexpected consumer demand. [7] In early 2021, £2.5 million was invested in the company from financial backers including Glover's own Veg Capital and the separate Johnson Resolutions. [10] In October 2021, VFC secured their first deal with British supermarket Tesco to stock their products. [11] That month, VFC won the "Best Vegan Chicken" accolade at the 2021 PETA Vegan Food Awards. [12] [13]

VFC expanded to international markets. In their first year, they began selling their products in Spain and the Netherlands. [14] In September 2021, it was announced that VFC were launching their products in the United States. [4] Glover also announced that they had attracted business interest in fifty additional countries. [4] In December 2021, VFC showcased at the Plant Based World Expo in New York City as one of the anchor stands. [15] [16]

VFC has become known for its animal rights advocacy and promotional stunts, attracting media attention. In addition, the brand repeatedly shares bold and humorous slogans across social media. [16] They partnered with the actor Peter Egan and carried out undercover filming to expose conditions at a chicken factory farm in Shropshire. [17] VFC have pledged to fight online harassment from anti-vegan trolls on social media. Glover has stated that engaging with trolls helped to grow the brand's profile. [18] Another publicity stunt VFC orchestrated was following only one account, the fast food chicken brand KFC on the social media platform Instagram. [18]

In 2021, the company stopped using the term "plant-based" in its marketing material, instead focusing on using the term "vegan". [19]

In 2023, VFC bought the company Meatless Farm out of administration [20] and products under that brand name will reappear in Asda supermarkets. [21]

Related Research Articles

<span class="mw-page-title-main">Meat alternative</span> Plant-based food product manufactured to resemble meat

A meat alternative or meat substitute, is a food product made from vegetarian or vegan ingredients, eaten as a replacement for meat. Meat alternatives typically approximate qualities of specific types of meat, such as mouthfeel, flavor, appearance, or chemical characteristics. Plant- and fungus-based substitutes are frequently made with soy, but may also be made from wheat gluten as in seitan, pea protein as in the Beyond Burger, or mycoprotein as in Quorn.

<span class="mw-page-title-main">Chicken nugget</span> Small pieces of deboned, breaded, and battered chicken meat

A chicken nugget is a food product consisting of a small piece of deboned chicken meat that is breaded or battered, then deep-fried or baked. Invented in the 1950s, chicken nuggets have become a very popular fast food restaurant item, as well as widely sold frozen for home use.

<span class="mw-page-title-main">Chicken fingers</span> U.S. dish of breaded and fried chicken meat

Chicken fingers are chicken meat prepared from the pectoralis minor muscles of the animal. These strips of white meat are located on either side of the breastbone, under the breast meat. They may also be made with similarly shaped pieces cut from chicken meat, usually the breast, or sometimes just pulverized chicken flesh.

<span class="mw-page-title-main">Boca Burger</span> Veggie burger by Kraft Heinz

Boca Burger is a veggie burger produced by Kraft Heinz in Chicago, Illinois. Like all of Boca Foods' products, Boca Burgers serve as a meat alternative.

<span class="mw-page-title-main">Morningstar Farms</span> Division of the Kellogg Company

Morningstar Farms is a division of the Kellogg Company that produces vegan and vegetarian food. Many of their offerings are plant-based variations of traditionally meat products. Their products include meatless chicken nuggets, popcorn chicken, corn dogs, breakfast sausage, burgers, hot dogs, bacon, and pizza snack rolls with vegan cheese. Originally, Morningstar offered some, but not all vegan products. In 2019, Morningstar Farms announced all products would be vegan by 2021, but had not yet done so as of December 2022.

<span class="mw-page-title-main">Rustlers (convenience food)</span> Hamburgers and sandwiches made by Kepak

Rustlers are a range of hamburgers and hot sandwiches made by Kepak, a company based in Dublin, Ireland. Each product in the range comes packed with a sachet of sauce appropriate for the food. Several products are now also packaged with a slice of processed cheese and/or a rasher of bacon.

<span class="mw-page-title-main">Gardein</span> Line of foods by Conagra Brands

Gardein is a line of meat-free foods produced by Conagra Brands. In 2003, the company was founded by Yves Potvin, who remained as the CEO of Gardein until 2016. In November 2014, Pinnacle Foods purchased Gardein for $154 million. Pinnacle was acquired by Conagra in 2018.

<span class="mw-page-title-main">Vegetarian bacon</span> Vegetarian food emulating bacon

Vegetarian bacon, also referred to as veggie bacon, vegan bacon, vegan rashers, vacon, or facon, is a plant-based version of bacon.

<span class="mw-page-title-main">Veganz</span> First vegan supermarket chain in Europe

Veganz Group AG is a vegan brand headquartered in Berlin, Germany. Veganz was founded as the first vegan supermarket chain in Europe.

<span class="mw-page-title-main">Beyond Meat</span> Los Angeles-based producer of plant-based meat substitutes

Beyond Meat, Inc. is a Los Angeles–based producer of plant-based meat substitutes founded in 2009 by Ethan Brown. The company's initial products were launched in the United States in 2012. The company went public in 2019, becoming the first plant-based meat analogue company to go public.

McVegan is a veggie burger sold by the fast-food restaurant chain McDonald's. In 2017, McDonald partnered with the Swedish food company Orkla to create a plant-based patty inside a small steel kitchen in Malmö, where they began the creation of the product. In Germany, the chain's vegan burger is sold as the Big Vegan TS.

<span class="mw-page-title-main">Veganuary</span> UK nonprofit promoting veganism

Veganuary is an annual challenge run by a UK nonprofit organisation that promotes and educates about veganism by encouraging people to follow a vegan lifestyle for the month of January. Since the event began in 2014, participation has increased each year. 400,000 people signed up to the 2020 campaign. The campaign estimated this represented the carbon dioxide equivalent of 450,000 flights and the lives of more than a million animals. Veganuary can also refer to the event itself.

Beyond Fried Chicken, Kentucky Fried Miracle or KFC Chicken Nuggets are a type of food product sold by the international fast food chain KFC. In August 2019, El Segundo, California-based Beyond Meat partnered with KFC for a plant-based chicken nugget. It is the first fast-food chain to introduce a plant-based meat after partnering with Beyond Meat.

BOSH! is a duo of British vegan chefs from Sheffield consisting of Henry Firth and Ian Theasby. They rose to fame in 2016 with the launch of their YouTube channel, and have gone on to host the ITV1 television programme Living on the Veg and author a number of books. Their eponymous vegan cookbook ranked fifth in the Sunday Times Bestsellers chart in 2018, and is among the top 50 best-selling UK cookbooks of all time.

<span class="mw-page-title-main">Fry Group Foods</span> South African/Australian manufacturer of vegan meat analogues

Fry Group Foods is a manufacturer of vegan meat substitutes founded by South Africans Wally and Debbie Fry in 1991. In March 2020 it joined LIVEKINDLY Collective, the global plant-based food company.

<span class="mw-page-title-main">Meatless Farm</span> U.K. company making plant-based meat substitutes

Meatless Farm is a British company that produces vegan, plant-based meats which are made primarily from pea protein. It was founded in 2016 by the Danish entrepreneur, Morten Toft Bech.

Matthew Glover is a British businessman and co-founder of the Veganuary movement, which his wife Jane Land helped to create. He is the founder of Veg Capital, which helps fund technologies developing plant-based, fermented and cultivated alternative proteins.

<span class="mw-page-title-main">Squeaky Bean</span> British vegan food company

Squeaky Bean is a British vegan food company that was founded by Sarah Augustine and Simon Day in 2018 and began trading in 2019. It is owned by the British food manufacture company Winterbotham Darby and is based in Redhill, Surrey, United Kingdom. The company experienced rapid expansion from just three products into a multiproduct brand stocked in British supermarkets. The brand significantly expanded its distribution capabilities following the growth and receiving millions of pounds worth of investment. In 2021, it was reported that the brand had amassed a turnover of £7.5 million.

References

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