VFC – founded by Veganuary’s Matthew Glover – says it has big plans for the future, following a series of acquisitions
Vegan Fried Chick*n (VFC), the plant-based brand known for its tongue-in-cheek marketing campaigns, is shaking things up following recent acquisitions.
The company, founded by Veganuary’s Matthew Glover and chef Adam Lyons, made headlines last year after saving Meatless Farm from administration – as fears appetite for plant-based food was plummeting.
It also acquired Devonshire-based Clive’s Purely Plants for an undisclosed sum, which sells a range of plant-based pastries such as pies and quiches.
With its bolstered portfolio, VFC has decided to rename itself to Vegan Food Group (VFG) as it eyes up a global expansion.
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A ‘vegan Unilever’
According to FoodNavigtaor, Glover says the company’s focus will be based on UK and EU markets for now, but that he’ll keep an ‘open mind generally’ about international expansion if it makes ‘financial and strategic sense’. VFG has already begun exporting goods to the Middle East and Australia.
He also announced ambitious plans that will see VFG become a ‘vegan Unilever’ and didn’t rule out the company venturing into non-food products such as vegan leather and cosmetics in the future.
“We’ll be focusing on food for the time being, as 99 per cent of animals exploited in the world are in the food sector,” Glover added.
VFG is currently exploring more brands to add to its portfolio as it anticipates its sales will reach £25M this year. Photo © Vegan Food Group
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Vegan Food Group (VFG)
With its recent acquisitions, VFG now boasts an extensive product portfolio comprising 80 SKUs, available across 21,000 distribution points in the UK. In 2024, it anticipates its sales will reach £25M.
By consolidating its portfolio of brands into a single entity, VFG aims to increase efficiency, optimise its supply chains, and heighten its innovation to meet demand for plant-based products as meat consumption falls to its lowest level since records began in 1974.
“With consolidation required in the plant-based space, and early signs of a rebound, the Vegan Food Group is well positioned to capitalise on market conditions and supercharge growth in the UK and Europe,” Glover said.
Going forward, the company has big plans to expand further, with CEO David Sparrow confirming: “We are actively reviewing strategic acquisitions to add to the group in 2024, building upon a successful 2023 trading year.”
With veganism at the heart of the company, Glover told Plant Based News that the company is dedicated to “removing animals from the food chain.”
He says the company aims to do this “by enticing consumers with delicious, ethical, and sustainable plant-based alternatives.”
VFC
In 2023, VFC landed an impressive £6 million investment to ‘boost expansion’ and saw its sales value grow by an impressive 199.3%, according to NielsenIQ data for the Grocer’s Top Products survey.
With the investment, the company promised the money would be used to ‘grow further across multiple channels in the UK and internationally’.
The company’s commitment to innovation and growth is evident with the launch of numerous new products in its VFC line this January.
For Veganuary 2024, VFC has launched a slew of new products including fakeaway ready meals, market-first vegan Chick*n Sausages and a new chilled Chick*n Mince.
Made from pea protein, the new products are perfect for those looking to eat healthier this January as the new One Bag’s are gluten-free and a great source of fibre.
Got the January blues? Start planning your next hotel with our guide to the world’s best vegan hotels.
Featured photo © Vegan Food Group
