In the ten short months since the brand was established, VFC has taken the vegan world by storm with delicious food, catchy marketing, and vicious social media takedowns.
Derek Sarno, Tesco’s director of plant-based innovation says: “I’m thrilled that Tesco is the first large retailer to bring VFC to the mainstream market.
“The plant-protein market is growing rapidly, and VFC brings something genuinely exciting to the sector.
“With no compromise on flavour, it offers a delicious alternative that will help make eating plant-based easier – and tastier – than ever.”
VFC co-founder Matthew Glover (also co-founder of Veganuary) says: “We’re incredibly excited to be working with Tesco to bring VFC into mainstream grocery.
“As the new vegan brand on the block, we couldn’t be happier to join the range of quality vegan products already offered by Tesco, and to be injecting a little passion into the sector.”
He adds: “Our mission, of course, is to disrupt the current food system that is tied to factory farming, slaughterhouses and environmental degradation. And we’re doing all that with delicious feel-good food.
“This is a very important – and very welcome – milestone for us and, as a well-funded startup backed by Veg Capital, it is just the start.”
VFC’s activist marketing
The announcement comes shortly after VFC’s recent expansion into North America, which was accompanied by a risqué marketing campaign depicting scenes from classic American movies.
The upcoming Tesco launch will also be supported by a sassy advertising campaign.
The campaign will start in London on the underground, bus sides and roadsides, and will expand to the streets of Manchester, Bristol, Brighton & Hove, and Kent shortly after.
The brand is keeping exact details of the campaign under wraps for now, but with their reputation as tongue-in-cheek activists who “take no prisoners” we’re sure it’ll be one to watch.
Want to “cluck the system”? Start by learning the truth behind poultry farming in the UK.