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, Tescoâs director of plant-based innovation says: âIâm thrilled that Tesco is the first large retailer to bring VFC to the mainstream market.
âThe plant-protein market is growing rapidly, and VFC brings something genuinely exciting to the sector.
âWith no compromise on flavour, it offers a delicious alternative that will help make eating plant-based easier â and tastier â than ever.â
VFC co-founder Matthew Glover (also co-founder of Veganuary) says: âWeâre incredibly excited to be working with Tesco to bring VFC into mainstream grocery.
âAs the new vegan brand on the block, we couldnât be happier to join the range of quality vegan products already offered by Tesco, and to be injecting a little passion into the sector.â
He adds: âOur mission, of course, is to disrupt the current food system that is tied to factory farming, slaughterhouses and environmental degradation. And weâre doing all that with delicious feel-good food.
âThis is a very important â and very welcome â milestone for us and, as a well-funded startup backed by Veg Capital, it is just the start.â
VFCâs activist marketing
The announcement comes shortly after VFCâs recent expansion into North America, which was accompanied by a risquĂ© 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 âtake no prisonersâ weâre sure itâll be one to watch.
Want to âcluck the systemâ? Start by learning the truth behind poultry farming in the UK.
Source: Veganfoodandliving.com