UK – UK-based plant-based meat company VFC Foods has rebranded itself as the Vegan Food Group (VFG), aiming to position itself as a global leader in the plant-based food industry.
The company, founded in 2020 by Adam Lyons and Matthew Glover, co-founder of Veganuary, initially gained prominence as a challenger brand with its innovative vegan fried chicken.
The rebranding comes on the heels of a remarkable year for VFG, marked by key acquisitions, including the rescue of Meatless Farm from administration and the purchase of Clive’s Purely Plants.
These moves transformed VFG into a diversified player in the plant-based food category, prompting co-founder Matthew Glover to take on a more hands-on role as the firm’s Chief Mission Officer.
The group’s sales value surged by 199.3% in the past year, according to NielsenIQ data for the Grocer’s Top Products survey.
“Despite challenges in the overall UK meat-free market, with declines in sales and withdrawals by prominent brands, VFG has emerged as a resilient force,” CEO David Sparrow said.
He expressed confidence in the brand’s ability to navigate the changing market dynamics, emphasizing the importance of consumer-led brands adhering to their core values for long-term success.
With a portfolio that now spans 80 SKUs across 21,000 points of sale in the UK and the EU, VFG anticipates sales reaching £25M in 2024.
The company’s new line of frozen ready meals and innovative products like chilled chicken sausages and mince made from pea protein reflects its commitment to continuous innovation and meeting diverse consumer needs.
The rebranded Vegan Food Group envisions itself as a “vegan Unilever,” emphasizing consolidation, streamlined operations, cost efficiencies, and a robust market presence.
“Imagine a ‘vegan Unilever,’ but with the majority of future profits being donated to effective animal charities and diet change initiatives – that’s what we’re creating at the Vegan Food Group,” Matthew Glover stated.
Looking ahead, the company revealed plans to explore strategic acquisitions to further expand its portfolio in 2024.
“With a clear focus on sustainability, innovation, and global growth, we look forward to making waves in the evolving landscape of the plant-based food industry.”
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