South Africa’s Fry Family Foods rools out Flexi Range for flexitarian consumers
New plant-based line includes burgers, mince, and strips
SOUTH AFRICA – Fry Family Foods has introduced a new line of plant-based products called the Flexi Range, targeting consumers who want to cut back on meat without giving up familiar flavors and textures.
The launch includes items such as Pea Protein Mince, Homestyle No-Chick’n Burgers, and Southern Fried Strips, all formulated to replicate the taste and mouthfeel of animal-based products.
The Pea Protein Mince is positioned as a high-protein replacement for beef, offering a meaty texture and savory flavor while being free from cholesterol and low in saturated fat.
The Homestyle No-Chick’n Burgers have been reformulated to deliver more protein and flavor than an earlier version, with added fiber and no genetically modified ingredients.
Similarly, the Southern Fried Strips are designed as a crunchy snack option with lower cholesterol and higher fiber compared to conventional crumbed meat products.
Fry’s also plans to expand the Flexi Range with two new offerings: No-Chick’n Pieces in Spiced and Original flavors.
These soy-based products are intended to appeal to consumers looking for uncrumbed chicken-style pieces, with the Spiced version suited to stir-fries, wraps, and salads, while the Original option is promoted as a versatile addition for tacos or sandwiches.
Clare Ewing, Head of Sales and Marketing at Fry’s, said the new line was developed to encourage more sustainable eating habits.
She noted that plant protein should be recognized as a category in its own right and described the products as a modern option for consumers who want quality protein sources beyond meat.
The Flexi Range is currently available in select retailers across South Africa, including Checkers and Pick n Pay branches in KwaZulu-Natal and the Western Cape.
Fry’s expects the products to appeal not only to vegans but also to flexitarians and meat-eaters interested in reducing their consumption of animal products.
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